You should continue reading this post if you A) have heard about PPC and are curious about how it works, or B) you already know that you want to use PPC to market your business, but you are unsure of where to start. Allow us to shed some light on PPC as a marketing tactic for a business, and how it can be used effectively to get traffic through the door, and convert that traffic into paying customers.
What is 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. Essentially, it’s a way of buying visits to your site, rather than attempting to earn those visits organically. Search engine advertising is one of the most popular forms of PPC because it allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. Every time your ad gets clicked on a search engine and a visitor gets sent to your website, that company pays the search engine a small fee. That fee could be as small as $2, but if that $2 click turns into a customer who pays $200 for your product or service, then you are making a hefty profit, and that fee for the original click doesn’t hold much weight. There is a lot of work that goes into building a solid PPC campaign like researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines can reward advertisers who create relevant and intelligently targeted pay-per-click campaigns by charging them less per click, which creates an even larger margin of profit for the business. If you want to start using PPC as a marketing strategy for your business, it is important to learn how to do it right.
What is Google AdWords?
Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties. Google AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google searches through a pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. These “winners” are chosen based on a few key characteristics like, the quality and relevance of their keywords and ad campaigns, and the size of their keyword bids.
Ad Rank is another main reason a business can appear on the results page. Ad Rank is calculated multiplying a few key factors like, CPC Bid, which is the highest amount that an advertiser is willing to spend, and Quality Score, which is a value that takes into account your click-through rate, relevance, and landing page quality. This system is effective with allowing winning advertisers to reach potential customers in the most cost effective way.
Conducting a PPC campaign through AdWords is very valuable because Google is the most popular search engine, with their massive amounts of daily traffic, and therefore delivers more clicks and impressions to a business’s ads.
PPC Keyword Research:
Doing keyword research for PPC can be very time consuming, but it is also very essential. Your PPC campaign is fully geared towards keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. When you create your first campaign, and you have only done your keyword research once, and not thoroughly, then you are probably missing out on hundreds of thousands of valuable keywords that could be used to drive traffic to your website. An effective PPC keyword list should be:
You don’t want to be paying for Web traffic that has nothing to do with your business. The keywords you bid on should be closely related to the offerings you sell.
Your keyword research should include not only the most popular and frequently searched terms in your business field, but also to the long tail of search. Long-tailed keywords are more specific and less common, and that also means they are less expensive and less competitive.
You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
This guide explains a little about what PPC is, and how it can be used as an effective marketing tool for a business. For more information about internet marketing strategies and how using a professional online marketing firm can help your business online, please feel free to continue browsing through our website at Natural Click. We can also be reached by phone at (647) 409-6806 or by filling out our contact form.