Often the most compelling reason to use PPC advertising. PPC can help you achieve a vast number of business and marketing goals. These goals range from high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale.

In the era of content marketing and thought leadership, PPC can foster the middle ground of nurturing and serving the middle of the funnel through advertising content downloads, seeking newsletter signups, contest entries, and pushing for app downloads.

You’ll see high-level performance details including impressions, clicks, and conversions (based on the defined business goals). Content marketing has taken over the digital marketing world and content plans and calendars are the norm in most businesses now.

With the investment in producing original and unique content to support the customer buying cycle and establish thought leadership positioning, Google Ads is an engine that can drive visitors to content more quickly and improve the ROI on your content investment.

Ultimately, the biggest benefit of the PPC targeting options available is that you are able to reach people who aren’t already in your audience as well as those that have been exposed to your brand. You have many options for how wide of a audience you can get.

Video is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels.