Pay-per-click (PPC) advertising can be an incredibly effective method for driving qualified leads to your website. It’s highly targeted, so as long as businesses conduct extensive keyword research and integrate their strategy with SEO, they can see great results.
But who is making the greatest use of PPC ads, and which industries can benefit from them the most? PPC ads are used across consumer and B2B segments, and almost any business (except those with exclusive markets) can benefit from them to some extent, with a solid strategy.
However, there are specific industries where the use of PPC ads is rapidly growing, and you might be surprised. Here are three industries taking particular advantage of PPC ads right now.
The Financial Services Industry
Finance and insurance companies are among the the biggest spenders when it comes to PPC, which might surprise some people. In the past, financial service companies generated a lot of leads over the phone. However, as the nature of the industry changes and more people subscribe to financial services online, PPC is becoming a lot more important.
The rise of retail investing also has a role to play. The world of stocks and shares has opened up a lot with the introduction of new platforms that make it easier than ever for average people to try their hand at retail trading. The majority of these new investors engage with investment platforms and other financial services online, so PPC is a great way to generate leads.
The Legal Industry
The legal industry is increasingly turning to digital channels to generate new leads. When people are looking for accident and injury lawyers, in particular, they will often search online, but legal PPC is effective for all types of legal business.
Although much of their interaction with clients will be on the phone after that initial contact has been made, legal firms are increasingly reliant on PPC to make the first connection with people in need of legal services. PPC can significantly increase traffic to the websites of legal firms, which ultimately leads to more direct queries over the phone or through online contact forms.
The Retail Industry
The online retail industry was one of the first to adopt PPC advertising in a big way and they continue to be one of its biggest advocates. It makes sense that online retail still spends a lot of money on PPC ads because their model is reliant on driving high-quality traffic to their sites where they can close sales.
Although SEO is still an important factor and organic traffic has its role to play, no retail marketing strategy is complete without a well thought-out PPC campaign.
Businesses in any of these industries that are are not taking advantage of PPC advertising are missing out on a great opportunity to drive sales. It’s incredibly cost-effective and as long as there’s a clear strategy in place, it’s possible to achieve excellent returns on the investment.