PPC (also called pay-per-click, paid search advertising and google adwords) is about more than just clicks, conversions and search engines. The sooner you realize that PPC offers more than just a steady stream of website visitors who you don’t even need to think about, the sooner you’ll be able to boost your business’s bottom line.
1. Accurately Monitor Your Conversion Rates
With so much data and information at your disposal, you should definitely be monitoring the conversion rates of your PPC campaigns. If a keyword is delivering lots of traffic and a reasonable amount of conversions, you’ll know to continue bidding on it. However, if a keyword isn’t sending very much traffic or isn’t converting any visitors into customers, you can feel comfortable in removing that phrase from your campaigns.
2. Generate Data To Inform Your SEO Strategy
Using the data you got from monitoring your conversion rates you can begin to shape and inform your longterm SEO strategy. If there are any low-cost high-value terms that are converting many of your website visitors into customers then you should be targeting those terms organically as well.
3. Reach New Audiences Instantly and Efficiently
PPC is an extremely agile marketing tactic. On a whim, you can decide that you want to target a new, secondary audience because you have a hunch they might be interested in your products or services. Once you determine some keywords that are relevant to both this audience’s interests and your brand, then you can run a short campaign to gauge the reaction and behaviour of this new group of potential customers.
4. Learn More About Your Online Competitors
Did you know that right now, there’s information floating around that could tell you which of your competitors are running more successful campaigns than you? By analyzing keyword selections and bid levels, monitoring ad updates and crafting better special offers, you can once again launch your business ahead of its competitors.
5. Target Your Customers Anywhere
In addition to reaching new target groups via search results, PPC campaigns provide you with the opportunity to retarget previous website visitors or converted customers. This enables you to create additional offers and even seasonal campaigns, which gives these interested visitors a chance to purchase your products or services.