Pay per click advertising is a powerful way to market any size business. However, there are a few misconceptions about PPC.
Here are 10 facts about Pay per Click advertising that you should not brush aside.
- 50% of users click through on mobile devices
Is your website optimised for PPC campaigns? If not, you are missing out on at least half of your target market. Mobile devices account for over 50% of paid search clicks.
2. Remarketing conversion rates increase in the long run
Conversation rates on websites are generally low. People leave without taking any actions. Remarketing campaigns have proven to be well worth your time and money based on the increase in conversation rates. Remarketing is simply reminding potential clients to finish what they have started.
3. 52% of people who click on PPC ads call the advertiser anyway
Your telephone number must therefore be on your PPC ad. Major ad networks now offer the click to call function. This means that you are paying for phone calls directly to your business.
4. Higher CTR = Lower CPC
Make sure your ad adheres to the quality control rules and you will get more and less expensive clicks. You could save up to 20% on your cost per click if your ad is good.
5. Use call tracking to get the full picture
Don’t only measure the web form conversion rate of your landing page. This does not give you the full picture of how successful or not your page is. If you implement call tracking to measure conversation too, the full picture is revealed.
6. The top 3 paid ad spots get 41% of the clicks on page
Pay per Click plus SEO equals more search visibility.
In other words, keep your Quality Score high for a higher position on a page. But even if you are happy with your SEO efforts invest in PPC anyway. For example, if you aim for the top three positions for a given keyword and your ads are in the top three ad spots, you will get double the results for the chosen keyword.
7. Negative keywords are incredibly important
Negative keywords should be included in your targeting. Don’t waste your ad impressions on people who are probably not going to buy from you. Include keywords like free or cheap to steer clear of the bargain hunters.
8. PPC isn’t affected by algorithm updates
Allocate some of your advertising budget to PPC campaigns because it does not get affected by the frequent algorithm updates. You can fall back on your PPC efforts when your SEO relies heavily on the right algorithms.
9. About half of users don’t know the difference between paid and organic search results
In other words, people will see the PPC ads on top of organic results and assume they are organic search results. (This if for the non-believers who always say, “who click on Google ads anyway?”.
10. PPC doesn’t have to be expensive
It is possible to see PPC results at almost any level of marketing. You don’t have to have a huge budget to be successful with PPC. However, it is recommended that you spend at least R150 a day to give your campaign a fighting chance.
Ready to get started with PPC?
All businesses should at least allocate an experimental PPC budget. If you don’t try you won’t know!
Let Scarlett’s Web help you get started on the PPC path with confidence.