Acronyms in Marketing: Why PPC Matters
By Melissa Bellas
There are a lot of marketing acronyms out there: CTR, CRM, ROI, CTA. Trying to decipher the ones that matter most to your business can leave you feeling like you’re drowning in alphabet soup. With increased competition among home services companies vying for consumers’ attention in the bustling digital world, this acronym stands out amongst the rest: PPC.
Pay-per-click (PPC) marketing places paid text or display ads on search engine results pages to generate clicks to your website. Research shows nearly 65% of potential customers click on Google ads when searching to buy an item or service1. This makes it essential that your company is noticed and present in the search results. So why are more and more retail businesses turning to pay-per-click ads?
PPC advertising, as its name suggests, results in paying for each click your ad receives. Pay-per-click is a cost-effective solution to drive more traffic and leads to your website with the ability to control spending and to allocate funds on keywords or audiences that are most profitable to your business. If your ad is performing well, you can increase your scale and spend at any time. And if you need to revisit your ad strategy, you can pause your campaign to put spending on-hold.
With an average 41% of clicks going to the top three paid ads on Google and other search engines2, PPC ads achieve some of the best real estate on results pages. Your ad is automatically placed before organic listings, not only increasing your visibility, but also giving you an edge over your competitors by paying for your position. So when someone searches for a local landscaping company, electrician, hot water heater or even a home security system provider, your company will be the first they see (and hopefully call) in that highly coveted top spot.
The most important benefit of PPC ad campaigns is that they provide an enormous amount of useful data. Whether it’s the ad’s cost, spend, return on investment (ROI), clicks, views or higher-level details such as conversions or impressions, all data related to a pay-per-click campaign can be monitored. And with real-time metrics at your fingertips, you can track the keywords, ads or placements that are driving the most return to adjust your overall strategy accordingly. Knowledge is power!
With so much digital ad space, pay-per-click is proving to be most effective in generating real, relevant leads. Pay-per-click allows you to target the right people at the right place at the prime time—when they’re already searching for businesses like yours, thanks to myriad targeting factors ranging from demographics to location, keyword usage and time of day. With pay-per-click visitors 50% more likely to convert than organic visitors2, you have the power to modify and optimize your ads for maximum impact.
There are millions of opportunities for your company to be found on search engines with 3.5 billion searches per day, and 40,000 searches per second3. There is no better place to reach targeted users with 93% of online activities starting with a search engine4.
Ready to get started on a PPC campaign? Contact us today to see how RedBrick Digital search engine marketing plans can drive more traffic to your site and help capture more leads for your business.