Online advertising isn’t a new thing in the world of business, nor will it ever vanish entirely. In fact, the e-commerce world continues to become more an abyss with no end in sight, furthering the indispensability of marketing and advertising for businesses, regardless of their size. To overlook online advertising is to limit your success. If you find yourself questioning whether online advertising, particularly PPC advertising, is worth it for your business, we have several reasons why it matters:
Why You Should Use Pay-Per-Click Advertising
PPC, other known as Paid Search Advertising (PSA) is a component of Search Engine Marketing (SEM). Pair this with SEO, and you have a fantastic way to target those who search for businesses or the answers to their questions via search engines and those who surf the web or browse multiple social media sites. PPC advertising works seamlessly by helping you reach a specific demographic faster by specifying the types people who will see your ads. This quality is defined by either a keyword or a characteristic of the demographic. You pay for the ad only when someone performs an action upon it, such as clicking.
1. Better Targeting
Although you might think online advertising works the same way as traditional advertising, where you place a billboard in the middle of nowhere and hope it generates some interest, but you would be mistaken. Online advertising is about finding out who is searching for what you offer and creating ads specific to their wants and needs. You create the persona, then you cater to it. This can only be done on the internet. For example, if you decide to use Facebook Ads, you can potentially access billions of users who would be interested in your service with just the touch of a button and some limiting terms or keywords.
2. Larger Audience
Online advertising is a way to get word-of-mouth marketing going. Thanks to social media, targeted demographics, keywords, and forums, you now have millions of people connected to you, all of whom can see your content. Ads, content, and customer service can easily go as viral as an infographic, and all of these things are an opportunity to form rapport with even more individuals or groups. The best part is that you do not need a massive budget to do online advertising. PPC advertising is cost effective, and you can scale the campaign to your needs.
With the rapid growth of the internet and digital marketing methods, things have gotten much quicker and simpler to start. Ad campaigns are now available through a number of platforms, like those on social media sites and networking platforms. SEO and SEM services also have their own PPC advertising tools; and if that doesn’t work for you, there are agencies devoted to researching and launching online advertising campaigns. Gone are the days where you have to worry about flyers, cold calls, banners, and billboards.
4. Long-Term Strategy
When you think about how online advertising gives you access to analytics, demographics, keywords, and a customisable platform for outreach, you realise you are being given the tools required to develop a long-term digital marketing strategy. Everything is accessible, meaning you can generate leads that keep coming back. You can bring more people to your site, get them interested, and lead more people down the purchase funnel.
5. Highly Effective
Within this idea of strategy, you cannot overlook how online advertising will affect traffic. PPC advertising opens the gateway to persuasion. The ads give the viewer a sense of what you can offer, so they visit your site. From there, you need quality copywriting, interactive media, and a clean interface that helps them navigate to the answers they seek. Along the way, your online advertising analytics are collecting data from each conversion, giving you insight to what content needs more work and what is the selling points. In other words, online advertising is part of the organic growth process.
6. Cost Effective
When it comes to online and PPC advertising, there are a lot of misconceptions about how much these tactics cost. Many believe that PPC is a waste of money, but that is only true if you are not careful about the target you choose. Campaigns that are effective start small, targeting a specific population then scale as the interest in your service or product grows. At first, there is an optimisation period that takes a few weeks or months to adjust, but once that period is over, you have access to insights that would otherwise be unavailable to you if you had not done a round of online advertising.
For example, when you develop a new PPC campaign, you need to take a look at what your opponents are doing. Many online advertising platforms have competitive tools that help you gather information on the competition, such as the keywords being used and where the competition is ranked on the SERPs. You can also select the keywords that are going to generate a profit, thus nulling the cost of the campaign.
Online advertising also costs less than offline and traditional advertising, because there are hardly any production costs. You also have a number of pricing models to choose from, such as CPM (Cost Per Impression), CPA (Cost Per Action), and CPC (Cost Per Click) to choose from.
To sum up, online marketing and PPC advertising enables you to promote your business without limitations. You can set up a campaign to run around the clock to be seen by the target audience you wish to serve. Without using online advertising, you business is losing money and is missing out on the convenience of advertising platforms and analytics. Don’t overstep this crucial stepping stone.