As businesses seek new ways for raising brand awareness, driving website traffic, and converting leads into paying customers, PPC advertising increasingly stands out as an appealing option. PPC stands for pay-per-click, and, true to its name, it allows the advertiser to pay only when their ad gets some engagement from the end user; in other words, you only pay when you get some kind of result, allowing you to minimize advertising waste. And, because PPC advertising is governed by a bidding system, you can be highly flexible in your advertising budget, potentially scaling your efforts as you gain your PPC sea legs.

These are a couple of the primary reasons why so many businesses now use PPC to advertise their products and services. According to one recent study, 74 percent of brands describe PPC as a “huge” driver for their business. It’s also worth noting that today’s brands spend more money on Google than on any other online platform, including Facebook, a clear indicator that PPC is furnishing some demonstrable results. At enCOMPASS, we’re pleased to provide our clients with robust PPC strategies, bidding tools, ad copy, and beyond. As you consider whether PPC is a wise investment for your business, here are a few additional pointers to keep in mind.

PPC Lets You Reach a Highly Targeted Audience

There’s plenty of online ad space available, but increasingly, advertisers are learning the importance of focus: You don’t necessarily want to reach a large, general audience so much as you want to directly connect with the people most likely to have an interest in your brand, product or service.

PPC advertising allows you to do exactly that, leveraging a wide range of data-driven targeting options to ensure your ads are only displayed to the right people. You may wish to target according to location, demographics, keyword usage, and more. PPC allows you to define your audience with precision, and to be certain your ads are only being served to the correct parties.

PPC Helps Raise Brand Awareness

Another reason to consider PPC advertising is that it allows you to raise awareness about your brand; what’s more, you can accomplish this goal in far less time than it might take if you were using a more traditional SEO campaign. One study shows that PPC boosts brand awareness by 80 percent.

Indeed, with PPC, it’s possible to have your sponsored content served to search engine users above the organic listings; in other words, your content can be highly visible on the search engine results page. Occupying this prominent online real estate is a good way to keep your brand visible to a targeted audience.

PPC Can Help You Convert Buyers

Still another benefit to investing in PPC is that it can help you convert buyers. (Studies confirm that Internet traffic funneled through PPC ads generates 50 percent more conversions than organic Internet traffic.) This is especially true for search engine users who are in the late stages of their consumer journey. These customers have done some research and are moving toward making a final purchasing decision; what they need now isn’t necessarily further education, but rather a solution, something that will give them a reason to pull the trigger.

Well-crafted PPC copy, positioning your brand as a solution, may be all it takes to push the search engine user over the line, prompting a final purchase decision to be made.

PPC Allows You to Drive Profit

Something else we’ll mention about PPC is that, compared to other marketing methods, it tends to offer a high return on investment (ROI). In fact, the average ROI for PPC ads may be as high as 200 percent. Again, PPC allows you to limit your expenditure by click, which means you can maintain tight, careful control over your ad budget. You can also identify the search terms that provide you with the best results and reallocate your ad dollars accordingly.

Now, developing an effective PPC budget requires real knowledge of (among other things) the ever fluctuating price-per-click of your chosen search terms. In other words, a data-driven approach is required. That’s something our team can help with, allowing you to ensure PPC is a real profit center for your business.

PPC Lets You Adjust on the Fly

Finally, because PPC has a relatively low cost of entry, and because you can see results fairly quickly, it’s easy to make on-the-fly tweaks, adjustments, and refinements to your strategy. Indeed, one of the greatest benefits to PPC is that it’s so malleable and responsive. With the right approach, you can ensure that your efforts are constantly getting sharper, your results more robust.

In this regard, it’s worth mentioning that the team at enCOMPASS does something no other agency does: When managing PPC efforts for our clients, we not only track every phone call from the campaign, but we listen to, categorize, and comment on each call. This allows us to be absolutely certain what kind of results the PPC is achieving and ensures we are the best at optimizing our client’s PPC campaigns.

These are just some of the reasons why PPC can be a sensible investment, and an important component in your business’ marketing plan. At enCOMPASS Agency, we have a lot of experience helping our clients develop, execute, monitor, and manage sophisticated PPC campaigns. To talk with us further about our approach, feel free to reach out at your next opportunity.