Have you been attempting to move to the top of Google’s first page rankings without any luck? It’s possible that you don’t have the time, resources, or the talent needed to devote to an in-depth SEO strategy. This is something that can take months of planning to execute well. If you need results quickly, Pay Per Click advertising (referred to as PPC forward) can offer an alternative method that will help you to invite consistent traffic from people who are looking for your product, service, or content.
In this intro to PPC, I have provided a summary of everything related to PPC including:
- What is PPC?
- How does PPC work?
- What are the benefits of PPC?
- Who should be using PPC?
- How can you get started with PPC?
Continue reading and you will get a full overview of this marketing plan. This plan will help you grow awareness and increase lead generation simply with the click of a button.
What is PPC?
PPC advertising can be known by many names: cost per click advertising, paid search marketing, sponsored advertising, remarketing, or search engine marketing. Typically, PPC advertising is a digital marketing plan in which you advertise within a search engine’s sponsored results. You do this by bidding for the keywords that are connected to your product.
As the PPC name suggests, you pay each time your ad is clicked. Google Adwords is the most popular ad system when it comes to PPC, but there are other choices that you can consider that can offer cheaper, and possibly more effective options.
How does PPC Work?
First, let’s discuss the basics. When you type a search inquiry into Google, the search engines will provide two different sets of results: organic results and sponsored results. As you can see in the picture below, the first few results are sponsored results (indicated by the “PAID” squares. All of the other page results are Organic Results or results that have not been paid for.
More than likely, the organic results are on the first page by achieving a successful SEO strategy. However, the sponsored results made it to the first page by bidding the highest amount on the given search terms.
When a searcher clicks on one of the sponsored posts, the advertiser is charged for that click, hence pay per click advertising. The price of a “click” will vary depending on the keyword. These include the popularity of the keyword, specificity of the keyword (long-tail vs. short-tail), and just how many other advertisers may be bidding on the same keyword as you are.
What are the benefits of PPC?
There are many benefits to using PPC ads. I have included a list of what I believe to be some of the top reasons for starting and implementing a PPC campaign below.
1. Position on a Search Page
As mentioned earlier, PPC ads will enable you to get a valuable spot at the top of Google’s first page of results. This can be accomplished without having to dedicate the time and resources needed to implement a comprehensive SEO strategy. With sponsored advertising, your PPC ad will be positioned above the fold where it’s more likely to attract more looks and clicks. This is unlike the organic results that are near the bottom of the page or on the second page.
2. Reach the Right Audience
The specificity of keywords in PPC ads will allow you to reach the correct audience by selecting keywords that your target audience may be searching for. Google will try to provide searchers with the most appropriate results to their search. So, if they are looking at your ad, it is highly probable that they were specifically searching for your product or service.
Ad scheduling will also enable you to choose specific days of the week and times of the day. This will allow you connect with your target audience during your best business hours or when they are most active online.
3. Budget Control
PPC ads will offer you budget control because you set what you want to spend on your ad at the beginning of the advertising process before the actual bidding begins. This will remain a fixed amount unless you go back into the program and change it. If your budget happens to run low, you can quit paying for the ads and Google will remove them from the results page. Additionally, you only pay when someone clicks on your ad. This means that you are only investing in people who are actually interested in your product or service.
One of the great advantages of PPC advertising is its immediacy. It can take time to create a strong organic presence. But with PPC, once your ads have been created, it’s just a matter of days and sometimes even just hours, before your content is on page one of Google’s search results page. If your goal is increasing awareness, PPC ads will allow you to get in front of your target audience much quicker than an SEO campaign.
Especially at the beginning of a campaign, PPC ads are an excellent way to test how well your design, copy, and even your call-to-action buttons perform with your target audience. By using A/B testing, you can split test your ads and landing pages to observe what elements (color, copy, layout) get the best results (clicks, conversions, etc). You then can then utilize this information to improve and perfect all future ads to ensure that you are receiving the most bang for your buck with your marketing plans.
Being able to prove ROI is a very important part of being a marketer today. Fortunately, PPC ads will allow you to track every element of your ad campaign to associate your efforts to your results. You can observe how each ad or keyword is related the success of your campaign. Then, this all can be tied back to every dollar spent on the campaign. PPC campaigns will provide the reporting you need to determine the value of your campaign.
Who should use PPC?
There are more than six billion online searches made every day and 77 percent of them are conducted using Google. With that in mind, companies across most industries are able to benefit from implementing a PPC campaign.
The key to success is to thoroughly plan ahead to enable you to minimize your spend on your and to maximize your results. It’s important to recognize what specific keywords your audience will use, as well as what type of ad will generate the best results for your product or service. As long as you start by making well-informed decisions, a PPC campaign should help you increase the awareness of and traffic to your website.
However, there are some specific industries who have fared especially well with PPC advertising because of the nature of their industry or products. Below are a list of some of the specific types of companies that have experienced great success with PPC campaigns.
1. Companies with long customer lifetimes.
Since PPC ads call for constant investment, it is the best situation when you are able to keep your customers for a long period of time after acquiring them. Customers in these categories are very valuable because they can provide predictable income over a long period of time. With this in mind, the initial ad investment used to attract these customers is well worth the long-term payoff.
2. Companies with high-profit margins.
Companies with high-profit margins are able make a lot of money off one sale. This means that it doesn’t take a long time to get the return on their investment to acquire new customers. The value of this type of customer comes from their low acquisition cost. They are likely to spend a lot on their first purchase, which makes it worth the initial investment in PPC ads.
3. Companies that sell uncommon products.
If you have you ever had to shop for an odd product, have you wondered which stores would even carry it? You probably went to the internet first to research where to find the product before you drove all over town blindly searching. Companies that sell these odds-and-ends products will benefit from using PPC ads. This is because people who want to purchase them will use the internet to determine where they can find them. PPC ads allow these companies to satisfy their customers’ moment of need and give them a solution with the click of a button.
4. Local Companies
Research shows that local intent searches are more likely to lead to store visits and sales within a day. It also shows that 18 percent of local searches lead to sales as compared to seven percent of non-local searches. If a physical location is added to the search query, it’s very likely that the searcher is looking to visit the company in the near future.
Local SEO can be a very highly competitive space. It’s smart for a local business to invest in PPC advertising. This will guarantee that their company makes it to the top of the local recommendations and acquires the searcher intending to purchase.
How do you get started with PPC ads?
Here is a simplified answer on to how to get started with PPC advertising. It can be summed up in this easy three-step process:
- Choose the keyword that you want to advertise for. Then purchase it and create an ad to display.
- By using the keyword you chose then target your audience types in a search query. They will see your product and click on it. Hopefully they like it and ultimately purchase it.
- You are then charged for that click. If and when you want to stop your campaign, simply stop the purchase and your ads will disappear.
However, it’s not that easy though because actually a lot will go on before and after each step listed above. The most successful campaigns are ones that are well-informed and established with research. So it’s best to take the time to create a complete strategy before spending your money on a PPC campaign that isn’t custom-made for your audience. Below is a general outline you should follow before starting on your PPC program.
1. Conduct analysis on your competitors.
- Determine you competitors that are outranking you in your market.
- Analyze the search terms and the search volumes within your category.
2. Create ads that are based on thorough research.
- Perform keyword research to discover how your target audience is searching for your product or service.
- Develop ad copy that will speak directly to your audience.
3. Utilize A/B testing to compare how different elements of your ad perform.
- Track and manage your ad campaign.
- Track and monitor metrics. These include click-through rate, cost per click, and conversion rates to discover the success of your campaign.
4. Improve beyond the ad.
- To begin, it’s important to consider where customers will go once they have clicked on your PPC ad. These people have clicked on your ad because they are searching for something specific. They are looking for a product, a service, or a piece of content.
- To get the most value out of their visit to your page, visitors need to be sent to a well-developed landing page or a product page. This will enable them to easily find what they are looking for as opposed to getting lost on your website’s homepage.
- It’s important to take the time to examine their entire customer experience to give them a seamless experience that will keep them coming back again and again.
It’s important to remember that your results with PPC advertising depend greatly on how well you plan and develop your campaign. If your campaign is not properly set up, your efforts could cost you a lot of money with little or no return.
If you’re overwhelmed by the steps that are needed to guarantee success or if you don’t have the time, talent, strategy, or tech savvy needed to conduct a well-oiled PPC campaign, consult with an expert or check out the link I have included below. This connects you to a very small piece of a comprehensive affiliate marketing program called Wealthy Affiliate. This program provides you with all of the tools and support to be successful in the ever growing affiliate marketing segment. Simply click on the image below and once on the Wealthy Affiliate page hit the “View Lesson 1” button and you are on your way.
You can take a free Test Drive for Wealthy Affiliate with no cost or obligation. You have the choice to continue as a Free Member or to upgrade to the Premium Program. Here is a link to my complete review of the Wealthy Affiliate Program. I hope it and this post helps the reader to grow and succeed in their chosen Online Marketing business. If you have Comments or Questions, please leave them below.