Online advertising is today an essential element of marketing that has prompted businesses to increase their budget allocations towards it. The Internet has evolved into a large and reliable platform of various channels to source endless customers for businesses.
It has given a chance for everyone to participate and tap through its power of connecting the world. We can reach and communicate to a wide range of audiences spread across geographical boundaries and ethnicities most economically.
The advantage of being able to reach a targetted audience has made online advertising a must-have for many businesses. Online advertising or PPC advertising is more of a contextual and behavioral method of advertising as it focusses on a target audience and their interest. It allows marketers to advertise products & services to the right audience at the right time.
To quickly elaborate, contextual advertising is a form of targeted advertising that appears on the website and other media devices. Such advertisements are selected and served by automated systems focussing more on the identity of the user and the content displayed.
While contextual advertising focuses more on the content of the webpages, behavioral targeting involves more in monitoring the behavior of the online user. Some of the characteristics that correlate to the behavior data set are customer age, gender, location, occupation, and income. Hence behavioral data can be used for online market segmentation.
What is PPC Advertising?
Pay-Per-Click (PPC) is a very lucrative advertising model today that enables marketers to place advertisements on various ad platforms, and in return will pay the host for every ad clicked.
The primary goal is to make the person viewing the advertisement to click through to the advertiser’s website, app or landing page. Every such click will lead to a valuable action that can be either reading content on the webpage, purchasing a product or subscribing to an app.
Here are five powerful benefits of using PPC
Highly measurable & trackable:
One of the major benefits of PPC advertising is that it is highly measurable and trackable with different metrics. Google Analytics can be used to analyze the performance of multiple metrics as impressions, clicks, and conversions.
One can compare PPC advertising with traditional advertising and can easily conclude that traditional marketing channels do not give a clear performance indicator. In PPC traffic one can track and evaluate websites or dedicated landing pages for conversions to see if you have achieved goals for the money spend.
Control your budgets:
One of the best features of PPC advertising is that everything is under your control. Complete flexibility is provided to make any number of edits to your running ads and test which delivers the best results.
Setting your ad budget and bids as well as choose what you are willing to spend on along with keywords placements for targetted audience are the many other features.
Target your audience:
The biggest benefit of PPC advertising is to be able to reach your desired new audiences and target those that have already visited your brand.
Marketers can take a multi-layered approach by targeting the desired keywords via text as well as display ads. We can also remarket based on the customer’s past behavioral patterns and focus on granular audiences based on demographics.
Quality marketing Datasets:
Data is a gold mine today and it is not just about running your advertisements on Google platforms. The value of data that these advertisements collect goes way beyond just the PPC performances and deliverances.
Each advertisement published on the platforms collects various metrics of consumer information that form a good valuable data set. Impressions, click and conversions for every single keyword can be later used to take strategic measures in improving your SEO deployments and content marketing efforts.
Multiple Marketing goals:
It is a constant effort from the marketing department to achieve its goals by using multiple channels. This is one of the reasons why PPC advertising has become so compelling for business.
PPC today has the ability to support various sales funnel in the most effective way of achieving goals such as brand exposure, hot lead submissions or eve E-commerce sales.
It is not a good practice to completely forget the traditional ways of advertising and marketing but having said that in today’s era one would be dumb if PPC advertising is not considered.
PPC advertising is proving to be the most reliable means of earning profits for many e-commerce businesses investing to seak quality traffic and conversion. As everything is under your control it is definitely a thing to be tested and tried out.
- PPC Advertising