Pay-per-click advertising (PPC) is an effective online marketing vehicle. Many businesses [wrongly] view it as the solution to all of their problems. PPC has never rescued a cat from a tree or a towering inferno; those are things that firemen do. However, PPC can be transformative for your business when it’s done right.
PPC vs. Offline Advertising
Many B2C companies find better ROI with PPC and other forms of digital advertising as opposed to traditional offline print advertising. Many companies are using PPC to revamp their advertising strategies, deliver better ROI, and increase their profit margins.
There are many key performance indicators that businesses can pay attention to, but when it comes right down to it, companies just want to make more money than they’re spending – and advertising is no exception.
It’s not a secret that offline advertising is expensive, scattershot, and hard to measure. In contrast, PPC advertising gives businesses more control of their investment, targeting capabilities, localized reach, globalized reach, and tracking tools for analysis.
PPC advertising affords your business the ability to control of how much or how little it spends each day, week, month, and year. It is also much more flexible than offline advertising – if something comes up and your business needs to pull an advertising campaign at short notice, then it can do that. This is just the opposite in offline print advertising in which, once you pay for it, you’re committed to it.
Your business will be able to target your audience with great precision. Most online advertising networks allow you to select variables such as location, keywords, age, gender, interests, and much more. This kind of targeting is much harder to find and much more expensive in the offline advertising sector.
While related to targeting, the potential to reach a global audience is afforded to even small businesses with PPC advertising. More importantly, your business will be able to reach a targeted, local population through the targeting capabilities available with PPC advertising.Many companies find a huge increase in ROI when they transition from offline advertising to online advertising.
It is much more difficult to measure the effectiveness and return on investment with offline advertising than it is with PPC advertising. PPC allows your business to easily track who is clicking on advertisements, when they are doing it, and where they are. Your business will also be able to see exactly which of its advertising campaigns are delivering the best ROI so that you can improve upon those campaigns.
Please understand that we’re not knocking offline advertising. Traditional advertising has worked for many businesses for many centuries, but many of the newer advertising methods that are available online can potentially work much better for your company.
Should your business continue to utilize offline advertising? Sure, but it should also be utilizing digital advertising mediums such as PPC because they are low cost and offer superior control in contrast to their ancient predecessors. And if your business finds that it is reaping better ROI from its online advertising campaigns, then don’t be afraid to join the many businesses that are completely leaving offline advertising for PPC marketing and other online marketing vehicles.
Industries that spend the most on Google
• Finance & Insurance ($4.0 Billion)
• Retail & General Merchandise ($2.8 Billion)
• Travel & Tourism ($2.4 Billion)
• Jobs & Education ($2.2 Billion
• Home & Garden ($2.1 Billion)
• Consumer Electronics ($2.0 Billion)
• Vehicles ($2.0 Billion)
• Internet & Telecommunication ($1.7 Billion)
• Business & Industrial ($1.6 Billion)
• Events & Gifts ($1.2 Billion)
Even if your business doesn’t fall into one of the above industries, it should still consider using PPC advertising because of the control it gives to your business. If your business falls into one of the above industries, then you can rest assured that your business will benefit from the use of PPC advertising.
Managing digital advertising accounts are one of our many specialties here at New Perspective. We are a Google Adwords Certified Company & Bing Adcenter Accredited Company. Learn more about how your business can leverage PPC advertising or feel free to ask a question.