You need more traffic coming to your website. The question is: how do you get it? One of the fastest ways is through pay-per-click advertising or, as it’s more commonly known, PPC advertising. 

As you contemplate various components of a digital marketing strategy, it’s important to look at PPC advertising as a way to bolster and reinforce your SEO strategy. PPC and SEO each have their own strengths and weaknesses. It’s important to work with the right SEO and PPC team in order to find the right balance between the two.

What Is PPC Advertising & What Are Its Benefits?

PPC is available through search engines such as Google, Bing and Yahoo, although Google is by far the dominant player. Despite Google being the leader, it’s important to keep in mind that your target audience could be using Bing or Yahoo as well, depending on age, gender, income, etc. An effective PPC campaign strategy is essential to make sure you’re spending money on the right platforms.

So, what exactly are the benefits of PPC advertising?

1. It’s Easy to Analyze an Ad’s Performance

Unlike with some other types of traditional marketing, it’s possible to know exactly what’s happening with your PPC advertising. No guesswork is required to know whether you’re on track to achieve your goals or whether adjustments need to be made.

Through PPC campaign management services, you can carefully monitor an ad’s performance in real time. In fact, results can be tracked quite easily. Therefore, you’ll know exactly what the click-through rates are, and you’ll know who’s clicking on them as well. That’s invaluable marketing data for your PPC campaign management services provider to have.

By sending people who click through to specially designed landing pages, it becomes easy to track conversions through Google Analytics. You’ll know quickly whether you’re doing great or if changes need to be made to your PPC advertising.

2. Fast Results

Unlike virtually any other kind of marketing, you’ll know what’s happening with PPC advertising more or less immediately. If you need website traffic very quickly, PPC optimization is one of the best strategies to adopt.

Search engine optimization (SEO) is very important to your overall marketing success. However, SEO success doesn’t happen overnight. In fact, it takes time, usually several months before you begin to see results. Turn on a Google Ad, however, and you’ll see results within hours, assuming your PPC optimization is first rate.

However, PPC advertising is not the end-all, be-all. It comes with one extremely significant limitation. The minute you stop a paid ad, all of that lovely web traffic it’s been generating stops—immediately. And it doesn’t come back unless you turn that ad back on.

The great advantage of PPC, of course, is the amazing immediacy of results. For a start-up business, anything that will increase website traffic quickly is desperately important. Therefore, utilizing PPC makes a great deal of sense.

3. Easy to Reach Your Target Audience

Other types of marketing employ more of a shotgun approach to reaching an audience. With PPC advertising, you can more precisely target your target audience. 

With paid ads, you’re picking very specific keywords that appeal to your target audience (and less so to anyone else). Google Ads enable you to pinpoint an audience through the platform’s targeting and segmentation options. 

As a result, you won’t be wasting your ad dollars on people who will never be interested in you. By reaching only your target audience, it’s more likely that these people will click through and turn into conversions.

Regardless of which platform you’re working with, you have the unique ability to place your ads in the faces of individuals who have the highest probability of being interested in them. As they actively search certain topics, they find your ads prominently displayed at the top of the search engine results page. In other words, you’re meeting them where they are.

4. More Traffic to Your Website

Getting more traffic to your website is always a key aspect of a PPC campaign strategy. Your paid ads show up at the top of search results and that greatly increases the chances of viewers clicking through to your website.

Once they arrive on your website, your content marketing strategy takes over. Compelling landing pages should deliver your marketing message and motivate prospective customers to take action.

Of course, it’s important to remember that PPC advertising alone doesn’t represent a true marketing campaign. It’s only through careful coordination with an effective SEO strategy that your marketing efforts are most effective. 

PPC results are great, there’s no doubt about that. However, it’s the long-term equity of high organic search rankings that you really want to capture.

PPC Campaign Services in Maryland Can Help You

Dreamscape Marketing, a PPC agency in Columbia, Maryland, has the knowledge and experience you’ll need to implement an effective PPC strategy. Contact us today at 888.307.7304 to find out how we can help you realize your PPC advertising goals.