PPC is a digital marketing channel that you can use, in order to drive traffic from search engines and reach new customers. You can use PPC either if you want to land your first traffic and sales for your new enterprise, or if you want to increase your brand’s presence online.
PPC is the most common form of advertising and undoubtedly, the most popular way to attract visitors online. It is a way to buy visitors for your website, instead of trying to earn them organically. Paid search or pay-per-click (PPC) advertising, typically refers to the sponsored result on the top or side of a search engine results page. These ads charge you for every click and they can be tailored to appear when certain search terms are entered, so your ads are being targeted to audiences seeking something in particular.
The ads are created for the search terms decided by you and are displayed within the search results only when those keywords are searched for. As an advertiser, you pay the publisher only when your ad is clicked. As a general rule, the more you are willing to pay for a keyword, the better position its ad will have in the search results. These ads can be extremely effective, as they rely on data gleaned from individual’s online behavior and are used to boost website traffic by delivering relevant ads to the right people at the right time.
The way that PPC works is a simple process. Firstly, you have to sign up to an advertising account with the platform. Since you sign up, you will create ads by selecting the right targeting through keywords, audiences, etc., and set the maximum cost you are willing to pay for each click. Your ad goes into an auction with other advertisers who are bidding on the same keywords and the auction determines the order in which the ads are shown. So, the only think that you have to do now is to pay when someone clicks your ad.
When someone searches something, a set of results will be appeared in the search results page. The results are chosen based on a combination of factors, including the quality and relevance of the keywords and ad campaigns, as well as the size of the keyword bids. More specifically, who gets to appear on the page is based on two factors, CPC Bid (Cost-Per-Click, 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). Advertisers can reach potential customers at a cost that fits their budget. That’s why we described it as an auction above.
The frequency of your ad’s appearance depends on keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on keyword relevance. Keyword research is very important but also time-consuming. A PPC campaign is built around keywords and if you want successful campaigns, you have to constantly perform keyword research and enrich your PPC keyword list. Otherwise, if you do keyword research once, you will probably be missing out on hundreds of thousands of relevant keywords that could be driving traffic to your website.
A PPC keyword list should be relevant, exhaustive and expansive. The keywords you bid have to be closely related with the products or the services you offer. Your keywords should lead to a higher PPC click-through rate, effective cost per click, and increased profits. It is useless to pay for traffic irrelevant with your enterprise. Your research must include not only the most popular and frequently searched terms, but also terms that are more specific and less common, as they add up to account for the majority of search-driven traffic. Those terms are less competitive, and cheaper. It is also important to constantly refine and expand your campaigns and create an environment in which your keyword list is constantly growing and adapting.
What are the benefits of PPC and why it’s an important tool for the digital marketing of your enterprise? Here are some of the reasons that will help you understand why PPC is the right advertising channel for you:
- You will receive clicks very quickly. The platform needs no more than a few hours to approve your ad. So, since your ads are live, you will start receiving clicks. That’s why PPC is so popular to marketers.
- PPC is trackable. You can always know which ads are actually driving sales and helping your enterprise and which ones are not. PPC gives you the ability to monitor how your ads are performing and adapt them, if you are not getting the number of clicks that you like.
- You have the control of your ads and their payment. PPC gives you the chance to turn on or off your ads whenever you like, according to your enterprise’s needs. Moreover, you have the control over how much you pay per click and how much you spend each day or month.
- You can target your customers. PPC allows you to advertise your products or services to people who are most likely to be interested in what you’re offering. PPC gives you all the data you need in order to reduce wasted advertising expenses.
- You can retarget previous customers. PPC offers you the information you need to retarget people who visit your website but did not become your customers. So, you can retarget people who left the website and make them to come back.
- There is a variety of ad formats. PPC offers a wide range of different ad formats and you can choose the appropriate for you, in order to drive success for your enterprise.
- It is fast. PPC allows you to achieve high ranking faster than organic search results. PPC helps your website to attract customers that are more
- It is cost effective. You pay a fee only when your ad is clicked. PPC allows your enterprise to be at the top of the search results page, even above the organic results.
One of the most popular and effective types of PPC advertising among small businesses is Google Ads (Google AdWords). The Ads platform enables enterprises to create ads that appear on Google’s search engine and other Google properties. PPC marketing through Google Ads is important, as Google is the most popular search engine which gets huge amounts of traffic and offers the most impressions and clicks to your ads. There are various ways Google AdWords can help you as a small business owner, but it takes some basic instruction to get started and use its full potential as an advertising tool. The key to successful advertising is to attract as many people as possible and keep your advertising costs to a minimum.
Why Google Ads is the right PPC method for your enterprise?
- Google is the most popular search network. When everyone wants to search something, his first though is Google. Google has more than 5 billion searches per day. Your potential customers use Google and they are searching solutions that you may offer. Your ads will help them to choose you.
- It increases your customers. Google Ads is one of the best tools to gain more customers to your enterprise. It allows you to focus on the people who are searching for what your business offers. If your campaigns are set up properly, Google Ads has the potential to send extremely targeted people to your website.
- It is a flexible marketing platform. It is suitable for every kind and size of enterprise. It allows you to turn on and turn off the traffic whenever you like, to customize campaigns to focus on specific types of online users and to set your own budget for specific areas of a campaign. It is also compatible with other marketing platforms and software systems.
- You get a high return on investment. Google Ads make you pay only for ads that people click on. It also allows you to figure out which approach suits you and your business, by testing and tracking your campaigns. When you finally find the areas of your campaign that give you a good return on investment, the only think you have to do is to focus your efforts and budget on them.
- You get fast results. Google gives you all the data you need about the progress of your campaigns, like the ads clicked, the keywords that website visitors entered and the cost of clicks, etc.
- It opens huge, high-quality traffic sources. Due to its massive reach, Google can send businesses a huge amount of traffic every day, if they have the budget for it. The people Google sends to you are more likely than people coming from other sources to become customers.
- You find out more about your market. Google Ads offers you data about customer’s habits and requirements, such as the keywords they use to find your website, their location, the times and days they search. Those information helps you to improve your products or services and adapt your marketing campaigns.
