Pay-per-Click (PPC) is a crucial part of a company’s digital marketing strategy in which the advertiser pays a set fee each time a user clicks on one of their ads. Search engine advertising is one of the most effective types of PPC with AdWords being the most popular online advertising platform. On average, businesses using AdWords make £2 in revenue for each £1 spent on PPC ads.
The core essence of PPC is fairly straightforward. You know exactly where your money is going and you only pay a fee when your ad generates genuine clicks. With AdWords, you are in control of your budget. It is up to you to decide how much those all-powerful clicks are worth to you and how much you are willing to spend. You can choose your budget on a monthly basis, daily basis or on a per ad basis.
AdWords enables you to SHOW your ads to the people who are most likely to be interested in your products or services.
You can target these fine-tuned ads to reach audiences with specific interests that are directly linked to your products and services. Your PPC ads are targeted using keywords, ad placement, age, location, language, days, times and frequency.
Unlike traditional advertising methods where there is no clear way to determine whether or not your ad actually reaches your target audience, PPC advertising enables you to accurately measure your success.
When someone clicks on your ad, you will know about it. You can also track when a visitor carries out a valuable action on your website such as downloading your app, making an enquiry or purchasing a product. Being able to measure success allows you to see exactly where to invest in your campaign which can increase your ROI.
Placing your business ad on Google search results ensures that your brand is gaining relevant exposure and visibility. If your site struggles to reach top rankings on Google, PPC advertising gives you that all important stepping stone to soar your website to the very top of search results.
If your business objective is to attract customers locally, you can target your ads and carefully craft your campaigns which will enable you to drive the right people to your website. You can even reach people on the go with PPC by targeting mobiles!
PPC ads are launched quite quickly which can help to bring in qualified leads to your business site. The quality of this traffic is likely to be extremely high because PPC adverts can be assigned for specific demographics and keywords – increasing the relevancy of high targeted traffic groups.
Using various methods of testing, you will be able to determine which aspects are working the best for your business and which ones are not delivering results. For example, poor performing keywords can be done away with whilst the highest performing ones can be honed and improved on even further.
Before launching a PPC campaign, it is wise to establish clear business goals.
What is your main objective with regards to your campaign? Do you want to improve your brands visibility and get your name out there? Then you will want to use CPM bidding. If you want to increase website views then CPC is the way to go. If you are confused about PPC campaigns, methods of bidding and other aspects then it may be worth seeking out professional help from a Google Certified digital marketing agency who will be able to guide and design specific campaigns that exceed your objectives, improve your ROI and most importantly – ensure that your business gets the most out of its PPC advertising campaigns.