7 Benefits of PPC Advertising for Your Business

The world of digital marketing has only become more competitive in recent years. Customers want increasingly quick, valuable, and personal communication and won’t settle for much less. Their customer journeys now span across multiple channels and call for numerous touchpoints to convert. Search Engine Optimization (SEO) is a boon in this regard, especially its local subset nowadays, but it doesn’t suffice. Digital marketing calls for its paid partner, Pay Per Click (PPC), to help ensure a competitive edge. To substantiate this and explore this synergy, let us examine the benefits of PPC advertising for your business. 

What is PPC advertising?

But first, let’s briefly explore PPC itself.

As the name suggests, PPC is a form of paid advertising where the advertiser pays for every user click. Examples of this form include Google Ads, Facebook paid ads, and more – as we’ll cover next. 

So, inherently, this type of advertising has the distinct advantage of not being organic; paid ads bypass the organic competition. In the case of search engine results pages (SERPs), this advantage offers tremendous visibility right at the top of pages:

A Google search results page highlighting ads versus organic results.

Source: https://s3.amazonaws.com/woocms.woorank.com/2020/04/image_3–4–1.png

Types of PPC advertising

That’s just one type of PPC advertising, however. The main types of PPC, as noted above, include:

  • Display ads. Typically banner ads, but ones that might also include image and text ads. These appear on other websites, targeting specific audiences and linking back to the advertiser. 
  • Retargeting PPC ads. Often alongside them, retargeting ads leverage cookies to retarget users based on their previous online behavior. This often includes past website visitors who did not convert on their first visit.
  • Social media ads. Among the most famous types of PPC ads are social media ads. These bypass organic feed results to target specific user demographics and segments, often leveraging powerful audience insights tools that social media platforms offer to advertisers.
  • Search engine ads. Finally, search engine ads are the type showcased above. These allow advertisers to bid on keywords of choice and lift their ads to the top of SERPs for queries on these keywords.

Notably, in its paid search form, PPC is one half of Search Engine Marketing (SEM), alongside SEO:

An illustration of the overlap between organic and paid search engine marketing.

Source: https://digitalpritesh.com/wp-content/uploads/2021/05/DMC-Search-768×576.png

Notable benefits of PPC advertising for your business

So, which are the exact benefits of PPC? Here we may consolidate them down to 7, in no particular order.

#1 An affinity for automation

First, the modern market increasingly mandates automation. Businesses seek ways to streamline processes to maximize efficiency, from social media schedulers to event-triggered emails and more. When marketing scopes endlessly expand to facilitate omnichannel outreach, automation is a boon.

Thankfully, PPC has a distinct affinity for it as well. From Google’s own automated bidding to a wealth of dedicated PPC automation solutions, PPC does not rely on manual input. It certainly welcomes it, but automation options abound.

Should you need to explore some automation solutions, you may start with:

  • SEMrush’s PPC suite
  • WordStream’s PPC Advisor
  • Google Ads Editor
  • Optmyzr
  • Swydo

#2 Synergy with SEO toward online visibility

Next, as covered above, PPC has a distinct synergy with SEO. The two don’t just synergize conceptually, working toward the same goals, but also practically.

For a simple example of this, consider SEM and keyword research. Keyword analysis will often suggest some keywords you can rank for organically and some you simply can’t earn. Competition for them may be too fierce, especially for shorter keywords. In this case, one of the critical benefits of PPC advertising is you can divide and conquer, ranking for some organically and bidding on others.

#3 A quicker start toward higher revenue

This synergy aside, PPC is also much easier to get off the ground than long-term SEO campaigns. Especially for businesses seeking some quick growth early on, PPC offers a very viable option.

In brief, SEO needs a long-term outlook, where one’s website needs to showcase consistent authoritativeness to earn search engines’ favors. Conversely, PPC does not; it only requires keyword research and few optimizations, and many platforms offer deep targeting tools. That’s not to say it’s a standalone practice, of course – only that it will take less time to set up and get results from.

#4 High click-through rates (CTR)

On the subject of effectiveness, PPC ads also boast some very notable CTR across all industries. As the name suggests, this crucial metric brings audiences one step closer to conversion.

Of course, first, we must contextualize what a good CTR looks like. Citing WordStream, TheHoth visualizes average CTR across industries as follows:

 A graph on average PPC click-through rates across industries.

Source: https://www.thehoth.com/wp-content/uploads/2022/01/image4-5.png

While those numbers may seem low as standalone ones, they bear noting as they represent likely conversions. What’s more, CTR can be used to refine ad copy across campaigns; the PPC ads with the highest CTR likely resonate with audiences best.  

#5 Cost-efficiency

Speaking of, crucial among the benefits of PPC advertising is cost-efficiency and notable Return On Investment (ROI). Where traditional outbound marketing and even SEO can require deep investment to pay off, PPC produces demonstrable results. After all, its model of only paying for clicks, not impressions or time, offers a safety net against poor ROI. 

To substantiate this, we may cite Swydo, whom we also referenced above. Citing Hanapin Marketing research, they report that 74% of business owners “said that pay per click advertising drives them a significant number of sales.” 

#6 Measurability and trackability 

That’s in no small part because PPC ads are also very measurable, and their performance is highly trackable. Where other marketing channels may come with attribution challenges, PPC does much less so – if at all.

All PPC providers will offer extensive overviews of key performance indicators (KPIs) such as:

  • Impressions
  • Clicks
  • Conversions

Advertisers can always monitor campaigns with Google Analytics, Google Ads tools, and platform-specific built-in tools like Facebook’s Ads Manager. A/B testing tools, often built into platforms and PPC solutions, also offer an immediate response tool. Underperforming ad campaigns can be swiftly identified and adjusted with minimal losses.

#7 More brand recognition

Finally, audiences will not often convert. In fact, most of them won’t convert, as CTR stats show. Still, they have seen an advertiser’s ads; they’re now aware of a brand they previously were not. In this context, brand recognition also bears noting among the benefits of PPC advertising.

This is often the goal of marketing campaigns in itself, of course. But for PPC, it can also be a free byproduct as the advertiser only pays for clicks. And even after an impression, a PPC click still serves as a touchpoint, after which retargeting can take over.  

In closing

To conclude, PPC advertising can be a powerful, cost-effective marketing strategy. It has a notable affinity for automation, brilliant synergy with SEO, and undeniable measurability. 

It does require some budgeting, of course, and does not come with guarantees – like all forms of marketing. Still, as digital competition remains stiff, PPC is not an asset you should neglect to consider.