The world has gone digital. If you’re not appearing in the search results when customers are looking for you, it’s likely you won’t be found.
In fact, 75% of the total clicks come from the front page. And when people are looking for a business or service, they typically start with Google.
Therefore, appearing on the front page of Google is a must if you want to get your business in front of potential customers as they’re searching for your services.
By the way, did you know the first 3-5 spots on Google's search results are typically reserved for pay-per-click (PPC) ads?
Unless you are advertising, your competitors will be among the first results when people are searching for businesses like yours.
Digital marketing is powerful and can put you in front of a huge audience.
If you’re curious about how PPC advertising can help, you’re in the right place.
What is PPC Advertising?
Before we dive into how PPC Advertising can help you, let’s begin by discussing what it is and how it works.
PPC stands for “Pay Per Click” and is a form of online advertising where you only pay when a user clicks your ad.
These ads appear based on the keywords you want to target. Therefore, if your campaigns are set up correctly, your ads will only appear to people who are looking for your services.
Then, you’ll only pay once they’re clicked. As you can see, with the right approach, you can get highly qualified leads who are interested in your service at that time.
Here’s how you can leverage the power of PPC ads and why you need it.
5 Reasons You Should Use PPC Advertising
When used correctly, PPC ads can be one of the cheapest and best ways to grow or scale your business.
Here are just some of the things it can do.
1. Grow Your Traffic
If your business isn’t currently ranking organically for different search terms relating to your business, PPC ads can put you in the spotlight.
By appearing on the front page while people are searching for your services, you’ll get more online traffic, as well as more calls from qualified leads.
Plus, even if your ads aren’t clicked, you’ll still receive great exposure appearing on the front page as a credible option. Next time they search, they may remember you.
It’s also a great way to grow your local online presence. By getting regular traffic to your site, Google will better rank your website so you appear in more search results over time.
2. Appear On Local Maps
Depending on your business, appearing on the local ‘Map Pack’ can be just as beneficial if not more so.
Even without searching within a Maps application, the ‘Map Pack’ can appear on the front page of Google showing the location services nearby.
And yes, you can claim the top positions with PPC ads.
Wait, there’s more! More than 75% of people use navigation apps. If someone using Google Maps searches for your services within the app, your business can appear there as well.
Of course, Google Maps is by far the most popular navigation application so it’s a great way to get your business front and center as people are looking for your services in real-time.
Plus, even if your ad isn’t clicked, you earn incredible brand exposure and increase the chances you get business in the future. They may even remember your location!
3. Precise Customer Targeting
Traditional marketing took a ‘spray and pray’ strategy while PPC marketing allows users to by very targeted with who their ads are sent to. This ensures your money goes further.
For example, let’s say you run a roofing business in San Diego & for commercial buildings. You could have an ad matching your precise demographic within a 15-mile radius of you choose. Plus, you could have a different one running marketed towards people in your area searching for businesses like yours.
Another option could be targeting areas of higher or lower income and then showing custom ads based on what’s most relevant to the user searching for your services.
No more spray and pray. Precise targeting through PPC ads means your ads will only appear to highly qualified potential patients. And of course, you’ll only pay if they actually click.
4. Call Only Ads
This whole time we’ve been talking about people only paying for ads when they click – but there’s also a way to only pay when people call.
Call Only Ads get people to call your business instead of clicking a link. If the right person is on the other end, it’s one of the best ways to get more customers and grow your business.
You can even set these ads so they only appear on mobile devices so they’re even more relevant to your audience.
Of course, since Call Only Ads take regular PPC ads one step further, they can be more expensive. But with the right things in place, or with the right offer, they can absolutely be worth the investment.
5. Exclude Your Competition
The good news keeps getting better. In addition to targeting who you display your ads to, it’s also possible to choose whom you exclude.
Why would you want to exclude people?
Let’s return back to our roofing example. If someone is searching for a specific roofer, you may not want your practice to appear in the search results because it’s unlikely they’ll choose you over the one they’re looking for.
Therefore, you can exclude local competitors and go after potential customers who are unsure about what company they want to use.
It’s just another way to have your ads appear to a qualified audience.
Where do you start using PPC Advertising?
These ads are effective because it’s possible to curate highly custom ads for a targeted demographic located in a specific area.
Of course, not all ads are created equal.
We’re always on the cutting edge of the ever-changing algorithms and understand how to get your business at the top of Google’s search results.
The truth is, when they’re done right, PPC ads can grow almost any business. Hopefully, these tactics will help you in your business.
And if you want more help, we got your back.