Why you must include PPC in your digital marketing campaign

This could seem to be a silly question, but when last did you Google something? Did you notice the first three links that came upon the page; the ones with AD written next to them? How about on Facebook; have you seen the little “sponsored” sign below certain branded posts? Pay-per-click advertising has been about for a while but has exploded once it was introduced to social media platforms.

There are schools of thought for both sides of the PPC argument. Some believe that PPC is an unnatural manner to attract business, while others believe that it’s the only way brands can compete in the highly competitive marketplace environment. Let’s take a look at what PPC is, how it drives conversions online, and three solid reasons to include PPC in your marketing mix:

What is PPC?

PPC stands for pay-per-click and works just like the title suggests. Brands can drive traffic to their websites or social media pages by paying for online advertising that only charges when someone physically clicks on the advert. On Google, PPC works like a bidding system. Those who pay the most for bids on specific keywords that internet users might search for will most likely get their paid advert on the top of Google’s page 1. If a brand bids below another advertiser, that advert might appear in position 2 or 3, or at the bottom of the page rather than the top.

How PPC drives conversions

PPC might be a fantastic digital marketing enhancement that can almost instantly drive lead acquisition, but it doesn’t work on its own. Pay-per-click adverts are one link in a chain of content requirements to ensure that the ads work the way they’re supposed to. So, for PPC to be as effective as possible, a brand will need to do the following:

• Research high-traffic keywords related to the product/service being advertised;
• Include these high-traffic keywords into the headlines and descriptions of the ads themselves;
• Make sure that there is a website page that the ad is linking to;
• This destination page should also have the high-traffic keywords on it;
• Ensure that there are actions visitors can take on the destination page (call now, find out more).

Three reasons to include PPC in your marketing

• Get to the top of page 1

If your website isn’t appearing anywhere on a search engine’s first few pages, it might as well not even exist. With PPC advertising, a website sitting on page 5 can end up on page 1, position one if the brand’s PPC ads are of good quality and satisfy the internet user’s needs sufficiently.

• Results are instant

PPC adverts might take some time to set up correctly but can start driving traffic to a brand’s website immediately. Once the ads have been screened by the platform for profanity, unfounded claims, and other restricted wording – and there is a budget that has been set for the ad campaign to draw on – the website page being advertised will start generating views online – and leads will follow soon after.

• Applicable across channels

Pay-per-click advertising has branched out from just being available on search engines like Google. Now, brands can run PPC advertising campaigns on social media channels too. Also, Google offers PPC adverts on its display network. This allows brands to design stunning banner ads and side-strip ads that can appear on websites related to their industry.

It’s clear that PPC can rapidly enhance any business marketing mix, and what you get back from your marketing really is dependent on what you put in.

Get in touch with the Digital School of Marketing

Learn the intricate ins and outs of pay-per-click marketing with a Digital Marketing Course from DSM! Alternatively, contact us today and we’ll assist you with finding your perfect digital marketing qualification.