PPC or Pay-Per-Click marketing is something you may be curious about. But like other marketing ventures, you may assume that the returns are little, the expense big.
But, with some basic know-how, PPC advertising can yield fantastic results.
What is PPC?
Pay-per-click is a mode of internet marketing that you can use to reach out to customers. You design and publish an ad online. Every time someone clicks on it, you pay a fee.
Essentially, it is a form of web and social media marketing that buys visits to your site, rather than earning it through organic visits, that is, when potential customers stumble across your website.
Search engine advertising is one of the most popular forms of PPC. It allows you to bid for advert placement in the sponsored links section of the search engine results page.
For example, if you sell LED light bulbs, when someone types in “LED light bulbs for sale UK”, it ticks all the boxes of the parameters you have set for your PPC advert. Your advert will then be placed before the eyes of the customer who may then click on it as you sell the product they are looking for, and more!
The Cost of PPC
When the customer searching for LED light bulbs clicks the add, you will pay a fee. How much depends on numerous factors.
Here’s the rub – if PPC is working correctly, the fee will be minimal because, the visit is worth more than what you pay for it. In other words, for the sake of shelling out a few pence, the customer buys a product from you site, yielding a healthy return on investment, also known as ROI.
How to build a fantastic PPC campaign that yields results
A lot goes into building a fantastic PPC campaign, something that a forward thinking and experienced PPC agency in Manchester can create with you;
· Research and choosing the right keywords
· Organising campaigns and ad groups
· Setting up PPC landing pages optimised to convert visitors into customers
Search engines have intelligent algorithms that pick up on many factors in an PPC ad campaign. If you are offering a relevant ad, with landing pages that are useful and satisfying to users, search engines will charge less per click. This of course means a higher profit for you.
One example: Google Adwords
There are other PPC providers, but Google Adwords is a commonly used one.
Google is arguably the most popular search engine, used billions of times a day the world over. Having your PPC advert crop up on page 1 of their search results could, if it is created and used correctly, catapult your business to momentous success.
But how often your ad appears depends on matching your keywords to the words searchers use. With Google Adwords, we look for three essential components;
i. Keyword relevance – It’s essential your PPC company spends a lot of time working with clients to identify the keywords that their customers will use to search for and find their business, products or service. This can take some time to develop but is worth the research as tight keyword groups yield far better results that a generalised, scatter gun approach.
ii. Landing page quality – the web page that serves as an entry point to your website is known as a landing page. Its content needs to be persuasive and relevant to the customer, it also needs a clear call to action, the instruction the customer needs about what to do next.
iii. Quality score – this is Google’s rating of the overall quality and relevance of keywords, landing pages and PPC campaigns. The better your quality score, the more ad clicks you will get at a lower cost.
Now you’re aware of the benefits and pitfalls of PPC, you should be in a good position to negotiate a package with a digital marketing agency in Manchester that best suits your needs.
