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There are several reasons as to why PPC advertising is considered to be one of the most effective and worthwhile digital marketing techniques. Just as a quick overview as to what an investment in PPC advertising can do, PPC:

  • Is easy to measure and track
  • Supplies a range of useful data and statistics
  • Can be seamlessly combined with other marketing strategies, such as content creation and SEO
  • Ensures quick entry

In addition to the aforementioned, there are a few other ways in which PPC advertising can have a positive effect on how well your website performs online. If you’re on the lookout to increase traffic and improve conversion rates and sales, then PPC advertising is something you should consider, and we’re able to provide specialist PPC services here at Kumo. here are five ways in which investing in PPC advertising can benefit you:


1. It contributes to your business goals

This is, quite possibly, one of the most popular reasons as to why people choose to go down the PPC advertising route. A wide number of business goals and targets can be met through the use of PPC advertising, ranging from thought leadership and hot lead submission to e-commerce sales and high-level brand exposure. PPC is an effective digital marketing strategy, nurturing and serving the middle of the funnel by way of:

  • Encouraging newsletter sign ups
  • Content entries
  • Pushing for app downloads
  • Advertising content downloads


2. It can be easily measured & tracked

It’s incredibly easy to measure and track when using Google Ads. When used alongside Google Analytics, you’ll be able to access and, therefore, interpret high-level performance data, including, but not limited to, the following:

  • Clicks 
  • Conversions
  • Impressions

This way, you’ll be able to see how your campaigns are doing in combination with the traffic received and the positive impact that traffic has had on impressions, clicks and conversions. This can help you to stay within budget. Being able to see these statistics and data means that you’ll be able to pump more money and attention into the aspects that aren’t performing so well, funnelling money away from areas that are excelling. But it should be noted that for consistent results, you’ll need to invest a monthly sum into PPC advertising as it needs to be professionally sustained for you to see the most benefit. 


3. You’ll be in control

Ultimately, you have complete control when it comes to PPC advertising, although there are some nuances when it comes to the default campaign settings. However, when it comes to keywords and placements, you get to choose which ones to target and how restrictive, or not, you want to be for optimum results. 

Starting small also allows for budgeting flexibility, so you get to determine how much money you would like to spend on each campaign. This is why PPC is so popular with those looking to boost traffic, increase impressions and improve conversion rates.


4. It works well alongside other marketing strategies & channels

PPC can be used seamlessly alongside other marketing channels. With content plans and calendars becoming the norm for most businesses these days, it’s important that every aspect of digital marketing is covered, and that includes implementing PPC advertising where appropriate.

PPC and SEO have the ability to work very well together as the opportunities for impressions and traffic will often be presented to the same audience – those using the Google search engine to find what they’re looking for. As Google Ads can provide specific data regarding impressions, clicks, engagement and conversions, it can provide a worthwhile insight for prioritising SEO on a keyword-by-keyword basis.

Alternatively, organic traffic performance information and the right SEO strategy will be able to advise the direction you take your PPC advertising in, but only if that information is readily available to start with. Remarketing would be a solid place to start if your sole aim is to keep readers engaged, no matter how they found your website in the first place.


5. It provides a wealth of useful marketing data

Google Ads provides copious amounts of performance information and data, which can be incredibly valuable, which goes far beyond that of PPC performance alone. Every click, conversion rate and impression can be tracked and used to enhance SEO techniques and content marketing strategies. 

You can also use the keyword planner that’s built-in as standard. It can also display planner tools, much like Google Analytics, in order for you to find out who and where your audience is. Google Ads can also be used in an effort to cross-check and cross-reference any competition you might have using third-party tools, such as KeywordSpy, iSpionafe and SpyFun. 

This will enable you to build a strong, solid profile which allows you to see exactly what it is you’re up against together with the market share you’ll potentially gain. Search results can also be looked at manually so you’ll get an idea of what the searcher will actually see.


Kumo Digital has over two decades of experience in the digital marketing industry. With a team of dedicated specialists at the heart of everything we do, you can rest assured that you’ll be provided with sterling marketing services that’ll set you apart from your competitors. From SEO and PPC services to website design, graphic design and content creation, you can always count on us to deliver sterling results. For more information, contact a member of our friendly, professional team today – we’re always happy to hear from you.


Author Biography


As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.