PPC: Laser-targeted visibility

How does paid search differ from organic search? With click-through rates and trust heavily stacked in favor of organic search, why would a business look at paid search? Here are some of the benefits PPC offers:

Position on the page. Paid search dominates above-the-fold content. With typically four ads on desktop and three on mobile, a user will always see the paid search ads, even if they choose to scroll past them.

Improved ads. PPC ads are just that: advertisements. As such, you have far more granular control and more space for delivering your marketing messages. Calls, locations, sitelinks, pricing and bullet points (callouts) are just some of the options for creating ads that dominate the page.

Visual product ads. Where you sell a product, Google provides the option of visual shopping ads (Product Listing Ads, or PLAs) that can help a user see what they will be clicking on. This kind of ad can really improve the click-through rate by offering a feature not available in organic search.

Brand visibility. Running paid search advertisements gets you seen by the right people. Even if they back off and conduct a brand search before clicking to your site, that visibility will pay dividends to your marketing.

Budget. PPC allows for a tight control of budget. Determine how much you are willing to spend per day (ideally with some initial and ideal ideas of returns), and set that fixed limit.

Targeting. PPC provides a laser-targeted way to get in front of potential customers. Ads can be targeted by search keywords, time of day, day of the week, geography, language, device and audiences based on previous visits. Organic traffic, by comparison, is far more scattershot.

Speed. While developing good organic visibility can take time, a PPC campaign can be created in days and ramped up in weeks. There is no faster way to get in front of customers at the very moment they are primed to buy than paid search engine advertising.

Agile. Speed provides agility. Want to test a new product? A new marketing message? You can get rapid feedback on a new product launch (or minimum viable product) by running a short PPC ad campaign.

Marketing intelligence. Where organic largely hides keyword data in the name of privacy, there is no such restriction with paid search. With conversion tracking and a solid integration with analytics software (like Google Analytics), we can determine what keywords convert and at what percentage and cost. This intelligence can be fed directly into organic search (SEO) marketing and can inform all other advertising to improve results across the board.

A/B testing. Easily split-test ads, landing pages, and even call-to-action buttons to determine where the very best results lie. Again, this information can be fed back into all other digital (and traditional) marketing endeavors.

Stability. AdWords does not suffer the same turbulence that the organic results can suffer from. There are changes, but they tend to have a far lower impact and are more easily managed. Careful use of match types and analysis of the search term reports allow for the removal of junk search and an increase in ROI over time.

Cost. Despite what many advertisers believe, a PPC account that’s well set up and managed can be a low-cost way to generate leads for your business. If you are a local business targeting a small geographic area and a small set of keywords, you may find that you can generate more than enough leads without breaking the bank. Additionally, over time, accounts can be further optimized to drive down costs and increase return.

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