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Understanding the Impact PPC Has on Small Business Sales



Chief Visionary Officer

Understanding the impact a certain task has on your bottom line is critical for justification on your annual budget. It doesn’t matter whether you run a small shop around the corner or a major corporation, proving the value of what you want to do for your business is a must.

Pay Per Click (PPC) advertising is a prime way of attracting buying traffic to a company’s website. It allows you to meet prospects on the search engine results pages and offer our product or service before they even click a link. But, it is possibly the most underutilized technique for driving traffic to landing and sales pages on the web.

In a world of “free” media, people shy away from PPC. I’m not entire sure if there is a commonality between all parties, but whatever your reason is, consider the information below before you write off one of the highest ROI attraction mediums on the web.

The Landscape:

Everyone understands the importance of location. (You’ve heard the phrase: “Location, location, location!”) But we often neglect the prime real estate available to advertisers  through PPC. While organic SEO could take you months of high labor strategies in order to land in one of the coveted top 10 positions on the first page of Google, PPC cuts that time to mere hours.

With a well structured ad, a quality landing page, and the right keywords, you can land on the first page of Google by this afternoon. By purchasing the space, you can get in front of potentially thousands of searchers with minimal time and investment.

And not only can you achieve a prime location, you can also dominate your prospects’ screens. Below you will find a screenshot of a full browser that shows just how much space is reserved for advertising on Google:

PPC Affects on Revenue

Not only does real estate alloted for advertisements dominate over 80% of the screen, of the total clickable links above the fold 66% are advertisements spaces available for you to bid on today.

Targeted Traffic Means More Sales

Just by increasing your targeted traffic, you can increase your bottom line.

This is rather basic logic, but most people tend to overlook the fact that purchasing targeted visitors will ultimately affect their revenue numbers in a very positive manner. Understand that there are other factors at play here like conversion rate optimization (CRO) and user experience (UX) that can affect the actual ROI that you receive; but your sales will increase none the less. With the right combination of keywords, advertisements and an optimized landing page, your bottom line will grow consistently as your Adwords campaigns are perfected over time.

Close Rate Will Be Significantly Higher

When properly executed, an PPC Ad will deliver the prospect to an optimized landing page that encourages the sale in a manner that is very specific to the advertisement itself. Since the ad is designed to fit the demographic of the prospect specifically, they are presented with an opportunity that is optimized for them on a near individual level.

Most people don’t realize that conditioning the buyer doesn’t start at the landing page, but rather at the advertisement itself. When using PPC, you have the ability to introduce your prospect to the core value you offer at your first point of contact. Properly worded, an ad will give the prospect a fair percentage of the information they need to make a decision before they ever land on your sales page.

First Steps…

The key to advertising is defining the market you want to pursue and research how they are looking for you online. Once you have that information, advertising is not a complicated implementation to include in your marketing strategy. Contact us today to learn more on how we can boost your bottom line and grow your revenue through Pay-Per-Click advertising.

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