{"id":8708,"date":"2015-12-16T14:30:58","date_gmt":"2015-12-16T14:30:58","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=8708"},"modified":"2024-05-23T07:44:24","modified_gmt":"2024-05-23T11:44:24","slug":"3-reasons-why-ppc-is-worth-the-money-adwords-edition","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/3-reasons-why-ppc-is-worth-the-money-adwords-edition\/","title":{"rendered":"3 Reasons Why PPC Is Worth The Money: Adwords Edition"},"content":{"rendered":"

Many businesses, especially small, often fear the \u201cpay\u201d in pay-per-click advertisement. This fear can derive from a poor past experience (sometimes the result of attempting PPC without an expert) or the simple idea of losing money.<\/p>\n

Fortunately, I have had the opportunity to take some of these businesses under my wing and guide them through the wonderful world that is PPC advertisement. <\/a><\/span><\/p>\n

Let’s briefly discuss three essential reasons why PPC advertisement is worth the money. <\/span><\/p>\n

#1 You Have to Pay to Play<\/span><\/b><\/span><\/h3>\n

Google has officially made the smooth transition from being a search<\/em> engine to becoming an ad<\/em> engine. Having the prestigious #1 organic ranking currently means you are placed below eight ads and the local pack. In some cases, this \u201cprestigious\u201d placement requires searchers to scroll beyond the fold to see that you even exist. <\/span><\/p>\n

Ahh, The Fold… <\/span><\/p>\n

\n

“The fold” refers to the bottom of your browser screen when you land on a page. Anything \u201cbelow the fold<\/a>\u201d requires scrolling to see it.<\/span><\/p>\n<\/blockquote>\n

In fact, Wordstream<\/span><\/a><\/span> documented that Google Ad clicks trumped<\/span><\/a><\/span> organic with a 2 to 1 ratio.<\/span><\/p>\n

Here is a screenshot of my search for a puppy sitter (ads represented by the \u201c$\u201d).<\/span><\/p>\n

Yes, puppy sitting is apparently a thing, and no, you cannot see organic results above the fold<\/a>.<\/span><\/p>\n

\"ppc<\/a><\/p>\n

#2 Target The Perfect Audience<\/span><\/b><\/span><\/h3>\n

Targeting your PPC with precision like Katniss Everdeen is possible now more than ever.<\/p>\n

\"ppc
\nSource: Lionsgate Films<\/h6>\n

Google is constantly adding new targeting methods in Adwords<\/a> to help advertisers find their ideal customers. These methods each have their own unique way of placing ads in front of potential customers during a valuable time in the purchasing process.<\/span><\/p>\n

Targeting is one of the most valuable assets of PPC and can be used to create hyper-focused ads and overall online experiences for your target market. <\/span><\/p>\n

There are even tools out there to make the process of targeting a breeze. At Directive Consulting, we like to use software to audit competitors and ensure that our targeting is spot on.\u00a0 <\/span>We can analyze search volume and see exactly what other businesses in the industry are doing by using semrush.com<\/span><\/a><\/span>.<\/span><\/p>\n

In the world of PPC, it is a great strategy to do exactly what your highest performing competitor is doing, but do it a little better. <\/span><\/p>\n

Don\u2019t get me wrong! There is always room to formulate unique strategies that will blow the competition away.<\/span><\/p>\n

To get an idea about the targeting you can do in Adwords, here are a few examples\u2026<\/span><\/p>\n