What is PPC and how can it help my business?
If you’re a business owner or an individual offering professional services, chances are you’ve heard of PPC (Pay-per-click) during your marketing research. If you’re unsure of how PPC works and who it’s for, read on…
PPC stands for Pay Per Click, a form of online marketing that only charges you when your ad is clicked. Using a search engine PPC ad, your website or app is highlighted at the top of the page when someone searches for keywords relevant to your business.
Really, it does what it says on the tin – you pay per each click your advert gets. We’ll chat more about how much that’ll cost you below.
Essentially, when you run a PPC ad, you’re buying site visitors rather than paying for exposure and impressions, which is how some other forms of marketing work. Whether you’re a humble SME or an enterprise, you can run an effective, money-making PPC advert.
You can find PPC ads on search engines like Google, Bing, or Yahoo, and on social media networking sites such as Facebook, YouTube, Instagram and newer ad networks like Snapchat. Search engine PPC is highly prevalent and very popular for its effectiveness and ability to capture your intended audience, but it is also notorious for being somewhat complex when it comes to reading the stats on your dashboard.
Google Ads is the behemoth when it comes to Pay Per Click. Being the most widely used search engine, completing over 3.5 billion searches a day, you can run PPC ads on Google and find yourself at the very top of searches, above even the highest ranked organic results.
It’s a pretty sustainable advertising model, because you only pay for each click on your ad – not for the amount of impressions or views, meaning you know you’re paying for eyeballs on your brand, at the very least. Sometimes, potential consumers have to be reminded of who you are and what you do several times before they commit, so it benefits you greatly to have your ad showing up every time someone searches for the relevant keywords. Familiarity breeds trust, after all.
While it can sometimes get pricey if you’re getting lots of clicks, well-managed campaigns will have you looking at a great ROI.
How does PPC (Pay Per Click) work?
In a nutshell, when you set up a Pay Per Click advertisement, you’re bidding on the keywords and/or audiences that are relevant to your business. If you’re unfamiliar it can sound like some weird eBay marketing method, but stay with me.
As a general rule, how much you bid is usually reflective of how much revenue your business model brings in – so for more niche, lower revenue business models, the cost per click may only be a few pounds. For some, it’s even pennies.
For higher revenue businesses or more saturated markets, you’ll probably be paying from £10, up to £40 or £50 businesses (or higher!) – but this is for businesses that’ll be making hundreds, if not thousands from one single client, so the ROI (return on investment) is worth it.
Now, it’s not just how much you bid that determines whether your ad will run effectively. The ads that you see when you Google “digital marketing agencies in Sheffield” have all been vetted, and are given an ‘ad rank score.’ This score comes from the quality and relevancy of the advert, how well put-together it is, the clarity of your ad, and your click-through rate. (How many visitors click your CTA buttons or hyperlinked text.)
Whichever ad has the highest ad rank sits at the top of the search page, and is the first result the audience will see.
So every time someone types your keywords into Google – say, “tree surgeons in South London,” you’ll be bidding against other tree surgeons based in the South of London for a spot at the top.
How much does cost per click cost?
There is no definitive answer for this – the cost per click depends on a variety of factors. How saturated the market is and how much competition you have, what kind of revenue you could be making from one client or sale, how much others are paying for their PPC ads in your niche or sector and how large your demographic or audience is.
It also depends on how much you’re willing to pay. You could bid just slightly more than the lowest bid – or, if you’re feeling confident, have an ad you know converts really well, or have the capital set aside to pay for advertising services, you could raise your bid and raise your chances to rank higher than other ads of the same ilk.
How could PPC benefit my business?
The biggest benefit of PPC is that it is incredibly targeted. You’re not wading out into deep waters with this – you’re targeting the exact audience that you’d expect to find using your service or buying your product, and you know exactly who’s going to be looking at your ad.
Other than keywords, you can choose who to show your advertisement to based on where they’re located, their age, gender or language, their interests or even which device they’re using.
So instead of marketing to a mass audience, most of which might not care about what you’re selling, you’re condensing down who will see your ad to the people most likely to be interested. Essentially, you control exactly where the ad goes.
Other than incredibly tight targeting, PPC ads are fast. Organically ranking high on the first page of a search engine can take months of hard work, SEO and copywriting knowledge, money and resources. The beauty of PPC is you’ll bump most of your competition out of the way and sit pretty at the top of the pile as one of the first results your audience sees.
You’re only paying for the people who do click on your advert, who are likely to invest in what you’re offering…
And if you’re someone who likes to have control over the arms of your businesses like your marketing, PPC is pretty much perfect. Not only do you choose exactly who sees your ad, but whichever site you decide to run your PPC campaigns on, you’ll have a dashboard that gives you incredibly in-depth insights into how your ads are performing, who’s clicking on them, how long they’re staying on your landing page and whether they’re following your CTA.
It makes it easy to see which ads are performing well so you know exactly what to invest your money into to get the best ROI.
If you’re looking for fast results that’ll have the relevant audience buying your product or signing up to your service with minimal effort and time, PPC might just be for you.
And if you want all of that without having to learn how to do it yourself – well, Logica Digital is here to help you out. After all, we always get results.