Pay Per Click (PPC) advertising provides many benefits to business small and large. Unfortunately, many business owners underestimate these benefits and missing out on potentially large opportunities to grow their businesses and tap into a virtually endless stream of customers.

Google, the world’s most popular search engine, rewards advertisers who express relevancy to what users are searching for. This is a combination of headlines, ad copy, landing page content and the keyword(s) that they are bidding on. A little known, but significant fact about PPC is that you don’t have to highest bid to win the top ad position. Your ad rank is a combination of the max bid that you’re willing to pay and your quality score, which is Google’s way of calculating relevancy.

Here are 4 main reasons why you should be using PPC in your business today:

1 – Attract Consistent & Targeted Traffic

There a concept in advertising called message to market match. Essentially it preaches the importance of making sure your ad copy (message) is relevant and interested to your ideal customers (market). In PPC, your ad only shows for the keywords that you’re bidding on. And the with the added control of keyword match types like exact match, you the advertiser have complete control on which search queries or keywords your ad will show for.

Google, the most popular search engine in the world, rewards advertisers who create relevant ads and offerings to what users are searching for. This is a combination of headlines, ad copy, landing page content and the keyword(s). A little known, but significant fact about PPC is that you don’t have to highest bid to win the top ad position. Ad rank takes into account your max bid that you’re willing to pay for each click and your ads quality score, which is Google’s way of calculating relevancy. Quality score, or relevancy, is given the greater weight in determining the final ad rank or position.

2 – Customized Budgets Allows for Maximum Control & ROI

Within AdWords, you can set daily budgets. There are few other marketing channels that allow this much control over how much money you spend, down to the last penny. This allows you to start with a concrete test budget and just let the campaign run. After the budget is exhausted, you now have data and hopefully conversions or purchases that can give you the confidence to launch a bigger campaign while keeping costs low on PPC, SEO, Facebook or any other medium for that matter.

3 – Get Results Faster

In today’s fast paced world, no one has time to wait months or years for market research studies or reports to show what’s working in the marketplace. Every day your inventory sits collecting dust, you’re losing money. With PPC, you can build and launch an entire paid campaign in less than 2 hours and start to receive results instantly, once your ads are approved. Have a fresh batch of custom hand bags that you need sold by tomorrow? No problem. With a well-structured paid campaign, you can start receiving leads and even orders the same day.

This quick turnaround time combined with split testing your message (headline, ad copy, etc) allows for you to very quickly find what resonates best with your audience and achieve some quick wins, or cash flow, for your business. Site optimization opportunities can also reveal themselves through PPC campaigns. If you’re receiving a lot of high quality clicks, but little to no conversions, the problem may lie in your landing page design or message.

4 – Collect & Learn from Your Own Data

Allows you to make data-informed decisions instead of guesses. Historical campaign data will show you exactly what is working and what needs to be killed. With PPC, you can split test ad variations with different headlines and ad copy. Over time, you’ll be able to tell which message resonates best with your market. You can now duplicate this already proven and converting messages out and use them on other paid marketing channels like Facebook or LinkedIn saving you a ton of time and wasting ad spend in the process.

Pay per Click advertising can help your business grow to the next level in a controlled, and profitable fashion. But PPC can also become a money pit if the account structure lacks the implementation of today’s PPC best practices. If you would like more information about our PPC services and receive a deep-dive PPC business discovery, please contact us for more info.

By: Corey Purnell