Pay Per Click, or PPC as its more well known, is a tool that can be used to target a group of people online and place your products in front of them.
If done correctly it can really pay off in growing sales, lead generation and increasing your brand awareness, however, knowing exactly what to include in your ads, what keywords would be most effective and how much to spend might not be so clear. But first, let’s go through how exactly PPC can help your business boost sales, in 3 different ways.
Whilst lead generation might not be your first thought when thinking about a PPC campaign, it can be a highly useful tactic in warming up your target audience and letting them know that your products exist. This can prove to be invaluable, especially if you’re in a highly competitive marketplace and are competing with other big businesses, in industries that provide services, for example.
Lead generation is most effective for businesses who have trial periods, a long sales process or provide price quotes before the initial purchase. However, for smaller businesses, you can use lead generation to be really specific in your targeting – using specific keywords to perhaps target a competitor or target a specific industry or niche.
For example, a business selling wool for knitting will need to be very specific with the keywords and content used in a lead generation campaign, to ensure that the ads are effective as possible and at an effective cost per click (CPC). It wouldn’t be any good serving an ad for wool for knitting to someone who’s looking for wire wool instead. So if you choose to use PPC for a lead generation campaign, you’ll need to ensure your keywords and content are using specific words that match the product you are selling. Using negative keywords to tell Google which terms you don’t want your ads showing will help to earn the best return on investment.
PPC can also help you to build your brand awareness with things such as the Google Display Network (this is where you can build your Google ads) and if you’re a small business, creating brand awareness can be an important factor in building your business. Getting your business name in front of the right people to let them know who you are and what you can offer, in today’s world will most likely have the best effect online.
Making use of tools such as Remarketing, which essentially re-targets people who have already visited your website, increases the chances of them coming back to your shop and making a purchase, increasing your conversion rates, brand awareness and customer loyalty.
It’s also important to note that using different media types for PPC can help you increase brand awareness, for example, video and display (an image ad) ads are more likely to be taken in by the viewer and remembered over a text ad. According to Google, they found that 50% of online shoppers said images of the product inspired them to purchase.
As mentioned earlier, using PPC to also target competitors can be highly effective as it not only helps place your brand name alongside your bigger competitors but it can also influence the number of click-throughs you’ll get on an ad; especially if you’re able to undercut that competitor or offer something in addition for the same product.
There are now many platforms you can utilise to generate sales through PPC, some include; Facebook, Instagram, Twitter, LinkedIn and Google.
Choosing which platform to run a PPC campaign on all depends on the type of business you run and where your target audience is more likely to be. For example, if you sell handmade accessories for pets, you might find Instagram or Facebook work best. It’s all dependent on what you’re selling and who you’re selling to.
Each of these platforms has its own advertising section where you can build your audience, from demographics to lookalike audiences (an audience you can build based off your own customers) which you can base on their behaviours and interests. You’ll be able to tweak your ads and targets over time and eventually have an ad that will be able to generate sales.
Not only that but you don’t just have to stick to one channel. For instance, you could market on Google ads and then retarget those who visited your site with paid social media. The more touchpoints or places your ads are being viewed in a customer’s journey, the more likely they are to convert.
Overall, if you’re looking for a way to boost your sales, PPC is a perfect tool for an online retailer.
If you’d like to learn more about PPC and how it can help boost your businesses sales, give our Google Team a call on 0333 004 0333 or request a callback.