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The Other Benefits of PPC
Other benefits of paid search
Paid search is often undervalued in my opinion. The two numbers everyone wants to see is how much they have spent and how much they have sold. This can show bad results on the surface and most won’t look any deeper.
What I’m trying to say is that paid search contributes a lot more than these surface values. And I’m going to explain what else it brings to the table.
What is not shown on the surface
The main benefit of paid search is that it can show results for searches you would not show for organically.
With this, you are introducing your product or service to potential customers who wouldn’t have known about you otherwise. Now, these customers might have a long journey ahead clicking links and visiting your website many times before they convert, and they might convert from an organic search or another channel, but paid search got them on the path to begin with.
Speaking of converting on another channel, many customers start on one channel and then convert from another. So someone who finds your website organically might have a look around but only convert 10 days later after seeing a display advert.
Credit where credit is due
So all these channels are pretty intertwined, helping each other to convert customers by covering all angles. The only channel I think doesn’t deserve very much credit for the customers it converts is Direct. Direct is when someone types the website address directly into the browser without going via a search engine or other channels or that due to tracking complications, the actual source of that traffic has been lost before being passed to Analytics.
The reasons I don’t give it much credit is because of this question… how do they know what your website is? Anyone who types your website Directly into the address bar must have seen it somewhere else first.
Google Analytics can track previous online visits back and give the credit of the conversion to the previous channel they visited. But there is often over 50% where direct is the only channel, no previous visits to the website were recorded by Google. But it doesn’t mean that they didn’t happen, they just happened on a different device or before the user wiped their cookies etc.
These direct visits and conversions are mysteries, no one will ever know where they came from…
Unless you have attribution software. If you haven’t heard of this before it basically tries to sew two different sessions together if it thinks they both came from the same person. They way it does this won’t be accurate 100% of the time, but it's much better than relying on guessing where the direct conversions are coming from or ignoring their origins entirely.
For new/niche products
So paid search is better than organic at introducing your product to people as they are looking for it, but what about people who don’t even know they want your product yet?
Well, the display network can help there. It can show adverts to people based on their interests, show on websites with chosen topics, show on chosen websites regardless of topic and it also has remarketing functionality which can be quite powerful.
So basically, the display network can help introduce your product to people who don’t even know products like yours exist. It can also aid other channels by showing ads to people who have visited your website, and keeping you in their minds.
For visually appealing/complex products
Sometimes though, your adverts don’t really have enough content to do your product justice. Obviously having a nice landing page sorts this out once people actually click on the advert, but there is a better format for this issue; Youtube.
Just creating a Youtube channel and a couple of videos on its own might not be able to reach your customers the way you want. But Youtube is part of Google’s display advertising network, and so you can promote videos for a cost per view.
You can promote these videos on Youtube’s search results pages, next to a video currently playing or as a preroll advert which runs before the main video, which is skippable after 5 seconds. I’m sure you’ve come across these.
Overall, PPC is a traffic booster which is trackable and measurable. This initial boost in traffic will cause an increase in visits across the board. This is because people who click on your advert don’t just instantly forget where they were when they leave. They now know about your brand and will visit other ways. They might have bought your product and love it so much they tell everyone they know.
PPC is worth much more than the conversions you can track. With word of mouth and the sheer variety of ways you can reach potential customers, most businesses can improve with PPC.
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