If you’re looking for a compelling reason to invest in PPC advertising (Google ads or Bing ads, most likely), you won’t have to look very far. In truth, the benefits of PPC abound. It offers a relatively low threshold for entry, and potentially some prompt results. It provides you with a wealth of meaningful data. It allows you to track what you’re doing and see what works and what doesn’t. It interacts harmoniously with other marketing channels.
We could go on and on. In fact, it’s worth spending a few minutes elucidating the primary benefits you can anticipate when you jump into PPC ads.
1. PPC Helps You Meet Your Business Goals
Now, that may seem a little broad, but here’s what we mean: No matter what you’re trying to accomplish with your ad dollars, you can adapt your PPC efforts to get you there. Increased ecommerce sales? Heightened brand awareness? Thought leadership? Check, check, and check.
Consider that nearly any kind of conversion goal can be tracked (we’ll come back to that theme momentarily). Consider also that PPC can lead potential buyers down the sales funnel, driving more sales, newsletter subscriptions, or hits on your latest company blog post. PPC is incredibly flexible, and that makes it a great addition to your marketing toolbox.
2. PPC Efforts Can Be Tracked
Another reason to consider PPC is that your efforts are fairly easy to track… that is, assuming you have the right tools at your disposal. This is where partnering with an agency like enCOMPASS can be invaluable.
Specifically, we can offer our clients access to the enCOMPASS IMI Call Tracking platform, which allows us to track every phone call that comes in through a PPC campaign and have analysts listen to, categorize, and comment on each call. This kind of in-depth reporting allows for an even more accurate ROI analysis and it also enables the PPC calls to be used for process and sales development.
3. You Can Get Started in PPC Very Quickly
Something else that’s valuable about PPC is that you can be up and running with it pretty expediently. This is quite different from SEO, which typically requires a long lead time as you build up collateral. With PPC, you can launch a campaign and start seeing some results much more promptly.
A lot of this comes down to the targeting abilities that PPC offers, like the ability to focus on people who are not familiar with your brand. You’re not bound by your current list of customers or email subscribers, but rather can start seeking out target users right away.
4. PPC is Scalable, Too
PPC puts a lot of control right into the palm of your hands, which means you can determine your initial advertising budget. That’s valuable because it allows you to start small, learn the ropes, then increase your ad spend over time.
As you zero in on the audience you’re after, or as your business grows and the marketing budget expands, PPC is something that can grow and change right along with you. That flexibility makes it especially popular among startup companies.
5. PPC Can Augment Other Marketing Channels
Something else that’s attractive about PPC is that it works well with other channels and resources. For example, PPC and SEO work well together because they both allow you to seek opportunities from the same basic audience… that is, search engine users. The information you glean from your PPC metrics can point you toward some helpful avenues of content creation and keyword targeting, while the organic search traffic you get can show you how best to implement your PPC ads.
Additionally, PPC is a helpful tool for following up with those who have already visited your website. Retargeting options are invaluable in this regard.
6. There’s Plenty of Room to Experiment
We said before that PPC gives you a lot of control. One upside to that is that you have a lot of wiggle room for trying out different sets of ad copy and ad headlines, comparing one to the other to find out what works and what doesn’t work. Indeed, many PPC marketers make a habit of trying new creative directions, initially just on a small scale, then expanding once they land on something that bears fruit.
All of this points once again to PPC as a remarkably flexible marketing channel—something that allows you many different options for branding your business and reaching out to potential leads.
Has this catalog of benefits convinced you that PPC is worth getting into? Or do you have some outstanding questions and concerns? Either way, we’d love to chat with you. Our agency counsels many clients on the pros and cons of PPC, and we can also help you enact a strategy that’s tailored to your business goals. Contact enCOMPASS today to start chatting.
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