Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.

4 Reasons PPC Ads Are Still a Relevant Marketing Strategy

Editor's Note: Take a look at our featured best practice, Digital Marketing Planning Framework: An Executive Guide (78-page PDF document). This is a Smart Insights template on taking steps to improve your digital strategy! Very useful when creating or refining your plans to make more better use of the fantastic opportunities available from digital marketing. It\'s a sample of our actionable advice for marketers including key Steps [read more]

Also, if you are interested in becoming an expert on Digital Transformation, take a look at Flevy's Digital Transformation Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.

* * * *

Have you been experimenting with PPC ads on platforms like Instagram, Facebook, Amazon, and Google? Are you disappointed with your results or confused about how to make it work?

If you’re running into issues with your PPC ad campaigns and you’re starting to wonder if PPC ads are still relevant, the answer is yes – PPC ads are still an important marketing strategy. However, when you hire a professional PPC ad agency, you don’t have to struggle with your campaigns.

Whether you work with an ad agency or want to continue running your own ads, here are several reasons to keep including PPC ads in your overall marketing strategy.

1. Targeted PPC ads reach real people in your target market

It’s easy to get discouraged when your PPC ads aren’t working. You might be wondering if your ads are even being seen by real people. Yes, your ads are being seen by real people, and if your settings are correct, you’re reaching your target market.

Running PPC ads will reach real people in your target market, but you have to be strategic with where you run your ads. Running ads on Instagram, for example, requires a different strategy than running ads on Amazon.

You’ll reach your market on both platforms, but people won’t be in the same frame of mind while browsing both websites. For example, on Amazon, you’ll reach more people who are ready to buy.

2. An optimized PPC ad campaign will generate conversions

Most people – and even some ad agencies – struggle to generate conversions from PPC ads. The problem that prevents conversions isn’t always obvious. There are several reasons most PPC ads don’t convert:

  • The ads aren’t being tracked and analyzed for optimization. Your first PPC ad won’t be a huge success right off the bat. You have to continually optimize your ads to make them a success. In order to optimize your ads, you need to be tracking the right data.
  • The ads and landing pages aren’t being split-tested. Split-testing is the best way to find out which elements contribute to conversions. Both ads and landing page elements need to be split-tested, including headlines, ad copy, images, colors, and more.
  • Optimizing PPC ads requires more than just focusing on keywords. Keywords are important, but they aren’t persuasive on their own. An effective PPC ad requires persuasive ad copy that gets people to click. However, there’s one more layer that makes designing effective PPC ads even more challenging.

Your PPC ad will shape how people see your landing page. You’ve heard of persuasion, but this is pre-suasion – a term coined by expert marketer Robert Cialdini. In a nutshell, people will be influenced by whatever they are exposed to before visiting your landing page. Your ads and landing pages are not separate experiences. With enough marketing expertise, you can use this to your advantage to generate more conversions.

  • Ad landing pages are not properly constructed to support conversions. You could run the best PPC ads in the world, but if your landing pages aren’t optimized for conversions, your campaigns won’t convert.

As you can see, running a PPC ad campaign is more complex than just tossing up an ad that goes to your website. The ideal solution is to hire a professional marketing agency to create, run, test, and optimize your entire marketing campaign, including PPC ads and landing pages.

3. PPC ads on Google are extremely easy to track

Every successful PPC ad begins with extensive tracking. Google’s PPC ad platform has an exceptional tracking system for ads. According to Search Engine Journal, Google provides high-level performance details like impressions, clicks, and conversions. You can also access your Google Analytics site stats to see what kind of traffic you’re generating with your ads.

Being able to track your site stats with Google Analytics makes Google the top choice for running PPC ads. When using GA, it’s easier to collect all the data you need to see the big picture surrounding your ads. For example, you can see exactly what you spent on your ads and how that ad traffic impacted your business goals.

4. You can choose your budget

When you’re on a tight marketing budget, PPC ads are great. You can choose how much money you want to spend on your ads. Other marketing channels are more expensive and you need a large budget just to get started.

PPC ads are here to stay

PPC ads won’t disappear anytime soon. They will remain relevant as long as people are using the internet to conduct business. If you haven’t already launched a PPC campaign, don’t wait – your target market is out there.

344-slide PowerPoint presentation
Curated by McKinsey-trained Executives Unleash Your Digital Marketing Agency's Potential with Our Comprehensive Business Plan Toolkit Are you ready to launch your own digital marketing agency but unsure where to begin? Look no further than our complete **Digital Marketing Agency [read more]

Want to Achieve Excellence in Digital Transformation?

Gain the knowledge and develop the expertise to become an expert in Digital Transformation. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.

Digital Transformation is being embraced by organizations of all sizes across most industries. In the Digital Age today, technology creates new opportunities and fundamentally transforms businesses in all aspects—operations, business models, strategies. It not only enables the business, but also drives its growth and can be a source of Competitive Advantage.

For many industries, COVID-19 has accelerated the timeline for Digital Transformation Programs by multiple years. Digital Transformation has become a necessity. Now, to survive in the Low Touch Economy—characterized by social distancing and a minimization of in-person activities—organizations must go digital. This includes offering digital solutions for both employees (e.g. Remote Work, Virtual Teams, Enterprise Cloud, etc.) and customers (e.g. E-commerce, Social Media, Mobile Apps, etc.).

Learn about our Digital Transformation Best Practice Frameworks here.

Readers of This Article Are Interested in These Resources

34-slide PowerPoint presentation
Are you looking for an effective digital marketing template plan for 2024? Look no further! Introducing our new and improved digital marketing template plan designed to capture your audience's attention, generate interest, create desire, and prompt action (AIDA model). This template [read more]

78-slide PowerPoint presentation
17-slide PowerPoint presentation

About Shane Avron

Shane Avron is a freelance writer, specializing in business, general management, enterprise software, and digital technologies. In addition to Flevy, Shane's articles have appeared in Huffington Post, Forbes Magazine, among other business journals.

Complimentary Business Training Guides

Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function






The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.

Flevy Marketplace: Top 100
· Strategy & Transformation
· Digital Transformation
· Operational Excellence
· Organization & Change
· Financial Models
· Consulting Frameworks
· PowerPoint Templates
FlevyPro (Subscription Service)
KPI Library
Streams (Functional Bundles)
Flevy Executive Learning (FEL)
PowerPoint Services

FREE Resources

About Flevy
Management Topics
Marcus (AI-Powered Consultant)
Partner Program
LinkedIn Influencer Marketing
FAQ / Terms / Privacy / Blog
Contact Us: support@flevy.com

Acquisition Strategy
Artificial Intelligence
Balanced Scorecard
Best Practices
Big Data
Breakout Strategy
Business Continuity Planning
Business Plan Financial Model
Business Transformation
Change Management
Communications Strategy
Company Financial Model
Competitive Advantage
Competitive Analysis
Consulting Frameworks
Continuous Improvement
Core Competencies
Corporate Culture
Cost Reduction Assessment
Customer Experience

Strategy, Transformation, & Innovation
Digital Transformation
Operational Excellence and LSS
Organization, Change, & HR
Management Consulting

Customer Journey
Customer Service
Cyber Security
Data Privacy
Decision Making
Digital Marketing Strategy
Digital Transformation
Digital Transformation Strategy
Due Diligence
Employee Engagement
Employee Training
Enterprise Architecture
Growth Strategy
HR Strategy
Hoshin Kanri
ISO 27001
Information Technology
Innovation Management
Integrated Financial Model
Key Performance Indicators

Business Strategy Frameworks
Case Studies
Consulting Training Guides
COVID-19 Trend Data
Digital Transformation
Financial Advising Services (FAS)

Knowledge Management
Lean Manufacturing
M&A (Mergers & Acquisitions)
Market Research
Marketing Plan Development
Maturity Model
McKinsey PowerPoint
McKinsey Templates
Operational Excellence
Organizational Change
Organizational Design
Performance Management
Post-merger Integration
Pricing Strategy
Process Improvement
Process Maps
Procurement Strategy
Product Launch Strategy
Product Strategy
Project Management
Quality Management

Free Resources
KPI Library
Lean Management
Lean Six Sigma Training Guides
Marcus Insights
Operational Excellence

Real Estate
Remote Work
Risk Management
Robotic Process Automation
Service Design
Six Sigma Project
Social Media Strategy
Strategic Planning
Strategic Thinking
Strategy Development
Supply Chain Analysis
Target Operating Model
Team Management
Total Productive Maintenance
Value Chain Analysis
Value Creation
Value Stream Mapping
Visual Workplace
Workplace Safety

Product Strategy
Small Business Owner
Startup Resources
Strategic Planning
Strategic Planning Process
Value Innovation Strategy

© 2012-2024 Copyright. Flevy LLC. All Rights Reserved.