Is Pay Per Click Marketing Still Relevant in 2022?

As the internet continues to evolve, digital marketing tactics progress and shift right alongside. With this in mind, many people have started to question whether or not traditional marketing tactics such as Pay-Per-Click marketing (PPC) have become irrelevant in today's digital landscape. 

PPC marketing is a tactic associated with first-tier search engines and has been prominent in the digital marketing world for years. This tactic also comes with a variety of benefits - even in the age of inbound marketing and personalization. 

For example, by receiving paid traffic to your website, you are directing users to your business while they are actively seeking your product and service online. This has long-term value and can generate quality leads for your business when implemented correctly. 

With this in mind, PPC is still relevant and will always be a great digital marketing tactic. However, what has changed is how you use this tactic to align with your inbound marketing efforts such as content marketing. 

In this article, we take a closer look at the benefits of PPC and how this tactic can help propel business growth in the latest iteration of the internet. 


What is Pay-Per-Click Marketing

Before we unpack the benefits of PPC, let’s take a closer look at what PPC is and how the digital marketing tactic works.

PPC is a marketing tool that can be implemented across an array of digital platforms. With PPC, businesses are able to create a targeted advertising campaign and pay for each link that the ad receives. The cost per click can cost anything from a few cents to a much higher amount - depending on your industry and the competition within your industry.

There are different types of PPC ads you can choose from, with the most common type being “Search Ads.” These are small advertisements that are displayed in the search results for specific keywords related to your business offerings - this means you are able to reach prospective clients as they are actively searching for your product or service online. 

Another prominent PPC option is the Display Ad. This is a banner design that will be displayed on third party websites, directing the user to click through to your landing page or website. Then there are social media PPC ads. These operate similarly to display ads and will appear on the newsfeed of your target audience.

All of the above options are designed with a single purpose - to reach highly targeted prospective customers. What’s important is that you only pay for each click the advertisement attracts - which means you are paying for the highest quality leads only. 


The Benefits of Pay-Per-Click Marketing

1. Consistent and immediate results

Unlike other search tactics such as Search Engine Optimization, PPC is able to achieve positive results almost overnight. If a business is looking to generate leads fast or is offering a special that is only applicable for a shorter period of time, then PPC is the go-to tactic. This is because Google ads can be set up through Google itself and will appear in the search engine results as the campaign is launched. This doesn’t mean it's easy. Marketers will have to keep an eye on the campaign to make sure its reaching the right audience - and amend in real time to get the desired results. 

Like all digital tactics, the campaigns need to be measured and tracked to ensure the budget is being used effectively and the right audience is being reached. 


2. Control your Budget and Spend

With PPC, you are able to build your campaign around budget control. Another monetary benefit is that you only pay per click - not per view. This means you are paying for quality traffic and generating high quality leads. 

You are also able to create campaigns that are broken down per account, ad group and keyword audience. By having this hierarchy in place, you can boost your ad spend based on targeting including location, queries and demographics that drive your desired goals. 


3. Highly Targeted Ads

Control over your ad budget and spend goes further and is based on other metrics including audience targeting. PPC is designed to target specific audiences and allows you to manage how, where and when your ads are displayed and to whom they are displayed. 

This feature ensures you achieve your KPIs and goals, providing you with a significant ROI - that can be tracked and measured. 


4. Greater Conversions

PPC is listed in the top 3 digital marketing tactics for on-page conversions, according to data from Formstack. Data from Unbound also states that 50% of PPC visitors are more likely to convert into clients than those that land on a webpage via an organic link. 

PPC places advertisements on the top right of the search engine results and 40% of users will click on the top 3 paid ads before any other link - so clicks are almost guaranteed. This is why PPC delivers greater conversions - making it powerful for short term promotions, seasonal specials, newly launched business and events. 


5. Increased Revenue

No one would recommend a digital marketing tactic if it didn’t assist in the buyer’s journey and increase revenue and of course, PPC has the power to do just that. PPC directly connects to your primary KPIs and brings in measurable revenue.

As mentioned previously, this kind of marketing yields faster results and functions as a reliable and consistent source of revenue when implemented correctly. Google statistics revealed that an average business can generate $2 in revenue for every $1 they spend through PPC - this means a 2:1 ROI. 

Another important mention is that PPC campaigns usually have KPIs directly built into campaigns to give you the ability to base your campaign around your specific goals. 

The above are just five of the benefits that come with this marketing tactic - and there are many more. 

Take a look at these statistics for even further insight:

  • PPC drives 36% of revenue for retail businesses. (Wolfgang Digital)
  • PPC drives 46% of revenue for eCommerce businesses. (Wolfgang Digital)
  • PPC ranks highly out of all forms of digital marketing, with 20% of marketers claiming that it provides the highest ROI. (Statista)
  • 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)

In Conclusion

Pay-Per-Click marketing is not a passing digital marketing tactic and if you are looking for faster conversions, then PPC is the ideal marketing tool for your business.


How we can help you

As DXG, we offer the entire suite of HubSpot CRM and digital marketing solutions. HubSpot is a world renowned all-in-one marketing, sales, and service software that offers tools to help your business grow. The software provides a central location for your Pay-Per-Click, SEO, social media, content creation, marketing automation, lead generation, audience segmentation, and more, and is transforming the way the world does business. 

From implementing the HubSpot CMS and CRM systems to training your teams, we transform organizations with the inbound methodology and we adapt HubSpot to suit your business goals. Whether your focus is generating leads, turning around quicker conversions through PPC, accelerating sales or developing a powerful website, we offer the complete range of HubSpot services to meet your needs. 

Together, we build your custom solution.

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