PPC For Your Brand
What Is PPC?
Pay-Per-Click, or PPC, is a digital marketing technique used to drive traffic to your site. When running a PPC campaign, you would pay each time your ad is clicked by a searcher. These ads appear on search engines like Google or Bing, as well as on various social media platforms like Instagram or TikTok.
When PPC ads appear on search engines like Google, they are seen at the very top of search engine results pages (SERPs) or right at the bottom of the page, below all the other results. This makes them an important feature of online marketing because, as mentioned in last weeks blog, the higher the rank of a webpage in SERPs, the higher the likelihood of being clicked by a searcher. Advertisers bid on specific keywords relevant to their products or services, and their ads are displayed when those keywords are used in search queries. The bid amount, in conjunction with ad quality and relevance, determines ad placement.
Did you know? 90% of internet users see Google ads. That is a huge percentage that represents millions of people.
How Does PPC Work?
When you become an advertiser, you participate in an auction on platforms like Google Ads. In an auction, you bid on specific keywords or phrases relevant to your products or services. When searchers use these keywords when typing their query into Google, your ad has the opportunity to appear first on SERPs, above organic listings.
The position of your ad is decided by two main factors: the bid amount you chose and the quality score of your ad. You choose the maximum amount you’re willing to pay for each click (cost-per-click or CPC) but it’s important to note that a higher bid generally results in better ad placement. However, it’s not just about money. Search engines assess the relevance and quality of your ad, aiming to ensure that users find your content valuable. This is done because a search engines main function is to ensure that searchers find information relevant to their search query.
Why Should You Invest In PPC?
Investing in PPC can be a game-changer for your business, and here’s why you should consider allocating some resources to this digital marketing technique.
Firstly, PPC offers excellent precision when targeting your audience. You can adjust who sees your ads based on demographics, location, and even the device they’re using, you have the power to reach the right people at the right time. This means that you’re not wasting your advertising budget on a unfocused approach that is less precise but instead you’re focused on specific individuals who are most likely to convert into customers.
On top of this, PPC grants immediate visibility, unlike some other marketing methods that take time to yield results, like SEO. PPC can put your brand in front of searchers as soon as your campaign goes live. This is valuable if you have a time-sensitive promotion or need quick lead generation.
Another advantage of PPC is its measurability. You’ll have access to data that allow you to understand which keywords, ads, and campaigns are delivering the best results. All this data enables you to make informed decisions and optimise your strategy for the best return-on-investment (ROI).
Additionally, while PPC isn’t free like SEO, it is cost-effective, because you only pay when someone clicks on your ad. You also set the budget, control your spending, and can adjust it if you’d like so it can align with your business goals. This flexibility with cost is incredibly advantageous, especially for small businesses, as it allows you to manage your financial resources wisely.
As digital marketing grows, so does competition. This high level of competition can be difficult for business to get around so PPC evens things out because, no matter how small your business is, you can appear before the #1 organic ranking if your ad is high quality and you’ve bid enough.
It’s important to recognise that investing in PPC is not just about spending money; it’s about investing in results. PPC can boost your online visibility, increase traffic, and contribute significantly to the growth and success of your business. So, consider expanding your marketing to include PPC and if you need any help, Angry Apple offer a free PPC analysis below.
Stay tuned for part 3 next week!