Key reasons why your client should opt into PPC today
Pay-per-click (PPC) is the online advertising model where payment is based on qualifying click-throughs. These are the ads that appear on the top premium position and along the right side rail of the organic listings on a search engine results page (SERP).
There are several variables that help determine the position of the ad depending on the Search Engine platform where the user has made their search query on. These vary between bid, quality score of the keyword, relevance of the ad, landing page performance & relevance, in fact, it may be quite overwhelming for anyone to try and optimize let alone, perfect this advertising strategy.
Most advertisers that end up doing PPC ads can’t pay close attention to all of these variables. This results on a lower than expected performance, which makes it a hard to sell service. Nevertheless, PPC ads, or Search Engine Marketing (SEM) is a proven strategy to increase sales and revenue. Here’s a list of reasons why your client should opt into PPC or SEM, this list is designed to help you close that sale.
1. Being discoverable beats being desirable.
How many times have you seen an ad on TV, a Billboard or heard someone talk about a product that made you want to search for it online right then and there? How many times have you searched for that product and gotten 3 or 4 links to multiple brands that are not the one you saw?
It is important to be accessible or discoverable for users who do natural searches. Sometimes you want your target to find your product, check out your website or even try it out, just once! Because you know that if they tried it once they would fall in love with it. Well, if you are not right where your target is getting their information we’re sad to say, it’s hard to rely on word of mouth and it’s too expensive to rely on traditional marketing.
Which brings us to our next point:
2. PPC ROI is king!
Consider how much it costs for your target to see your commercial on TV or consider how many of the people who drove by your billboard actually paid attention to what it said, how much did that cost?
With PPC you only pay for clicks. That means that if a user saw your ad after making their search query and simply scrolled down past your ad, you got a free impression! If the user clicked on your ad, yes you pay for that, but first off, that’s what you want isn’t it? Second, it’s so affordable to get that click!
It works as a bidding system so if you for example, were willing to pay up to $5.00 for a click but all of your competitors are willing to pay up to $1.28 max, you will probably end up paying $1.29 for that click.
Now, consider how many of the people who saw your commercial or your billboard ended up buying your product and compare that to how many of the users that clicked on your ad did. That is, if you could measure that comparison as easy as it sounds.
3. It is completely measurable.
As marketers in any level of the industry you are asked to deliver results, but most of the efforts we do can not be measured that easily and it is so hard to stand in front of that board of directors annually and try to justify your position, isn’t it?
The digital advertising world can be measured, all of these little efforts you do can be tracked all the way down to the purchase so any type of investment you make you’ll be able to justify and better yet, you can have benchmarks for future reference! The online advertising world is the best way to plan, implement, measure and improve your product’s performance in an ongoing way.
In conclusion, we have talked about being where your target is doing their research at a moment of great receptivity. We talked about how affordable it is to be there which yields better returns than traditional media and we also talked about how you can measure every little effort you make to provide continuous improvement.
We hope you are ready to get your client on board with PPC and to provide the best performance of every investment your client does contact your Atuqui representative. We will help structure your campaign to its optimum performance, monitor and optimize it on a daily basis and ultimately analyze and report it so your client is happy with your work!