PPC (or Pay Per Click) is a form of online advertising where the advertiser pays for all clicks on the ad link that potential customers make. Google Ads appearing in Google's search results list is a common example of PPC advertising and will be the focus of this article. However, PPC campaigns can also be set up on social media and in other types of advertising.
PPC advertising on search engines such as Google is also known as SEM (search engine marketing). When the user searches for a specific keyword, the ad is displayed next to the search result. Basically, it's about paying to get more traffic.As a complement to building relevant websites with good content that drives organic traffic.
Inthis article, we will take a closer look at what PPC means and what the pros and cons are of this type of marketing. We will also give you tips on how to make your PPC advertising really effective.
Digital marketing is a broad field that includes social media and blog advertising, banners, targeted ads and much more. PPC is one form of digital marketing that has taken off. Not least thanks to the high degree of control that the advertiser gets, thanks to the possibilities to follow up and evaluate the results.
Follow up and analyse the results
A fundamental element of PPC advertising is the monitoring and analysis of clicks, costs and sales. This is done to ensure that the increased number of visitors actually leads to more conversions. Usually, conversions in these cases are e-commerce stores that want to sell more goods or services. But they can also be B2B companies that want to get more subscribers to newsletters. It can also be about an increased number of potential leads contacting the company. This is usually done via a specific form or similar.
To create an effective and profitable advertising campaign, you need to know the industry. Group them in a logical way, and write good ads that encourage clicks. In addition, the landing pages should be built and continuously optimised in a good way that leads to conversions.
Of course, it doesn't help to get many relevant clicks if the landing page itself is built in a way that doesn't encourage conversions. In the e-commerce context, this often involves creating clear product descriptions and a smooth payment process. When it comes to all these different elements of PPC, there is a lot to learn and mastering this area is not easy.
A major advantage of PPC over paying for the actual display of your ad is that you have more control and transparency over the effectiveness of your campaign. If you pay for a lead or a sale instead, you have total control - so PPC is somewhere in between the two in terms of the degree of control and transparency.
Google Analytics and Google Ads
For those using Google Analytics and Google Ads, it's a good idea to link the accounts so you can tie clicks to trades. That way you get the cost of all clicks tied to the revenue. This makes it easier to assess how effective your campaign is.
Many companies that don't have large in-house marketing departments use consultants to set up an effective Google Ads campaign. But remember that all campaigns require continuous monitoring and adjustments to remain effective. Initially, it also takes a lot of work to set up parallel ads to evaluate which ones are performing best through A/B testing.
Fast results - that come with a cost
PPC is a good method for those who want to see results quickly from their marketing efforts. Building up a large amount of organic traffic can take a long time and is many times patient, but on the other hand it doesn't cost that much. However, for those on a budget and looking to increase sales/conversions quickly, PPC is a great method - but remember to get help to get started if you haven't fully mastered the method and tools.
Also, work in parallel to build relevant content on your web pages. You need to adjust and work on landing pages to ensure that your PPC ads as well as organic clicks really generate results. PPC is never a substitute for other digital marketing activities such as search engine optimisation and relevant website content - think of it as a complement.
PPC via Google Ads - Adjust and refine your campaign
Choosing the right keywords to focus on is a difficult art. In addition, really popular keyword hit lists also cost more to display your ads on. Google Ads and other PPC systems use a form of auction system where popular keywords cost more than less popular keywords. So what's the right way to go? To pay a lot to appear in very common searches, or to pay a little less but not appear as often? Many times there is a happy medium - but you have to find it!
Here it is often a matter of trial and error, evaluating the results and seeing which paths work best for the specific purposes. It is important to be proactive and to know how to monitor and evaluate the results in order to adjust the ads in a relevant way. Feel free to use Google's keyword analysis and suggestion tools. It will make your work much easier.
Services like Google Ads offer lots of settings and possibilities to measure the effectiveness of the campaign. For example, you can look at click-through rates (CTR), conversion rates, traffic patterns and your overall return on investment (ROI).
Benefits of PPC
The benefits of PPC advertising, as we have seen, are many. You only pay for the advertising that actually drives traffic to your website. At the same time, you have a lot of control and can follow up so that your advertising is actually profitable. The possibilities are almost endless in terms of how you can fine-tune and improve your campaigns over time.
PPC has become a hugely popular form of advertising - with PPC and search engine optimisation generally seen as the two main forms of marketing. PPC is here to stay!Want to know more about how we at Contitude work with PPC via Google Ads or social media?