What Is PPC Advertising And Is It Right For Your Business?
What do you do when you want to find a product or a service online? Obviously, you go to Google or Bing to search for it. So, do billions of other people. Most of these people (95%) never bother to look past the first page of the search results. That means if your business is on the second page of the search results, you’ve already lost the battle.
That’s where PPC steps in and make your game stronger.
PPC—or pay per click—places your business among the top four spots of the search results for the keywords that you select.
What Is PPC Advertising?
PPC—or pay per click—is the type of online advertising where you pay only when a user clicks on your ad. You pay nothing for the impressions your ad gets.
In other words, PPC means that you have a customer visiting your website when you pay a small amount for the click. You can get some of these visitors to buy your product.
For example, let’s say you pay one dollar for each click. If one out of every 10 visitors buy your product and your profit margin is AU$20, you make a net profit of $10 for each $10 that you spend on PPC.
Sounds like a win-win situation?
How PPC Advertising Works?
So, here’s how PPC advertising works:
PPC, sometimes also called paid search, begins with your selection of keywords for which you want your ad to be targeted.
- For instance, you can choose the keywords “silk ties”, “silk neckties” and maybe “designer neckties” if you’re selling neckties.
- You log into your Adwords account (if you’re using Google’s PPC advertising) and set up a campaign using these keywords.
- Google will fire your ad whenever someone searches online using these keywords.
This is an oversimplification as there are a lot more details that you need to address before you can get the most from your PPC campaign. But, you get the drift, right?
If you’re smart and have shortlisted the right keywords, you’re placing your ad before an audience that’s already looking for a product which you are offering.
A person clicking on your ad already has a buying intent. It’s just a matter of converting that intent into action.
Benefits Of PPC Advertising
If done right, PPC advertising can be really beneficial for your business. Here are the benefits of PPC advertising:
1. Quick Sales and Profits
Climbing to the top position on organic (or unpaid) search results might take you years, if not forever. PPC can bring in some quick revenues and profits.
2. Free Brand Exposure
You pay nothing for the impressions that your ad receives. If 1000 people look at your ad and none of them clicks, you pay nothing. But, that’s a separate issue that why they are not clicking on your ad.
3. Beats Competition
Are you wary of that big competitor sitting on top of the organic listings? PPC can make your business swoosh past competitors to the top spot, provided your competitors are not using PPC. If they are, you need to plan your campaign more thoughtfully in order to beat them.
4. Great Insights
Adwords provides you with a wealth of metrics so you can analyse and improve your campaign from every angle. You can track clicks, impressions, click-through rate, cost per click, the average position of your ads, the locations, and devices where your ads were shown, and more.
5. Builds Brand Image
Appearing on top of the listings for relevant keywords lets customers think your brand is legit and trustworthy. You must be good, that’s why you’re on top.
Is PPC Advertising Right For Your Business?
There’s hardly a business that doesn’t stand to gain from PPC advertising. However, there are certain considerations for deciding if your business is ready for PPC, like:
You Have a Website
Your ads will send customers to your website, so you must have a website. It should be professionally built and optimised for conversion.
Mobile friendliness, on-page SEO, and a native design are some of the basic requirements your site must fulfil. Streamline user’s workflow and smoothen out your sales funnel if you want the loudest bang for your PPC bucks.
You Have Other Digital Channels
PPC should not be your only tool for driving customers to your site. SEO, social media, email, industry-specific websites, and other modes of digital advertising have a complementary effect on the results of PPC advertising. For example, customers are more likely to buy from a website with a solid Facebook page and positive Yelp reviews.
You Know Your Customers
You have researched the search terms your customers use and brainstormed the intent they have when they search with those terms.
You have prepared buyer personas and optimised different sections of your website to address the needs of your customers.
You Have the Budget
We recommend a budget of 300 to 1000 AUD for the initial month.
This will allow you and your digital marketing agency to find out how your customers are responding, which keywords are performing better than others, and which pages on your website are drawing the most engagement.
In the following month, you can refine your campaign and add more budget if you think it’s worth.
You Have the Team
According to WordStream, small businesses waste 25% of their PPC budgets when they use PPC on their own. You need an expert team or digital marketing agency to correctly set up, track and optimise your Adwords.
Using relevant keywords can result in qualified customers.
An optimised website makes them stay and convert. This makes Google think your campaign is high quality. Over time, Google increases your Adwords Quality Score, which means that your ads appear closer to the top and your cost per click declines.
Creating smaller and specific subgroups of AdWord keywords makes an effective PPC Campaign
How Can eMarket Experts Help?
Our experts can help you with all aspects of your PPC campaign including website development, SEO, Adwords account set up and optimisation, results tracking and reporting, and campaign improvement.
- We’ll research for your business, brand, and target market
- We’ll audit your website and previous PPC campaigns (if any)
- If needed, we’ll change the site design and create landing pages for maximum conversions
- We’ll research keyword combinations and arrange them into Adgroups that should work best for your brand
- We’ll keep you posted about the results and answer all of your questions at every stage
Perhaps best of all, our services won’t burn a hole in your pocket.