How to Use PPC Advertising to Diversify Your Traffic and Protect Your Business

It’s widely known that SEO is an amazing tactic to use for increasing your visitor count. By abiding by what Google’s algorithms favour, you can ensure a spot at the top of Google’s first page.  A holy grail capable of bringing in a constant influx of new customers and converting existing clients into regulars – that’s something every digital marketer desires. And that’s precisely what SEO can do for you.

However, there is one major downside to SEO: the time factor. It can take months before you get to see the results of your painstaking work in the realm of SEO. Because of this, marketers usually opt to use another method alongside existing SEO tactics.

We’re talking about Pay Per Click advertising, otherwise known as PPC.  It’s a much faster route to reaching your target audience. And yes, while it is possible that your PPC ad campaign might fail, there are ways to minimise the risks of that occurring. One will be able to decrease his chances of failure if he or she runs his PPC campaigns correctly, not hastily or just for the sake of doing them.

Most importantly, PPC allows you to put in an investment and combine it with your analysis of the market in order to help you attain stunning results. If all the steps are executed correctly, you should be able to reach out to your desired demographic. Good landing pages, enticing calls to action – all of these elements will boost your ROI and allow you to expand and evolve.

Let’s take a closer look at all the amazing possibilities that PPC offers you and your brand.

Why choose PPC in the first place?

If this is your first encounter with PPC campaigns and paid advertising, you’re probably asking yourself why. Why choose PPC in the first place? Many think it’s unfamiliar ground that is more likely to crush your brand than to expand it, but this mentality will bring you nowhere. Here are some of the reasons why PPC might just end up being what your company needed:

  • It’s predictable and secure. That’s right, PPC is based entirely on logic and metrics whereas SEO is pretty much out of your control. With SEO, you may make a post that goes viral or you may get only 20 views in a week. Additionally, organic search ratings established through SEO can diminish in a short period of time if you do not constantly produce fresh content. 
  • It’s fast. A well-constructed ad furnished with good copy and a solid call to action will appear immediately. No, literally. For example, if you bid for the keywords car parts, car spoilers, Suzuki rims and Suzuki bodywork, your ads will be displayed to almost every person who searches for these terms. It can drive visitors to your site in not months, not days, not hours, but in just minutes. It’s a worthwhile investment.
  • It’s not time-consuming. Running a PPC campaign only requires preparation, testing and a click. The downside to SEO is that it requires constant changes and work, whereas PPC allows you to focus on improving your products and overall post value. It’s something that’s often underrated until one realises just how much time is freed up when using PPC.

Running ads – a fine art that keeps on giving

Most ads consist of at least 4 basic elements. These are the headline, URL, description and network elements. The key is to focus on making each of these elements as enticing as possible to every customer. It’s all about appealing to customers initially so that you get the chance to showcase the full potential of your products to them later on.

There is much to be discussed about this form of marketing, but it all boils down to several key elements that may make or break your brand:

  • Make sure you have a full set of ads. By creating only one ad, you’re putting your entire budget in the hands of that one ad which may or may not be a failure. Instead, try constructing several different forms of your ideas and run them all together. This will allow you to determine which is the highest-performing ad.
  • Testing. Having a select testing period of a few days for every set of ads is ideal, and will help you to diversify your traffic. This will save you from spending money on inefficient ads and will boost business by establishing a strong presence for your brand. 
  • Creating a buyer persona. This is an excellent way of accomplishing your targeting goals. Imagine how a person interested in your products would look like. How would he or she behave? Narrow it down to the most irrelevant details like internet browsing patterns, eating habits and favourite colours. Knowing your buyer allows you to be a much better seller.
  • Don’t be afraid of failure. There will be times when you’re certain the campaign will be a surefire hit. And then it fails. Don’t despair over it. Ask yourself: will despairing over failure help to improve your business? Not likely. How about relaxing and trying to figure out what went wrong? Yes. Then go with it.

Retargeting – the technique of not giving up

There’s a major flaw that exists in most campaigns that usually goes unnoticed. The campaign itself might perform excellently and the ads might be perfect, but the flaw remains. What is it? It’s a lack of retargeting. That is, showing the same ad again to the people who have seen it but not clicked on it. The key when it comes to PPC is not giving up and providing every potential searcher with the chance to become a customer.

This mentality strengthens your business and will help to introduce a large core of loyal customers to your traffic whilst bringing in new ones at the same time.