Should Local Businesses Be Using Pay-Per-Click Ads?
Local businesses should at least consider using every marketing technique at their disposal once. In the world of digital marketing, this includes pay-per-click (PPC) ads that charge budding entrepreneurs every time someone clicks on their ads. While the efficacy of PPC ads can vary by business type, industry and location, there are at least a few pay-per-click benefits that owners should consider.
No Waiting for Organic
Maybe one of the biggest benefits of pay-per-click ads is the fact that they’re immediate. This is likely also why, not too long ago, 72 percent of marketers said they’d be increasing their focus on PPC ads.
Instead of waiting for keywords, backlinks, and engagement to drive a page up the ranking organically, businesses can immediately have their ad show up at the top. Keep in mind, though, that some people move right past paid ads. This means analytics should be used to test this benefit.
No Play, No Pay
When a company buys a billboard or certain ads on social media, they’re charged regardless of whether they see results. This means an ineffective ad could cost a business hundreds before they realize it’s not working.
With PPC ads, on the other hand, money-strapped entrepreneurs will only pay when an interested party actually clicks on the link. If they do this, half the battle is already won, and it’s the only time the business will be charged.
PPC Marketing Research
Another great benefit of pay-per-click ads is the fact that they allow for marketing research. If a company wants to test out a new focused keyword, they can see how well it performs with PPC before investing in content centered on the phrase.
They can also see if a new product or service will be in high demand. A marketing manager who can effectively judge PPC analytics can help a business know what’s going on before it ever happens.
The benefits of pay-per-click ads are numerous, but data-driven results are more important. If the aforementioned benefits are realized through PPC advertising, that’s great. If not, it’s time to reconsider the strategy or remove it altogether.
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