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Digital Pay-Per-Click Advertising (PPC) can be an important part of your overall digital marketing strategy. Using paid search advertising platforms such as Google AdWords and Bing Ads is a powerful strategy in your business’ marketing plan, delivering cost effective online leads and sales. When managed correctly and efficiently by AdWords Certified individuals or a Google Partner Agency, your online PPC advertising campaign can deliver a high return on investment (ROI).

A recent Australian report shows that digital advertising is the largest segment for spending for advertisers in Australia, with paid search accounting for $580m – almost 50% – of all expenditure in digital advertising!

If you’re not using paid search, your competition surely is. 

PPC is a flexible and powerful online advertising solutions that most industries and business sectors can use to deliver immediate leads and sales results. So, how can you use paid online advertising to grow your business?

As the name says, with Pay Per Click advertising, you only pay when a customer actually clicks on your ad. So targeting the right message to the right customer at the right time has never been more important. By not properly targeting your advertisements, you could quickly exhaust your budget on the wrong clicks - users who then immediately leave your site in search for something more relevant to them.

By setting up your PPC campaign with the right ad groups, keywords, advertisements, and targeting options, your pay-per-click campaign will deliver better results while stretching your budget further.

Setiing up your campaign correctly is just the first step; ongoing management and campaign optimisation is just as important to continue to drive results from your online advertising campaign.

Set-and-forget isn’t a recommended strategy with pay-per-click advertising; instead, you should always fine-tune your budgets, keywords, advertisements, and targeting according to results. Unlike traditional advertising, online advertising can be adjusted in real time as often as you need.

Reviewing your PPC advertising results with Google Analytics is a powerful way to get the most out of your marketing dollars, as Analytics will give you the data you need to find out who’s most likely to purchase from you.

For example, using Analytics, a café owner may find that younger females interested in travel and indie rock are more likely to purchase from the store. Using this data, the café can drive other online and offline marketing activities, such as hiring indie musicians for live performances, or optimising ad copy for that particular target market. Coupling PPC with Analytics like this can work for any business!

While paid search advertising has massive potential for many businesses, it’s not something that can be implemented easily. A great pay-per-click campaign takes a thorough understanding of the paid search platforms as well as good marketing sense.

Icon Visual Marketing can help you make paid search work for your business with digital marketing services that will grow your brand awareness and increase converting traffic to your website. As a Google Partner, Icon Visual Marketing has earned Google’s marker of trust and quality, ensuring that your campaigns are managed by certified individuals that have displayed high proficiency with the Google AdWords and Analytics platforms.

With 37% of marketing dollars being spent on paid search advertising, it’s simply not feasible for businesses to ignore the power of PPC. Take advantage of the digital space and make paid search advertising work for your business by contacting Icon Visual Marketing today!