What is PPC?
PPC means Pay per click and this refers to a paid online advertising method where one can place adverts in strategic websites online in order to attract traffic to your website by paying for every click that leads a visitor to your site. It is a means for digital marketers to develop their traffic and conversion metrics by paying for it instead of generating organic traffic, here the advertiser pays for the advert only when the ad is clicked by an online user, and these ads are mostly placed on top ranking search engines (search engines allows advertisers bid on keyword phrases applicable to their target market) like Google, Bing etc.
Every success PPC needs a well-planned strategy with clear cut goals, all marketers have three basic goals which are; awareness, consideration and purchase. It is the marketer’s job to create awareness of his/her products and services in the most attract way possible that will trigger a visitor’s interest and consideration of purchasing the product. So PPCs goals are also not different as its goals are, brand awareness, product and brand consideration, leads, sales and repeat sales.
When a visitor clicks on the advert you placed, you will be required to pay a fee which is called CPC (cost per click), the CPC varies and you pay based on how many times your advert was clicked, so let’s say your advert’s CPC is #50 and you had 100 visitors that clicked your advert, you will be paying #5000 as CPC.
Since PPC is a paid adventure, marketers might want to seriously consider their budget and other important features before venturing into PPC, this is because, PPC marketing or advertising can be very expensive with regards to your competitors and the industry you work in, wastage is also common with this type of marketing considering the technical nature of most PPC platforms. Again, PPC advertising on search networks mostly depends on search volume, so when visitors are not searching for the service or product one offers, shopping and search adverts will not attract much traffic.
Building an appealing PPC campaign is the result of a lot of hard work ranging from 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 incentives to advertisers who can create relevant, intelligently targeted pay-per-click campaigns is by billing them less for ad clicks. If your ads and landing pages are worthwhile and satisfying to visitors, Google bills you less per click, leading to greater profits for your business. So learning the basics and intrigues of using PPC, is important so as to go about it the right way.
Features of a Great PPC
- 1. Having a relevant keyword list, close-fitting keyword groups and appropriate ad content.
- 2. Landing page quality that contains a clear call to action and convincing content that’s specifically personalized to search queries.
- 3. Quality score attracts lower cost for your ad clicks
- 4. Having a good knowledge of target audience like their interests, behavior and demographics is a great step.
- 5. Having an ad specific PPC landing page with a cajoling content and a specific call to action.
Benefits of using PPC
PPC is a good medium for introducing and raising the visibility or incoming of a brand or product, maximizing visibility is also every marketers dream therefore engaging in PPC can increase that to a highly relevant audience. With a combination of target on topics using keywords, topics and relevant replacements, PPC display ads can be very effective.
PPC Contributes to Business Goals
Every business that wants to be a success has goals, and one of the advantages of using pay per click is achieving a good number of business and marketing goals. PPC is a great tool for putting together website traffic drivers to end goals, it also acts as a support system for most sales funnel parts where visitors can be channeled through awareness to become customers.
PPC is measurable and trackable
Being trackable here means one can monitor how his/her ads are performing and adjust them if the results are not satisfactory. You also get to find out which ads are motivating sales and aiding your business. PPC advertising through Google ads is very beneficial as it is easy to measure and track when using Google Ads tool in combination with Google Analytics. High level performance details including impressions, clicks, and conversions is what you see here. Stats are always there and the show how campaigns are performing and what kind of traffic and results they are driving for your budget.
It’s cost effective
Let’s say you get the top tree advertising spot on a search result page which leads you to getting 48 percent of the clicks, wow that is just great. The most convenient of all is that you actually get to pay only when your ad is clicked not generally paying for the ad. One good advantage of PPC is that, it enables a business to be at the top of a search result mostly above organic results. It also allows you get budget flexibility, one can easily fix an ad budget and decide how much you intend to invest in the ad.
Even though ranking high in organic search result is vital, it is actually a long term goal because it takes a lot of time, but the case is different when it comes to PPC. Your ads can start yielding results in a few days or even hours as the case may be.
PPC attracts a good amount of target options, whether you want to target keywords through search ads, running ads through marketing based on past behavior or focus on a specific demographic on the display network. Testing and trying out a mix can aid full scope of Google ads leverage and you get a lot of impressions while staying targeted to the persons in your prospective audience. Another benefit of PPC targeting option is that it enables one to reach audience who are not already in your list.
Pay-per-click marketing is a multifaceted digital marketing tactic. It can be a dicey marketing channel if not managed properly. But it offers momentous value and it has to be a basic building block for any successful digital marketing campaign. Know your goals, set your budget, and test carefully