First time I ever heard PPC it looked like some acronym I had to learn when I was in economics class, but it is far from that as it happens to be something you have to understand to kill it in the digital marketing world. PPC stands for Pay Per Click and it is a model of internet marketing in which advertisers pay a fee each time their ads are clicked. PPC can be defined as a way of buying visits to your site, rather than attempting to earn those visits organically. Google Pay Per Click is the most popular form of PPC and it is under search engine advertising.
Search Engine Advertising allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches for a keyword that is related to their business offering.
If you haven’t made plans to include PPC in your marketing campaign, now is the time to change that. Google Adwords is a great place for your PPC campaign as it is the single most popular advertising system in the world. Google Adwords enables you as an advertiser to bid on keywords and pay for each click on their advertisement. Google Pay per click works, every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. You might wonder how a winner will be chosen, well “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids. So if your bid price isn’t high enough, you might lose your ad spot to other bidders.
Your ads appearance on Google display page is also based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. You can call it a kind of auction just that Google is operating the entire auction for you in a way. PPC is used for all types of campaign goals, including Increasing sales; Generating leads; Promoting brand awareness.
While a number of factors determine how successful your PPC advertising campaign will be, Cerebre Media can help you achieve a lot with your PPC campaign, by helping you with:
Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
Manage your PPC campaign – We will also help you manage your PPC campaign in various ways like;
- Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
- Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
- Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
- Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
- Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates.
Advantages of a Pay Per Click campaign for your business
1. Advertise Directly to People Searching for a Business Like You
Whatever platform you advertise on, you can put your ad in front of people who are most likely to be interested in what you have to offer.
2. Targeted Advertising
PPC ads allow you to choose specific terms or interests in order for you to target your perfect audience.
3. Reach the Right People at the Right Time
You can essentially ensure your business is found by potential customers on Google at the precise time they are searching for what you have to offer.
4. Measurable ROI
PPC advertising gives you measurable ROI, which allows you to see exactly what you are getting out of the ads.
5. Pay Only When People Click
It’s in the name, but PPC ads mean you only have to pay money when someone actually clicks on your ad. Anyone who comes across your ad is likely to already be interested in what you have to offer, and so paying when they click your ad is usually worth the cost.
6. Advertise Locally or Globally
Google AdWords allows you to reach out to potential customers based on location.