Pay Per Click Campaigns
Pay Per Click (PPC) is a popular model of internet marketing where an advert is placed and each time that advert is clicked advertisers pay a small fee. One of the most popular forms of PPC is used for search engine advertising.
There is a great deal of research needed before launching a PPC campaign. This involves a thorough marketing health check which can provide an insight of the best way to organise your campaign. For example, knowing the most efficient key words (search terms) for your target market can ensure your ad spend is as cost effective as possible.
PPC normally is based on advert groups which contain multiple versions of the same targeted objectives. The adverts mainly aim to bring potential leads to your website landing pages. The landing pages should be optimised for the targeted objectives. PPC campaigns can also include aims to establish phone calls or brand recognition.
The most popular PPC platform is Google Ads. This allows businesses to create adverts that appear on Googles Search results. Advertisers bid on key words and pay for each click that takes place.
The following factors can affect how successful your PPC campaign will be:
- keyword relevance
- landing page quality
- quality score
PPC is a great way to gain new customers and market your business. It can be the best advertising channel for you because clicks can start almost immediately. You will be in full control of how much you pay and target various demographics and set the time of day adverts appear.
Google Ads can appear on Google Search, Google Maps, YouTube, Google Shopping, Gmail and 3rd party websites running Google Display Network.
Other PPC Campaigns
Other PPC campaigns can be setup on Microsoft’s search engine Bing, the ecommerce platform Amazon and social media platforms such as Facebook, Twitter and LinkedIn.
It is important to decide if PPC is a good idea for your business and if you can afford it. You will need to have a separate budget for paid advertising. Your budget will be determined by your audience, competition and the types of products or services that you want to sell.
50% of customers are more likely to buy something after clicking on a paid ad and 57 % of people don’t recognise paid ads when they see them.
The main reasons businesses start PPC campaigns include:
- It is measurable and trackable
- It provides a good understanding of the search patterns of customers
- Campaigns can be set up quickly
Your adverts are displayed to the right users at the right time