Advantages of PPC Advertising: Driving Targeted Traffic and Boosting Sales

Benefits of PPC for Businesses Based in North America

Businesses in North America are constantly striving to find better ways to reach their customers and grow their market share in the highly competitive region.

PPC advertising is a powerful tool with certain advantages that benefit the organization in terms of traffic and sales. This is one of the critical components of PPC marketing landscape.

Now, let us understand the critical benefits of PPC further and how does it helps your business succeed.

How to Grow Your Revenue and Sales with Digital Marketing

Targeted Traffic: The Right Person at the Right Time

One of the most prominent benefits of PPC advertising is the delivery of targeted advertisements. PPC targets the right audience, unlike other forms of advertisement that operate on the band, including the right audience.

One can profile the customer through several parameters, including;

• Demographics: Age, sex, wealth, education, among others.
• Interests: Pastimes, web activity, buying habits.
• Geographical coverage: Contact particular towns, areas, or a circle surrounding your establishment. Businesses with foot stores or businesses limited to specific regions can significantly benefit from this targeting.

Suppose a Canadian clothing store has set up a new winter wear category.

Thanks to PPC, they can target their ads towards winter sports enthusiasts aged between 25 and 45 who live in the province where it snows throughout the year. Hence, most of their targeted ads must be clicked further, which may also assist in the conversions.

If done at the right time and in a targeted manner, PPC helps you utilize your advertisement budgets in the best possible manner and enhances the likelihood of the desired actions, such as visiting the page to buy something or subscribing to your newsletters.

Sales Growth: Fascinating Conversions and Revenue Generation

PPC is not all about impressions or clicks; a client expects something more concrete regarding results. For that reason, when you modify this channel based on your PPC goals, make sure to undertake the following:

• Set up a sales funnel: Capture high-intent keywords and redirect users to lead pages built explicitly for various marketing funnel stages, eventually making the sale.
• Make Online and Offline Purchases Easy: Advertise new items, discounts, or specials that will make customers buy the items regardless of the platform – offline or online.
• Grow Customer Lifetime Value: Implement retargeting ads to return the old clients and persuade them to purchase again.

Studies reveal that PPC is quite profitable for businesses located in the North American regions when it comes to ROI. A business is estimated to bring in $2 in revenue for every dollar spent on Google Ads.

If applied correctly in terms of campaign management and conversion optimization, PPC can increase sales and contribute to great revenue.

Brand Awareness: Building Recognition and Trust

In addition to driving immediate online sales, PPC is advantageous as it helps increase brand awareness and enhance brand equity. Even when users don’t click on your ads at that moment, they will have the brand message within their psyche at subsequent times.

Repetitive interaction with a brand across various search engines and other mediums will create a sense of trust among potential buyers. When they wish to spend their money, they will remember your brand.

A US-based tech start-up that plans to launch a mobile app can, for example, employ PPC to raise awareness for the app in question and, by extension, generate interest.

They will use keywords and demographics that are most likely to download the app in the highly competitive technology industry, creating awareness of the app in the process.

Profitably employing PPC can help you generate potential customers, increase sales, and create a brand that will help you win the trust and loyalty of the target group.

PPC Case Studies: Success Stories in North America

Learning by doing pay-per-click advertising is the easiest way to learn the return on investment in PPC. Businesses in North America have turned pay-per-click into an advantage that attracts the right kind of visitors, increases sales, and meets the businesses’ marketing objectives.

Case Study 1: The Bistro that Increased Its In-House Visits and Telephone Orders.

A small family-owned bistro in Chicago needed help getting people to choose their place over other bigger chains. The restaurant needed to increase the number of people who came into it and made telephone orders for delivery or takeaway.

They engaged a PPC company to run the campaigns that employed the following approaches based on PPC competitor analysis.

• Geotargeting: People within a certain distance from the restaurant were only shown follow-me ads when they went online so that potential customers in the vicinity of their restaurant would be captured.
• Dayparting: The ads were strategically placed to appear at lunchtime and dinnertime, the peak hours when most people go out to eat.
• Ad scheduling: Other campaigns were set to be carried out on days with a lower-than-normal inflow of people to the restaurant.
• Appealing ad copy: Ads highlighted special offers, daily specials, and the restaurant’s unique ambiance to entice customers.

Three months later, the bistro registered impressive growth in its customers’ traffic and an increase in its orders via the Internet:

• Website traffic: Growth of 150%
• Online orders: Growth of 200%
• Overall revenue: Growth of 30%

This case study shows how a local business can use PPC to gain a competitive edge against more prominent contenders and generate offline and online revenue.

Case Study 2: The Canadian E-commerce Store That Dominated the Holiday Season.

A Canadian e-business selling outdoor products was looking for ways to increase its holiday revenue. It was in a brutal competition race with the larger e-commerce players, presenting a need to strategize how to win holiday shoppers with competitor PPC analysis.

A multi-channel PPC campaign was put into place which consisted of:

• Target campaigns: Ran targeted ad campaigns on their best-selling holiday gift products.
• Buy Again: Targeted buyers who visited the site and viewed specific items without buying them.
• Behavioral Remarketing: Re-targeted traffic through highly relevant ads based on their past browsing behavior.
• Holiday-themed ads: Ads and messages with a holiday theme were appealing and encouraging to customers.

It’s incredible how the e-commerce store has soared and converted more customers, especially during the holiday lockdown:

• Website traffic: Went up by 80 percent
• Conversion rates: Rose by 35 percent
• Overall sales: Up by 50 percent

This case study explains how e-commerce businesses can efficiently use PPC to target holiday season shoppers, thus improving conversions and overall revenue during periods of high customer traffic.

Case Study 3: The Mexican B2B Service Provider Managed to Generate Quality Substantial Leads.

A B2B service company located in Mexico City that offers IT solutions noticed the need for better-quality leads and to bring clients on board. It was necessary to have a plan for gaining access to decision-makers within the industries they were targeting.

They executed a focused B2B PPC strategy that targeted the following:

• LinkedIn Ads: LinkedIn ads target decision-makers within their industries and other companies due to their professional social network.
• Lead magnets: Provided particular documents such as white papers and webinars to entice and capture leads.
• Targeted landing pages: Developed separate landing pages for each campaign; these pages were designed for lead generation.
• Compelling ad copy: Effectively marketed them as specialists coupled with their services and unique selling proposition.

Within six months, the B2B service provider experienced impressive growth in leads and client acquisition:

• The leads generated: Increased by 120 percent
• The conversion rates: Improved by 20 percent
• New client acquisition: Increased by 25 percent

This case study reveals how B2B players can effectively use PPC, including LinkedIn Ads, to generate leads, convert them, and acquire new customers through the sales funnel.

PPC Statistics: The North American Market in View

As the saying goes, numbers don’t lie, and in PPC, they may come in the form of statistics that measure performance and track trends.

Let us move on to some interesting PPC statistics that target the North American market in terms of click-through rates (CTR), conversion rates (CR), return on advertisement spent (ROAS), and mobile.

Click-Through Rates (CTR): A Measure of the Success of an Advertisement

Click-through rate (CTR) is an important parameter that indicates the percentage of people who have noticed the advertisement and have proceeded to click on it. Average CTRs in North America change regardless of the industry:

• Legal: These ad types tend to have the highest CTR, which can often be more than 6% owing to high-worth keywords and intent.
• E-commerce: It snatches approximately 2-3%, but this differs based on the feedback it gets from its targeted products and seasons.
• B2B: Reports CTR in the range of 2-4%. The click is commonly driven for lead-capturing purposes with an appropriate target audience.

Many reasons account for the change in CTR; some of them include:

• Persuasive Ad Copy: Elaborate and engaging ad content displaying good value propositions and an attractive offer encourages people to click.
• Exact Targeting: Placing the correct advertisements to the appropriate people increases the chances of clicks.
• Landing Page Experience: Functional and easy-to-use landing pages encourage users to linger on the site longer and help convert them into customers.

Conversion Rates: Converting consumers from clicks to buyers

The rate of conversion refers to the proportion of clicks culminating into particular actions, for example, purchasing, signing up, or filling out a form. Average conversion rates across different PPC campaigns are distinct with varying figures:

• Search Ads: Admittedly, 2-5% conversion rates are recorded based on the campaign purpose and the industry.
• Display Ads: These have comparatively lower conversion rates, averaging about 0.5-1%, because they are mainly geared towards building brand awareness and reach.
• Social media Ads: Different platforms tend to have different trends in advertisement conversion rates, contained within 1-3% values based on the niche.

This is why it is important to pay attention to landing page optimization conversions. Make them match your ad copy, be attention-catching, and be frictionless.

Return on Ad Spend (ROAS): How to Evaluate the Profitability of Your Campaigns

Return on advertising spend is one of the important KPIs in AdWords. It tells you exactly how much revenue you bring in for every advertising dollar spent. The AROAS average differs between particular industries in North America.

• Retail: Much lower than the ideal 4:1 return on ad spends, the return on ad spends can be about 2:1 and 4:1 when shopping activities are at their peak.
• Finance: This area is where returns during ad spend are significantly high, with an average ROAS overpowering its industry peers, which ranges between 3:1 and 5:1 or even more.
• ROI and ROAS: ROAS varies between products and services, but it usually ranges between 2:1 and 6:1.

There are several ways that an agency can increase this figure, and they include:

• Effective Bidding Strategies: The right bidding strategy and placing the right bids at the proper time can save your resources and increase Returns.
• Consistent Monitoring of Campaigns: You will get better results if you track campaign results and make changes or tweaks to improve efficiency and ROAS results.
• Optimized Landing Pages: It becomes easier to derive sales revenue more efficiently with effective landing pages that catch leads converting attention.

Mobile PPC Tracking: Blame The Busy Consumers

Today, mobile PPC is already the market leader in North America, and the widespread adoption of smartphones has witnessed this.

• The Growing Influence of Mobile: More than 60% of the clicks generated from PPC campaigns come from mobile devices.
• Mobile Priority: With mobile-first indexing, Google ranks the mobile version of your site higher, which in turn affects the rank of PPC ads and daily campaigns.

Keep up with the mobile craze’s dreams. Make sure that mobile network users can also easily view and interact with the landing page design and the creatives used in ads.

Final Words

Thanks to the rapid adoption of technology by many North American businesses in the digital world, PPC marketing is a valuable tool that addresses their needs.

With great precision in targeting useful customers, increasing revenue, and driving qualified traffic, PPC allows a business to reach out to its target customers and achieve incredible goals.

Increasing the brand’s market presence and recall, capturing quality leads for the business, and enhancing return on investment are some of the activities successfully attained through PPC in record time.

If you want to make your mark in the ever-competitive North American industry, then it is time to invest in PPC and grow your business even more.