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What is PPC in Digital Marketing?

PPC or pay per click is a term in digital marketing that refers to a type of digital marketing that involves paying a fee each time one of your ads is actually clicked on, it’s basically a method of “buying” visits to your site which works alongside driving visits to your website organically. One of the most popular forms of PPC is search engine advertising, which is the method by which advertisers can pay for ad placement in a search engine’s sponsored links. This happens when someone searches for a keyword similar to or related to the advertiser’s business offering. An example of this would be if the advertiser bids on the keyword “Google Shopping Management” their ad might show up at the top of the Google results page.

The benefits of using PPC

Pay per click has many advantages that could benefit your business, including the following:

· More exposure and brand visibility as targeted traffic is directed to your site

· You can run multiple ad campaigns for each keyword

· Optimised PPC is cost effective

· PPC results in higher click through rates (CTR), more conversions, and increased sales revenue

· Your ad will be displayed on the first results page when someone searches for a related term

· Pay per click provides instant traffic

Given that your pay per click is working as it should, the return on ad spend (ROAS) should be high, as a visit to your site is typically worth more than what you would pay for it. Despite this, it’s not as simple as just paying for the clicks and gaining traffic, a lot goes into putting together a strong pay per click campaign. Doing so consists of choosing the right keywords, arranging those keywords into well organised campaigns and ad groups, and setting up pay per click landing pages that are well optimised for conversions.

It's important to learn the best ways to conduct a pay per click campaign, as the more relevant, well targeted pay per click campaigns will be rewarded by search engines with lower costing ad clicks, resulting in an even better return on ad spend. Further aggrandising this optimum return on ad spend is that Google will reduce your cost per click further if your ads are satisfying and useful to users, sequentially, earning you a much higher profit.

This is why it is important to have a targeted pay per click plan because the benefits from a well adjusted and targeted plan are paramount. Learn more about our PPC services here.

Who should use PPC

The utility of pay per click ad campaigns is not limited to specific sectors or only useful to companies of a certain size, PPC campaigns can be applied and used for any size business in any niche or market if the ad campaign is planned and geared towards your needs specifically and well enough. This is because every business could use more traffic and the potential leads and conversions that come from that traffic.

Pay per click advertising is ideal for small businesses because the business owner can decide how much he or she is willing to spend on each key word, so that they can manage how much they will be spending when their ads are displayed. Essentially, this ensures that the money that the business owner spends on ads is not wasted, because you are more likely to attract more people who are interested in your product.

Alternatively, PPC is useful for larger businesses because it allows them to reach large audiences cost effectively and have full control over their budget, targeting and ad placements. This therefore allows a business with a bigger budget to market efficiently to the right markets on a larger scale, attracting a much higher quality of traffic with a much better potential to generate leads.

Another benefit of PPC ads for businesses of any size is the fact that PPC ads allow for smart retargeting, this means that you can combine your pay per click campaigns with analytics that allows you to see how a user interacts with your campaign and then use this information to retarget those people who didn’t convert. Learn more about this here.

Google Ads

Google Ads is the most popular PPC advertising network, the platform allows you to create campaigns that will appear on all of Google’s services. This means choosing the right ad format and targeted keywords is important because Google Ads ranks potential advertisers based on their ad quality, relevancy, size and the price of the bid.

Given that Google is the most used search engine (83.84% market share July.2022 Statista), it makes sense that using Google Ads will net you the most impressions, so take into consideration the following factors when creating your PPC Campaign through Google Ads:

· Ensure that your keywords are relevant, popular and likely to be searched

· Having better quality scores gets more ad clicks at lower costs

· Having a high-quality landing page that looks appealing and has a clear message

To conclude, PPC advertising is an excellent marketing tool for your business, it is simple but effective and can help your business generate more leads and conversions through increased targeted traffic.

If you need assistance with running a GoogleAds campaign for your business you may want to take out the services of a digital marketing agency like SEO Flatrate who offer a free GoogleAds consultation service and will be able to assist you with the setup and optimisation of your GoogleAds campaign. book a call today.


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