What is the deal with PPC?

PPC is short for pay-per-click and equates paying to advertise on search engine results. Google AdWords is the most popular PPC advertising system in the world, with the purpose being paying to have your ads higher on Google.

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It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. But, you shouldn’t feel guilty because every company with a moderate marketing budget is using this tool.

Why?

Well, the first Google result attributes for 33 per cent of all search traffic. Yes. The second result gets 18 per cent, and it continually decreases from there on. Now you can see why people are basically bribing Google to secure a higher spot.

In fact, Page 1 results garner 92 per cent of all traffic, but this drops off by 95 per cent for Page 2. And the results on those two pages are all paid. None are organic.

PPC allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if you bid on the keyword “PPC software,” that ad could show up in the very top spot on the Google results page, like in this example from WordStream.

Every time your ad is clicked, sending a visitor to your website, you pay a fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if it’s $5 for a click, but the click results in a $10,000 sale, then that’s a considerable profit.

There is a lot of research, maintenance, and grunt work that goes into crafting a winning PPC campaign — from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions.

If you’re curious about some of the specifics surrounding the numerical values — how much to pay for a campaign, how much to bid for certain words, what your ROI will be — here is a fantastic video that breaks it all down.

 

 

Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

But, it’s not about setting up Google AdWords and forgetting about it.

This needs to be monitored on a weekly, and monthly basis to analyze your results. There are no static measurements to define success. Your campaign’s success depends on your specific circumstances — popularity of the search term, UX design of your website, and having prime SEO. Take your time to follow these steps to ensure the best results possible.

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