Why you should be using PPC advertising

Pay Per Click (PPC) advertising allows you to target your audience like never before!

With location, gender, age and interests being the tip of the iceberg, you can even target people that have recently visited your website to increase brand awareness and conversions. Return On Investment (ROI) has never been so easily accessible and costs can be controlled down to the penny.

Below are some examples of the advantages of PPC advertising and how using PPC ads in your campaign can revolutionise your marketing spend and results.

1. Google Search Ads

Search ads use a pull approach and appear exclusively on the search engine results page (SERP) on Google. They show when a potential customer has a query that is relevant to your business, using both your website and the keywords you’ve provided. This provides a great opportunity for the ad to be displayed to potential customers who are searching directly for your product or service, greatly reducing the amount of wasted exposure compared to traditional advertising.

Search ads are made up of headlines and descriptions, as shown below.

*Google Ads Report Example – Simulated results

However, they also offer callout extensions that allow your business to highlight key services it offers, as well as sitelinks to individual pages of your website, as pictured below. This allows potential customers to navigate to the webpage with the most relevance to them, increasing your chances of conversions/ sales!

*Google Ads Report Example – Simulated results

 2. Google Display Ads

Display ads use a push approach and are shown on websites across the Google Display Network, content can be created in a variety of sizes to fit different slots on a webpage, for example, a banner at the top of the page. Display ads are a great tool for increasing brand awareness by showing your ad to potential customers that are interested in similar products/ services but are unaware of your brand. Google Display Ads also allow remarketing ads to be shown to people who have previously visited your business’s website, reminding them of your business and prompting them to take action on your website.
Display ads are shown across a variety of websites and can serve as a constant reminder for your business to potential customers, two examples of display ads are shown below.





*Google Ads Report Example – Simulated results

3. Optimising PPC ads

One of PPC advertising’s biggest advantages is the quality of data you’re able to analyse in order to adjust and optimise your campaigns, as well as measure their success*. PPC advertising gives you the ability to constantly optimise your strategy and invest more in what works best for your business. 

PPC advertising is very data rich and gives you an incredibly detailed level of data, as well as control. This allows huge budget savings to be made with even greater ROI by optimising your ads for what works best and is perhaps PPC advertising’s biggest strength.


*Google Ads Report Example – Simulated results

PPC advertising gives you the ability to:

  • Maximise clicks based on the pre-set ad budget.
  • Target a specific desired cost-per-action (CPA) for specific conversion styles 
  • Target a specific return-on-ad-spend amount (target ROAS); a specific balance between spend and revenue.
  • Maximise conversion value (for ads that are set up for high-value keywords).
  • Target lowest bids for ad spaces.
  • Set daily cost caps/budgets as well as total overall budgets.
  • And much more!

Ultimately, PPC advertising allows you to minimise wasted exposure of your advertising, maximise conversions and have greater control of your budget than any other form of advertising. 

So, if you’re not already using PPC ads, then why not start today? Click HERE to get in touch with our marketing specialists for all of your marketing needs!