how does pay per click work?
- PPC Contributes to your Business Goals
This is often the most compelling reason to use PPC advertising.PPC can help you achieve a vast number of business and marketing goals.
From high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale.
Nearly any type of conversion goal can be tracked.
In the era of content marketing and thought leadership, PPC can foster the middle ground of nurturing and serving the middle of the funnel through advertising content downloads, seeking newsletter signups, contest entries, and pushing for app downloads. PPC can support many parts of the sales funnel and the path that your prospects take from awareness to becoming a customer.
Regardless of the goals, PPC campaigns can be set up effectively. Granular goals, targeting, and robust data to report make it highly successful for many and easy to know if it is working or not. - PPC Is Measurable & Trackable
A major benefit of PPC advertising run through Google Ads is that it’s easy to measure and track. Simply use the Google Ads tool in combination with Google Analytics. You’ll see high-level performance details, including impressions, clicks, and conversions (based on the defined business goals). There’s no mystery to your PPC performance. Stats are readily available and show how your campaigns are performing and what kind of traffic and results they drive for your budget. In other advertising and marketing channels, the picture isn’t as clear for attribution of the budget to direct results. When you send your PPC traffic to dedicated landing pages and track it to conversion using Google Analytics, you can see what you spent and what it drove in terms of your end goals. No billboard or magazine ad can attribute to sales like that.Plus, you can do more with call tracking and isolate your PPC efforts more than you can in SEO, and many other marketing efforts as calls can be a big blind spot.
- Quick Entry
Even if you’re a decade behind your competitors in jumping into PPC marketing, you can get up and running quickly with a little bit of optimization.This is often a big contrast to starting up SEO efforts, which often takes a lot of time and attention to get the same positioning and traffic that Google Ads offers within minutes of launch.
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PPC lets you quickly cast a wide net to find new prospects and customers. I can get up and running quickly with minimal involvement from you .- You’re in Control
You have control over a wide range of options for reaching potential customers. This starts with the keywords or placements you choose to target and how restrictive you want to be. You also have a lot of budget control if you want to start small.If you see positive results, you can scale up immediately. And if you want to take a break, you can always pause and stop your ad spend immediately.
There’s not a long cycle from edit to deployment that you see in other mediums, and if an ad stinks, you can pull it without having to let it complete a contracted cycle.
Whether you have a quantity of leads goal, a ROAS goal, spend goal, or other specific goals, you can manage and track them with fresh data.
- PPC and SEO work well together
The traffic from Ads is often to the same audience as Organic SEO targets – the people using Google to find information, services, or products.The performance data of impressions, clicks, and conversions from Google Ads can provide great insight and direction on a keyword-by-keyword basis for SEO efforts.
If nothing else, remarketing can be a great place to start running PPC campaigns as well as it is cheaper and lower in the funnel than prospecting and brand awareness steps tied to ads.
There are other cases where PPC can help provide data or an alternative to traditional direct marketing activities.
PPC can also be directly compared to traditional mail with costs per impression and conversion.
If you can shift away from more expensive traditional marketing to methods that provide real-time data and have better tracking, it can be a big win.
Google Ads remarketing
Is a great avenue to keep site visitors engaged, regardless of how they found your site. Remarketing ads are shown to people who visited and left your site and are based on specific rules or audiences you select.- Incredible Targeting Options
Many advertisers take a multi-layered approach in Google Ads to test and ensure full coverage across the networks and targeting types that can gain brand exposure.This ranges from targeting keywords through text ads, to running ads through remarketing based on their past behaviors or focusing on specific audience demographics on the display network.
By testing and trying out a mix, you can ensure the full scope of Google Ads is leveraged and that you’re getting as many impressions as possible while staying targeted to the personas in your prospective audience.
Going back to the business goals conversation, you can also see what performs best and set expectations on what the tolerance is for cost per click and cost per acquisition to compare the different targeting methods with each other.
Ultimately, the biggest benefit of the PPC targeting options available is that you are able to reach people who aren’t already in your audience as well as those that have been exposed to your brand.
You have many options for how wide of a net you want to cast.
- A Wealth of Marketing Data
While there’s a lot of data and performance information directly available in Google Ads, the value of information gained goes beyond just PPC performance.Impression, click, and conversion data for each keyword can be used to advise SEO strategy and content marketing efforts.
Beyond that, you can use the built-in keyword planner and display planner tools to find where your audience is.
You can also cross-reference where your competition is through third-party tools like SpyFu, KeywordSpy, and iSpionage to build a solid profile of what you’re up against and what market share you can gain.
Plus, you can still manually look at the search results and gain insight as to what the searcher will see.
What my Clients Say...
In 2020 we were struggling to recruit caregivers, we found ourselves understaffed & unable to keep up with demand. We had tried various recruitment methods – ads in the local paper, leaflet drops, recruitment days in local hotels & even a poster on the back of a bus!
I hired Datalab to create & manage a PPC recruitment campaign. The results were the best we’ve ever had – far exceeding my expectations. The results were almost instant and we were able to control both the types & quantity of applicants.
We have now greatly improved our recruitment situation. Datalab are quick to get the campaigns running and respond to emails & messages.
Victor was able to tailor the campaigns to our needs & optimise our results with a data-driven approach. The results speak for themselves.
I can highly recommend working with Victor at Datalab
Stephen Conway
Former Owner – Home Instead Wexford
