What is PPC?
What is PPC advertising and how can it help your business?
Have you ever noticed the adverts which show at the top of Google search results?
Those are PPC adverts. PPC stands for Pay Per Click and these adverts are one of the reasons why Google is a billion pound company. Everyday thousands of businesses spend millions of pounds on PPC adverts. They do this because the ads work like charm and have an incredible ROI. In fact, once you know what you’re doing this is a near perfect way to advertise your business.
How does PPC advertising work?
This form of advertising started way back in the 90s with a search engine known as Overture.
Overture was the first website to successfully sell adverts on search results, and basically pioneered the system that Google uses today.
PPC ads are essentially a type of auction where clicks are being sold. You bid on keywords and whoever wins the auction will have their ads shown, the more you pay, the higher up in Google your advert shows. If your ad gets clicked you then pay Google the amount you have bid. This is known as CPC (cost per click).
In some cases, mostly video advertising, you might choose to pay per thousand impressions (CPM) which is a better option if your goal is to simply spread awareness, rather than make sales.
Keywords are the combination of words and phrases which users enter into a search engine. When setting up a PPC campaign, you will need to select the words that your customers are most likely to search for, and which are also most relevant to what you’re selling.
Some keywords are more valuable than others and cost more. This is because dozens of other companies may be bidding on the same keywords, and this is what drives the price up. In most cases, companies are picking keywords which convert the easiest.
That being said, making your adverts show on Google is not as simple as bidding more than other people. Google is also looking at things like the quality of your landing page, ad copy and how relevant your keywords are in terms of what people are searching for.
This is expressed in something known as your, “Quality Score”. If this score is higher than your competitors, there is a chance your ads could show even if you’re bidding less than them. This means you don’t necessarily need to have the biggest budget to succeed, provided your campaigns are set up intelligently.
PPC is direct response marketing.
One of the most critical things you need to understand is that PPC advertising is a type of direct response marketing. What this means is that you are advertising directly to consumers and asking them respond to an advert there and then.
With this type of advertising, it’s important that you know what sales funnels are. By clicking on your ad, they are taking the first step into your sales funnel. You then need to guide them the rest of the way, up to the point where they actually buy your product.
If the visitor does not buy you product there and then, it’s vital that you get their contact details. Whether this is an email address, physical address or phone number, you need to have some way in which you can follow up, and continue marketing to them at a later date, after they have actually clicked your ad.
You never want to send them to a page on your website that isn’t correctly optimised to convert a sale or lead as you will only waste money this way.
The best way to get a consumer’s details is by offering them a lead magnet. This is basically something you give them in exchange for their information. Most often this will be a free gift related to what you’re selling. For example, if you have a life insurance business you could give them a report titled, “10 things you need to know about life insurance that your broker won’t tell you” or something along the lines of this.
PPC advertising also includes other formats.
PPC adverts include many formats other than paid search advertising. Essentially, all of Google’s properties run PPC ads. Some examples of this are the adverts you see on YouTube and the sites which are in Google’s display network, and also Google shopping ads.
Display network ads are the banner ads which you sometimes see on other websites. These ads come in many different sizes from tiny squares to large skyscraper sized ads. What’s great about display ads is that they give advertisers a wide variety of targeting options.
This can include choosing the exact website you want your ads to appear on, or the age, gender and income of your audience. The adverts that you see on YouTube videos are also PPC ads, and so are the ads on YouTube.
Google shopping ads are also PPC ads. They give you the opportunity to run ads along-side searches for various products, and provide you with a number of different options for promoting your business.
PPC advertising also exists on other search engines and platforms, such as Yahoo.
While you can advertise on these sites, most can be far too small to bother with. They do not receive the enormous amounts of traffic which make advertising on Google so effective. Bing is a good Search Engine to also run adverts on but Google pretty much dominates the market and is generally the first choice.
PPC advertising allows you to retarget visitors.
Another powerful benefit of PPC advertising is something known as retargeting. This concept is also known as remarketing.
You’ve probably heard of people talking about how an advert, “Followed” them around the Internet or seen this yourself. The reason why this happens is because of retargeting. This means that people who have clicked on an advert can be targeted with more relevant ads. Remarketing is extremely useful.
Most people aren’t willing to buy something the first time they see it. They need to like, know and trust you before handing over their money. Retargeting them with adverts gives you an opportunity to do this.
It’s an extraordinarily cost effective way of advertising, as it gives you the ability to create highly targeted ads, and believe it or not retargeted visitors have a far greater conversion rate, almost as high as 250%.
Advantages of PPC and why small businesses should choose this form of advertising.
One of the biggest advantages for small business is that, unlike traditional advertising, with Pay Per Click adverts you only pay when a potential customer actually clicks on the ad. Another fantastic advantage of PPC advertising is it’s speed. Provided you know what you’re doing, it’s possible to set up a campaign and start running ads in only a couple of hours.
This is something that you simply cannot do with traditional advertising.
PPC is also extremely flexible and can bring in a huge return on investment. If your PPC campaign is set up correctly, it can become a money making machine for your business. It can also be vastly cheaper compared to TV, radio or newspaper adverts.
Ultimately, PPC advertising is a simple, powerful and cost effective way to promote yourself.
To discuss options for increasing business with PPC advertising, contact Purple Penguin today and one of our experts will get in touch with you.
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Purple Penguin provide digital marketing services across the West Midlands. Being an SEO agency in Wolverhampton and Birmingahm, we help increase leads and sales on websites. Our services include - SEO, PPC, Social media, content marketing and website design.