19 Reasons PPC for Small Businesses is a Good Idea
1. The results are very fast (especially compared to SEO)
In terms of your long-term digital marketing strategy, the importance of SEO cannot be over-stated. But seeing any kind of results can take anywhere from 3 to 12 months.
That’s a long time. If you like your outcome to have a bit more immediacy about it, then you can’t really go wrong with PPC. You can literally see traffic results (and maybe even ROI) just one day after you’ve started your campaign. How’s that for a quick return?
This benefit is especially useful for new websites – where waiting months or even years to reap the rewards is not cost-effective – a PPC campaign run in tandem can provide targeted traffic almost from day one.
2. PPC data can help your SEO efforts and many other marketing channels
Keyword research is pivotal to a successful SEO campaign, but as we’ve just mentioned, SEO results can be drawn-out.
How do you know if the keywords you’ve targeted are likely to work?
The data you gather from your PPC campaign can tell you if the keywords you’ve identified are a good match for your website.
You can also use your PPC campaign to increase email sign-ups, get more installs of your app or even market off-the-cuff or unusual events due to the short timeframe between setting-up a campaign and generating interest.
3. Allows targeting of keywords that are out of reach organically
Broad and generic keywords (whilst not always ideal in terms of buying intent) are notoriously difficult to rank for. If you’re a company that sells sports footwear, good luck trying to out-rank the likes of Foot Locker, Nike and Adidas for the keyword term “training shoes”.
Using PPC however, you can run an ad campaign for such a search query, which will likely raise awareness of your company and brand at the very least and potentially gain traffic that you would never have gotten by attempting to see results via SEO, or any other marketing channel, for that matter.
4. Diversify your traffic source
It’s a little foolish to rely on merely one primary source of traffic.
SEO algorithms change too frequently for them to be reliable (plus they aren’t made public in the first place anyway), social media marketing opens up your company to a very wide audience, but not everyone goes on their Facebook feed to search for products and email marketing, while highly targeted, doesn’t reach a large enough number to people to really fill your sales funnel.
Together, they work excellently and adding PPC to the mix will only enhance the big bottom-line results.
5. If it’s good enough for the big boys, it’s good enough for you
Remember when the online dating app Zoosk had ads everwhere? Probably, since they’ve been known to spend almost $1m per year on PPC campaigns, generating a revenue of $178m in the process.
And how about GoDaddy? We’re pretty darn sure you’ve heard of them. They’ve been known to spend an unbelievable $5.2m a year on PPC, generating revenue of $1.1 billion.
And they’re not even the top spenders in their respective industries, let alone the top spenders overall. Large corporations understand the importance of operating profitable PPC campaigns and that should give you a good indication that you should too.
6. You only pay for clicks from interested people i.e. targeted traffic
Being able to guarantee targeted clicks is one of the main reasons PPC is so popular.
Compare it to a traditional method of advertising, like a radio advert, for example, where your company would spend considerable resources developing the advert, only to release it to the world and hope that the relevant target audience would encounter it and then engage.
With PPC, your ad appears at the very top of Google (providing your campaign has been set-up properly and effectively) and you only pay when someone interested in what you’ve got to say clicks on it. In comparison to the old-school methods, it almost seems too good to be true.
7. You set and control the budget
Worried that too many people will click on your advert and you’ll go bankrupt because you’ve got to pay for 100k clicks!
Not to worry – you can even create a cap on your daily spend. This is not to say you can set a very low budget and still expect to compete at the high-end. Swings and roundabouts, you know.
8. Experiment until to make a profit, then increase your ad spend
At first, it’s quite normal to run non-profitable campaigns. There’s a learning curve with your particular niche that even PPC experts need to endure and overcome.
But once the optimisation period arrives, a positive ROI should be your reward.
As long as you don’t rest on your laurels, you can increase your budget and grow your profit exponentially. If you aren’t seeing a positive return yet, it’s time to change-up your campaign and keep experimenting.
9. Easiest way to test the viability and sales potential of your product/service, your lead generation effectiveness etc.
By getting people to your website quickly, you’ll be in a position to gauge a whole host of variables that you were only able to guess-at previously.
Are your opt-ins encouraging enough users to enter their email address? Are your landing pages engaging the reader or are they getting high bounce-rates? Are you experiencing a lot of cart-abandonment?
What you and your web developer consider to be an attractive and highly-converting website may not translate to the real world. Users can be unpredictable beings.
Granted, it will cost you some money simply to run such a test, but until you get a steady flow of traffic to your website, you can’t have concrete answers for any of these questions, plus many, many more that you’ll need to investigate.
10. It allows advanced marketing strategies such as retargeting
Retargeting is the marketing technique of targeting people who have visited your website in the past but did not convert to a buyer/user.
Through PPC, you can create a campaign (using cookie technology) that allows you to target these people and present them with ads specifically designed to entice them back to your website to complete the buying-process.
11. Can Provide a high ROI
It may come as something of a surprise, but PPC is considered to be in the top two digital marketing channels – arguably even the #1 – where highest ROI is concerned (alongside email marketing).
While email marketing will provide you with a higher conversion rate – since it utilises leads that you have likely developed through your website in the first place – PPC doesn’t need to have such a list to be established in the first place.
And since there’s a good chance you don’t have a strong email list yet – if you even have one at all, particularly when you’re trying to get your business off the ground – then PPC is by far the better option with regards to speedy outcomes.
12. Helps identify problems (with your website, service etc.) quickly
As soon as you have traffic to your website, you’ll learn exactly what your site does and doesn’t do well.
Are the images being displayed correctly? Are your opt-ins showing on all of the pages you want it to? Does your email automation run the way you planned it?
Once you start getting users, you’ll know pretty quickly if you have errors that your exhaustive testing somehow missed.
A high-bounce-rate and negative comments/emails heading your way are normally a fairly good indication that something needs fixing.
Better to use PPC to get people there early, kind of like a soft opening, so you can fix things before it’s too late.
13. Boosts your company brand
Even though branding is far more than just ‘getting your company name out there’ or ‘increasing exposure in general’, your PPC campaign will help you achieve these things.
PPC should always be approached with a definite conversion goal in mind, whether that be an increase in traffic, an email sign-up or a direct sale, but featuring at the top of the search engines for your chosen keyword exposes your company name, website URL and a snapshot of your content all packaged inside one ad.
For companies with small budgets, this kind of ‘bonus branding,’ if you will, can be extremely beneficial.
14. Potentially double your real estate on the SERP
Here’s an interesting one that most people don’t consider, but you never know how effective these minor elements can be.
Googling “hotels” as an example, will show you (among others) the Hotels.com Google Ad at the top and right underneath it – the Hotels.com organic search result.
In short, paying for an ad has doubled the real estate that Hotels.com has on page one of Google.