All You Should Know About PPC (Pay Per Click)
Pay Per Click (PPC) might seem like a simple enough concept, but it’s really much more complicated than you might realize.
Sure, PPC lives up to its name. It’s an online advertising method in which you only pay when somebody clicks on your ad.
There’s quite a bit more to it than that, though. You’ll have to familiarize yourself with bidding, keywords, landing pages, budgets, ad copy, and much more if you want to run an effective PPC campaign.
What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It 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 we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
Why Businesses Use PPC Marketing
Why do businesses use PPC? For the same reason that they advertise anywhere else: they view it as a great way to get the word out about what they’re offering.
PPC is just one part of a multi-pronged marketing strategy. It’s rare that a business will use online advertising as the only way to draw traffic to its website.
However, it is effective at doing just that. As a result, many brands rely on it to boost top-line sales.
There’s another reason that brands opt for PPC as well: it can land them a top spot on the search results pages.
Search engines like Google and Bing give businesses the opportunity to run an ad that appears at the very top of the results list when people search for a keyword. That’s why many brands view PPC as an SEO shortcut.
Here are some benefits you should know:
The value of PPC can be proven. Pay per click is metrics-based. Numbers don’t lie. With proper set-up and tracking of goals and conversion points, as well as understanding the short- and long-term value of those leads for your business, we can prove that PPC works and provide a return on investment. Try getting that with a ¼ page glossy ad in a magazine or a rented direct mail list.
PPC does not (directly) affect organic search. Organic search results and pay-per-click ads do not influence one another. They are separate efforts. It has been argued, however, that having a paid ad appear in the “Top 3” at the top of the search engine results page (SERP), in addition to having an organic listing in the “Top 5” gives a business more screen real estate compared to others and that it can affect people positively, i.e., if you are in both places, you must be doing something very right.
PPC is flexible and allows more targeting than ever before. You can target locally. You can target regionally. Or nationally. Or internationally. You can target folks in search engines, on other websites, with your company videos, and with remarketing to folks who have shown an interest in you. There are many options available and the options chosen should support your business goals. It’s very configurable and adaptive. Strategies can be changed in minutes.
So what are you waiting for? PPC works. And we love doing it. We think it should absolutely be a part of your marketing budget and program. Talk to us today, at THE MMIT, and let’s explore the possibilities.