PPC: measuring success in the digital age
PPC, short for pay-per-click, is a marketing effort that allows companies to “buy” visitor traffic towards their website through ads in exchange for a fee that is determined based off of the ad placement. It is a predictor of lead generation sources, an essential part of SEO and is a direct factor into how your ad will appear to viewers both on search engine results and other web pages in comparison to your competitors. Here are a few reasons why you should focus more attention on PPC for your brand’s digital marketing campaign.
PPC allows you to target audiences like never before by giving you the opportunity to enhance your campaign at all times.
Always Knowing How Much You’re Spending
Pay-per-click means you literally pay every time a web user clicks on an ad featuring your brand. However, PPC costs and fees can be determined early on in your campaign by setting a certain amount of how much you are willing to spend each day to bring in non-organic online traffic. If you obtain one conversion out of every 10 clicks on an ad featuring your brand, you will be able to determine that it takes X amount of money a day to bring in one customer. Knowing from the start how much your company will be spending on PPC during a campaign will help avoid unplanned expenses and stick to your budget.
Determining the Effectiveness of Your Campaign
As mentioned earlier, PPC is a predictor of lead generation sources, which in turn help you bring in the exact online audience you’re targeting, analyze ROI, improve online messaging, and better understand your audience’s behavior patterns. PPC allows you to target audiences like never before by giving you the opportunity to enhance your campaign at all times. By experimenting with different keywords, offers and call-to actions on your brand’s ad, PPC results will reflect audience engagement and conversions, thus showing you the overall success and effectiveness of your campaign.
Get Results Instantly
PPC can be measured at all times with results and conversions being reflected immediately. Unlike archaic methods of campaign success, such as surveys or focus groups, PPC shows whether or not your campaign is yielding meaningful traffic to your website the second someone clicks on an ad. These instant results allow you to make changes as soon as possible, so you can ensure your campaign is performing at its very best at all times!