Are you struggling to get noticed on page one of Google? Or maybe you want to re-target website visitors and get instant tangible results? Well, this is where pay-per-click advertising can help!
In this article, we will explain what a PPC campaign is and the benefits it can offer your brand.
What is PPC?
First things first, PPC stands for Pay-Per-Click advertising, in which advertisers pay to acquire traffic to their websites, as opposed to earning it organically.
Search engine advertising is one of the most popular forms of PPC, with Google Ads being the most popular. Google Ads provide businesses with the opportunity to display ads on Google’s search engine results page (SERP) and display network, by charging a cost per click for a specific keyword or phrase.
For example, if you bid on the keyword ‘running shoes’, your ad might display in position one on Google’s search engine results page (SERP).
Every time the ad is clicked, a user visits the website, and the advertiser pays the search engine a fee. A combination of factors, including how much you bid, the relevancy of the ad to the searched keyword, as well as the relevancy of the landing page (which many advertisers don’t realise), decides the winner and who will appear in the top position.
Search engines reward advertisers who create relevant and well-targeted campaigns with a lower cost per click – leading to higher profits for your business – it’s a win-win!
What are the types of PPC campaigns?
There are a variety of different PPC campaigns available and the best campaign to use depends on your overall objective.
Google Search campaigns are text-based ads which typically show above and below organic search results. They will usually be grouped in 3 or 4 and are used for advertising your products and services in a text format. Search campaigns offer a high level of control, allowing you to bid on specific keywords and show your ads to a targeted audience.
On the other hand, Google Shopping campaigns show images at the very top of the search results page. They have a dedicated tab, which shows the price, review and a short description of the product. Unlike search campaigns, you can’t bid on keywords so these are found by the descriptive title displayed on the photo. Shopping ads can be very competitive in price as there are no specific bidding techniques on this, however, they can be very effective for driving conversions on e-commerce sites.
Display ads are different to search and shopping campaigns, as they show banner, image or text ads across Google partner websites all over the internet. These ads often link to a website and can be targeted at people who have visited your website, or websites similar to your own.
Ever been on a website and then an advert for that exact site (or even specific product you were looking at) pops up somewhere else? This is where Remarketing ads come in. Remarketing ads enable you to show ads to people who have already visited your website. These can be a great way to target warm audiences who have previously shown interest in your business and convert them into leads/ customers. Remarketing ads can be shown as generic display ads or dynamic ads which show users pictures of the actual products that they viewed when they were on your website.
What are the benefits of using a PPC campaign?
There are many compelling benefits to PPC advertising.
One of the biggest advantages is the fact that PPC campaigns can produce results FAST. Unlike organic strategies which can take months, PPC adverts can direct targeted traffic to your website the same day they are created.
Importantly, these results are also measurable, meaning you can report on the success of the campaign and work out the overall return on investment. Being able to track data such as impressions, clicks and conversions means there’s no mystery and you can develop and refine your campaigns over time to give you the best results.
PPC advertising also enables brilliant targeting options that drive warm leads. This means you can target audiences based on search terms and demographics that are likely to generate leads or sales. For instance, if you use the search term ‘Birmingham Hotels’, your ad will be put in front of users who are already searching for ‘Birmingham Hotels’.
Finally, another key benefit of PPC campaigns is that you can control how much you spend so you can spend as little or as much as you want. Rather than paying for estimated impressions, you only pay for the traffic the ads generate, making them a great option for businesses who want to have total control over their performance and budget.
Using PPC campaigns can be a fast-paced and effective way to boost your web traffic and it has its advantages that definitely shouldn’t be overlooked. Want to find out how we can help you with PPC advertising? Get in touch.