What is PPC?
What is PPC? How does PPC work? What are the benefits of PPC?
PPC advertising can play a strong role in a business’ online marketing strategy, and it is essential to have a strong understanding of what it is and how it works.
PPC stands for Pay-Per-Click and is a form of online advertising whereby the advertiser is only charged when a user clicks onto the ad.
PPC advertising allows advertisers to place bids on specific keywords which are relevant to their products and services and therefore attract relevant visitors to their site.
Every time a user places a search and there is an opportunity for ad placement on a search engine results page (SERP), the platform runs an auction for all the bidding advertisers and the winning ad will be displayed. When deciding on the winning ad, the search engine considers a number of factors including ad quality, bid amount, and ad relevance.
These PPC ads are displayed at the top and bottom of search engine result pages, before and after the organic search results.
The concept of PPC means that businesses only pay for the traffic that the ads generate, giving them control over their performance and budgets.
The two most common PPC advertising platforms are Google and Bing.
How Can PPC Help Your Business?
Read through our guide on the benefits of PPC Advertising to help understand how PPC can help your business.
1. Contribute To Business Goals
PPC advertising can be used to contribute and help reach a number of business and marketing goals. This can range from brand exposure through to securing prospects and business sales.
When set up effectively, PPC can be supportive of any part of the sales funnel.
Advertisers can easily track whether their campaigns are working properly and reaching their targets by setting granular goals and closely monitoring data and results.
2. PPC Targeting Options
PPC ads allow advertisers to target specific users based on a range of factors. These include device-targeting, location-targeting and demographic-targeting.
Advertisers can also set their ads to only show on particular days and at particular times.
Refining targeting settings can ensure advertisers are spending their money wisely and not wasting extra cash on users who are less likely to be interested in their offering. Also more relevant ad groups are, the easier it is for advertisers to measure performance of keywords and tweak targeted keyword groups.
Another very powerful element of PPC targeting is the ability to retarget users based on their previous actions. For example, re-targeting users who have visited a business website within the last 30 days who then do a follow up search through a search engine. In order to achieve this, special tracking code is required in order to place cookies within users browsers.
3. Useful Conversion Tracking With PPC
There are a number of different conversion types when it comes to PPC. These can include when your user:
– Making a purchase
– Downloads a whitepaper
– Signs up to your newsletter
– Calls a contact number
Conversion tracking can be set up to identify all these different types of conversions and lets advertisers identify the number of times the end goal of the campaign has been reached. Setting up conversion tracking allows advertisers to analyse data and work out what is and isn’t working with their campaigns so they can make adjustments accordingly.
4. Using PPC Data To Help SEO Strategy
First and foremost, utilising both PPC and SEO can greatly enhance exposure and visibility across search engine results pages. Appearing in both top organic listings, as well as paid ad listings can give a business a strong chance of obtaining positive results.
Furthermore, running PPC and SEO at the same time can give marketers a lot of data to review and base further activity on. A business can gain a helpful insight into which keywords are working and converting well and use this to optimise future campaigns.
5. Full control over advertising
Aside from the occasional default campaign setting, advertisers and businesses have full control over the advertising. From budgets and bids, to keywords and audiences, businesses can choose from a range of options and be as restrictive as they like.
PPC advertising has proven to be a reliable and profitable channel for tons of B2B, B2C, nonprofits, and other companies seeking quick, quality traffic and conversions.
Considering all the benefits PPC offers, there’s little risk in testing it out to see where it can move the needle and gain a wealth of valuable data to inform your other marketing and optimization efforts.
5874 Commerce: How Can Our Agency Help You?
Here at 5874, we strongly believe that there’s no ‘one-size-fits-all’ approach when it comes to PPC.
We can take the guesswork out of your business’ marketing strategy and develop a bespoke plan that is tailor-made to your business.