Is Pay-Per-Click Marketing Still Relevant in 2022?

Digital marketing is always evolving and you have probably questioned whether or not certain go-to tactics are even still relevant. Pay-Per-Click marketing, referred to as PPC, is an example of a tactic many have begun to question. So, is PPC marketing still relevant in today's digital landscape?

PPC marketing is an online advertising tactic that is used to drive traffic to a website or web page. Through this tactic, a marketer will pay a publisher when the ad is clicked by a user. This kind of marketing is usually associated with first-tier search engines such as Google and has been a staple in the digital marketing sphere for years.

This kind of tactic comes with a variety of benefits that should not be overlooked, even in the age of inbound marketing and personalization. For example, through paid website traffic you are directing users who are interested in your product or service, and actively seeking your services, to your website. This kind of marketing offers long-term value as it builds an authentic and high-quality value for your business.

So, with the above in mind, PPC is still relevant and not going anywhere, any time soon. However, the key is to balance your PPC marketing alongside your inbound marketing efforts such as content marketing. 

Below, we unpack the benefits of PPC and explain how this tactic can help your business grow in 2022. 

The Benefits of PPC Marketing 

Before we dive right into the benefits of PPC, let’s look a little closer at what PPC is and how it works. 

PPC marketing is a model of digital advertising that can be used across a variety of digital platforms. To put it as simply as possible, businesses will create an ad, and pay for each click that the ad receives.

This payment can cost anywhere from a few cents to a much higher amount. There are a variety of PPC ads you can invest in with the most common PPC ad option being search ads. These are ads displayed on the search results for specific keywords - meaning you are reaching prospective clients while they are actively searching for your product or service.

Another popular PPC ad option is the display ad. This is a graphic or banner design displayed on a 3rd party website, directing the user to click through to your website or landing page. Then we have social media paid ads, that operate similarly to display ads.

The options all have the same functionality - you are paying for each advertisement click - which means you are paying for quality leads. 

Now that we have a greater understanding of what PPC is, let’s take a look at the benefits that come with this tactic. 

1. Consistent and Immediate Results

One of the greatest benefits of PPC is that unlike marketing tactics like Search Engine Optimization, PPC is able to yield overnight results for marketers as soon as their ads go live. 

This is why PPC is vital for businesses that are looking to generate income quickly or advertise a short-term promotion. For search ads presented on Google, ads can be set up through the Google platform portal itself and can be set up based on budget and groups and once the ad is launched it will appear on the search engine results immediately which means you will be attracting conversions just as quickly. However, it's not all smooth sailing. You will need to finetune the campaign to suit your goals, keep an eye on its performance and amend it in real-time to make sure you are getting the desired results. 

Like all digital marketing strategies, you need to focus your efforts on measurements and data to ensure your budget is being used effectively and you are attracting the right prospects to your website. 

2. Increased Revenue

Of course, no one would recommend a digital marketing tactic if it did not assist in the buyer's cycle and increase revenue, but we want to take you through how PPC has the power to do just that. PPC directly links and contributes to your primary KPIs and can bring through revenue - all of which can be measured.

As previously mentioned, this kind of marketing yields quick results and therefore functions as a reliable source of revenue. Based on statistics released by Google, on average a business will generate $2 in revenue for every $1 they spend through Google ads (PPC). This means a 2:1 return on investment. 

It is also important to mention that most PPC options have KPIs directly built into the campaigns, giving you the opportunity to base your campaign around very specific goals. 

Need we say more?

3. Control your Spend

The concept of PPC that grabs the attention of marketers is that it is built around budget control. It offers a great level of monetary control than other paid marketing strategies. As a marketer, you will gain control over how your budget is spent in real-time through a PPC tactic. 

Another benefit, something we have highlighted throughout this article, is that you only pay for clicks - not views. This means you are paying for relevant traffic and high-quality prospects. Social media and search PPC allows you to create a campaign structure that is broken into account, campaign, ad group, ads, and keyword or audience. With this hierarchy in place, you have direct control over how you spend your money as you are able to increase or boost your ad spend based on demographics, location, or queries that drive your goals. 

4. Highly Targeted 

The control over your ad budget goes further and is based on other vital metrics such as audience targeting. The audience is vital to sales (of course) and PPC is designed to target specific audiences. As stated previously, PPC will allow you to manage how, where, and when your ads are displayed - and to whom they are displayed. 

Once again, this helps you achieve your goals and KPIs, bettering your bottom line and providing you with a great return on investment. 

5. Greater Conversion Rates

According to data from Formstack, PPC ads are listed in the top 3 digital marketing tactics for on-page conversions, and data from Unbound states that 50% of visitors that land on a retailer's website through PPC ads are more likely to convert into sales than those that land on the page through an organic link.  

PPC places ads right at the top of the search engine results and 40% of online users will click on the top 3 paid ads before any other link. 

This is why PPC is so quick and delivers fast results - making PPC powerful for businesses offering short-term promotions, events, and seasonal specials. 

These are just 5 benefits that come with PPC advertising (there are many more), but if you need more reassurance that PPC is powerful for businesses in 2022, let’s take a look at some statistics:

• PPC ranks highly out of all forms of digital marketing, with 20% of marketers claiming that it provides the highest ROI. (Statista)
• PPC drives 36% of revenue for retail businesses. (Wolfgang Digital)
• PPC drives 46% of revenue for eCommerce businesses. (Wolfgang Digital)
• 75% of users say that search ads make it easier for them to find what they are looking for online. (Blue Corona)
• 79% of brands say that PPC is a big driving force for their business sales. (PPChero)

The Wrap Up

PPC marketing is not going anywhere any time soon, and if you are looking for quick conversions, then PPC is the ideal tactic for you and your business. 

Our team of marketers will help you propel your digital marketing efforts to yield measurable results that provide you with a return on your investment. From Pay-Per-Click marketing to Inbound marketing and everything in between, Nexa has you covered. 

Contact Nexa for all your digital marketing needs today.