Furthermore, for almost forty percent of purchases made in-store, an online search was conducted prior to purchase. It is this fact that allows businesses to reach consumers directly through paid-for advertisements in 2019 when they come across targeted consumers through pay-per-click ads (cost per click, CPC).
Nearly 86 percent of Americans use the Internet to find local businesses that meet their specific needs, and online searches are the most common way to do so today.
Definition of PPC - CPC
Pay-per-click marketing refers to advertising where advertisers pay publishers only if their ads are clicked. Also, it would be referred to as CPC, like cost per click.
There are many PPC advertising platforms available to businesses today, among them Google Ads, which was formerly known as Google AdWords. The term "paid search" has even become synonymous with the term "organic search," and often both of them are used interchangeably, even though platforms like Bing Ads or Facebook ads work similarly. Another cost-per-click advertising platform is Bidvertiser, which is a platform that uses AdRoll and RevContent.
So what's the deal with PPC (CPC)?
Pay-per-click advertisers usually bid on keywords or keyphrases relevant to their niches. Businesses find customers through these keywords with advertising platforms like Google Ads, Facebook Ads, and Bing Ads.
Facebook ads, Twitter, and Quora are all using the CPC model these days.
Users can discover businesses based on their interests and behavior with paid social ads like Facebook Ads and Twitter Ads.
Pay-per-click advertising on giants like Facebook, Twitter, Reddit, and LinkedIn has gained a lot of traction in the last few years.
Benefits and drawbacks of PPC
Each dollar spent on Facebook ads or Google search ads results in an $8 profit for businesses. Taking that into account, that is a tremendous return on investment.
CPC may be the right fit, but is it a good fit? In what ways does it drive search engine traffic? How does it make a difference to your business?
Why Should You Use cost per click?
The following benefits can be obtained from CPC:
1. Pay-per-click advertising produces results quickly
Among the reasons people prefer PPC over SEO is the speed at which results are delivered.
CPC is very effective in meeting people's intent if you follow best practices. Take advantage of it now before it is too late.
2. PPC is flexible
Aside from getting quick results, PPC has many other advantages.
When you decide to increase the size of your campaign, for example in Facebook ads, you will not face any problems. If you have the budget, CPC campaigns can be fairly flexible so long as you have the cash to spend on them.
CPC also allows for more targeted advertising by taking into consideration various factors, such as demographics, location, etc. You can control how much you spend on your ads by considering these factors.
Plus, you can play with your Facebook ads and perform A/B tests without causing collateral damage. This way, you can be sure to know what works and what doesn't.
3. Pay-per-click marketing targets buyers
Since it is built simply for those who are willing or considering to buy, CPC gets more conversions by its very nature.
Power Traffick claims that 46% of clicks on the page occur in the top 3 paid advertising spots. When it comes to cost-per-click marketing, it can easily sell your products.
Here are some reasons NOT to use PPC
Although PPC has some advantages, it also has some disadvantages.
1. The cost of PPC is high
In highly competitive industries, they're hard to survive. For instance, the insurance, lending, and mortgage industries are very saturated.
You might have to fork out more money to beat your competitors if you are bidding on popular keywords due to the fact that there are a lot of people bidding on them. In fact, typically there is no other way out of this.
The average cost of a click on Facebook ads or Google Ads for the keyword "insurance" is about $50 per click, so bidding on the keyword "insurance" can be highly profitable.
Watch out if your product cost is higher than the price you are paying because you won't want to end up paying more than your product costs. Google Ads or Facebook ads, for example, paid Dropbox $400 per acquisition for its $99 product. Not good!
Search engine optimization vs. pay-per-click on Facebook ads
2. Search engine advertising is often subject to constant tweaking
The answer is yes, PPC is easily scaled. This also impacts the butt of the victim similarly.
A CPC campaign that runs for an extended period of time will reduce its effectiveness.
Think about how annoying your ads would be if they aired too often. You would make them boring and less effective if they appeared frequently.
Changing or tweaking your ad copy and other elements regularly is your only option to overcome this problem. Fortunately, this is not very difficult or expensive.
3. Start-up costs are associated with PPC
Getting money from PPC requires money, just as with other marketing methods.
Some people do not worry about that, but there are others who do.
When it comes to CPC campaigns, it might not be the best choice for a new business with no marketing budget.
You should be aware that some cost per click campaigns start off in a bad way. The more you optimize, experiment, and learn when it comes to CPC, the more effective your campaigns will be.
But, if you don't want to go through it yourself, prepare for the worst-case scenario.
When is PPC marketing a good idea?
There are some instances in which PPC would be highly beneficial for an online business, as shown below.
1. Selling or promoting products or services is your intent
Which search engines are you considering using? It's a no-nonsense solution if you want to market or sell something.
The key to keeping CPC relevant and appealing to users is not to bomb content like SEO. It is therefore perfectly logical to use paid search if you want to run advertisement campaigns to direct traffic to a sales page or squeeze page.
2. Instant gratification is important to you
Those wanting immediate results should also consider the cost per click.
The results of your PPC campaign can begin immediately following launch, just like any other form of advertising in Facebook ads.
The importance of CPC can therefore be found in product launches, affiliate marketing, and CPA programs. You can use high-converting offers, seasonal campaigns, and event-centered promotions to drive conversions.
3. Targeted traffic is what you want
The best method of generating targeted traffic is to use cost-per-click advertising. Traffic that converts is much more valuable than just traffic that is widely dispersed.
It is important to note that—no matter what PPC platform you choose to use—these platforms give advertisers the power to play with demographic information such as age range, gender, educational level, income bracket, and even marital status. By targeting people based on their hobbies on Facebook, you can reach them directly.
In general, CPC is more effective than SEO when it comes to conversions that happen quickly.
4. Your product is unique
There is no better option than PPC if your product hasn't yet disrupted the market.
It will be a waste of money to optimize your product for search queries that people will not use or won't be interested in.
It was the early 2000's when it was possible to rank for topics like "self-driving car," "home rental," "ride-hailing," and "4k drone" to name a few.
Tesla, Airbnb, Uber, or DJI would have been practically useless if they had chosen that road, as nobody was searching for those terms at the time.
The point that we are trying to make here is that CPC is of great use if you have a new product. It is generally agreed that social media pay-per-click campaigns are very effective at promoting products that may not seem very familiar to users.
5. Time is of the essence when it comes to your offer
In conclusion, PPC marketing is perfect for launching new products and executing one-time cost per click campaigns.
There are times when CPC or other marketing channels can help you out, such as when planning a crowdfunding launch or one-time event.
According to CPC platforms in 2021, the top 3 positions will be held by:
1. Pay-per-click advertising on Google
It's hard to disagree that Google AdWords is the most popular platform for pay-per-click marketing. Google AdWords can produce an ROI of up to $2 for every dollar invested.
Users who have previously engaged with a Google AdWords ad before visiting the store will likely spend about 10 percent more within the store.
The following practices are essential to creating a successful search engine advertising campaign on Google:
- Divide the audience into different segments and test each one
- Different advertisements should be tested A/B
- Ensure proper optimization by rotating ads
- This, and more!
2. Ads on Bing
The importance of Big for brands should not be underestimated, even though many consumers gravitate towards Google. The cost per click for Bing Ads is often lower than Google's, which allows advertisers to use their budgets more effectively and generate revenue sooner.
Brands that use Bing Ads can also increase their exposure to a larger segment of potential consumers. The potential for brands to boost their bottom line increases when they cast a wide marketing net.
These are some of the characteristics of many Bing users:
- Over 35 years of age
- Three out of every ten households have incomes exceeding $100 thousand
- Generally, Bing users have the less technological experience
- Plus much more!
3. Social media
PPC advertisements aren't just found on search engines. As social media's presence grows, pay-per-click advertising is potentially more viable.
There are several social media platforms where brands can create CPC ads:
- Facebook ads
- And more!
Especially useful for businesses are pay-per-click ads. With cost-per-click advertising campaigns on Google, Bing, and social media, companies that seek to accomplish an immediate goal, such as an increase in website traffic, will see great success.
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