PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. PPC is all about relevance. Users are searching for specific products, services, and information at any given time. Overall, PPC ads are beneficial to advertisers and web users alike. Advertisers get noticed by their target audience and are charged only for the times that their ads are clicked on and web users get to select from sites that may be relevant to the page they are viewing without having to deal with obnoxious banner or pop-up ads that flash and distract.
PPC is used for all types of campaign goals, including:
- Increasing sales
- Generating leads
- Promoting brand awareness
PPC is just one part of a multi-pronged marketing strategy. It’s rare that a business will use online advertising as the only way to draw traffic to its website. However, it is effective at doing just that.
Search engines like Google and Bing give businesses the opportunity to run an ad that appear at the very top of the results list when people search for a keyword. That’s why many brands view PPC as an SEO shortcut.
PPC advertising is an incredible opportunity to give your business a leg up by putting your brand and products in front of interested users who may never have found it otherwise. Unsurprisingly, it can be an irreplaceably valuable tool for building brand awareness, generating leads and driving conversions.
Some of the most common platforms
- Google Ads
- Facebook Ads
- Twitter Ads
- Promoted Pins
- LinkedIn Ads
- Quora Ads
- YouTube Ads
To decide if PPC is a good fit for your business you will need to assess whether you can afford to be involved. Do you have a budget for paid advertising or do you need to focus on amplifying your organic reach? If you do have a paid budget is it best to spend the entire sum on PPC or are there other paid tactics you have to account for?
PPC is an effective option if you want to reach people who are actively searching for terms related to your business. If you decide to create a PPC campaign your budget will be determined by your audience, competition and the types of products/services you wish to drive awareness of.
For starters, PPC campaigns are based on keywords. Some keywords cost more than others. The cost of a PPC campaign is also determined by you. Most ad networks give you the option to set a budget so that your costs don’t get out of control.
The Elements of PPC
As we’ve seen, PPC is more involved than many marketers realize. In fact there are several components to a PPC campaign:
The Campaign Itself – At the top of the hierarchy is the campaign itself. You might, for example, have an advertising campaign that’s based on a holiday theme.
The Ad Group – An ad group is a group of ads related to a campaign. For example, you might have one ad group related to gag gifts for a holiday party. You might have another group related to Christmas cards.
Keywords – Your keywords should be relevant to your ad group. Google will use keyword relevance in determining ad placement (more on this in a bit).
Ad Text – You’ll want to run some catchy text in your ad that tempts people to click on it. It’s usually best to enlist the aid of a professional copywriter when creating ad text.
Landing Page – The landing page is where people “land” when they click on your ad. It should also be relevant to your keywords.
There are just too many ways to lose money when you venture into online advertising without professional guidance.
Locate a company (or hire a rock star employee) that can help you find the best ad network for your brand and work with you on ad copy, bidding strategies, and testing. Also, make sure to do plenty of competitive analysis before you start.
You’ve invested a lot to build your business. Keep it profitable by working with a reputable PPC company when you want to advertise online.