Pay Per Click (PPC) involves using various advertising opportunities linked to your organisation’s keywords – primarily on Google or Facebook. Done right, it can boost your sales. However, it’s not without its challenges. So why do PPC and in specific eCommerce PPC?
Boosting your organic exposure and ‘searchability’ by using supplementary Pay Per Click advertising is a great way to achieve business growth. If it is carefully planned and orchestrated.
From the start, it’s important to stress that it should reinforce and support ‘everyday’ Search Engine Optimisation (SEO). That’s because organic searches account for more website traffic than ad responses do.
Consumers have a deeper trust for their general search results, compared to clicking on the various Google and social media ads they see.
Also, some companies have wasted a considerable amount of money doing online advertising that was poorly developed. The sort of campaigns that result in many clicks (racking up the bill) by internet users poorly matched to their product and therefore not interested in buying!
Keeping all this in mind, here are five reasons to use PPC advertising.
1 – Develops Brand Awareness
Among the most compelling advantages of eCommerce PPC is its ability to create strong brand awareness within your target audiences.
If you have a strategic calendar of brand building activities – including unique and constantly refreshed Content – PPC can accelerate the penetration and lead conversion.
It’s simple really. Online ads direct internet users to the content you formulate to outline your brand statements. Some PPC ads also promote your brand identity in a high impact way.
2 – Drives up profit
The most important benefit of eCommerce PPC is that it can improve sales. Carefully crafted online ad campaigns achieve excellent lead conversion, offering a good ROI.
The key to this is realising that it is not necessarily a standalone strand of digital marketing. PPC should support all the other activities you’re engaged in, especially SEO and content management.
Results from PPC equate to more trackable leads and sales, but also a general upturn in your website success rate. All of which can grow your business substantially, using a well-balanced marketing budget.
3 – Quicker results
How can you get more website traffic, quickly? This is where PPC can be a great answer. Whereas building up website engagement with improved SEO and organic searches can be a longer and more complex process.
Turnround to formulate and deliver a powerful PPC campaign can be swift. You can also see results quickly and clearly, with PPC analytics to show which ads worked best. This makes adjusting and improving your eCommerce PPC activities highly flexible and intuitive. Advanced SEO on the other hand, can be mystifying for even the most seasoned marketing professionals.
4 – Offers targeting options
The valuable data stimulated by PPC can not only inform future ad campaigns but also underpin efforts to improve organic search exposure. PPC can also help you to create far more product-specific routes to market. As well as being a great way to experiment with different brand positions and proposals, or even fresh target markets.
This is because PPC feeds off internet user behaviours and interests. For example, an organic vegan leather handbag company could create a eCommerce PPC campaign that focuses on women aged 40-60, who’ve expressed an interest in vegan cookbooks/food recipes. SEO and social media marketing involve a more general raising of your company profile or product USPs.
5 – Manage your marketing budget
It’s straightforward to measure and track Google ads and paid-for social media options in terms of digital marketing spend too.
You assess the cost and type of ad, against clicks onto your landing page, and then the number of completed sales from the campaign, to calculate your ROI.
You get to control how much you spend on your digital marketing, investing as much or as little as you want to gain more website leads. Different keywords and placements come with different price tags, though it is possible to find quick entry PPC options on a tight budget.
Then, when you see results from your Google or social media ads, you could scale up the campaign, confident in your evidence-based PPC activities.
Ready to grow your sales?
There is a basic thread to all these reasons to use eCommerce PPC. They all suggest sizeable advantages, measurable lead conversion and boosted sales, as long as you orchestrate your ads properly.
That includes constantly evaluating your campaigns in relation to their sales value, to ensure your profit outweighs your spend.
Read in further detail about how to launch a successful PPC campaign here: Neil Patel
Done well, versatile PPC campaigns give you plenty of profit to calculate!
If you need to know more about applying PPC advantages to your company, click on any of the contact methods for Factory Pattern.