Is Pay-Per-Click (PPC) Advertising Worth it For You?

Some tools perform better than others. Sometimes a video performs better than an image. Other times a Facebook post performs better than a Tweet. So it is reasonable to ask: Is PPC advertising worth it? Keep reading and you will find out the truth.

What is PPC Advertising?

Is PPC advertising worth it? Before meeting the answer to that questions it is important for you to know some essential concepts around.

Whenever a company wants to advertise in a smart way, they use PPC advertising. The reason: PPC simplicity. PPC is an advertising model that allows companies and users to connect through the Search Engine Results Page (SERP).

If you are using a PPC ad, you are not getting charged by exposure. You only pay when the ad gets clicked. So in a manner of speaking, it is the most effective kind of ad there is. After all, you pay only when the ad actually works, granting full control over your campaign’s budget.

How PPC Works?

In pay-per-click, you need to make a deal with a search engine or PPC agency to make your ad. The agency will find the elements, will pay for the ad’s exposure, and will be watching over marketing goals. 

PPC success depends basically on two elements: the keyword and the bidding. Keywords are words that people use on search engines to look for information on the internet. So when you want your ad to appear on the first SERP, you need to find what keywords to match.

Now, when you or your marketer find the right keywords it is time to bid for the top exposure. You agree to pay a certain amount of money for every click your ad receives.

So when your bidding is the highest your ad will appear on top, but it will spend more money. The balance is the key.

Some search engines have 3 or more places to show an ad. So depending on the bidding, you can appear second, third, or so to save money. It must be planned by a marketing professional to know how much to bid and what words to use. Again, only experts make it right.

The Benefits and Disadvantages of PPC advertising

Like everything in life, there are a few advantages and disadvantages of something that good. The following are the most important pros and cons. They will help you find out if PPC advertising is worth it.

The Benefits

1. Everything Is Measurable: PPC is completely digital, so in matters of metrics and data, it has it all. From the click-through rate to the bouncing time, everything gets easy to study later.

2. Profitable ROI: After setting the conversion parameters, you can calculate if the ad is getting a positive ROI. Given the cost of the PPC campaign and the revenues, most ads bring a fine return on investment.

3. Instant Results: From the minute the ad gets online it starts working. At least is working perfectly for guiding people to your desired landing page. So in terms of traffic generation, it works immediately.

4. Is Affordable: The right way to do PPC is by letting experts do the magic. Regardless if you are the expert or you need to hire an expert, it remains affordable. PPC is inexpensive and brings good revenue.

5. Greatest Range: PPC advertising can do it well in a local and a global range. If your marketing goals and your product demand expansion it works well on the reach. If it demands to dig on a local scale, it can avoid showing the ad out of the area.

6. Absolute Control: From the keyword selection to the area of exposure everything is editable. So when an ad is not performing as intended, the expert can change the ad’s feats to make it work.

The Disadvantages

1. Not For Free: SEO is a good way to get to the top of SERP, and it is free. However, PPC is not free, it has a cost per every click it gets. After all, it belongs to what they call “paid search”. So it is not charity, it is a paid service.

2. It Has An End: As long as you are paying for the campaign, PPC will appear on the users’ screen. When the money or the campaign finishes, the ad will disappear. No money, no exposure.

3. Is Not Assured: Exposure is assured, getting clicks from the public is not. You will need an expert to raise your chances of getting a click but is not 100% effective. It just makes the most of your invested money.

4. Can Be Complicated: When you hire marketers this is not an issue. Nevertheless, when you try to run a PPC campaign by yourself, things might go wrong. Terminology and experience make this a lot harder than you can think.

Is Pay-Per-Click (PPC) Advertising Worth It?

You can put on bascule advantages and disadvantages and you can still hesitate. Every company and brand is different. So to help you decide, here are some hints of when it is worth it and when it is not.

When IS IT Worth It?

You know something is worth it when it is needed. In that sense, PPC’s purpose is mainly to lead people to your website. When your marketing goals are either raising sales or the visits on your website, PPC is the best. 

In these two particular situations, PPC is worth it no matter the results or the ROI. There are high chances of you investing a lot in ads, but you will definitely have a positive ROI. So the usual advice is to use these types of ads as smart as possible.

Another situation when PPC becomes useful is when you have to spread the voice on a promotion ASAP. Remember these ads are instantly active, so you must use PPC if you want a promotion to do its best.

When It’s NOT Worth It

If you are not under the previously specified situations it is recommended not to use PPC. You can try another kind of ad like PPM or even improve your SEO when you’re not in a hurry. 

Another situation that makes PPC not advisable is when you are going for it blindly. Without a clear strategy, you may expose ads and get clicks, but what for? Additionally, if your marketer lacks the experience required to perform a PPC campaign you will lose money.

Not having an expert on control of the ad campaign will lead to a lot of silly errors. Overexposure, over-bidding, selecting poor keywords, and not having marketing goals are a few of the rookie mistakes. In the case of a rookie, abort the PPC campaign.

Types of Companies That Should Use PPC

Sometimes a company is good, sometimes needs a little push from paid search. In case your company gives lifetime value to customers like service providers, you totally should use PPC.

The same is the case of dentists, doctors, education, and companies with a high chance of receiving long-term customers.

If your company lets your work charge high enough, you should use PPC. Companies like law firms, car sales, computer equipment, and repair services are some good cases to use this method. Big earnings cover the expenses.

Another case to use pay-per-click advertising is when your business is related to hard-to-find things. Collectible toys, antiques, and more items like that are sold leaving a high margin of earnings. So it is advisable to use PPC to market these items online.

Last but not least, if your company has a special event or a seasonal product, PPC is essential. Remember one of PPC traits is how fast the ad campaign goes online. Just let your marketing team plan this for you to avoid failure.

How to make Pay-Per-Click Worth It?

There are high chances to win a battle if you prepare before it comes. It is true even when you have limited resources and a small team. The same happens on PPC campaigns, where planning and logistics can save money and time.

Another hint is the most obvious advice: Pay attention to the experts. If you are running an ad campaign and the expert says “we shouldn’t”, then hear him. There should be no pride competitions between you and your marketer, he is the experienced one. 

However, no marketing campaign is designed to earn money randomly, so set your marketing goals with enough time. Setting up marketing goals will let the marketing responsible what to aim for. It avoids marching blindly until resources are over.

Should You Hire a Professional?

This is probably the hardest part for entrepreneurs who think they can do it all. Generally in life, you can learn everything with enough preparation time. However, marketing never waits for you to keep updated because the business trends move fast.

It is very handful to have on your marketing plan someone who is experienced and who masters marketing tools. He or she will show you results in a short time and this lets your company move forward. 

So hiring professional people is the best investment you can do. In marketing, in design, and practically in everything you need to develop fast. Is pay-per-click advertising worth it? Only under an expert’s care.

The Bottom Line: Is PPC Advertising Worth It For You?

The short answer is “YES”. However, you are the one to decide what to use to succeed. After all the text you read: What do you think? Is PPC advertising worth it? Do you think your company can use this tool to leverage sales? Will PPC give your company the exposure it needs?

Probably your answer is yes to all. But if you are still not sure, we recommend reading the text from top to down again. For sure you will find the right answer to these questions.

Brimar Online Marketing Can Help You to Make PPC Advertising Worthwhile

All of our experience, our tools, methods, and practically all of us will be dedicated to your success. In Brimar we care for every client’s company as if it would be ours. Because the best presentation card is the recommendation of a satisfied client. 

PPC seems to be easy, but it is tricky. It seems simple, yet it has a few tricks that experts can use to favor a marketing goal. Brimar’s team will not stop until your marketing goals are met. Check our services, and you will see that PPC is just the tip of the iceberg.

Let us handle your PPC campaign for you. You will find more than just people running an ad campaign. There is a team helping you giving your first step to your success.