Why Google Advertising (PPC) is Important to Your Digital Marketing Strategy

If you’re new to the world of digital marketing, everything can seem overwhelming. There’s just so many different channels and tools to advertise your business, and for many people, the hardest part is figuring out a starting point. Still, everyone agrees that one of the most important goals of digital marketing is to have your site rank high on Google organically. But this takes a lot of work, not to mention the need to have an in-depth knowledge of how websites function. It’s also a time consuming process. So what do you do if you’re not a web expert but want to have your site ranked on Google to bring new traffic to your site? Turn to Google Ads or pay-per-click (PPC) campaigns.

What Is PPC Advertising?

Before diving into an explanation of how Google Ads or PPC works, it is important to understand this type of advertising and how it fits into an overall digital marketing strategy. PPC is a form of advertising that lets you set a budget for your ads on Google, and then only pay for the clicks you receive. That’s why it’s called pay per click. There are a number of similar types of advertising, such as pay-per-view or pay-per-impression; all of these work on the premise that you are charged only when the intended interaction—clicks, views, or impressions—occurs. This is a welcome change from traditional advertising models like TV and billboards where you pay to have your message aired, regardless of who’s watching. 

How Does PPC Work?

In a PPC campaign, you pay Google the amount you wish for them to list ads for your site at the top and right of the organic search listings. This usually depends on your budget for that period, but the actual cost of each click will often vary depending on the uniqueness of your chosen keywords and how many of your competitors are actively running paid ads, among many others. When someone clicks on your ad, you’ll pay the current Cost Per Click (CPC) and continue to do so as much as your budget can accommodate. Once your entire budget has been depleted,  Google will cease running your ads until you replenish your fund.There are several different types of Google Ads, all of which serve a specialized purpose depending on your campaign goals. Some examples include Search Ads, Local Search Ads, Display Ads, and Remarketing.

Fitting PPC Ads into Your Digital Marketing Strategy

Pay-per-click advertising can play a crucial role in your business’ broader online marketing campaign. It can be especially useful when running specialized, time-sensitive campaigns or to break into new geographic markets and get quick results. As effective as it can be, however, it is important to note that it should not be used as the sole approach for your online marketing presence. This is because the cost of those clicks tends to vary and can easily add up to an expensive bill on your statement. Instead, it is more prudent to use PPC in the context of a digital marketing strategy that includes Search Engine Optimization (SEO), content development, social media presence, and strong analytics. 

The type of business that you do is also an important consideration. For instance, if you’ve got an online store selling consumer products, then PPC is practically a no-brainer. With the perfect mix of A/B testing and keyword optimisation, your PPC ads could  turn up in the right searches (and on the Google Display Network) for the right users all over the world. On the other hand, if you’re selling a service or you’re in a B2B model, then it will come down to how well you understand your target audience and prospective customers, and how they search for solutions like the ones you’re selling. In some cases, it makes sense to combine both paid and organic search to yield the best results for your business.

Another avenue through which you could utilise PPC Ads is building it into your content marketing strategy. For instance, you may want to increase the reach of a video or whitepaper that you’ve painstakingly created that focuses on solving a unique problem that is common to your target audience. Rather than going down the usual route of leading users to this download via blogs, emails, and social media posts, it can sometimes be beneficial to promote it via PPC instead for faster results.

Benefit Of PPC Advertising For Small Business/Entrepreneurs

If you’re scrutinizing your overall marketing budget and wondering if it makes sense to allocate a portion to PPC advertising, don’t fret; you’re not alone. The important thing to remember is that your decision should be made in full consideration of your online presence, goals, and resources. Some benefits of PPC include:

  • Instant Impact — PPC advertising is a fantastic way to gain visitors to your site if you’re looking for immediate results. It can be used used for an instant impact while you wait for your long term SEO strategy to kick in.
  • Possibility of Appearing as Number One on a Results Page — Of course, this will not be organically but an advert still counts. If you have the budget for it, your site could appear at the top of a search result from day one. It is a great way to have your business go live and get people seeing your products or services already! This can be particularly useful if you are just beginning to establish your business’ online presence in a space already dominated by larger competitors. It will take some time to carve out your own space on the results page organically, but with ad placements, you can buy visibility for those keywords that your larger competitors may be targeting organically.

  • Brand Awareness — This is an offshoot of the two previous points above. If your site is appearing at the top of a results page and already receiving a large amount of visitors, then your brand is getting noticed in a short time. 
  • Data and Testing — Like with any other marketing strategy data analyses is crucial to making informed decisions. Thanks to the immediate impact of PPC Ads, you can quickly receive data from all the different interactions that PPC brings: impressions, clicks, and even conversions. You can then use this data to help shape your digital marketing strategy going forward.
  • Controlled Budgets – Since you’re only paying for actual clicks on your ads, you could be getting thousands of views for free. In addition, you get to set an exact amount to spend which you can control on a daily basis, so you never overspend. 
  • Clearly Defined Audiences — Want your ads to show only on mobile? Maybe only at times that it suits your business or only to certain age groups or demographics? You can tailor your PPC ads as you want for optimum results. 

Getting the Most Out of Your PPC Ads

While PPC can be easy to implement, it is never a good idea to rush into the process. Consider these crucial factors before launching your campaign: 

Define Your Goals 

Many businesses go into pay-per-click advertising without clearly defined goals and expectations. This can lead to wasted time and money. So before you roll out your ads, make sure your marketing team can answer each of these three questions

  • Who are you targeting with this campaign?
  • What outcome are you looking for?
  • How will you know if the PPC Campaign is successful? 

Create an Easy-to-Use Campaign Structure

Relevance and simplicity will go a long way in the success of your PPC campaign. The higher the relevance, the greater the response of the audience will be. In terms of simplicity, it is important to remember that a PPC campaign requires daily monitoring and management, so you should make sure it’s structure is intuitive and manageable without taking up all your time. 

Understand the Factors of Success

No matter the size of your business, incorporating PPC advertising in your digital marketing strategy requires you to understand what factors play into the success of a campaign. These include: 

  • Keyword and Ad Relevance
  • Landing Page Design and Content Quality 
  • Budget (including the potential or estimated budgets of your competitors)

The most common mistake people make with PPC is seeing it in a vacuum, rather than as part of their overall content marketing and search engine optimisation strategy. They are not separate worlds, but related tactics within an overall digital marketing strategy aimed at one purpose: driving quality traffic to your website. That being said, a good marketing agency that understands the precise needs of your business will be able to take PPC a long way for you, and combine with other important tools to form a robust marketing strategy that covers all bases and delivers results.

If you have any questions about PPC or need help building PPC into your digital marketing strategy, get in touch with The Marketing Angel today.