What is PPC marketing?
In this post I’m going to share the importance of PPC marketing and how it can help your business. Let’s start from the very beginning. The term ‘PPC’ stands for pay-per-click and it’s recognised as an internet advertising model.
Essentially, every time someone clicks on your advert you will be charged a fee. It’s a faster way to attract visitors to your site through paid search marketing, opposed to them reaching your site organically through SEO. ‘SEO’ stands for search engine optimisation and it’s the process of increasing website traffic through organic search results. We’ll discuss this later in more detail when comparing the two forms of internet marketing.
Each time a search occurs, Google sorts through the ads submitted for that particular keyword and chooses a set of winners to appear in the ad space on the search results page. The “winners” are determined using a number of factors, such as the amount of their keyword bids and the relevancy and quality of their keywords and ad campaigns. This is known as a real-time auction and who appears on the search results page is based on an advertiser’s ad rank. This is calculated by multiplying quality score (a metric that looks at your click-through rate, relevancy and quality of your landing page) and cost-per-click bid (the maximum amount an advertiser is willing to spend on an ad click).
What types of PPC are there?
There are various types of PPC campaigns available to you, choosing the correct one for your business depends on your budget and goals. You can pick from search advertising, display advertising, social media advertising, remarketing and Google Shopping. We’ll go into more detail about each one in our following blogs. At this stage, we just want you to be aware of them.
How PPC can help your business
It’s important to remember that users are actively looking for your services or products so it would be a wasted opportunity not to get in front of them. If your PPC advert is well-thought-out you are more likely to increase your website traffic, conversions and most importantly, your revenue. Why should you use PPC for your business? Let’s dive right in:
- You only pay when someone clicks on your ad. They will land on a website page of your choice where you can encourage them to take action.
- You can control your costs by setting a spending limit to fit your marketing budget.
- You decide how valuable a customer is to you by setting your bids accordingly.
- You can choose targeted keywords that match what your users are searching for so you’re display your ads to the right audience.
What is Google Adwords (now Google Ads)?
Google Ads is the most commonly used PPC advertising platform as it allows businesses to create and display ads on Google’s search engine and other placements. Google Ads is traditionally known for having a high search volume and frequently viewed ads but if you’re new to PPC and are a small business owner you may want to explore Microsoft Ads first. You may be wondering what Microsoft Ads are but they’re in principal the same as Google Ads and were formerly known as Bing Ads. You can have a better ad position and lower cost-per-click on Microsoft Ads as it’s seen as a less competitive platform and you may also save some money along the way. Worth a try right?
How to set up a PPC campaign
If you’re in a position where you want to start exploring PPC, you have a few things to consider first. Let’s get started:
- You first need to think about your goal. Are you trying to sell something, build brand awareness or drive traffic to your website? It will make it so much easier if you figure this part out first.
- Next you need to consider where you want to advertise. Google, Microsoft or even Amazon? Sign up and create your account.
- Decide which keywords you want to bid on. Make sure they’re relevant to what you’re trying to advertise and check they have a high search volume.
- Set your bids for all your keywords. Try setting a lower bid first then gradually increase it but always ensure it’s competitive enough to get your ad on the first page search results.
- Select your budget. You can make this daily or monthly.
- Write your PPC advert and choose your landing page. Make sure you add a USP (unique selling point) to your advert copy, think about why users should come to you. Do you offer personalised products? or free delivery? Whatever it is, shout about it!
- Review your campaign frequently. Mix up the ad copy or adjust the bids. Keep improving to see results.
PPC and SEO
You may be thinking why spend money on advertising when you can just rely on organic search results? Although SEO is a crucial part of internet marketing, you cannot always solely rely on it to promote your services and products. This is why it’s important to consider PPC marketing as well. The main benefit of SEO is that it’s free, unlike PPC. However, SEO does require a significant amount of time and patience to see significant results. This is where it’s a good idea to incorporate PPC into your marketing plan as well, as your results are instant and your ad will be at the top of Google’s or Microsoft’s search results.
Feeling inspired? Stayed tuned for our next blog in the series where we’ll be delving into display ads and further exploring how you can generate revenue, brand awareness and traffic for your business!