PPC – What is it and when to use Pay Per Click Advertsing.
Suppose you want to get more visitors to your website. Your business cannot afford to wait until your website ranks naturally and you cannot afford to wait the nine to eighteen months it will take for a good SEO campaign to rank your website naturally.
Pay Per Click advertising will provide a quick way to get the traffic your business needs to your website.
What Is Pay-Per-Click Advertising?
Have you ever noticed the advertisements that appear above and below the search results on Google and other search engines? If you have, you are already familiar with pay-per-click, or PPC advertising.
PPC is a form of advertising in which advertisers like you only pay when a searcher (prospective customer) clicks on the advert and visits your website.
There are other forms of PPC advertising available, including display advertising (typically, serving banner ads) and remarketing.
How Does Pay-Per-Click Advertising Work?
For ads to appear above or below the search results on a search engine, you as an advertiser first need to set up an advertising campaign. Typically this involves understanding your buyers, what motivates them and what terms they might search for when looking to buy services or products like yours. You then have to set up your advertisers account on the PPC platform you want to advertise on.
When your account has been created and authorised you need to write a variety of adverts, we would suggest around ten; having a variety of adverts allows you to test what adverts and or portions of adverts work best.
When you have your selection of adverts, you will then need to research the list of terms you want to trigger your adverts, and you may also want to research the list of phrases you do not want to trigger your adverts, we will come back to that later.
Finally, you need to define your bidding strategy and bidding price points; this is more complicated then it sounds and getting the wrong bidding strategy can be very costly.
Advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their listings.
How Keywords Work in Pay-Per-Click Advertising
The Ads auction is as the name might suggest a bidding process. Advertisers must bid on the terms (keywords or phrases) they want to “trigger” their adverts to be displayed by.
Let us look at an example, we are reviewing a business that sells kitchens
When a prospective customer types in the search term “new kitchen” on Google they will be displayed a page like the one below. The top four entries are paid adverts, followed by entries that have done great SEO and appear naturally. These natural listing do not have to pay each time a prospect clicks through to their site.
For the top four adverts a bidding algorithm runs in the background. It is triggered the moment the searcher hits the submit or enter button on their keyboard. The algorithm uses many factors to determine which Ads it will display and in what order. The amount you have bid to show your advert plays a large part in this algorithm, but your quality score also plays a significant factor.
Companies such as Google for example, define a quality score for every advertising campaign. The quality score looks at how relevant your ad is to the term the prospects search for. Good advertisements that are highly relevant and convert well from a Google perspective get the best quality scores and will have to bid less to appear higher in the list of adverts than poor adverts with lower-quality scores.
Your business will pay for each click-through to your site when using PPC.
It is essential to get your PPC traffic from keyword searches that are most likely to sell your products or services, or at very least generate you a sales lead.
In the example above, companies would have been bidding in the region of £1.50 to £2.20 per click through to their website.
£2 might be a great price to pay if you were to sell a new kitchen from this one click. But if you do not get your keyword targeting correct, the prospect that lands on your website could have been looking for something else. What if your prospect was looking for “new kitchen wooden spoon”. I mentioned this earlier when talking about terms that you do not want to trigger the displaying of your adverts.
At Oxford-SEO, we know how to set up and run PPC campaigns that make sure you avoid this kind of issue, whilst minimising your spend and driving more qualified visitors to your website.
When this service is combined with our conversion optimisation service, you will see massive growth in your leads, sales pipeline and sales.
We Know What Works, And What Doesn’t.
Our SEO just works, this is becuase we have spent 35,000 staff hours on R&D to makle sure it does and we continue to test as Google continues to change it’s alogrythm.
Your business will see more leads and more sales, because our SEo just works, and when the vistor arrives on your page the on page conversion optimisation we ahve done will be based on the latest behaviourail research.
We are certifed by Google and for Conversion Optimisation by MECLABS