An increasing number of top bloggers and online entrepreneurs are now learning various advertising strategies to generate more traffic to their websites. Using pay-per-click (PPC) ads on search engines is one technique continually gaining popularity in the world of advertising.
PPC is a model of online advertising wherein marketers pay a certain fee each time one of their ads is clicked. With the right funding and some well-crafted content for your campaign, PPC can effectively get your online business more exposure by strategically attracting your target market.
If you haven’t jumped on the bandwagon yet, or are hesitant to invest your time and money into PPC, here are more reasons for you to consider making PPC a part of your advertising campaign.
You Can Precisely Target Your Customers
What makes PPC stand out from other advertising tools out there is the broad scope of parameters you can choose from while selecting the type of population you’d like to attract. You can target customers based on their interests, location, language, age, gender, buying behaviors, and even the kind of device they use.
Interior design app developer Hutch received a remarkable increase in app downloads by attracting women under 45 who weren’t following any interior design brands but were following plenty of other related blogs.
By paying attention to both existing and potential buyers’ needs and interests, you can obtain substantial returns at a much faster rate than by solely relying on popular keywords to optimize your web pages. 
PPC Can Enhance Your SEO Strategies
While SEO is crucial for attracting page visitors, using organic SEO alone is tedious and time-consuming given that you have to constantly update your web content to keep up with Google’s rapidly changing algorithms.
Search engine ads that rely on PPC are first to appear on search results, on top of those driven by organic SEO — giving you more immediate recognition.
Google AdWords offers plenty of tools you can use in generating new keywords to try. These tools allow you to check which keywords are getting the most clicks and conversions. You can use this information to further optimize both your SEO and PPC strategies.
You Can Easily Measure and Monitor Results
Using advertising services such as Google AdWords and Google Analytics allows you to measure and monitor the performance of your PPC ads, including number of clicks, impressions and conversion rates. This will allow you to see which ads are doing well, create succeeding ads in the same structure, and adjust the underperforming ones.
Digital marketing agency Media Dino used web traffic analytics to find a new strategy for their client and, after discovering many of the page visits were coming from males, they added a men’s section to the site — helping with the 1,422% traffic growth seen by their client.
This kind of transparency with traffic data has made advertising dramatically easier for business owners compared to other more traditional modes of advertising that don’t normally give advertisers as much access to results. 
PPC Yields a Great Return on Investment (ROI)
One main goal of marketing is to generate the highest possible ROI, and investing in PPC can give you exactly that. With PPC, your ads are situated in a relevant space on the internet, instantly appearing to those who are searching for terms directly related to your product.
It is highly cost-effective because you’re only charged when people actually click on your ad, as opposed to the pay per view (PPV) model which charges whether a person engages with your ad or not. With other offline marketing methods, such as billboards and magazines, you are obliged to pay big money under a contract without an assurance of an influx of customers. In the U.S., the average cost per click is as affordable as $1-2, depending on the number of competitors vying for the same ad spot placement.
You Are in Control of Your Budget
One of the most convenient features of PPC is the flexibility with which you can adjust your budget at any time.
You can set your daily or monthly budget according to the amount you’re willing to spend. This budget can be adjusted when necessary, allowing for a kind of flexibility you wouldn’t be able to attain from other marketing strategies.
You can start small, analyze which ads are getting positive results, and increase spending from there. Because you can pause or end an ad instantaneously, you have more room to experiment and try running different strategies that work best for your products.
PPC advertising is generally a low-risk and highly profitable element to add to your marketing, and these are just some of the reasons to implement it in your business.
Callum Mundine is part of the marketing team at One Egg, an AdWords management agency in Sydney. He is an Amazon Marketplace and white hat link-building specialist and has launched multiple successful brands on Amazon.com. Callum likes his eggs boiled.
