Why PPC Is An Effective Form Of Digital Marketing

PPC has continued to grow since its inception in 2000 as traditional media continues to slow down. There are many reasons why it has grown so quickly and some of these fall in line with why it is such an effective form of digital marketing.Below are the key reasons why and we will explore each in more detail:

Intent
Highly Trackable
Highly Targetable
High Degree of Control

IntentWhen a user makes a search on Google or Bing they are actively searching for something specific, this shows there is intent for a product/service/information. This intent is one of the reasons PPC can be effective because you are targeting people who are showing some sort of direct interest in what you offer.You will understand the intent based on the keyword the user has searched for and then can use specific messaging to entice the user to click on your ad.For example, if the user searches for “hotels in Bristol” you know that it is very likely they are looking for somewhere to stay in Bristol. By knowing the intent you will be in a strong position with your campaign. Highly TrackablePPC is also effective due to being highly trackable. With tracking code on your URL’s you can track an action that the user makes from clicking on your ad.You are also able to use cookies on your site to remarket to people who have seen your site and can see what pages people have visited. This extends to seeing click paths of which keywords people have clicked on before making a conversion and you can see what devices are the most effective for your brand/product. Highly TargetableTargeting on PPC has become very wide but also very granular as you can target as wide as a country or as granular as a postcode.You can target by various different segments and set specific bid modifiers to upweight or down weight certain segments based on where you are seeing value from your campaigns. This allows a very high degree of control.Examples of targeting options:

Location
Language
Device
Demographic
Interests
Remarketing
Similar Audiences

With all these targeting options you have many different combinations with which to target your potential customers. High Degree of ControlYou have a vast amount of control over your campaigns. You can have a max bid per click. You can have a target CPA which you are aiming for (CPA = Cost Per Acquisition). Upweight/downweight on various different elements to maximise conversions and minimise wasted spend. This includes different devices or audiences. And you can also exclude irrelevant/low value traffic from your campaigns. In conclusion