Why use PPC advertising?

Pay-per-click advertising (PPC) is a powerful online marketing technique, giving companies the chance to appear within the top search engine results and to pay for visits once a potential customer clicks through an advert to their website. Using PPC advertising, such as Google's sponsored links is a fast and flexible way to attract online traffic from people searching for a relevant product or service, which makes it highly targeted and, in many cases, the most cost-effective form of advertising available.

The Web Search Workshop can help your business set-up and run PPC advertising campaigns on Google and other search engines. In fact, we recommend that every business website should at least test this technique for their market! You can read more about the differences between SEO and PPC advertising, or we've outlined below the main advantages in using pay-per-click advertising:

• Low risk marketing: using PPC advertising, such as Google Ads (AdWords), has a low entry cost and therefore you can usually test this technique with a low initial budget. Compared to other forms of marketing, a PPC campaign can be tightly focused and you can control your daily or monthly spend within a set budget, which should still generate some excellent results for your business.
• Extremely fast and flexible: starting a PPC campaign can be quick, so that your adverts can be ranking on Google's results within minutes. The range of settings and tools available also make your campaign extremely flexible, allowing you to test a range of techniques and strategies within a short period of time. You can also use your campaigns, such as Google Ads (AdWords), as a tactical marketing tool, with your adverts turned on or off as required, plus your ranking positions can be adjusted to suit the responses being received.
• Results can be achieved within any budget: if you'd like your adverts to appear on the first page of the results for a minimal daily budget of $10 or less, this can be achieved. If you'd like to be in the top two positions, the cost of this can be predicted in advance for your chosen market and as part of our professional management, we will ensure that your adverts achieve the optimal position depending on your budget.
• Powerful search term targeting: unlike search engine optimisation, which can be limited by the size and profile of your website, PPC advertising can give you unlimited ranking coverage against your market search terms, to ensure that your business appears in front of your potential customers. Together with search term targeting options and advert scheduling tools, PPC campaigns such as Google Ads (AdWords) are incredibly targeted and relevant.
• Great quality data: PPC advertising is an advanced form of direct marketing, providing you with excellent data on all aspects of your campaign. A core part of the Web Search Workshop service is to manage your advertising through an understanding of this data and to continually improve your marketing performance based on the results being achieved. We also provide detailed monthly reports together with our feedback and recommendations.
• Rapid campaign optimisation: the results of your PPC campaign can be measured soon after it begins and as more data is compiled, giving you the control over your spend and results. The Web Search Workshop continually analyses and adjusts each advertising campaign to ensure that they are consistently performing at their peak of optimisation. PPC campaigns such as Google Ads (AdWords) are constantly changing and therefore require regular monitoring and tweaking, so it isn't just a case of 'set and forget'.

If you've not done so already, now's the time to test PPC advertising for your online business. And if you're already running a campaign, such as Google Ads (AdWords), but have been disappointed with the results, maybe try a new approach!

At the Web Search Workshop we are experts at creating and running PPC campaigns. Read more about our PPC management service, or contact us for more information. You can also request a FREE website assessment to receive a 'no obligation' review of your website with our proposals on what you could achieve with a successful search engine marketing campaign.