Pay-per-click (PPC) advertising allows your business to promote its products and services when someone is actively looking for them. That means the hard part is done – you don’t need to sell them something they didn’t know they were looking for; however, you do need to make sure you don’t miss out on these already interested customers. We’ll tell you why using PPC is important for your business.

Brand Visibility

Although most PPC activity is managed with conversion as the main goal, the brand awareness received as a secondary measure can not be undervalued. Whatever product or service you are offering as a business, appearing in the search results consciously puts your brand amongst competitors offering something similar. Whilst this may not always result in a click or conversion, it does create an association for your brand that a customer may draw on in the future.

Whilst your business may have a solid base of returning customers, increasing visibility of your services and products using PPC can reach new customers with the potential to then encourage repeat custom. This can be done in a controlled way – targeting audiences presumed to be relevant for your business, or more broadly to understand what different types of customers your business may be of interest to. PPC has many levers which allow ultimate control over who your ads are shown to and therefore how efficiently your money is spent. At 54 Digital, these decisions are always made with you, to make sure you fully understand the approach being taken.

Tangible Results

Performance results are crucial to any business and this makes them the key focus for your PPC activity too. The beauty of PPC is that you can directly tie your campaigns into the results they generate for your business.

At 54 Digital, we explain the details of how your campaigns are working, what factors may be contributing to performance and how we are working to improve and maintain performance. Some campaigns may generate more volume than others, whilst some work more efficiently towards conversion. However, it is our management of these campaigns both individually and collectively that will mean positive performance results for your business, whether you’re working to CPA, ROI or visibility targets.  

Useful Tool Throughout The Whole Customer Journey

Whilst we’ve already mentioned how using PPC can increase visibility and improve performance, it is important to understand that PPC is a useful tool throughout the whole of your customer journey. It can engage potential new customers, encourage conversion from those already engaged and re-engage those who have previously converted with your business. Tapping into all these different stages means that PPC can generate a continual cycle of awareness and conversion for your business, allowing you to grow whilst meeting performance targets. Each stage will be approached with a different strategy; however, the business focus will tie them all in together, working towards great performance. At 54 Digital we will help decode these different customer journey stages and make sure we understand what they mean for your business and how we will tailor your PPC activity accordingly.

In summary, PPC can play a crucial role in supporting your business goals. Whilst this can look different across campaigns, we will make sure to explain how all the elements work together and be transparent about what actions we’re taking to grow and support your performance.