In this lesson, we’ll go over PPC marketing and how it can help you grow your business. Let’s get started!
PPC is a form of search engine marketing known as pay-per-click and is used across online search platforms, like Google. Through PPC, advertisers set a budget for their ads and are only charged when a consumer clicks on one. Google Ads is the most commonly used PPC platform. It allows advertisers to easily run and track how profitable their campaigns are.
PPC is a profitable marketing strategy because it prioritizes your business at the top of a Google search page above organic results, which leads to higher conversion rates.
Some other benefits of PPC are increasing brand awareness, driving relevant traffic to your website, and controlling advertising costs and optimizing ads with measurable results.
When it comes to increasing brand awareness, search ads have a positive impact on recognition. Even if a consumer does not click on your ad, your business is still visible at the top of search results. This positioning makes your brand memorable and increases the likelihood that a consumer will consider your tour or activity. In fact, PPC can help boost brand awareness by 80%.
You can also use PPC to attract potential customers by driving relevant traffic to your website. Display ads to people in your target market who are searching for your products or services at a specific time to see an increase in bookings. For example, while looking through the Google Analytics reports for your zip lining business, you notice that 70% of your bookings come from people within your local area, between 8 a.m. and 12 p.m. Use this information to refine your Google Ads campaigns to market to this audience. PPC traffic has a 50% higher conversion rate than organic traffic because of its ability to target those customers who are most likely to book your tours and activities.
Creating PPC campaigns with a high conversion rate is a great way to control advertising costs and optimize ads. Set a budget in Google Ads and know that you won’t overspend. Use Google Reporting to understand how your money is being spent and adjust your budget to reach your goals. PPC helps you optimize your campaigns by keeping track of the ones that are the most successful, allowing you to make the most of your ad investments. Monitor and track everything related to your campaigns, from cost per click to return on investment, through Reports and Analytics.
Suppose the Google Ads Report for your kayaking business shows that the keywords “Hawaii kayak rentals” have been performing and converting really well lately. Use this information to allocate some of your overall budget and increase bids for these keywords to gain more conversions on your site.
Gaining conversions isn’t the only way to use PPC to grow your business. When it comes to building your online presence, visibility is everything. 80% of Americans use Google search tools over print advertising to find travel and activity businesses like yours, and PPC can point them in the right direction. PPC complements well-structured SEO and brings immediate traffic from search engines to your website. With over 60% of tour and activity reservations happening online, having a strong online presence is essential!
Another way to grow your business with PPC is by taking advantage of its potential for ROI, or return on investment. Since PPC allows you to promote your ads at the most relevant times, and only pay for them when a customer clicks, PPC is one of the most profitable marketing channels available.
Businesses make an average of $2 in revenue for every $1 spent on Google Ads. And the Travel and Tourism sector has one of the highest conversion rates of all industries, at 7.88% through optimized paid search. PPC makes it easy to implement key changes to optimize your ad campaigns, in turn increasing ROI for your business.
Now that you’ve learned how PPC can help grow your business, you’re ready to get started with your first campaign! FareHarbor is dedicated to getting your marketing strategy up and running. If you want to learn more about PPC for your business and are interested in having a trusted Third Party run PPC for you, we’re happy to help! Click the link below for more information.
Ready to set up your own campaigns? Check out our lesson on Getting Started with PPC Advertising!
Control advertising costs, optimize ads, and increase conversion rates
PPC can help boost your brand awareness by 80%
Increase bids for high-performing keywords to gain conversions
PPC traffic has a 50% higher conversion rate than organic traffic