Pay-per-click advertising is a popular marketing channel for businesses of all sizes. Many misconceptions surround PPC. Many business owners think that PPC costs too much and cannot afford it.

PPC is a cost-effective marketing strategy that lets you spend as little as you can and still get the results you want.

We’ve put together a list with 10 facts about PPC to help you understand the basics. 

1. Google accounts for 95% of mobile paid search clicks.

This is huge. Now it is a must-have for anyone who wants to be competitive in their industry.

Mobile optimization is essential for PPC campaigns. It will ensure you don’t miss this large and growing market.

2. Remarketing conversion rates increase with time

This is significant because it discredits the notions that banner blindness and ad fatigue are real. The increase in conversion rates for remarketing ads shows that they can be worth your time and money.

Website visitors abandon sites for a variety of reasons. Remarketing campaigns are a way to remind people to finish what they started and subconsciously reinforce your brand.

3. 52% of people who clicked PPC ads called advertisers

Make sure you have your phone number prominently displayed in the PPC ad. Take advantage of click-to-call functionality provided by major ad networks.

A campaign structure and click-to-call strategy will make it easy to pay for calls to your company. 

4. Higher CTR = Lower PC

A higher CTR means a lower cost per click. 

CTR is an important part of Google’s Quality Score. This is the message: Follow the quality control rules for more clicks and less expensive clicks.

5. Call Tracking is a great way to see the whole picture.

Ifbyphone did a study in which they compared one landing page’s conversion rates using web forms as well as phone calls. 

They were able to increase the conversion rate using call tracking. Also, they measured the page’s phone conversion rates. This is a good indicator that the landing page performs well.

If they hadn’t used call tracking to measure the call conversion rate, the landing page would have been scrapped. They had to redesign the web form because it was so low in conversion.

Kobe Digital provides call-tracking software that can be used for tracking calls.

6. 46% of page clicks can be attributed to the top 3 ads spots

Paid clicks can outnumber organic clicks, even if you have the best SEO strategy.

Two key points can be drawn from this statistic. Higher Quality Scores will result in more ads being featured in higher positions.

This second statistic shows why PPC is important even if SEO efforts have been successful. Now imagine if you had ads in the top 3 paid spots for a keyword. You would control the top 6 keywords related to your keyword.

While the goal to reach the top six spots may seem lofty, it is a fact that SEO and PPC equal greater search visibility.

7. Very important are negative keywords

Unfavorable Keywords can be used as an additional layer in demographic targeting. 

Add the words “free”, and “cheap” to your campaign. This will make sure that you don’t waste impressions on people who are unlikely to buy.

A study found that negative keywords could increase a campaign’s CTR by 0.97% to 1.33%. This led to a higher conversion rate of 1.12% to 1.53 span>

8. Algorithm updates don’t affect PPC

Your search results may be “safer” than your PPC results. An effective PPC campaign will not be affected by algorithm updates that often impact organic rankings.

Other than being suspended, the Quality Score is what can impact your AdWords Results.

PPC campaigns can be more cost-effective than SEO because it is easier to follow the rules. If your rankings are affected by algorithm updates, they will be there for you.

9. Approximately half of the internet users can’t tell the difference between paid and organic search results.

It’s easy to fall into the trap of thinking “Who clicks on Google Ads anyway?” The numbers show that half of search engine users cannot tell the difference between organic and paid results.

All these people will see PPC ads over organic results and assume they are organic search results. They are able to pay for the highest “organic” position.

10 The cost of a PPC doesn’t have to be expensive 

PPC campaigns are often thought to require huge budgets. Many marketers believe this is false. Google uses the conservative assumption that $1 of every $1 spent on AdWords by businesses.

While larger budgets may allow for greater profitability, PPC will still deliver results at all budget levels.

Ready to start in PPC?

Every business needs to have a minimum of an experimental PPC budget. Soon you’ll see the benefits and want to make it part of your overall marketing strategy.

PPC campaigns take time to plan and execute. Kobe Digital has years of experience running successful PPC campaigns. We are eager to help your business grow.