September 13, 2018

Four Huge Advantages of PPC Advertising

Andy Alagappan

Andy Alagappan

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So you have designed your website, uploaded all content, and hit Publish. Now you are facing that grand ultimate question –

How shall I drive traffic to my website?

Thousands of blog posts and countless books have been written all attempting to answer this single question.

You can submit your site to Digg and StumbleUpon, make videos for YouTube or podcasts for iTunes linking back to your site, or bet the bank on Google by stuffing your articles with the targeted keywords and then wait to get a deluge of traffic.

Or if you are feeling a little nutty you could wear shoes with your site’s URL etched on the soles and take a run on the beach. (A very popular blog about blogging actually recommends you do that!)

The brutal truth? None of these methods will show any significant results. At least, not if you are just starting out.

So what is that technique that will get you traffic even if your site is a day old? PPC advertising.

Pay per click (PPC) advertising, as the name suggests, is a type of advertising when you pay a fee against clicks on your ads. That means you, the advertiser, has to pay only when someone actually clicks on your ad.

This is different from cost per 1000 impressions (CPM) advertising in which the advertiser has to pay against impressions or views of the ad, irrespective whether anybody clicks on it or not. (The "M" in CPM represents the word "mille" which is Latin for "thousands.")

In this article I will focus on PPC only, on its advantages to be more precise.

But first let me get the obvious stuff out of the way.

PPC is a paid method. It is advertising after all. What else do you expect? You probably already guessed that but I wanted to mention that explicitly.

If you are thinking you don’t want to spend money on any paid traffic generation methods, think again.

Visitors coming to your website by clicking on an ad are 50% more likely to make a purchase than organic search visitors.

For every $1 spent in Google ads, businesses make $2 on an average. That’s a 100% profit.

For high commercial intent searches (someone looking to buy a product) paid ads get 65% of all clicks.

Display advertising has been shown to increase website traffic by 300%. Why is that you wonder?

Because on an average, 41% of clicks go to the top 3 paid ads on the search results page and there are more than 160 billion monthly searches done on Google alone. Do the maths.

Now that you are convinced, let’s delve straight into the benefits of pay per click advertising.

1. Instant traffic

You cannot outrank your competitor’s no. 1 position in the search engine results page just by writing better content than his. You might have an article that is ten times better but you won’t beat him solely based on content.

In order for Google to show you love, you’ll need backlinks from other websites pointing to your site. (Actually, you will need a lot more than that but backlinks are the most important dynamic in Google’s more than 200 ranking factors.) And backlinks take a lot of time to build.

Here is where PPC beats SEO.

When someone does a Google search for your targeted keyword, then your ad will be displayed above other search results. (Read: above your competitor’s link.)

Basically, PPC is a way of instantly buying visits to your website, rather than waiting for months to gain search engine rankings and earning those visits organically.

2. You only pay for clicks

That is, for actual website visits.

When you use PPC and when your ad is displayed and if the searcher doesn’t click on it, you won’t have to pay anything.

This saves you a lot of time and effort. Advertisers using the outdated CPM system have to focus a lot on refining the copy of their ad such that more people click on it.

Instead, if you take the PPC route you can focus on targeting the appropriate keywords and tweaking your site’s landing page.

This is far better than offline advertising, for example, where you pay for print ads and then hope that people will see it. But you never really know. On the contrary, with PPC everything is quantifiable and measurable and your every dollar is accounted for.

3. You can target the right people, at the right time, at the right place

Suppose you own a bookstore in London. Then by choosing the keyword “bookstores in London” you are targeting the right kind of people.

Let’s say the next Harry Potter book is being launched on 31 July, 12 am and your store will remain open that night. Then you can target your ad to be displayed on that date at that part of the night.

And by opting to display your ad within a 2-mile radius of your shop, you can target the right place as well.

So I was not trying to be cute by writing this sub-heading. There was a point to be made.

I repeat, by using PPC ads you can target the right people, at the right time, and at the right place.

4. You set your budget. You control your costs.

With PPC you are in total control of how and when your ads will be displayed. Consequently, you control how and when your money is spent. This isn’t as trivial as it sounds.

Suppose you want to go on a two-week vacation. You won’t be publishing any new content, monitoring comments, or replying to emails. To save yourself embarrassment you will be better off if fewer people visited your website then.

So you can simply switch off your site’s traffic by not running any ads for that period of time.

Note you can’t do this with the organic traffic coming from Google search results. But with paid ads you can.

I’m not saying that you should devote your entire marketing efforts to PPC alone and ignore everything else. PPC and SEO go hand in hand. A good marketing strategy is to use a signature mix of both.

Comments? You can contact me directly via my AdvisoryCloud profile.

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