Today, more and more businesses are entering the world of paid advertising to capitalise on its effective and quick-results-driven approach to digital marketing. As a result, PPC (pay per click) services are becoming more expensive each year, which means it’s more important than ever to get your PPC strategy right. In this article, Wildcat Digital delves into the growing demand for paid advertising and shares insights from our team of PPC specialists. But what’s driving this surge in demand for PPC?
PPC advertising is popular now more than ever because it offers businesses a highly targeted and cost-effective way to reach their audience. This is because when you invest in PPC, you’ll only pay when someone clicks on your ad, making it a measurable and efficient advertising method. On top of this, PPC also allows for precise targeting, ensuring that ads are shown to the right people at the right time, which ultimately leads to better results and a higher return on investment (ROI). Consequently, PPC has become one of the most tried and trusted digital marketing strategies on the market.
Keep reading to discover why PPC has become such a popular digital marketing strategy and how our team at Wildcat Digital is meeting the demands of this growing trend.
Growing Demand For Digital Advertising
As we see an increase in the demand for digital advertising, you may be wondering whether it’s actually worth the hype. So, why has PPC become so popular?
In addition to reaching your target audience, there are several other key benefits to this digital marketing solution, including:
Instant Results
Whilst organic traffic is still extremely important, it can sometimes take months or even years to get on the first page of SERPs. If you’re a startup or small business, you likely don’t have the time to wait for the effect of organic, social, or direct traffic to kick in. This is where PPC comes in handy! One of the major benefits of PPC is that it produces instant results and allows you to appear in front of online users almost immediately.
Stewart Dunlop, founder of PPC marketing agency PPC.io, encapsulates why PPC is so attractive:
“For businesses who want to accelerate their sales and growth fast, there truly is no better alternative to PPC marketing. With paid ads, you can catapult yourself immediately to the top of search engines and immediately acquire new customers.”
Target the Right People
PPC marketing is one of the most highly targeted forms of online marketing because it allows you to get your business, products and services in front of the right people. Essentially, PPC ads allow you to skip right past cold audiences to target a warm audience that’s ready to buy your products and services.
As part of your PPC marketing, you can separate users based on key demographics data such as their age, location and gender or you can target users with specific queries relating to your industry. Another effective part of PPC campaigns is remarketing, a practice which enables you to target individuals who have already interacted with your business but have yet to convert.
Cost-Effective
This is what appeals to many of our clients who decide to invest in our PPC services at Wildcat Digital. With PPC ad campaigns, you have complete control over how much you’re willing to spend. At this point, you might be wondering how this works? You will only pay when visitors click the link leading to your website or landing page. Given the high likelihood of conversion, you get excellent value for money. Subsequently, we’d argue that PPC campaigns are a smart and sustainable way to drive traffic to your site.
Effective ROI
Unfortunately, it’s a common misconception that PPC marketing is a costly strategy that eats away at your resources. Whilst it’s true that PPC is often more expensive than organic strategies, when set up correctly, you can achieve an impressive return on investment. This is because PPC attracts high quality leads that are more likely to convert once they hit a landing page.
Not SEO Related
Another benefit of PPC marketing is that it comes without the drawbacks commonly found in SEO strategies. For example, algorithm updates can cause issues for a small business and may undo months of progress. Alternatively, PPC isn’t generally affected by Google algorithm changes. You also won’t have to worry about ranking with a low domain as PPC puts you right at the top of the page for the search terms most relevant to you.
Saying that, we are not recommending that you abandon your SEO efforts altogether. Instead, we think that paid advertising should complement your SEO strategy. An integrated strategy can improve results in each channel, increase website traffic, click through rates and conversions.
At the same time, we also appreciate that every business is different. As such, we recommend that you outline your company’s specific marketing goals and KPIs before making a decision. You could also get in touch with our team of experts who are more than happy to talk you through each service in more detail.
Powerful Data Collection
One of the fundamental benefits of running a PPC campaign is data collection. You can then use this data to inform your SEO strategy and streamline your business for success. Additionally, PPC offers easy control over the keywords you target, ad placement, and budget. You can conduct A/B split tests with different ads to determine which ones generate the highest return on investment. Using this insight, you can then scale successful ads until they no longer produce desirable results.
New Starter Joins The Team
As the demand for paid advertising increases, so does our PPC team here at Wildcat Digital. In February, the team welcomed Tom Brookes, a self-taught marketeer with a passion for paid advertising.
Tom joins the team as a PPC executive, a role that involves working on client campaigns for Google Ads, Facebook Ads, Instagram and other PPC channels. Working closely with our highly experienced industry experts, Tom’s primary responsibilities include strategising, developing and refining advertising campaigns to secure optimal results for clients. A big part of this includes enhancing sales volumes and generating leads that contribute positively to return on investment (ROI).
Tom states, “My core duties include setting up campaigns, creating advertisements, conducting thorough keyword research, budget management, monitoring and analysis of campaign performance, and the optimisation of conversions to ensure the efficiency and effectiveness of marketing efforts.”
Communication is another crucial part of this role. Maintaining excellent communication with clients each month is key to ensuring that the marketing strategy aligns with the clients goals. Regular meetings ensure that the team stays informed about any new developments such as product launches or upcoming events that might necessitate adjustments in the strategy. This ongoing communication allows the team to make timely optimisations to the campaigns, ensuring that they remain effective. Tom describes how “this proactive approach not only helps in adapting strategies but also builds a collaborative relationship, enhancing our ability to meet and exceed client expectations.”
One of the biggest advantages of this role is its dynamic and progressive nature. At Wildcat Digital, we are dedicated to fostering the personal and professional growth of our team members. Whether you’re fresh out of university or are looking to try something new, we welcome individuals who are passionate about digital marketing. Join our team and become part of a collaborative environment where you’ll have the opportunity to learn, grow, and make a real impact in the exciting industry of digital marketing.
For more information about our PPC vacancies, take a look at our careers page.
PPC Team At Wildcat Digital
We’re an award-winning pay-per-click agency located in the heart of Sheffield, committed to helping start-ups and small businesses compete with big brands online through smart digital marketing strategies. Our small but powerful team of PPC specialists are passionate about helping businesses punch above their weight online.
So, what are you waiting for? Contact us today for a free consultation to see what our PPC services could do for you. Alternatively, if you’re interested in becoming a wildcat yourself, take a look at our current vacancies – we’d love to hear from you!
PPC FAQs
What are the Different Types of PPC Advertising Platforms?
The most common PPC advertising platforms include:
- Google Ads/Paid Per Click (PPC) – Great way to drive both brand awareness and traffic to your website overnight. You only pay when someone clicks on your adverts.
- Paid Social or Paid Social Marketing – As opposed to unpaid, organic posts, paid social is sponsored, paid advertising on social channels. You only pay when your ad receives an impression (total number of times your content is displayed, no matter if it was clicked or not). At Wildcat Digital, we work with the following platforms: Facebook, Instagram, TikTok, Youtube, Pinterest, LinkedIn.
How Do You Create Successful PPC Campaigns?
The success of our PPC campaigns rely upon the following key factors:
- Thorough keyword research
- Compelling ad copy
- Effective landing pages
- Regular monitoring and optimisation
Is PPC Really Worth It?
Yes. PPC offers some of the best return on investment for businesses. In fact, according to Google, the average ROI across all industries for Google Ads campaigns is 200%. This means that for every £1 spent on Google Ads, businesses would expect to earn £2 in revenue.
Rachel Davies
Senior SEO Executive
