PPC, known otherwise as pay-per-click, is a search engine model and digital marketing strategy used to bring new leads to a website. When somebody clicks through to a pay-per-click advert, advertisers pay a small fee to the publisher. This fee is usually minimal when compared to the overall profits that can be generated from the click-throughs.
PPC can be incredibly beneficial to an online business when implemented successfully. 2019 statistics from Valve and Meter noted that for every $1 spent on Google Adwords, businesses earn an average revenue of $2. And according to Search Engine Land, 49% of people said they click on text ads; 31% on shopping ads; and 16% on video ads, with another 63% of people saying they’d click on a Google ad.
How can PPC be used?
PPC works when three separate unities come together: advertisers, the PPC network, and publishers. As the advertiser, you can use PPC to promote your business, or any particular product or service you wish to push. Providing you run your PPC campaigns effectively, you can expect to generate new leads with very little cost or effort on your part.
You place your advert on a PPC network, and pay the network every time you get a click-through to your site. The price of the cost per click depends on a number of factors, such as the level of competition, your keywords, and your target audience.
Publishers team up with PPC networks and provide platforms for advertiser’s adverts to be displayed on. When website users click onto an advert on a publisher’s site, the publisher receives a small payment.
The Costs
The price of setting up a PPC campaign is variable depending on a number of factors: the PPC network you use to place your ad, the type of ad you wish to place, the site you place your ad on, the size and length of the campaign, and the keywords you’re using. If you’re more comfortable utilising the skills of an SEO expert to run your PPC campaign for you, that’s another additional cost to think about.
You can expect PPC to generally cost between $150 and $1,500 to run per month – it really depends on your cost per click, and how many clicks you’re getting. It’s best researching into your market or speaking to an SEO expert if you want a clearer idea of cost for your own particular needs.
Companies using PPC right
There are plenty of techniques companies can use to effectively bring users in through their PPC campaigns. There is no ‘right’ way of going about PPC, but some businesses certainly know what they’re doing more than others when it comes to appealing to their target audience.
In all instances, a good call to action is key to PPC success. Upwork, a marketplace that connects businesses with freelancers, did this well in a recent PPC ad, which read: Hire top quality freelancers fast, and get more done for less! Another effective call for action was used in a PPC ad for Direct Line that puts the car insurance provider apart from its competitors, with the line: Come direct to direct line with a car insurance quote you can’t get anywhere else.
Best PPC Tools To Use
The popularity of PPC nowadays means that you’re spoilt for choice when it comes to which PPC network to use to create and submit your ads. Ultimately, there is no number one option, but some of the most popular at the moment are:
· Google Ads
It’s most likely that when you think about PPC, Google Ads is what first pops into your head. The online advertising platform is so popular because of Google’s status as the most-used search engine, making it an ideal location for your PPC campaigns.
· Bing Ads
You know what you’re getting here: the same tool, but for a different search engine. Bing reportedly has 145 million searchers not reached on Google, so you might want to consider splitting your PPC efforts between the two search engines.
Yes, PPC does apply to social media, too. It’s easy to target specific users on the popular social media platform based on demographics such as age, location and user interests.
My Top Tips For Killing It With PPC
PPC is only an effective marketing tool if you know how to make the most of the service. There’s no use going into it with no understanding of what you need to do to appeal to your target audience and bring in new leads. Make sure to follow my top tips below for PPC success:
· Consider your audience
When it comes to choosing your demographics such as location, languages and devices, consider who exactly it is you want to target from your campaign, and tailor it towards them as best as you can. The more relevant it is, the better.
· Research keywords
Don’t jump into using the first keyword you can think of. It’s worth spending time researching the popular ones in relation to your target audience’s interests and needs. This should help your ads to show up to a greater number of potential leads.
· Measure your effectiveness
If you’ve ran a PPC campaign before, take a look at your previous stats and determine what did and didn’t work well. Whatever you learn from previous mistakes and successes can be used to determine how you run future campaigns.
The Top PPC Blogs To Follow
· PPC Hero
Developed by Hanapin Marketing’s team of expert-level account managers, PPC Hero offers helpful strategies, website and landing page reviews, PPC case studies, and related news updates.
· AdEspresso
AdEspresso was developed in 2011 by Hootsuite, and is full of handy advice and useful information. You can even find the odd free template or two.
· CPC Strategy
Aimed at ecommerce retailers and brands, CPC Strategy’s blog features a wealth of industry-specific knowledge on everything about selling and excelling in online marketplaces.
There is so much more to be read about PPC online. Click here for a full list of my favourite PPC blogs for even more tips and inspiration.
Conclusion
PPC is relevant for businesses big and small, and implementing PPC as one of your marketing strategies will help you to easily reach the right customers at the right time. It’s worth considering PPC if you’re not already if you don’t want to miss out on a whole lot of potential online growth.
