Pay per click marketing
Pay-per-click (PPC) marketing is a complicated digital marketing channel. It presents a great opportunity for digital marketers to increase their traffic and conversion metrics.
Pay-per-click marketing is an advertising channel where marketers don’t pay for the actually amount of traffic they get but purely for ad placement. The bid amount may affect placement but the advertiser will only pay when a user will click his/her advertisement.
A lot of efforts goes into building a winning PPC campaign: from researching and selecting the right keywords, to organize those keywords into a well-bound campaigns and ad groups, to setting up website landing pages specialized for PPC that are optimized for conversions. Search engines charges less pay per click to those advertisers who can create relevant, intelligently targeted pay-per-click campaigns. If your ads and landing pages are useful and satisfying amongst users, Google will charge you less per click, leading to higher profits in your business. So if you plan to start using PPC, it is important to do it right.
What is PPC?
PPC stands for pay-per-click, a model of digital marketing in which advertisers pay a predefined amount each time one of their ads is clicked to take further action by the user. Essentially, it’s a way of buying the visits to the website, rather than attempting to earn or win those visits organically.
It allows advertisers to bid for an ad placement in a SERP’s paid results when someone searches on a keyword that is related to their business offering. An example of if is shown here.
Every time our ad is clicked and a user visits your website, you have to pay the search engine a small fee. When PPC is working correctly, the fee seems small, because the visit is worth more than what you pay for it. In other words, if we pay $4 for a click, but the click results in a $400 sale, then we’ve made a hefty profit compare to what we actually paid.
Advantages of Pay Per Click Marketing
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PPC results can be easily measured and traceable. This means you can see exactly where your campaigns are working and, most importantly, when you would like them. Other important success indicators include the appearance, clicks, conversions and number of traffic generated on your website. You can then use this data to show how these results affect your budget and whether you need to increase your PPC budget or not to address your goals.
Reach the Right Audience
When it comes to PPC, audience orientation allows you to reach out to potential buyers who are interested in your product, product or service, which helps ensure that they will turn people who view your ad into customers or clients. If you have not yet reached the audience you want to reach, consider who you are actually reaching. Next, indicate whether your intended audience responds in the way you expected or would like them to do. From here, you can see the same audience. Adverts placed on the Google Display Network reach up to 90% of internet users.
(From WordStream, 2020)
New Business Opportunities
By reaching the right audience, you will be opening up a range of new opportunities for your business. You can take advantage of these opportunities by playing on other businesses, especially your competitors, weaknesses or at times when these ‘other businesses’ are unable to deliver due to a technical problem or other issue.
In 2019 approximately 25.8% of global internet users were using ad blockers.
Large Product Recognition
With PPC, you can target a large list of keywords related to your field. In fact, this means that people who want these specific terms will see your ads over and over again. While this will not create more sales or, in some cases, lead, it will help you build strong product recognition, giving you the power to authorize your businesses in the industry.
PPC is perfect for a large budget, suitable for small businesses and those with a restricted marketing budget! When it comes to paying per click, there are rarely large budget constraints, which means you can choose exactly how much you spend on each ad or campaign. A profitable campaign will help you manage your budget effectively until you reach the highest ROIs!
There are many reasons why you should invest in a PPC campaign from the fact that it is marketing the budget, being able to increase your product awareness and opening up new and exciting opportunities with an ad on Google or Bing or both.
Bing’s average CPC is $1.54, 33% lower than Google Ads.
Types of PPC ads
It is a general idea that PPC ads appear on the SERPs only but there are many types of PPC ads. There are three main types of pay-per-click marketing ads we will talk about.
Text Ads are composed of a written copy by the advertisers. The Format and character limits of the ad will depend on the PPC platform the advertiser opts for. Text ads will most commonly will appear through the Search engine- when users search on Google or Bing for a keyword held within your PPC campaign.
Display Ads are typically delivered in a format of an image or moving graphic. PPC platforms that offer display advertising often have size and content requirements of which the advertisers must comply with. Display ads are typically triggered and are made available for advertising placement on websites across the internet. Ads are specifically placed on websites where the advertiser’s potential customer may reach out.
Shopping Ads are typically delivered after a user submits a query through a search engine or shopping engine. Shopping ads typically posses an image of the product, it’s prize and any particular specifications about size, colour, dimensions, etc.
What are the main PPC platforms?
Many platforms offer ad placement, display, and purchase of PPC but there are three basic platforms that you cannot ignore:
Google Ads is Google’s main PPC advertising platform. Google offers individual paid ads on its Search Network and partner search sites as well as image and video advertising on its Display Network. YouTube advertising is also available on Google Ads Platform.
Microsoft Advertising (officially Bing Ads) is Microsoft’s PPC advertising platform. Microsoft single-click advertising on its Search Network (Bing.com) and partner search sites (including Yahoo.com) and indigenous advertising on Microsoft Websites (such as MSN).
More than 46% product-based searches begin on Amazon.
Amazon Advertising is a fast-paced PPC platform for e-commerce marketers. Amazon empowers advertisers to create show- and in-store campaigns that promote their products on the Amazon shopping network.
Should your business invest in Pay Per Click Marketing ?
If you are a business with a websites, consider PPC advertising as a marketing channel. Owning a website does not simply mean to indulge in PPC but you should carefully analyse the reasons you should be investing in Pay Per Click in Digital advertising.
Consider your budget, advertising goals, competition, and risk tolerance before starting a PPC campaign.
You must have a vague or definite answer to the below questions before you consider Pay Per Click in Digital Marketing.
Do you have a proper conversion goal?
PPC advertising is most effective when you can match the money you spend on advertising to the revenue you will actually earn through it or already earning. Keep in notes the clear conversion goal you have for your business. Over 7 million advertisers invested a total of $10.01 billion for PPC ads in 2017.
( From Social Media Today, 2017)
What are you trying to achieve?
PPC is great for an immediate responsive advertising. But when you stop putting your money, PPC stops producing. If you want to balance this with earned media, add SEO to the list of your works. They work best together. 79% of marketers say PPC is hugely beneficial for their business.
(From Hanapin Marketing, 2019)
How much can you invest in PPC before you get a return on investment?
Advertising doesn’t produce instant results so you have to ready to spend for some time without expecting ROI. It can be any amount of money for your Pay Per Click campaign. 76% of people who search for something nearby on a smartphone will visit a business within one day.
(From Google, 2017)