Know Your Marketing Acronyms: Why PPC Matters - Warm Thoughts Communications
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Know Your Marketing Acronyms: Why PPC Matters

Posted on December 21, 2018

CTR, CRM, ROI, CTA – there are a lot of marketing acronyms out there. And trying to decipher which ones matter most to your business may leave you feeling like you’re drowning in alphabet soup. But with increased competition among heating oil, propane, and HVAC-related companies vying for consumers’ attention in the bustling digital world, there is one acronym that stands out amongst the rest – PPC.

Pay-per-click marketing (PPC) involves placing paid text or display ads on search engine results pages to generate clicks to your website. And with research showing that nearly 65% of people click on Google ads when looking to buy an item or service1, it’s essential that your company is present and noticed in the search results. So why are more and more retail energy businesses turning to pay-per-click ads?


As its name suggests, pay-per-click advertising results in paying for each click your ad receives. And with the ability to control spending and to allocate it on keywords or audiences that are most profitable to your business, PPC is a cost-effective solution to drive more traffic and leads to your website. If your ad is performing well, you can increase your scale and spend at any time. And if you need to revisit your ad strategy, you can pause your campaign and put spending on-hold.

Increased Visibility

With an average 41% of clicks going to the top three paid ads on Google and other search engines2, pay-per-click ads have some of the best real estate on results pages. By paying for your position, your ad is automatically positioned before organic listings, not only increasing your visibility, but also giving you an edge over competitors. Thus, when someone searches for a local propane supplier, heating oil delivery service, hot water heater, or even HVAC services, your company will be the first that they see (and hopefully call) in that highly coveted top spot.

Measurable Metrics

Arguably the most important benefit of pay-per-click ad campaigns – they provide a huge amount useful data. Whether it be the ad’s cost, spend, ROI, views, clicks, or higher-level details such as impressions or conversions, everything related to a pay-per-click campaign can be monitored. And with real-time data at your fingertips, you can track which ads, keywords or placements are driving the most return to adjust your overall strategy accordingly. Knowledge is power!

Targeted Traffic

With so much digital ad space, pay-per-click is proving to be most effective in generating real, relevant leads. Thanks to a myriad of targeting factors ranging from demographics to location, keyword usage, and even time of day, pay-per-click allows you to target the right people at the right place at the prime time – when they’re already searching for businesses like yours. And with pay -per-click visitors 50% more likely to convert than organic visitors2, you can modify and optimize your ads for maximum impact.

With 3.5 billion searches per day, and 40,000 searches per second3, there are millions of opportunities for your business to be found on search engines. And with 93% of online activities starting with a search engine4, there is no better place to reach targeted users.

Ready to get started on a PPC campaign? Contact us today to see how Warm Thoughts search engine marketing plans can help drive more traffic to your site and capture more leads for your business.


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