Pay Per Click (PPC)
PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Other channels where you can use PPC
When done right, PPC can earn you quality leads. If you can create a seamless user journey (which you’ll learn how to do later in this piece), it could mean a huge ROI for your PPC efforts.
Pay-per-click advertising is most common in search engine results pages (SERPs), like Google or Bing, but is also used on social channels (although CPM is more common). If you’re wondering where you can find pay-per-click ads, they’re the results you see before and to the right of the organic search results. For instance, check out the ad that came up in my search for “cards”.
Business Planning & Strategy
The unique advantage of PPC marketing is that the ad networks used to manage PPC campaigns don’t just reward the highest bidders for that ad space, rather they reward the highest-quality ads (meaning the ads that are most popular with the users).
Ads are rewarded for good performance.
The better the ad, the greater the click-through rates and lower the costs.
Many marketers choose to use Google AdWords to manage their PPC campaigns. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
How often your PPC ads appear depends on which 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 − 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.
Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list.
In conclusion, PPC advertising offers a unique opportunity to −
Grow Your Customer Base − Connect with searchers actively looking for products and services like yours, and respond to the need by providing them with an offer relevant to their search query.
Generate Leads at Low Costs − As pay-per-click marketing allows you to reach leads and prospects when they’re researching and looking to buy, it’s a highly effective way to bring interested visitors to your site. In addition, you can enjoy an algorithmically generated discount from the search engines in exchange for making their users happy.
Research & Analysis