Why We’re Grateful for PPC

(And Why You Should Be, Too!)


Thanksgiving week is a time to reflect and be grateful for the good stuff. And because we’re a digital marketing agency that specializes in PPC (pay per click, or paid search), we are really grateful for the technology that makes advertising through search engines possible and for the industry itself. If you are considering PPC as an advertising medium, or you’ve been using it for a while but constantly find yourself complaining about it and need a reminder of why it’s so great (it’s okay, we’ve all been there!), this is for you! 

The heart of PPC, the main reason why it exists, is because there are people searching for the products or services you have to offer online via search engines like Google and Bing. Connecting with them in real time (what PPC does) and getting their attention before other competitors do is a valuable way to encourage them to become your customer.

Say you decide one summer to run a lemonade stand in your neighborhood. It’s brutally hot outside, and you made quality lemonade using your grandma’s special recipe. You’re confident it’s the best lemonade ever made, and you’re feeling pretty good about the money you’re going to make. But there’s a problem with your sales setup.

There are 10 other kids in the neighborhood who have been running successful lemonade stands for years. Because they’re established, they situate their stands in the spots with the most foot traffic and the highest potential for drive-by traffic, and people in the neighborhood already know they’re going to be there and that their lemonade is going to be good. Meanwhile, you got stuck in a quiet culdesac in the back of your gated neighborhood. There’s no foot traffic; there’s no drive-by traffic; no one’s going to find you back there. There are definitely people looking for lemonade, but they don’t know you have it (or that you exist) and there are other lemonade stands that they can buy from.                     

That’s the problem that PPC solves. Simply put, without PPC, you would have a difficult time getting noticed online.   

Other businesses are competing with you to offer the same goods and services that you do (even if you believe or know that you have some advantage over them when it comes to quality). Ranking organically on the SERP (search engine results page) takes time, sometimes years, and during that time customers are not finding you or visiting your website. Some may find it by accident, but accidental intent is usually low. Unless you have other advertising mediums, your website isn’t going to get much traffic. 

Go back to the lemonade metaphor. Now, what if you had a giant blinking sign in the entrance to your neighborhood that showed your location and told viewers about your grandma’s special recipe? You’d capture their attention before anyone else had the chance. You had to pay for the sign, but you’d probably sell a lot more lemonade, because people would see you right away and want to find you. 

PPC is sort of like that giant blinking sign, just a lot more precise. You only pay for the sign when someone sees it who actually wants lemonade right in that moment, and you can decide what kind of customers you want to find you. We’re grateful for PPC because it helps us – and our clients – and hundreds of thousands of other businesses – engage with the right customers at the right time. 

But that’s just the main aspect of PPC, the heart of it, that we love. There’s SO much more to it. 

It’s fast. It starts getting you results the first day you turn your campaigns on. 
It’s agile. You can modify your campaigns or pause them at any point. 
It’s popular. If your competitors are doing it and you’re not, you’re even less likely to be noticed. 
It’s precise, like we mentioned. You can control nearly everything about who you’re targeting, what you’re targeting them with, where you’re sending them, and when. 
It’s data-driven (or it should be). With the right tracking, you know where your clicks are coming from, and you can optimize based on the data. 

And perhaps the other biggest reason we’re thankful for PPC: 
It really works! We’ve seen PPC grow businesses and drive costs down significantly. We believed in it so much we made careers out of it, and we’re so familiar with it that Google named us Premier Partners, meaning they recognize us as one of the leading PPC agencies in the world. 

We know that it can be complex and expensive and frustrating, but in the end, we’d be lost without it. 

What aspect of PPC are you most grateful for? Let us know in the comments! 

Empirical360 is passionate about helping businesses achieve their growth goals through optimized paid search engine marketing (PPC). We have managed over $15,000,000 in ad spend, and have produced millions for our clients.  If you want to be more grateful for PPC than you already are, contact us! Our team would love to give you a marketing analysis and tell you more about what we think we can do for your specific business – no blanket sales pitch. 

Shea Antonucci - Author

Director of Content Marketing

Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!