Pay Per Click Marketing

If you have been familiar with PPC ads in the past, then you already know that ads start to show up for your targeted keywords immediately after you bid on that keyword.

All things equal, your website or landing page should start getting traffic within 7 days of your pay-per-click advertisement.

Unlike other forms of digital marketing, pay-per-click marketing brings about instant results. Search Engine Optimization (SEO), Email marketing and content marketing take more than a month before you can start seeing improvements.

PPC campaigns aren’t like that. Improvements usually come within a week. However, that doesn’t make other forms of marketing bad or less effective. Also, this doesn’t mean that pay-per-click marketing is the best form of marketing out there.

And if we are to look at it, PPC advertising is good in the short run. For long-term periods, however, content marketing, SEO and email marketing yield better results. Although they take a lot of your energy and time, the reward is worth it.

A pay-per-click marketing strategy brings about rapid results. Once you properly audit your PPC campaigns from time to time, you will realize that it’s one of the best strategies out there.

If you are a frequent Google user, then you will notice that some Search Ads appear first before the organic results. These search Ads are websites on their own, are somehow similar or related to what you are searching for.

Each of those sites has “Ad” boldly written on top of them. That way, you would know that such a site is appearing as an advertisement related to your search, and not as an organic result.

Each time you click on them, the owner pays the agreed amount per click. Also, that means Google just got richer by a specific amount.

So now, come to think of it. If your website appears as the first or second one among those ads, then your website will get more traffic visits within a short time.

And that’s what we mean by saying that pay-per-click advertising brings more website traffic. And that’s not the only thing that makes it amazing.

The fact that you only pay when a user clicks on it (and visits your site) seems like a win-win-win type of marketing. That way, the user gets what he’s searching for, your site audience increases by 1 and Google also makes money. Google, the searcher and you, all get to achieve what you are after.

Speaking of Search Engine Optimization (SEO), pay-per-click marketing can also help you rank well. Now I know what’s coming to your mind. You are probably thinking that:

“Since Google knows that I got traffic by making use of paid services (and not organic), will they still make it count?“

Merely looking at the question, the right and straightforward answer is NO! However, if we look at it from a different angle over a long-term period, we will realize that the answer can be YES too.

Paid ads will not directly help your site’s Search Engine Optimization (SEO). However, you should remember that they will increase the number of gross clicks that your website gets within a month.

Now, the Google algorithm considers two factors similar to our case as one of their ranking factors. They are:

Overall monthly traffic visits to your site

The average time (in seconds) that users spend on your site before they exit.

Looking at this now, it’s obvious that user activity is a Google ranking criterion. And since PPC ads campaigns increase the user activity on your site (generated by your paid ads), they can contribute to higher organic rankings.

Pay-per-click marketing in Nigeria thrives despite Google Algorithm changes.

Every website owner or manager, especially those dealing with blogs will understand that Google Algorithm changes are often nightmares. Just pray, because that seems like the only way you can avoid them.

And most times Google Algorithm changes, and your site either benefits or suffers from it. You will be extremely lucky if your site stays unaffected, but that may also not happen for longer periods because the next Algorithm change may not favour your website.

Most Algorithm changes are just updates that involve certain changes in ranking factors. And that rings a bell. It should ring a bell!

This simply means that content marketing and Search Engine Optimization (two important aspects of digital marketing) is always affected by Google Algorithm changes. It’s either your site benefits or plummets as a result of it. 

However, PPC advertising makes you safe and protected from such. Pay-per-click Algorithms don’t usually have significant changes. 

That means that you can use your previous statistics or performance in the past to easily predict how your present and future PPC ad campaigns will perform. 

Although pay-per-click advertising helps brands to build their reputation while checkmating other close competitors, that’s not a good reason for using PPC marketing.

The main reason here is the high Return On Investment (ROI). By doing this, they are trying to convert their target audience to real customers. 

About 74% of brands claimed that pay-per-click marketing brought a divine upliftment to their business in 2020. A considerable part of their sales and revenue was generated through PPC advertising.

Also, many brands see PPC ad campaigns as a method to kick start conversions in a way that’s guaranteed to succeed. Getting conversions and sales leads is a very good way to start earning more

Since your website appears as either a search ad, display ad or video ad, more people get to see and know about your brand’s existence (and functionality).

The more frequently your business appears in search results together with other close competitors that they already know, the more your brand recognition increases.

For instance, let’s say they respect and think highly of a competitor and the next day they see your business in the search results with that same competitor. 

Believe it or not, they will also start to respect and think highly of you as well. This is because they think that your services must be good for you to be seen alongside that competitor.

So resuming back to our main point, the more your site appears in people’s search results together with popular brands, the more the chances that customers will purchase from your brand.

According to LucidPress, presenting and promoting your brand regularly and consistently can boost your revenue up to 33%.

This presentation and promotion are quite different from just making your Logo appear in many possible times and places.

It’s about making people from relevant niches see your brand and talking about it. Pay-per-click advertisements make sure that your business name is visible in the right place. As a result of that, your reputation increases on the internet, thereby driving sales to your website and landing pages.

This is another main reason why PPC Marketing outshines Content Marketing and Search Engine Optimization (SEO).

It’s a fact well known that ads don’t often show up to the targeted user at the most perfect time. However, pay-per-click advertising makes it easy for you to schedule your ad campaigns.

As a result of that, it will be shown to people only during some specific hours. Also, you can target locations so that only people searching from specific locations will see your ads, as they are the most likely to patronize your brand.

On the other hand, content marketing and Search Engine Optimization are not always like this, at least, not fast as this.

Well, I know what’s on your mind. You think, and you know that you can

always monitor the results of your content marketing and Search Engine Optimization strategies.

However, you should also consider the fact that you can’t always adjust your blog posts, web pages and links within minutes.

And even if it’s so, it always takes much time for stuff like that to take effect. However, A PPC AD CAMPAIGN CAN BE MODIFIED ALMOST IMMEDIATELY.

This part mainly talks about pay-per-click ad campaigns concerning geo-targeting.

Geo-targeting or Local PPC (as known to some people) involves you targeting a specific location. Mind you, it can be a region, state or city.

Also depending on your PPC Ad service provider, you can add or remove some specific locations as well. Google Ads is good for doing stuff like this.

For instance, come to think of it. Let’s assume that you have a website or landing page that you want people to visit. Your business mainly repairs phones and laptops.

So now, you might have this page that is all about “Laptop Repair Services In Wuse II, Abuja”, even if you are based in Maitama.

PPC marketing will let you have clicks from people searching in Wuse II in Abuja. That way, you won’t have to target Nigeria or Abuja as a whole.

With pay-per-click advertising, you are not limited to targeting a large number of people. You can always narrow down your area of coverage. As a result of that, you will be able to get sales leads from neighbouring cities and towns.

Unlike pay-per-click marketing, Search Engine Optimization (SEO) takes time before you can start seeing results.

This is the number one reason why you should test your keywords before applying them in large-scale SEO strategies.

Although it’s a bit technical, you can still know the values at which organic keywords undergo conversations. To help you arrive at this, you can make use of PPC keywords data.

It’s a very wise thing to monitor and know the keywords that lead to conversions in paid ads. As a result of that, you can boost your site’s headings and meta descriptions with the most engaging keywords.

This will help you rank higher on the Search Engine Results Page (SERP).

The 2020 pandemic, lockdown and its aftermath effects seem to still be in motion and may continue to be so.

Even in 2021 and now in 2022, there are still pandemic routines and precautions that restrict some people to their homes.

Searches that contain the key phrase “near me” increased by 28% in 2020. With the way, things were in 2021 and how things are in 2022, this value might remain so or even increase.

That is why your business should try out pay-per-click marketing. Google Ads is good at making sure your business appears in “near me” searches. 

Setting up your location extensions will also let you appear in local ads within your region.