Having issues driving relevant traffic to your practice? Driving relevant traffic to your practice can be daunting, but it doesn’t have to be so. Not with Per-per-click marketing at your disposal. When it comes to fast and popular ways to drive traffic, PPC is your go-to. So, give your practice the required leads by utilising PPC marketing
Per-per-click marketing can have a significant and positive impact on your practice. Hence, if you aren’t doing any PPC marketing, you’re allowing valuable traffic to pass you by as well as revenue. But before we dive into what PPC can do for you, let’s look at what it is about.
What Is PPC Marketing?
Pay-per-click advertising, also known as PPC, is a form of online advertising in which advertisers accrue costs when users click their ads. PPC ads appear on Google above the organic search results, which makes them the first results users see. Advertisers bid on the value of a click to targeting factors such as keywords, platforms, demographics, location, and time of day. Statistics show that 46% of clicks go to the top three paid ads on the SERP (Search Engine Results Page).
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According to digivate, PPC or Pay-Per-Click, is a form of advertising where you pay a small fee each time someone clicks on one of your ads. So, instead of spending money on estimated impressions, you’re only paying for the traffic these ads generate. As a result, making them a great option for businesses who want to have total control of their performance and budget.
The most popular PPC advertising platforms are Google Ads, Microsoft Advertising, and Facebook Ads. However, given the volume of searches and number of options, Google is by far the most valuable for any PPC campaign.
There are 3 primary types of Google ads, each of which with its PPC rates and efficiency:
- Search Network – these are text-based ads that show on Google search results. For example, sponsored links, shopping page ads, and results in the shopping banner.
- Display Network – typically image-based ads that are displayed on the websites your audience visits. Usually in the form of a banner, sidebar, or footer image.
- Video – these are video-based ads that feature before, during, or after YouTube content.
The best PPC advertising campaigns direct a customer to perform a valuable action such as purchasing your product. Also, it can be any other type of lead generation like form submission, quote request or PDF download.
So, Why Should You Use PPC for your Practice?
Given the wealth of online advertising space, PPC is a direct and effective way to reach customers and has many advantages over SEO. Statistics show that 46% of clicks go to the top three paid ads on the SERP (Search Engine Results Page). With that in mind, let’s take a look at why pay-per-click advertising should be part of your overall marketing strategy.
1. Gets Quick Results
Pay-per-click advertising will send customers to your website within hours of setting up a campaign. However, quality SEO results can take months to generate. Also, SEO requires constant maintenance and attention to sustain the results. PPC allows you to find new prospects and customers by casting a wide net.
2. Allows for Better Tracking
Pay-per-click advertising providers allow you to closely track results. As a result, provide detailed insights into the financial performance of your campaigns. This way, you can make sure to use your budget wisely. Also, ensure you aren’t paying more per click than what you are earning from a new lead.
3. Provides a Positive Financial Return
In most cases, pay-per-click advertising will help you achieve a positive financial return on your marketing spend. Also, click-throughs from PPC results convert at a 1.5 times higher rate than organic clicks.
4. PPC is Ideal for Local Businesses
Big businesses like national insurance and mortgage companies have likely bought a large amount of PCC advertising. Therefore, driving the average cost-per-click prices up. Generally, making it nearly impossible for small companies who sell the same product or service to compete. However, companies targeting local communities online are very likely to receive a profitable ROI from pay-per-click advertising.
When used in conjunction with other marketing strategies, pay-per-click advertising can drive a much greater number of customers and sales to your website. However, PPC requires a strong understanding of how Google Ads and other PPC providers work.
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Everything that can be measured, can be improved and monetised. Unlike many other advertising options, PPC campaigns are easy to measure, which means that you can improve your ads until they produce a positive ROI
5. PPC ads provide instant traffic
Organic marketing efforts are focused on getting your content on the first page of Google. But PPC advertising slots are already there – so why not take advantage of them and start generating business?
Climbing the organic search rankings for keywords can take months. Organic growth is necessary for building a long-term brand, but sometimes there is a need for more instant results. Thus, per-per-click.
6. PPC user data helps your SEO strategy
You can test your keyword strategy in PPC before committing to long-term SEO strategies. Organic keywords are largely hidden due to privacy. However, there is no such restriction with paid search. As a result, you can get a complete overview of the keywords that convert and at what percentage and cost.
This means that PPC keyword data is can be directly fed into organic search marketing (SEO). Also, used in the existing optimisation of metadata, headlines, and keywords. PPC campaigns allow you to improve all your website content without waiting for your content to rank organically.
7. Offer multi-layered targeting options
PPC advertising puts metrics like user’s ages, locations, and interests at your fingertips, making it easy to target specific customer profiles locally and globally. Even better, as you experiment with PPC campaigns, you’ll be able to see what kind of users respond to your campaigns. Also, what platforms those users use, so you can hyper-target different audiences on platforms where they convert best.
8. Smart retargeting
Pay-Per-Click advertising combined with analytics allows you to see how a user interacts with your campaign. So, you can retarget those people who didn’t convert. Retargeting works because you know that the user is already interested in your product. Therefore, they might need more time to decide. By keeping your product at the front of their mind, you increase your chances of converting.
Additionally, you can only show relevant product ads in your retargeting campaign so the users don’t forget what they are missing. With this specific advertising strategy in your arsenal, you can improve brand awareness and draw new customers.
In a nutshell, PPC marketing is not a strategy you’d want to miss. Not only is it cost-effective, but yielding as well.
