What is 'PPC' in digital marketing?
PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is actually clicked on. It’s essentially a method of ‘buying’ visits to your site, in addition to driving website visits organically.
One of the most popular forms of PPC is search engine advertising, which allows advertisers to pay for ad placement in a search engine’s sponsored links. This works when someone searches for a keyword related to their business offering. For example, if we bid on the keyword ‘Google Shopping Management’ our ad might show up at the top of the Google results page.
The benefits of using PPC
PPC has many advantages that will benefit your business, including the following:
· Optimised PPC is cost-effective
· Your ad will be displayed on the first results page when someone searches for a related term
· More exposure and brand visibility as targeted traffic is directed to your site
· You can run multiple ad campaigns for each keyword
· It results in higher click-through rates (CTR), more conversions, and increased sales revenue
· Provides instant traffic
If PPC is working as it should, the return on ad spend (ROAS) should be high, as a visit to your site is worth more than what you pay for it. However, it’s not as simple as just paying for the clicks and gaining traffic, a lot goes into putting together a strong PPC campaign. It consists of choosing the right keywords, arranging those keywords into well-organised campaigns and ad groups, and setting up PPC landing pages that are optimised for conversions.
It’s important to learn the best ways to conduct a PPC campaign, as the more relevant, well-targeted PPC campaigns will be rewarded by search engines with lower-costing ad clicks. Google will reduce your cost per click if your ads are satisfying and useful to users, ultimately, earning you a higher profit.
Who should use PPC?
PPC advertising is ideal for small businesses as you get to decide how much you’re willing to spend on each keyword, so you can manage how much you will be spending when your ads are displayed. In essence, this ensures that the money you spend on ads isn’t wasted, as you’re more likely to attract more people who are interested in your product.
Google Ads is the most commonly used PPC advertising network. The platform enables you to create campaigns that will appear on all Google services. Choosing the right ad format and keywords is important, as Google Ads ranks potential advertisers based on their ad quality, relevancy and size, as well as the price of the bid.
Since Google is the most used search engine, using Google Ads will get you the most impressions, so take into consideration the following factors when creating your PPC campaign through Google Ads:
· Ensure your keywords are relevant, popular, and likely to be searched
· Have a high-quality landing page that looks appealing and has a clear message
· Better quality scores get more ad clicks at lower costs
In summary, PPC advertising is a great marketing option for your business. It’s a simple yet effective digital marketing technique to promote your products, drive traffic to your website, and ultimately, increase your sales.