Patrick Foster is an e-commerce expert and writer with several years’ experience building and flipping online stores. He writes for Ecommerce Tips, an online hub and resource for everything related to ecommerce. If you want to find out more, head over to Twitter @myecommercetips to find all the latest knowledge, tips, and insight.
When you’re trying to grow a startup, you need to drive traffic and generate leads at speed. But this can often come at a high cost — requiring expert knowledge and taking up your valuable time.
While methods like content marketing and SEO can organically attract new visitors, the time and costs may be too great for a scaling startup.
However, with PPC advertising, you can start scaling your business quickly and cost-effectively. Read on to see why PPC is the perfect route to take for your startup.
If you don’t have a huge budget – or don’t want to commit to making large investments – PPC is ideal. You have complete control over your budget, and you can invest as much or as little as you want.
As PPC is so measurable, you can quickly see which keywords are generating you traffic and adjust your spend proportionately. Plus you only pay when someone clicks on your ads so, as a rule, you only spend money on campaigns that work.
You can create daily, weekly or monthly budgets, so when you’re ready to scale, all you need to do is up your spend and you’re ready to go. Likewise, because it’s easy to analyze conversion rates and click-throughs, you can easily alter where you’re spending your budget.
PPC doesn’t require a high initial investment – but it does need intelligent keyword research to ensure you’re targeting the right audience.
You don’t need to spend hours a day managing your PPC campaigns. You get better results faster than with other channels, meaning you can spend less time on marketing and more time on your business.
A solid inbound marketing strategy will eventually generate you good leads and decent traffic. But this can take months to gain traction and to build an audience. PPC enables you to drive traffic to your site in hours – and at very little effort.
Plus, when you’re ready to scale, all you do is up your budget and increase your keywords. With a strategy like content marketing, you need to spend hours creating new kinds of high-quality content. And while great content is vital, it takes time – and it shouldn’t be rushed.
If you’re scaling your startup, it’s guaranteed that you’ll be working flat out. You’ll have a huge to-do list, and marketing may not be one of your priorities. As PPC takes under an hour a day to manage, you can spend your time on your business.
Whether it’s creating new content, speaking to customers or improving your product or service, you’ll have more time to dedicate to the most pressing matters.
While SEO and content marketing can help you drive traffic and generate leads, they aren’t predictable. One blog may get thousands of views and push high numbers of people to your site – while the next post may get nothing.
But when you’re scaling up your startup, you need a predictable and consistent way to reach your audience. PPC enables you to get the traffic you need, as soon as you need it.
The number of visitors you attract is directly related to how much you spend. So, if you’ve got something coming up that you want to drive many people to, the predictable PPC route will be better.
It’s easy to do yourself
With PPC, you don’t need to pay experts to do it for you. You don’t need to make expensive investments, and you don’t need a degree or years of experience to start. Once you get going, you can have a campaign up and running in just a few hours.
There are so many online resources to help you out, so before you start, take the time to read through a couple. PPC is generally simple to do, but it helps if you’ve got a basic understanding.
Spend time researching your keywords and choosing the right ones, then head over to Google AdWords and create your advert. As you can start off with a low budget, you can experiment with keywords and approaches (without wasting all your budget).
It helps you build a strong presence
If you want to scale up quickly, PPC can help. Using PPC, you can instantly generate a strong presence in search and social media channels, putting you right in front of your audience.
Paying for a slot on Google’s AdWords can put you right at the top of the results pages, giving you a bigger opportunity to attract new customers. Plus, if you’re working on your SEO to rank organically, you could end up appearing twice in the results for double exposure.
Using PPC helps you build brand awareness quickly, and you often see results sooner than with other types of marketing.
For example, on social media you can run a targeted ad campaign. This will put your startup in front of many more people than simply waiting for your pages to grow naturally.
This is a tactic commonly (and successfully) implemented by entrepreneurs looking to make a quick buck by buying and flipping a store. Simply pick up an existing business for less than $5k (complete with stock, but lacking traffic), implement a targeted PPC campaign to drive up sales, and then flip it. It works for DIY online stores, and it can work for your startup too.
Comprehensive digital campaigns can generate organic traffic and leads, but they take time. With PPC, you can get onto the front page of the search engine results straight away. You can also get relevant exposure that helps you gain traction, communicating your brand to an even larger audience.
It’s constantly refining and improving
It’s easy to test your PPC campaigns so you’re able to consistently improve your results and refine your adverts. From experimenting with keywords to target audiences, you can get a real depth of insight and information.
When you’re running tests, try to discover the keywords that perform best, the headlines that generate the most clicks, and the ads that create the most conversions. A/B testing these factors can help you increase the number of clicks and conversions you get.
If you’re planning on scaling up, you need to know exactly what’s influencing your growth. And testing your PPC campaigns can help deliver this valuable insight.
PPC can help you grow your startup, build your audience and create traction. It’s easy to pick up and learn, and once set up, it doesn’t require time intensive management. PPC is the perfect accompaniment to other marketing strategies, and gives your startup the boost it needs to start scaling quickly.