Is Pay-Per-Click Worth It?
You may be asking yourself if a pay-per-click ad campaign is worth it and can bring you the return on investment you’re after if you want to generate leads, drive traffic, and boost sales. We won’t leave you hanging until the end — the answer is generally “yes.” Most businesses that launch PPC ad campaigns can expect to make double the amount they spend on running PPC ads. The reason is simple. PPC only offers hot leads, meaning eager customers who are already looking for your products or services and are ready to buy now.
The full story is more complicated, of course. Keep reading to find out how your business can benefit from pay-per-click — and what to watch out for.
Is Pay-Per-Click Worth It?
What Is PPC Advertising?
Pay-per-click advertising remains the dominant model in the digital advertising field. PPC ads allow you to get your ads in front of a targeted audience of people interested in your products or services — but instead of paying for the entire campaign or for each exposure, you only pay when someone clicks on the ad and is directed to a landing page on your site.
PPC isn’t the only ad model, but it remains the most popular (and the go-to route for businesses that want quick results). Many of the ads you see and click on yourself operate on a pay-per-click model, and they include:
- Paid search ads, also called sponsored search results
- Social media ads
- Display ads on third-party websites
- Social media ads
- Google shopping ads
- Amazon ads
The pay-per-click ads your future customers decide to interact with may consist solely of text (in the case of paid search ads), may be well-designed static ads that combine visuals and text, or video ads. YouTube is a great example of a platform where PPC video ads can maximize your ROI.
How Much Will a Pay-Per-Click Campaign Cost You?
The cost of a click depends on your niche and the advertising platform you choose to advertise on. However, businesses spend an average of $2.59 per click.
Whether that sounds like a lot or a little depends on your budget. Small business owners who dread the thought of paying over $2 for a single click should keep in mind that the ROI is more important than the cost per click, though. If you make $2 for every $1 you spend on PPC ads, that’s a great success.
The clicks you get from a pay-per-click campaign are not the only cost you will have. Many small business owners choose to design their own PPC campaigns, and those can be successful given the right skill set. However, most businesses can expect significantly better results from a pay-per-click campaign if they outsource their pay-per-click marketing responsibilities to a reputable digital marketing company.
Good digital marketing agencies have years of experience in designing and managing PPC marketing campaigns. Small startups and local businesses that aren’t sure they have the budget can ask for a free quote to determine whether they are ready to run a professionally-designed pay-per-click campaign.
What Makes Pay-Per-Click Ads So Good?
Pay-per-click ads have lots of advantages:
- You only have to pay when someone clicks on your ad — and PPC ads only bring highly-relevant leads. PPC clicks are much more likely to convert than organic search queries.
- Pay-per-click campaigns are targeted. You’ll get to decide who should see your ad with an impressive level of precision.
- A pay-per-click campaign can deliver results instantly.
- A PPC campaign will give you lots of valuable data you can use to design better advertising campaigns in the future.
Best of all, pay-per-click ads are scalable. This advertising model is suitable for businesses of all sizes, from local carpenters who want to reach their neighbors to globally-famous brands. Pay-per-click ads remain popular because they offer an excellent and measurable return on investment. They’re one of the best ways to drive traffic, leads, sales, and profit.
So, Is Pay-Per-Click Worth It?
Ecommerce stores, local businesses, and large established brands that want to generate leads and boost sales almost always benefit from PPC campaigns and their extensive targeting options. As long as you hire a professional marketing agency to design your ads, a positive return on investment is essentially guaranteed. You can definitely say pay-per-click ads are worth it!
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