PPC advertising – which includes the full suite of Google Ads – is a very versatile tool. You can use PPC ads at many points in the sales funnel, from creating initial awareness, engaging interested shoppers, and converting interest into action. It’s helpful to use the right type of PPC ad at the right stage of the customer journey, but before you worry about that, it’s important to understand what you want your PPC ads to achieve.

[Tweet “Google research tells us that 2/3rds of shoppers click on ads.”]

Every business owner wants to increase sales and grow their business. There are a number of ways to achieve this, from attracting and converting new customers to strengthening your relationship and selling more to your existing customers. Here are 4 ways you can use PPC advertising to accomplish your goals:

#1: Boost Brand Awareness

20% of desktop searches and 40% of mobile searches are for local businesses. When proper geo-targeting is employed, Google Search ads are particularly useful in boosting brand awareness. PPC ads can also be used on an ongoing basis to boost brand awareness to a larger audience within targeted communities based on interest, life event – expectant parents, for example – or other relevant factors. B2B brands can use PPC to boost brand awareness within their industries.

#2: Increase Website Traffic

While a PPC ad can convey only so much about what you do and who you are, your website should be equipped to tell prospects everything they want to know. If you’ve got a content-rich website and are structurally prepared to turn visitors into customers, using a variety of PPC ads to drive website traffic makes sense. This method can be aimed at buyers who are very early in their customer journey – either developing awareness or exploring their interest.

#3: Direct Response Sales

This one’s super simple. Your customer is far along in their customer journey and is actively searching for a solution to a problem or a particular product. Using PPC ads to let them know you have what they’re looking for is extremely powerful. Google research tells us that 2/3rds of shoppers click on ads; traffic from these ads converts 50% more than organic traffic.

#4: Build Bonds with Existing Clients

Strengthening relationships with your existing client base involves serving them relevant content and making sure they maintain front-of-mind awareness of your company when they think about the type of product or service you offer. Deploying PPC ads based on insights derived from your digital marketing data can help you connect effectively with your client base and build loyalty.