5 Reasons Your Business Needs PPC In 2016

Mike Swain | 12 January 2016

New year, new you? We’re not one for a cliché, but when it comes to pay-per-click advertising if you haven’t got involved then it’s time for a change.

Improving technologies in paid search mean that you can get closer to your audience than ever, delivering highly customised ads to consumers. With people-centric, brand-focused PPC campaigns you can broaden your brand’s horizons and give people what they want, when they need it.

Here are five reasons your brand needs PPC advertising this year.

Your Audience is Waiting

And they’re more present than ever. Internet usage on mobiles has tripled since 2009 and will undoubtedly increase again in 2016, so what’s stopping you being in the palm of consumers’ hands?

60% of worldwide consumers use their mobile device as their primary or exclusive internet source which means they are spending money on the go. PPC gives you an opportunity to reach them with real time relevance when it matters: in the micro-moments that lead up to a sale.

77% of people use their phone for web browsing according to Ofcom’s 2015 study into mobile usage, with 45% making purchases on their device. Consumers are expecting to find you, so you’d better make sure you’re there.

Smash Your New Year’s Targets

You need to be confident you’re on track to hit your 2016 goals and PPC will help you.

Not only does it present the best way to get proof of ROI, results are quick too. Over half of company marketers see paid search as the most effective way to gauge return on investment.


PPC campaigns are highly measurable, with tonnes of data showing you exactly where you’re going right and where you’re going wrong.

Find out which keywords are converting, see exactly how much you’re spending and then use this data to stay on top of your game with constant opportunities for optimisation. Unlike the long process of building your online presence organically, if you do it right PPC can transform your brand overnight.

You Don’t Want to Be Left Behind

OK, so you’ve already been a bit slow on the uptake.

Don’t wait any longer though or rivals will leave you in a big cloud of nasty pay-per-click dust. Hanapin’s State of PPC 2016 report found that 78% of industry leaders ‘felt really good’ about their PPC success in 2015. So good, in fact, that almost half will be increasing their PPC budgets next year.

This sounds like an indication that the market’s getting more expensive and it’s true that bid prices are on the rise, but what’s really happening is the market’s value is being recognised and those in the know are pushing their campaigns even harder next year.

Read the signs and plan ahead. Hanapin’s report says only 10% of advertisers planned on increasing their PPC budgets in 2015 – over 70% actually did.

PPC is Getting Smarter

Which means it’s more useful.

Google Adwords and Bing Ads are ahead of the game by some distance and both are competing to make their search results more comprehensive for users.

RankBrain is the new(ish) artificial intelligence that complements Google’s Hummingbird algorithm. It understands relationships between words in search terms. That means it can “make a guess as to what words or phrases might have similar meaning and filter the result accordingly, making it more effective at handling never-before-seen search queries” according to Greg Corrado, a senior research analyst at Google.

This means that your ads don’t just become more visible, they become visible to the right people.

It’s Not Just About Search

Most of us check our emails daily, so wouldn’t it be great if you could present your brand to highly targeted audiences directly in their inbox? Now Google has got you covered.

Gmail Ads allows you to set up highly-targeted ads that take your brand straight to the inboxes of the people who matter. As of last September it’s operating within the Adwords interface, bringing you the same statistics as paid search campaigns to analyse your success.

This powerful new tool is fresh off the shelf, which means it’s less saturated (and therefore has generally lower cost per click) than paid search, while conversion rates are also typically higher. Taking advantage of this new tool will allow brands to effectively reach Gmail’s 900 million users with engaging, media rich ads.