Why PPC is Important as a Digital Marketing Strategy: Benefits with Examples

Pay-per-click (PPC) advertising is an essential digital marketing strategy that businesses can use to drive targeted traffic to their websites and increase their revenue. PPC advertising involves placing ads on search engine results pages and other websites, and businesses only pay when someone clicks on their ad. With its cost-effectiveness, measurable results, and quick results, PPC advertising is an effective way for businesses of all sizes and industries to reach their target audience and achieve their marketing goals. In this article, we will explore the benefits of PPC advertising as a digital marketing strategy, provide examples of successful PPC campaigns, and answer frequently asked questions about PPC advertising.

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Table of Content
Why is PPC important?
Examples of Successful PPC Advertising Campaigns
 

Why is PPC important?

Pay-per-click (PPC) advertising is a digital marketing strategy that allows advertisers to place ads on search engines and other websites and pay a fee each time a user clicks on their ad. PPC is an effective way to drive traffic to a website and generate leads, sales, and revenue.

1. Targeted Advertising- One of the main benefits of PPC advertising is the ability to target specific audiences based on location, demographics, interests, and behavior.
   

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   This ensures that the ads are shown to users who are most likely to be interested in the product or service being advertised. For example, a local coffee shop can use PPC advertising to target users within a specific radius of their location, while a luxury fashion brand can target users with high incomes and an interest in fashion.
2. Increased Visibility- PPC advertising allows businesses to appear at the top of search engine results pages (SERPs) for relevant keywords, increasing their visibility to potential customers. This is especially important for businesses that are just starting and do not have a strong organic search presence yet. For example, a new online store selling handmade candles can use PPC advertising to appear at the top of SERPs for keywords such as "handmade candles," "scented candles," and "luxury candles."
3. Cost-effective- PPC advertising is a cost-effective digital marketing strategy because advertisers only pay when a user clicks on their ad. This means that businesses can set a budget for their advertising campaigns and only pay for the clicks they receive, making it easier to track and manage their advertising costs. Additionally, PPC advertising allows businesses to set bids for specific keywords, ensuring that they are not overpaying for clicks.
4. Measurable Results- PPC advertising provides measurable results that can be used to track the success of advertising campaigns. Advertisers can track metrics such as clicks, impressions, click-through rates, and conversions, allowing them to optimize their campaigns for maximum effectiveness. This data can also be used to make informed decisions about future advertising campaigns.
5. Quick Results- PPC advertising can deliver quick results, making it an effective digital marketing strategy for businesses that need to generate leads or sales quickly. Unlike organic search optimization, which can take months to see results, PPC advertising can generate clicks and conversions within hours of launching a campaign. For example, a business running a flash sale can use PPC advertising to drive traffic to its website and generate sales quickly.
6. Brand Awareness- PPC advertising can also be used to increase brand awareness by displaying ads to users who are searching for relevant keywords or browsing websites related to the advertiser's products or services. Even if a user does not click on the ad, they will see the advertiser's brand and message, increasing their awareness of the brand. This can be especially effective for businesses that are launching a new product or entering a new market.

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Examples of Successful PPC Advertising Campaigns

1. Dollar Shave Club- Dollar Shave Club is a subscription-based service that delivers razors and other grooming products to customers every month. They used PPC advertising to drive traffic to their website and generate leads. They targeted users who were searching for keywords such as "razors," "shaving," and "grooming" and displayed ads that highlighted their subscription-based service and competitive pricing. As a result, they were able to generate thousands of new leads and grow their customer base.
2. Zillow- Zillow is a real estate website that provides users with information about homes for sale and rent. They used PPC advertising to increase their visibility on search engine results pages for relevant keywords such as "homes for sale" and "real estate listings." They also used retargeting ads to display relevant ads to users who had previously visited their website but had not yet taken action. This helped them to increase their brand awareness and generate more leads and sales.
3. Hubspot- Hubspot is a company that provides sales, marketing, and customer service to businesses. They used PPC advertising to target users who were searching for keywords related to their products and services, such as "marketing automation" and "CRM software." They also used retargeting ads to display relevant ads to users who had previously visited their website. As a result, they were able to generate more leads and sales and increase their brand awareness.
4. Amazon- Amazon is an e-commerce giant that sells millions of products online. They used PPC advertising to increase their visibility on search engine results pages for relevant keywords such as "books," "electronics," and "home goods." They also used product listing ads to display relevant products to users who were searching for specific items. This helped them to increase their sales and revenue and maintain their position as the largest online retailer in the world.

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