Is PPC Advertising the Right Choice

Wondering if PPC advertising is a good fit for your business? Think about how you search for things online, like products or services. Most folks, like you, use Google or Bing. But here’s the deal: Nearly everyone (95%) sticks to the first page of search results. If your business isn’t there, you might miss out on potential customers.

PPC ads can help boost your visibility by putting your business right at the top of search results, making it easier for people to find you and increasing your chances of getting new customers. That’s where PPC comes in to strengthen your position.

PPC, short for pay-per-click, helps your business appear in the top four spots of search results when people search for specific keywords you choose.

What Is PPC Advertising?

PPC advertising, also known as pay-per-click, is an online marketing strategy where you pay only when someone clicks on your ad. This means you don’t pay for ad views or impressions, only for actual clicks. Essentially, with PPC, you’re buying visits to your website.

For instance, if you pay one dollar for each click and one out of every ten visitors makes a purchase, and your profit margin is AU$20, you could potentially make a net profit of $10 for every $10 spent on PPC. This method can be an effective way to drive targeted traffic to your website and potentially increase sales and revenue.

How does PPC Advertising work?

PPC advertising, also known as paid search, starts by selecting keywords relevant to your business, like “silk ties” or “designer neck ties.” Next, you create a campaign using these keywords in your Google Ads account (for Google’s PPC advertising). When someone searches online using these keywords, Google displays your ad. 


If you’ve chosen the right keywords, your ad will appear to people actively looking for products like yours, increasing the chances of converting their interest into a purchase. By targeting an audience already interested in your products, PPC advertising helps maximise the effectiveness of your marketing efforts and potentially drive more sales.

Benefits Of PPC Advertising

When executed effectively, PPC advertising can greatly benefit your business.

1. Quick Sales and Profits

Achieving top rankings in organic search results can be a slow process, possibly taking years. PPC, however, offers a quicker route to generating revenue and profits. With PPC advertising, businesses can see immediate results and potentially increase sales in a short period. 

This swift turnaround can provide a valuable boost to cash flow and overall profitability.

2. Free Brand Exposure

With PPC advertising, you don’t incur any costs for ad impressions, meaning you pay nothing if your ad is simply viewed without any clicks. 

However, it’s essential to address why viewers aren’t clicking on your ad, as this may indicate a need for adjustments to improve its effectiveness. 

Nonetheless, this free exposure can still contribute to building brand awareness and recognition among your target audience, even if it doesn’t directly lead to clicks or conversions.

3. Beats Competition

Concerned about competitors dominating organic search results? PPC can propel your business ahead of rivals, securing a top position, unless they’re also utilising PPC. If they are, however, strategize your campaign more carefully to outperform them. By leveraging PPC effectively, your business can gain a competitive edge and capture the attention of potential customers, even in a crowded market.

4. Great Insights

Google Ads offers a plethora of metrics to analyse and enhance your campaign comprehensively. You can monitor various metrics such as clicks, impressions, click-through rate, cost per click, average ad position, and the locations and devices where your ads appeared. This wealth of data allows you to gain valuable insights into the performance of your PPC campaign and make informed decisions to optimise its effectiveness. By leveraging these analytics, you can refine your strategy and maximise the success of your advertising efforts.

5. Builds Brand Image

Securing a top position in search results for relevant keywords can instil confidence in customers, portraying your brand as reputable and trustworthy. Being prominently displayed suggests competence and quality, contributing to a positive perception of your brand. By consistently appearing at the top, you reinforce your brand’s credibility and reliability in the eyes of potential customers. This bolstered brand image can attract more traffic and lead to increased conversions and loyalty.

Is PPC Advertising Right For Your Business?

Nearly every business can benefit from PPC advertising. However, it’s important to consider specific factors to determine if your business is prepared for PPC, such as:

You Have a Website

To benefit from PPC advertising, having a professional and conversion-optimised website is essential. Your website should meet basic requirements like being mobile-friendly, optimised for on-page SEO, and featuring a user-friendly design.

It’s crucial to streamline the user experience and optimise your sales funnel to maximise the impact of your PPC investment. Ensuring that your website is well-prepared will help you make the most of your PPC advertising efforts and drive meaningful results.

You Have Other Digital Channels

While PPC is valuable, it shouldn’t be your sole method of attracting website visitors. Utilise other digital channels like SEO, social media, email marketing, and industry-specific websites alongside PPC for a well-rounded approach. These channels complement each other, enhancing the effectiveness of your PPC campaigns.

For instance, having a strong Facebook presence and positive Yelp reviews can bolster trust and credibility, increasing the likelihood of conversion. By leveraging multiple digital channels, you can maximise your online presence and reach a wider audience, ultimately driving better results for your business.

You Know Your Customers

Having a deep understanding of your customers involves researching the search terms they use and understanding their intent. Additionally, creating buyer personas and optimising various sections of your website to meet their needs is essential.

By aligning your website content with the needs and preferences of your customers, you can enhance their experience and increase the likelihood of conversion. This customer-centric approach ensures that your PPC campaigns effectively target and resonate with your audience, driving boost for your business.

You Have the Budget

For the initial month, it’s advisable to allocate a budget ranging from 300 to 1000 AUD. This budget enables you and your digital marketing team to gauge customer response, evaluate keyword performance, and identify high-engagement website pages. Based on insights gained, you can refine your campaign in the following month and consider increasing your budget if deemed beneficial. Adequate budget allocation allows for effective monitoring and optimisation of your PPC campaign to achieve optimal results for your business.

You Have the Team

  • Benefit from a Skilled Team: Utilise the expertise of a knowledgeable team or digital marketing agency for effective PPC management.
  • Avoid Budget Wastage: According to Word Stream, small businesses can waste up to 25% of their PPC budget when managing campaigns independently.
  • Ensure Proper Setup and Optimisation: A skilled team can ensure proper setup, tracking, and optimisation of your Google Ads account for optimal results.
  • Utilise Relevant Keywords: Use relevant keywords to attract qualified customers and improve campaign quality.
  • Optimise the Website for Conversions: An optimised website enhances user engagement and conversions, contributing to a higher Google Ads Quality Score.
  • Improve Ad Placement and Reduce Costs: Over time, a higher Google Ads Quality Score positions your ads closer to the top and reduces your cost per click.
  • Utilise Specific Subgroups of Keywords: Creating smaller and more specific subgroups of Google Ads keywords enhances the effectiveness of your PPC campaign.

How Can market Experts Help?

  • Our experts offer assistance with various aspects of your PPC campaign, including website development, SEO, Google Ads account setup and optimisation, results tracking, reporting, and campaign improvement.
  • We conduct thorough research on your business, brand, and target market to ensure your PPC strategy aligns with your objectives.
  • Our team audits your website and past PPC campaigns (if any), identifying areas for improvement and optimisation.
  • If necessary, we enhance your site design and create optimised landing pages to maximise conversions and enhance user experience.
  • We conduct extensive keyword research and organise them into effective Ad Groups to enhance the performance of your PPC ads.
  • We provide regular updates on campaign performance and answer any queries you may have at every stage of the process.