PPC or pay per click is one of the most promising marketing strategies that are available. PPC is a type of internet marketing in which advertisers pay some amount each time their ads get clicked. It is helpful to every business irrespective of its size. The most appealing thing about PPC is cost-effectiveness. It enables you to attain the result considering the budget constraints. Some of the major benefits of PPC include boosting traffic to the website, increasing brand recognition, and ease of production/operation. In this article, we’ll discuss some of the lesser-known facts about PPC and how it’ll help your business.
1. 52% of people who click on ads, also call the advertisers:
Around half of the people who click on ads are curious about the company or services they are offering. This simply implies that you should have your company’s contact number on your PPC ad. PPC service providers are now offering click to call which is definitely more effective. In this way, you’ll be paying for customers calling you directly.
2. Higher CTR means you have to pay less per click:
CTR refers to Click through rate. You can achieve higher CTR by designing a better ad that can get maximum clicks which will result in paying a lesser amount for each click. According to search engine watch, Every 0.1% increase in CTR results in a 20% drop in CPC(cost per click). This suggests that you have to be better with the ad quality, in order to reduce CPC.
3. Around 50% of people on the internet can’t tell the difference between paid and organic search:
You may think, people are getting more aware nowadays, and that they can easily spot the difference between paid and genuine results. Well, this is a myth. According to a study, most people miss the ads after the search result. This means that people will think that these are organic results and might end up clicking on them. This factor is a strong motivation for getting PPC for your business.
4. Understanding the importance of negative keywords:
Negative keywords are the words that are searched by people who are not interested in your business. Well, these words can save you a lot of money because they are resisting the uninterested audience from clicking your ads. Since you’re paying for each click, you want only concerned audiences to click your ads. In other words, you’re increasing your efficiency.
Negative keywords can also help you to increase your quality score which is a measure of how reliable you are as an advertiser according to google. When a user clicks on your ad and comes back to the search result page immediately, this is termed as a bounce. When there are too many
bounces, Google thinks your content is not relevant and demotes your quality score. In this way, you might end up spending more money. To avoid this, you can just include a negative keyword to prevent uninterested people from clicking it. Some examples of the negative words are – Free(You don’t want to give your products for free), cheap(implies that product is of poor quality), etc.
5. It is not necessary for a PPC to be expensive:
Digital marketing is a huge domain. Many marketers may convince you that it takes a hefty amount of money for PPC campaigns. This is absurd. PPC can be applied at any budgeting level. In fact, Google itself operates on a mechanism that follows that businesses make 2 USD for every 1 USD they spend on AdWords.
Although, it is true that a big amount of money allows you to scale campaigns to attain higher profits but it doesn’t mean that PPC cannot be applied with reduced budgets. Also, it is advised that all businesses should assign an experimental budget for PPC campaigns.
6. Algorithm updates cannot kick your PPC out:
Algorithm updates take place frequently on search engines. This affects organic rankings after each update. Even your SEO content can get kicked out. But PPC doesn’t get affected by these updates. The only thing that can affect your PPC is the quality score which can be easily accessed and some measures can be taken to improve the same. Quality search can also degrade your ad rank and its placement among other ads. Your PPC won’t get knocked out randomly. So, you don’t need to worry about these changes. Although, you need to take care of the quality score and have an eye on it.
7. The top three ads attract around 50% of the clicks on the page:
You can have SEO-optimized content and paid ads will still outnumber your clicks. Your ad needs to be in the top three positions on the page. These three positions will attract half of the users clicking on that page. Thus, it’ll be a huge advantage to be in these top positions. You can achieve this by improving your quality score. This can be done in various ways. Some of these are having a better landing page so as to provide a better experience, improving the ad relevance, presenting useful content, and reducing time taken to load the landing page. This also implies the importance of choosing PPC.
8. Using call tracking to get more insights:
Many companies are using the data to make their PPC campaigns better and more effective. According to a survey by Ifbyphone, web form conversions were having a conversion rate of 3.17% and when companies used call tracking, this rate increased to 8.45%. This is a more than 100% increase. This is a hint that the landing page is performing good compared to web form conversions which imply an underperforming landing page. Telephonic conversation is still considered one of the most effective means of business deals with new customers. Customers generally want to talk to the person so that they can ask their questions and clear their confusion.
PPC campaigns require a lot of time and effort. But there are several agencies out there that can do this for your business. PPC helps you to achieve your business goals considering the budget constraints. Moreover, It can be easily tracked and measured and is a highly effective technique. You should definitely go for PPC for your business.