What is PPC Advertising and How Can It Benefit Your Federal Contracting Business?
Understanding how to properly use PPC advertising can help your federal contracting business increase awareness, develop leads, and achieve goals faster.
But what exactly is PPC advertising? How does it work? And why should you use it?
This post will cover everything you need to know about PPC advertising and how it can benefit your business.
What is Google AdWords?
Google AdWords (formerly known as Google AdWords Search Marketing) is a form of online advertising offered by Google that allows advertisers to place ads in Google search results and the Google Display Network.
The ads are based on keywords; when users search for those keywords, they see an ad.
This enables advertisers to choose both which users they want to target (by keyword, location, etc.) and how much they are willing to pay per click for their ad.
Understanding Cost per Click (CPC)
When you use paid ads to bring customers to your website, it’s common to see these numbers: cost per click (CPC), cost per thousand impressions (CPM), and cost per view (CPV).
With PPC, CPC is a key metric. CPC measures how much it costs you every time someone clicks on your ad.
For example, if your average CPC for Google Ads is $1.00, then it will take $100 in ad spend to get 100 visitors.
Many businesses use bidding strategies that automate their bids based on their goals—like getting more sales or collecting more leads—and these strategies can mean high CPCs for valuable keywords.
Impressions, Clicks, to Conversions
If you have ever gone online to research a product or service, there’s a good chance you have come across search ads before.
For example, if you are looking for information on federal contracting companies, you may see sponsored links from government-focused advertising agencies or training programs designed for small businesses interested in bidding on contracts with Uncle Sam.
These are called pay-per-click ads. They are generated by Google through its AdWords program and they offer a unique opportunity for government contractors to increase their visibility—and possibly improve their rankings—on search engines such as Google, Bing, Yahoo!, and others.
Your Target Audience
PPC advertising is ideal for federal contractors because it allows them to cast a wide net for potential customers without breaking their budgets.
With a click of a button, you can reach thousands of potential customers at a fraction of what it would cost using traditional marketing methods.
What’s more, these clicks don’t go to waste because they’re only going to be used by clients who are genuinely interested in your product or service based on their search history.
In other words, you can rest assured that your money isn’t being wasted on targeting B2B clients who have no intention of doing business with you.
The Benefits of PPC Advertising
There are numerous benefits of using PPC advertising to reach your target audience.
These include Increased Awareness: When you run a campaign, your name appears more frequently on search engine results pages (SERPs).
This means that people searching for products and services will see your business more often.
This, in turn, can increase your brand awareness and lead to more clicks on your ads.