Hajra Naz
It seems like every month, Google adds new AI-powered features to Google Ads, their main advertising platform.
The fact that every other search engine has adopted AI features with a unique twist doesn’t help either.
Search marketers may remain ahead of the competition and at the forefront of search engine marketing by utilizing new platform improvements, even in the face of rapid change.
The following are some special advantages of PPC advertising:
- It happens quickly.
- It can be measured.
- It can be tracked.
- It is multichannel.
Though they are crucial for experts and strategists, your CMO might not be persuaded in the absence of evidence.
You’re probably losing out on opportunities if you’re not using search engine advertising because you’re using social media or SEO too broadly or too slowly.
Here are only five of the several compelling reasons for putting PPC strategy into action in 2024:
1) PPC Contributes To Business Goals
This is frequently the strongest reason in favor of using PPC.
Google Ads and other search engine ad platforms include enterprise-grade business intelligence metrics like Return on Ad Spend (ROAS) and Customer Acquisition Cost (CAC) that you can use to impress your stakeholders in addition to providing you with all of the necessary marketing metrics.
In the world of ideas and content promotion, marketers encounter many creative and clever calls to action (CTAs). Almost any kind of conversion may be tracked with PPC, including:
- Subscribe to email newsletters.
- Online sales.
- Lead the submission of forms.
- Calls on the phone.
- Map instructions.
- Downloaded files.
- Installs of mobile apps.
- Purchases made within apps.
2) PPC Is Quick With No Barrier To Entry
With a little research, copywriting, and button pressing, you can launch a PPC campaign even if your competitors are ten years ahead of you in search results.
This stands in stark contrast to the first stages of SEO campaigns, which can require a great deal of time and care to get the same positioning and traffic that PPC provides within minutes after launch.
Furthermore, PPC enables you to retarget extremely broad audiences, such as website visitors, or extremely specific audiences, such as your email list.
You may target those who aren’t previously familiar with your company, which is an advantage over other channels like email and organic social media.
Additionally, the majority of the work is completed on the PPC advertising platform, including the research, campaign setup, and ad authoring.
Your development teams won’t need to be involved much to get you up and running, except from helping to build up landing pages and conversion tracking.
3) PPC Tracks Your Users Every Step Of The Way
Search engine advertising networks are transparent and unveiled in a clear manner. You can track your consumers’ progress through the whole funnel by combining technologies like Google Ads and Google Analytics (while still conforming to new and forthcoming privacy standards).
Thank goodness, search engines gather so much information that PPC experts can associate a person with a certain impression, click, purchase, form submission, or phone contact.
Like PPC, no magazine or billboard advertisement can be linked to sales.
Additionally, by customizing their advertising, landing pages, and campaigns, marketers may reduce budget waste and enhance engagement.
Here are a few instances:
- Campaign trials. You may know about A/B testing ads, but did you know you can also test things like audiences, budgets, and bid changes in your campaign?
- Inserting a keyword. You can dynamically add a user’s search phrase or city to your headlines, didn’t you know that? CTR rises significantly as a result.
4) PPC Gives You Unparalleled Control
Account managers still have complete control over where, when, and how their ads appear in Google, even with the introduction of a plethora of new AI and machine learning tools that forgo fine-grained bid adjustments in favor of scaling PPC campaigns. This is because platforms like Google Ads still provide this power.
PPC specialists have an incentive to focus on the keywords that generate a measure return for their price point and pause or remove keywords that are unqualified, irrelevant, or simply don’t bring in an audience ready to convert just yet, as budgets are getting tighter across the board and search ads are becoming more expensive for many verticals.
You can quickly scale up if you observe positive results. Furthermore, you may easily halt and stop spending right away if you need to take a break.
Unlike other continuing marketing initiatives, this is difficult to accomplish, and it offers you the benefit and financial flexibility to act swiftly when called for or needed.
When compared to competitors, the Google advertising auction and algorithm ultimately determine where your advertising will appear and how much you will spend.
You may gain or lose depending on how relevantly aligned your landing pages are with the keywords and ad language.
The good thing is that you can experiment with new tests on a daily basis, make fast modifications, and optimize while your advertisements run.
There isn’t the same lengthy cycle from edit to deployment as with other media, and you can stop an ad before it runs out of a contracted media cycle if it doesn’t work.
You can work toward and monitor specific goals with data that is updated daily, regardless of whether they are spend, ROAS, quantity of leads, or other targets.
5) PPC Works Good With Marketing Channels
Digital marketing has been overtaken by content marketing, and most companies now have content calendars and plans in place.
Google Ads is an engine that can bring people to content more rapidly and boost the return on investment (ROI) of your content investment when combined with the investment in creating original and distinctive content to support the consumer buying cycle and develop thought leadership posture.
Because the impressions and traffic prospects from PPC and SEO are frequently directed towards the same audience—people who use Google to find products, services, or information—they complement each other nicely.
When it comes to prioritizing SEO efforts, the impressions, clicks, and conversions performance data from Google Ads can offer valuable guidance and insight.
Conversely, if the data is accessible, SEO strategy and organic traffic performance statistics can also offer PPC advice.
All of this guarantees that business end goals are not compartmentalized and helps to coordinate with content marketing. It also helps to gain efficiencies.
Remarketing for Google Ads is a fantastic way to maintain website visitors’ interest, no matter how they arrived at your site.
Remarketing advertisements are based on certain criteria or audiences you choose and are displayed to users who have visited and exited your website.
In addition, since it is lower in the funnel and less expensive than prospecting and brand awareness stages connected to advertisements, remarketing can be an excellent spot to launch PPC campaigns.
Summary
For numerous businesses looking for quick, high-quality traffic and conversions, including nonprofits, B2B and B2C organizations, PPC advertising has shown to be a dependable and profitable channel.
With all the advantages PPC provides, there’s little harm in giving it a try to see if it can make a difference and get a plethora of insightful data to guide your other marketing and optimization initiatives.
Testing it occasionally to see if it can provide your marketing program the much-needed boost is always worthwhile because it has little to no entrance barriers and produces very measurable outcomes in real-time.
PPC should be on your list of channels as you prepare for 2024 and begin budget discussions with clients and upper management.
