Pay Per Click advertising covers such a wide field of different platforms and formats that it can be difficult to know where to start or even to understand why it’s such an important marketing strategy in the first place.
So, we’ve collated the top 5 statistics you should know about PPC before stepping into the ring, in order to persuade you that PPC really is the great marketing technique that everyone says it is.
1. 95% of clicks go to the top 4 results on the search page – 3 of which are ads.
This is probably a no-brainer as how many people actually scroll through a whole page of search results? Or better yet - how many people go to the second page of results? Not many. Therefore, if 95% of clicks go to the top 4 spots and you aren’t showing at the top of the first page organically, then PPC is the way to get your business to the top of the page.
2. 36% of searches on Google are associated with a location.
Let’s say you own a coffee shop, and someone is desperate for their first hit of caffeine to start the day but doesn’t know the area– they search ‘coffee shop near me’, and your ad pops up at the top of the search. If your ad is one of the first they see, you’ve answered their search query and quenched their thirst for a tall, non-fat, no foam latte in one go.
3. Mobile devices account for 54% of paid clicks.
On the theme of location searches, mobile searches have become the epitome of PPC as it is a great way to target local customers on the go who are searching on their mobile. Take the coffee addict example from above; they are most likely going to be searching on their phone while heading to a meeting or to work, rather than sat at home on their computer. So, using ad formats and platforms that are mobile friendly as important as any other ad format out there.
4. Display advertising has proven to increase traffic to websites by 300%.
While the display network doesn’t have as high a click-through rate as the search network, it’s guaranteed to be the best way to build brand awareness. With a display ad that outshines the others, even if the customer doesn’t click directly on the ads, they’ll most likely remember and choose your brand when it comes to searching for that kind of service/product.
5. PPC visitors are 50% more likely to purchase from your page than organic visitors.
By targeting high-intent and specific keywords in PPC you are targeting people further down the conversion funnel by answering their query directly. This is the beauty of PPC ads – you can target the ads to do nothing else but sell your product. You’ll simply be making it easier for someone who’s looking to make a purchase on your site to do just that.
So now you know the facts! It’s clear from the numbers that PPC isn’t just a common myth, but actually gives you the results you are looking for. If you are looking to get started with PPC and these stats are looking a little daunting, then feel free to reach out to us and we’ll talk you through it to help you make the most of PPC advertising.