Investing in a PPC ad campaign is a great way to take your business to the next level, but PPC alone can’t solve all your digital marketing needs. Here are three things pay-per-click campaigns can do and one thing they can’t.
PPC Can Target The Right Customer
One of the biggest strengths of digital marketing is the ability to specifically target your audience. PPC ads allow you to target people in a variety of different ways; by physical location, age, interest, or intention (keyword). Basic PPC campaigns should include at least some general demographic targeting, but managed PPC services can take it a step further with negative keywords, site exclusion lists, and optimizations to make sure you don’t waste money on leads that can’t convert. By using a strategic approach to your PPC campaign, you can reduce your average cost per lead, making your marketing dollars work harder for you.
PPC Can Get More Leads
According to research by HubSpot, 75% of users don’t scroll past the first page of search results. If you’re in a highly competitive or crowded industry, showing up near the top of a search engine result page is critical. Service-based businesses that convert new customers quickly (locksmiths, plumbers, tow trucks, etc) can find success with call-only PPC campaigns even without a full website. Businesses that have a longer customer funnel that requires more time and trust can benefit from the familiarity and re-exposure of remarketing PPC campaigns.
PPC Can Help Boost Your Organic Traffic
PPC campaigns by definition bring traffic to your site through ads you paid for, but they are a great way to help win more organic traffic, too. When more visitors begin to come to your website, through paid ads, organic searches, direct visits, or other means, search engines begin to notice. This influx of traffic starts an “authority snowball” of sorts. Essentially, search engines see that enough people find your site valuable and trustworthy enough to visit and they start recommending your site when relevant queries are searched.
PPC Can’t Fix a Broken Sales Funnel
Pay-per-click advertising is a great way to attract new and high-qualified leads that can turn into customers for your business, but it can’t do everything. If your website makes it difficult for your potential customer to contact you, book a service, or buy your product, you aren’t going to see great results from the traffic you win in a PPC campaign. Before starting a PPC advertising campaign, it’s a good idea to go through your website with fresh eyes and make sure your information is correct and any forms or submission areas are working properly. Alternatively, you can select a managed PPC campaign package that includes professionally-designed landing pages to help you convert leads without needing to change your website.
Pay-per-click advertising can help you reach more customers at a lower cost and is a great way to fill in during slow seasons or scale your business up. From call or remarketing only PPC packages that give a boost to your current efforts to fully managed PPC services that do it all, you can find the web development and digital services you need to level up your business.
