When running any kind of business, among the most important component in long-term success is the implementation of a strong marketing campaign. The core facet of any marketing campaign is SEO & PPC advertising. This form of advertising allows the marketer to pay only when someone clicks on the ad they’ve placed on a website or search engine. When PPC ads are used correctly in your campaign, you should generate quality leads that help you increase revenue and bolster conversion rates. This guide offers an in-depth look at everything you should know about PPC ads and how Google Ads can generate CRM leads.
What Is Pay-Per-Click Advertising?
Pay-per-click advertising is a type of marketing that allows you to pay for the ad only after a user has clicked it. By paying for marketing fees only after the ad has been clicked on, you will be able to avoid making a sizable upfront investment on marketing materials that prove to be ineffective. Since clicks on an advertisement will lead back to your website, the payments you make only occur after. If your site is functional and has an appealing design, you should be able to convert visitors into return customers. Ad specific landing pages on your website are usually a big bonus and well worth it.
While there are many forms of PPC marketing, among the most common types is search engine advertising. With search engine advertising, marketers can bid on ad placement with sponsored links that a search engine is able to host. The bids you make will center around keywords and key phrases that users will type into a search engine when looking for a similar business.
If you operate a furniture company, the keywords you should focus on could be anything from “furniture stores near me” to “cheap furniture”. If your keywords used in your ads have high search volume, you could bring in a significant amount of traffic to your website through PPC marketing. Keep in mind that sponsored ads are displayed at the bottom or top of Google search results, giving them increased visibility.
PPC advertising is considered very effective at increasing sales because the people who click on your ads will invariably be interested in your business and the product/service you offer. One notable element of PPC advertising is that Google will charge less for each click if your landing pages and ads are considered satisfying and relevant to every user’s interests.
Primary Benefits of Using PPC Marketing
There are many benefits that marketers are provided with when implementing PPC advertising.
PPC Advertising Can Be Used to Reach Business Goals
Likely the top reason to use PPC advertising is that it can be used to reach many different business goals, which makes it a highly versatile form of marketing. Whether you want to increase the number of quality leads you generate or bolster your brand’s exposure, the right PPC campaign can provide you with the results.
Since PPC advertising can track almost all conversion goals, you can determine if your marketing efforts are paying off. PPC campaigns are great when targeting any aspect of the sales funnel. However, these campaigns can be beneficial when used for the middle portion of the sales funnel. The middle area of the sales funnel involves application downloads, content downloads, and newsletter signups.
You’re In Complete Control
You have almost complete control over the content of your PPC ads, how these ads are displayed, and which customers view these ads. Keep in mind that you will also choose the keywords that you target with this campaign. These ads can be tailored to any budget and can be scaled to meet your exact needs. If the campaign proves to be successful at reaching potential customers and generating quality leads, you can immediately scale up. Regular A/B testing is a great way to test your PPC ads before placing them online.
PPC Marketing Can Be Effectively Tracked and Measured
When you use PPC marketing with the Google Ads platform, every facet of your advertising efforts can be tracked and measured. This tool can be directly combined with the Google Analytics tool, which will give you everything you require to determine how well your ads are performing. Performance metrics like clicks, impressions, and conversions can be identified to give you a better idea of what needs improvement.
Targeting Is Easy with PPC
When you use the Google advertising platform, you’ll have numerous targeting options that can strengthen your PPC efforts and help you improve your CRM. For instance, you can target specific keywords via text advertisements. You can also focus your efforts on certain demographics for a higher ROI. When you take a targeted approach to your marketing, you can better determine what works and what doesn’t. Some of your PPC ads could be designed specifically to appeal to current customers, while other ads could be made for new customers.
Standard ROI of PPC
When you start using PPC ads in your main marketing campaign, your ROI should be high as long as you create effective ads that are properly targeted to your main audience. If implemented correctly, PPC ads should provide an ROI of anywhere from 10:1 to 100:1. The best aspect of PPC advertising is that the leads that are generated with PPC ads are considered to be quality leads.
In order for a user to click on an ad of yours, they must already be interested in your business or the type of product you offer. To that end, customers who are brought to your landing page from PPC ads are very likely to complete some kind of transaction. If your ROI is less than 5:1 with your PPC efforts, it’s possible that the ad itself isn’t effective or that the landing page the customer is taken to is poorly designed.
Integration of Zoho and Google Ads to Generate Quality Leads
If you want to grow your business and generate quality leads, Google Ads is the place to be. Keep in mind that nearly 87 percent of all searches occur on the Google search engine. As such, it’s highly recommended that you use the advertising platform that has been designed to get the most out of marketing on Google. When using this platform, searches with specific keywords will trigger your ads to display at the bottom or top of the page, which significantly increases site visibility. If you opt to use this platform, you’ll benefit from features like quarterly analytics and keyword research.
At Zoho, we can create the content and design of the ads that you end up placing on Google. We can also provide you with monthly reports that track ROI and the amount of leads that were generated from each ad that you had placed on Google in the previous month. SEO-optimization services are also provided to ensure that your website ranks towards the top of search results for relevant keywords. All of these services are aimed at helping you reach your business goals.
PPC ads are a great way to bring in quality leads without spending all of your marketing budget. You only pay for the placement of these ads whenever a user clicks on the ad. As such, your PPC marketing spend will only be high if the ad is effective. Look into using PPC ads with the Google advertising platform today if you want to generate premium leads.
