11 Short & Long Term Benefits of PPC Advertising

Pay-per-click or PPC advertising can be a highly effective tool in your digital marketing belt. Here are some of its top short and long term benefits for your business:

1. Immediate Visibility Regardless of Organic Search Rankings

One of the most obvious benefits of PPC advertising is its ability to quickly propel a brand to the top of search engine results pages (SERPs). Similar results can be almost impossible to achieve with just SEO and organic methods. 

Internet users are seeking quick results that fit their search intent. More often than not, users don’t want to scroll through the SERPs to find the perfect result. That makes the top 3 organic positions in search some of the most difficult rankings to achieve. The more competitive the keyword, the harder it can be to build organic visibility on top.

That’s where PPC ads come in. A business can bid their way to the very top of those results. Now there are several factors that influence which ad position you can achieve, but it is much easier to achieve the top results in PPC than it is to do so in organic. 

Take the example above for the query “dentist chicago.” The user intent is high. Someone searching for that keyword is likely on the verge of conversion and needs a dentist either immediately or in the not-to-distant future. The first two things the user sees after searching “dentist chicago” are two ads, or sponsored results. 

For a PPC-savvy business, that immediate visibility without scrolling can be worth every cent paid per click. 

2. The Ability to Control Your Budget

Pay per click advertising puts the budget straight in the hands of the business (or agency managing the ads account). In fact, businesses have unparalleled control over their ad spend for any given PPC campaign. Businesses are able to set limitations for how much they’re willing to bid for a given keyword, limit their ad spend during a given time period, and have the peace of mind to know that they’re only paying for the ads that someone clicks through. 

Set a maximum bid that meets your budget

For businesses just starting out with PPC advertising, the ability to set a maximum bid to meet their budget is a huge benefit. When a business sets their maximum bid, they are telling search engines like Google exactly how much they are willing to pay for a click from a given keyword. 

Think of it like a live auction. If you go in with $40 in your wallet, an automatic control is put in place to pull you out of competition the second the auction goes over $40. The benefit is you’re unable to over spend. The downside is you may miss out on a potential lead. The more you watch the average bids for your target keywords, the more you can hone your bidding strategy and move your PPC budget around to stay competitive and visible. Rather than a set-in-stone marketing spend, PPC benefits a business that is able to be agile.

Max bids also help determine where your paid ad is placed in the SERPs for a given keyword. Ad position is determined, in part, by max bid. Google’s SERPs allows for up to eight sponsored search positions. The typical format is three ads at the top above organic results, four ads at the bottom, and a maximum of three ads in a local pack. 

How you bid, and the relevance of your ad to the query, determine which position you claim.

Pay only when someone clicks on your advertisement

Another short term and long-term benefit of PPC advertising is that it can be extremely cost effective. Businesses only pay when a user actually clicks on an ad and reaches that business’s website. Companies are charged for conversions, not impressions.

With reporting and proper paid search campaign management, businesses can make informed decisions about how far their ad budget can get them. They could have a lower ad spend because they’re not bidding enough for their target keywords. If that’s the case they may need to pay more just to get the clicks that they seek. Or, if they’re getting a lot of clicks, but they’re not converting into sales on their website, they may need to shift their keyword targeting strategy.

Either way, the control is in the hands of the business to monitor how much they’re paying for clicks, and what those clicks mean for their PPC strategy. 

3. Quick and Effective Way to Reach Target Audiences

Paid media advertising is an incredibly effective way to reach a business’s target audience, regardless of how broad or how niche that audience may be. 

However, in order to be successful, a business needs to understand who their audience is to make the most strategic PPC advertising decisions and achieve an effective conversion rate. 

Once that audience is identified, PPC helps businesses reach them through targeted messaging and offers that are designed to drive revenue and sales. Audiences can be targeted based on demographics, locations, and conversion intent based on search behavior. Every campaign can have different targeting options to maximize a diversity of audience in your search ads.

Learn more about audience targeting in our blog: The Ultimate PPC Checklist

4. Cross-Channel Reach and Automation

Another benefit of pay per click advertising is cross-channel reach on platforms like Google. Google’s Performance Max Ads extend a business’s ad campaign across channels including search engine results, YouTube, Gmail, and websites within Google’s Display Network (GDN).

Cross-channel visibility increases brand exposure with audiences, but also expands the reach to a broader audience than initially scoped. The automation of cross-channel reach can be a timesaver for businesses who don’t have time to manage ad campaigns on all of the channels mentioned above.

5. PPC Data Can Inform SEO

While PPC doesn’t impact SEO results directly, another benefit of PPC advertising is that it can inform a business’s SEO strategy and drive overarching digital marketing results.

Your PPC campaigns can lead the way to longer-term profits by showing you which terms are getting the most interest – both by clicks, but also by impressions, or the amount of people who have seen your ad over time. Both of these data points can help you uncover additional possibilities. 

**Note: It should also be noted that PPC’s speed to market advantage can be used to really help you understand whether a long-term SEO strategy should be implemented in the first place.**

Results from PPC campaigns can be used to identify which messaging and titles drive the most traffic. Indicating what your target audience responds to best, and helping you shape your landing page experiences to meet user intent.

Clicks on paid ads also help drive website traffic. Which can then be tracked to see which pages users travel to, and which ones they bounce off of. Understanding your customer’s journey, as well as where their interests lie, can help shape your on-page strategy. 

We go into greater detail on how the PPC and SEO go hand-in-hand in our post, “Does PPC Help SEO?

PPC can also help companies understand exactly which keywords people are using to find their brands. If a business sees a high CTR on ads for a given keyword, and those conversions lead to sales and transactions, it’s likely that keyword should be a part of the company’s organic keyword strategy as well. 

6. Tapping into Search Terms Reports for Keyword Research

Take your data a step further. Google Ads is one of the most popular PPC tools there is. The platform offers a Search Terms Report that shows terms that led to clicks and impressions. 

The Search Terms report in Google Ads can show you which user search queries actually triggered your ads. This can help you uncover additional keywords to target in your SEO campaign that you may have missed. 

Additionally, it can help illustrate how the people who are actually searching for your goods or services actually think about your business. This kind of insight can help you target better keywords, or even create new web content with the intent purpose of targeting a valuable subset of search traffic.

There’s less mystery in the immediate impact of a PPC campaign than there is with SEO. These reports offer quick insights into what’s working, what’s not working, and what you can change. 

7. GA4 Integration Improves Ongoing Audience Tracking

By combining your PPC efforts with SEO strategy in Google Analytics (GA4), you can track your audience in a variety of ways. Tracking which ads drove which people to your site can help make more data-informed decisions down the line.

8. Ability to Better Hone your Ad Copy with Longer Ad Testing Periods, Long Term

You may find over time that a certain ad approach beat out all other contenders. 

There may be ways to leverage these findings beyond PPC optimization, such as incorporating a winning call to action on your landing pages or using successful PPC ad phrases in your meta descriptions to attempt to boost your organic click through rate.

The longer you run your ad campaigns, the more A/B testing you can do to see what are the top performing keywords, titles, messaging, and offers your business has. While your first few campaigns might be successful, with time comes expertise. We don’t recommend changing things up dramatically just for the heck of it. But fine tuning your ad copy will help your PPC advertising stay fresh, keep connecting, and ultimately performing well for your business. 

9. PPC Allows You to Stay in Front of Your Customers

A great deal and solid customer service on an initial purchase can go a long way in ensuring that a new customer comes back for more, whether the visitor finds your business through PPC or not. 

Add your new PPC customers to an email marketing campaign to ensure you stay in contact and reinforce your brand awareness. Beef up the consumer experience, and you should be able to reap the rewards for many interactions to come. 

By leveraging your PPC advertising in these ways you should be able to gain an advantage that overcomes the short term returns of a typical pay per click campaign. While many of these tips may not have been leveraged in your marketing efforts in the past, as long as you have retained your historical data, you can still mine it for all its worth.

10. Measurable Results

A user’s engagement with your site can be of value far beyond what we can measure through traditional PPC tracking. 

Check out the time on site and pages per visit metrics in your GA5 account and let your PPC engagement metrics lead your ongoing SEO efforts. You’re able to see which keywords cause the highest rates of user interaction with your site. Or, there could be additional goals set in analytics that have value beyond the click, such as page view goals or virtual pageviews, which can help set your website up for success.

11. Building Brand Exposure and Growing Brand Awareness

While SEO and digital PR have reputations for building brand awareness, pay per click advertising has a role to play. 

PPC campaigns help businesses reach broad audiences through their peak visibility in search engine results pages. Every impression is a small dose of exposure to potential customers. The more those potential customers see a business’s ads, the greater their familiarity becomes with said brand. Whether it’s increased name recognition, better awareness of a brand’s products or services, or just increasing trust that the brand is legitimate.