PAY-PER-CLICK (PAID MEDIA MANAGEMENT)
You get greater budget control (you only pay for clicks). Pay per click advertising is entirely budget based, for this reason, it offers a much higher level of control than traditional paid advertising strategies. One of the main reasons for using PPC advertising is that it gives businesses very granular control over how their budget is spent. Plus, for popular paid ad styles like search engine PPC, you only pay for clicks! There is no paid barrier to entry and no minimum advertising budget. Businesses can spend as much or as little as they like. With Google Ads and Microsoft Advertising (Bing), marketers can create a campaign hierarchy divided into Account > Campaign > Ad group > Ads > Keywords/Audience.
Popular social media platforms generally have a similar hierarchy. This allows marketers to break down and adjust their budget however they want, with granular control over how the budget is spent on each campaign, group, or ad. Traditional paid advertising offers PPC an extreme level of control that works because businesses can increase ad spend in areas/demographics/searches that are working and reduce ad spend in areas that aren’t, meaning the importance of PPC lies in your ability to squeeze every penny out of your budget for a better return on ad spend (ROAS). This may seem daunting to many businesses, but it’s a big part of the reason many choose to hire PPC management professionals, especially when the benefit of a professional ROI is so enticing. But the amount of experience and collective knowledge that an agency brings can’t be compensated by a single person. As mentioned, controlling the ad budget extends to other important ad metrics as well. Audience targeting. One of the reasons PPC is so important to many businesses is that few other advertising models allow for such fine-grained control. Most businesses know that audience is critical to driving more transactions and sales.
So why use PPC advertising? PPC ads can be designed to target incredibly specific audiences. exact level. PPC allows marketers to control how, when, and where their ads appear, including on which days, in which locations, for which searches (and by excluding keywords they shouldn’t appear for), user demographics, user interests and previous purchases and more. For PPC on social media platforms, control over demographic target ads can be even more specific. They may offer ad options based on factors such as age, gender, language, and other demographics. Global, national and even local locations.
PPC can improve SEO performance The importance of PPC on SEO is based on the fact that companies are directed to the same audience on the same keywords on the same platforms. Marketers can take the data they get from keyword research, keyword performance, A/B ad testing, conversions, impression share, etc. and use that data to fine-tune their SEO campaign. Additionally, since PPC search returns results much faster than SEO (weeks instead of months), it’s possible to test keyword strategies for PPC and then use conversion rate (CR) and traffic data to determine if similar strategies work for long-term SEO would work.