5 Practical Reasons You Should Do Pay Per Click Marketing

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Are you reluctant to dip your toes into pay-per-click marketing?
Do you always ask yourself if the investment may be worth your while?
Digital marketing is in full swing and businesses are doing their best to be in front of their potential customers online. It becomes critical and essential for them to keep up with the current marketing playing field.
Pay Per Click marketing, also known as PPC marketing, Cost Per Click marketing, Sponsored Advertising or Paid Advertising is a form of digital marketing. It gives you an opportunity to get searched online. Your business could be in front of your potential customers at the time they’re looking for your products or services .
This type of digital marketing is one of the effective ways to help your business get traffic from relevant search results and other related websites.
Let me give you a gist of how pay per click works.
Take a look at the image below. The potential customer searches for keyword “culinary school quezon city”. Google gives you search results which consist of paid and organic. Paid ads are highlighted with green ‘Ad’ bar while the organic results are located under the paidads.5 Practical Reasons You Should Do Pay Per Click Marketing

The most relevant paid ad will be shown on top of the search results. Once the ad is being clicked, the potential customer is taken to a landing page which contains more information about the ad.

Then, the advertiser will be charged per click. That’s why it’s called Pay Per Click.

The good thing about pay per click is you are not being charged when your ad shows up but when it’s being clicked.

Now let’s move on to what I want to share with you which are the five practical reasons why you should start doing Pay Per Click marketing to get your business in front of your potential customers.

5 Practical Reasons You Should Do Pay Per Click Marketing

Transparency in budget

Every business owner wants to know every penny spent on advertising. With pay per click, this is definitely possible. You’ll know how much you are being charged for a click. You’ll also know which platform is giving you a great return on investment. This transparency on budget will help you or your team decide in terms of budget allocation.

Exposing your business for free

The benefit of only paying when someone clicks on your ad is that you get all the additional views of your ad and brand for free.

This applies to Youtube skippable video ads, wherein if the video ad is not played by the customer for a minimum of 30 seconds, the advertiser will not be charged.

Caveat though, there’s a strategy behind here. In the video, to get a free exposure, I suggest you show your brand logo or tagline within 5 seconds.

Below is an example of a youtube video ad.

In the screenshot of the video ad below, the brand ‘Panni Carlo’ is already exposed to the users of YouTube while the ‘Skip Ad’ button is still there.

5 Practical Reasons You Should Do Pay Per Click Marketing

Complete control of the ads

With the pay per click marketing, the ads that are displayed in the paid search results can be changed, edited, tested, optimized and tracked to maximize effectiveness. This feature allows advertisers to know which exact combination of ad text, key phrases, and images work best. You can also control the targeting of your ads such as physical location of searcher, time or day of the week, device type, ads position, website placements, demographics and more.

Consistent traffic

As an advertiser, one of your ultimate goals could be driving consistent traffic to your website. If you don’t have any people visiting your website, how would you be able to convert them into sales. With paid advertising, the amount of traffic can be controlled as they are tied directly to the allocated budget on how much the advertiser is willing to pay per click, per day and per month.

Tracking of performance

With pay per click, campaign results can be tracked extensively. From the number of clicks, how many times the ad appeared (impressions), to the number of conversions, all these are being tracked. These data you’ll collect will help you make wise decisions to achieve your business’ goals and return on investment.

Wrapping up

Pay per click marketing works!

​The bottom line is that pay per click works well for every type of business as long as it is DONE right.

According to Statista, this year, the revenue in the “Digital Advertising” market in the Philippines amounts to mUSD 244.8. That’s huge. And it’s increasing every year which means there’s a BIG opportunity for you as a business owner, marketer, or advertiser.

Businesses are now realizing the importance of incorporating pay per click to their current marketing strategies. So start using the power of pay per click and be on the right track on getting good results and return on your investment.

Have you incorporated pay per click in your current marketing? What business’ goal pay per click marketing has helped you achieve? Share them in the comment box below.

Key takeaways

You’ll get consistent influx of traffic through Pay Per Click Marketing. (click to tweet)

Expose your business for free with Pay Per Click Marketing. (click to tweet)

You’ll only pay when your ad is being clicked. (click to tweet)

Statista says in 2016, the revenue in the “Digital Advertising” market in the Philippines amounts to mUSD 244.8. (click to tweet)

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Carissa Coles

Co-founder and Head of Social & Digital at Emerge