PPC is probably a term you’re all familiar with, it’s a bit of a buzz word, but what does it actually mean and how can it help your business attract customers?
PPC stands for pay per click. PPC is advertising online usually via search channels such as Google or social media platforms such as LinkedIn or Facebook. The reason it’s called ‘pay per click’ is that as an advertiser, you pay these channels direct each time someone clicks on the ad.
Why conduct a PPC campaign?
If your website is not being viewed in the natural search engine results pages (SERPs) you can give it a little nudge with a paid campaign. For example, if you set up a Google ads campaign your ad will appear on the first page of the search results with the little Ad icon beside it. So, when a prospect searches for a certain term the results delivered include the Ads as the top results.
In terms of budget needed to conduct a campaign, the higher the search volume, this will impact on you as an advertiser as you will need to pay more. However, Google Ads will give you the chance to be seen amongst your competition on the first page of Google.
Is PPC right for my business?
There’s no one size fits all solution. As with any digital marketing activity, you firstly need to understand your goals and your target audience. Then you can ascertain what mix of digital marketing is right to achieve the results you want. Understanding your goals will ensure the best return on investment for successful PPC campaign.
Whether that’s gaining more enquires and leads, or encouraging downloads of a new industry report, design your PPC campaign with the end goal in mind. This will affect how and where you place your ads.
It’s worth bearing in mind that the top three paid advertising spots get 46% of the clicks on the page. While, PPC Ads can boost awareness by 80%.
Top tips for
implementing your PPC campaign
1. Be specific
Most PPC campaigns have a limited word count, so be clear and get to the point. Use keywords for a quality score. Advertising campaigns that are very specific to the product and price are much more successful than general product and service ads.
2. Test your ads
Perform AvB testing. Sometimes the same advert has different results in different geographic areas, so keep testing and refining the ads for the best results.
3. Landing pages
Placing thought into the landing page where visitors will click through to is essential to avoid people leaving your website quickly which will affect your website bounce rate. Make sure the content is specific to the ad and your target audience. It can also be worthwhile creating a specific landing page for a PPC campaign.
A PPC campaign is a great way to enhance your search engine optimisation (SEO) and overall inbound marketing strategy. This digital marketing tactic can give your website a boost and is certainly something you should add into the mix when discussing your marketing strategy.
PPC marketing, Croydon
We are specialist digital marketing agency in Croydon, providing PPC marketing, website design and SEO services. If you’re currently account managing a PPC campaign and would like some help to make this successful or would like to discuss a new paid search campaign then get in touch and let us help you navigate the digital marketing world.