Let’s start off by explaining what PPC stands for; Pay-per-click also referred to as PPC is commonly associated with first-tier search engines (such as Google Ads, Microsoft Advertising formerly Bing Ads, and Amazon Advertising). With search engines, advertisers typically bid on keyword phrases relevant to their target market and pay when ads are clicked.
Now, a lot of people are familiar with Pay-per-click and how it operates but not a lot of people know how to utilize this form of marketing efficiently, at Baynetfuse we are able to provide PPC Advertising solutions that deliver excellent results for your business growth; in this article, we will be explaining in detail the modus operandi of PPC, and answering the very frequently asked question of “Is it worth it?”.
In order for ads to appear alongside the results on a search engine, they are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
The Ad Auction is a bidding system. This means that advertisers must bid on keywords.
Say, for example, your business specializes in the production of custom-made shoes for both males and females. A user wanting to purchase new kitten-heeled shoes, Church shoes for women or unisex Clark shoes might enter the keyword “where can I buy kitten heel shoes” or “kitten-heeled shoes near me” into a search engine to find retailers offering these items.
The search engine performs the complex algorithmic calculations that the Ad Auction is based on at the time the user submits their search query. This determines which ads are displayed, in which order, and by which advertiser.
It is important to only bid on keywords relevant to your company because you have to pay for each click on your ads, so you can be sure of getting ROI from your ad spending. A keyword tool can also help you find the right keywords to bid on, which are not expensive and are both likely to drive sales or conversions.
Conducting PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads.
❏ WHAT DETERMINES THE SUCCESS OF A PPC AD CAMPAIGN?
While creating a PPC advertising campaign, you can achieve a lot by focusing on the following factors:
● Keyword Relevance — Crafting relevant PPC keywords, tight keyword groups, and proper ad text.
● Landing Page Quality — Creating optimized landing pages with a clear call-to-action.
● Quality Score — Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
● Creative — Enticing ad copy is vital.
❏ WHAT ARE THE DISADVANTAGES OF PPC MARKETING?
While there are various rewarding advantages to PPC, the advertising model does not come without pitfalls advertisers should take note of.
1. Cost: Depending on your competition and the industry you work in, PPC marketing can be very expensive. Some ad placements can cost over $100 per click!
2. Waste: Due to the technical nature of most PPC platforms, wasted ad spend is common without knowledge of the platform.
3. Volume: If users aren’t searching for the product or service you offer, Search and Shopping ads won’t generate much traffic.
❏ IS PPC ADVERTISING WORTH THE EXTRA BUDGET?
Now that you know how Pay-per-click Advertising works and the disadvantages of the ad market, you might be asking yourself,” Is it worth it?”. As long as a company understands its business and pays attention, the answer is Yes!. Advertisers can quickly drive a significant amount of traffic to their website. If managed effectively, PPC marketing is one of the fastest digital marketing strategies to drive traffic and conversion growth.
It is possible to be out bided or someone drops out resulting in bids that need to be increased or decreased in order to keep a spot. Searches are continually changing, making PPC the best for the short term. A carefully planned, highly detailed PPC and metrics program can generate the results your company needs without spending an arm and a leg.
As businessman and author Jack Welch once said, “An organization’s ability to learn and translate that learning into action rapidly, is the ultimate competitive advantage.”
This article is brought to you by Baynet Fuse Limited — An Online Media and Digital Advertising Company igniting innovation.