PAY-PER-CLICK MARKETING

WHAT IS PPC MARKETING?

Pay-per-click (PPC) marketing is the advertising method, used by Internet Marketers, where a business creates an advertisement for use on the Internet and is charged every time the advertisement’s link is clicked. It is the polar opposite of search engine optimisation, or SEO. PPC is where you buy traffic to your website, whereas SEO is where you optimise your website to encourage organic traffic to your website.

Two of the best known PPC Marketing tools are Google Ads and Facebook Ads.

The cost of an ad’s click will depend upon many circumstances:

  • How competitive is the search term you are advertising for – are many companies competing for the same search term or keyword?
  • How valuable is a click perceived to be to the advertiser? Advertisers are unlikely to pay much for a click for an inexpensive product, such as a £5 toy; whereas a dentist may be prepared to spend a significant amount per click as a client buying their service will be worth a significant amount of income over time. Therefore, the cost per click will vary, depending upon what you are competing for.

WHAT ARE GOOGLE ADS?

Without question, Google Ads is the most popular and visible PPC advertising platform in the world. Google Ads are displayed prominently at the top and bottom of the Google search engine results pages. With Google being the world’s most popular search engine by far, the chances of a click on a page one Google Ad are very high.

Google Ads works on a type of auction system. The advertiser chooses their keyword phrase and creates their advertisement. The advertiser sets and daily maximum budget which Google must adhere to. When it comes to showing advertisements, Google ranks the “winners” on a combination of quality of the advertisement, the relevance of the keywords and the size of the available budget. The page one winners will generally be those who have the highest bid, combined with Google’s highest score for the quality of the advertisement.

HOW TO CREATE A GOOD GOOGLE AD

Aside from your available Google Ads budget, you need to get other factors right, if you want your Google Ads campaign to be a success.

  • Make Your Keywords Relevant – Create keywords which are relevant to the product or service you are advertising and make sure the advertisement’s text reflects this.
  • Provide A Good Landing Page – The click on your Google Ad will take you to a destination you have chosen. Therefore, make sure that the destination page fits perfectly with the topic of the Google Ad. The page must have a clear call-to-action, give the viewer clear instructions as to what they should expect and how to get hold of the product or service, and it should also be relevant to organic searches on the keyword topic.
  • Achieve A Good Quality Score – Get the above two points done well and create an overall good advertising campaign and your quality score will be higher. This in turn will lead to Google ranking your ad well and giving you the chance to receive the top spots at the best prices.

PPC KEYWORD RESEARCH

Before going ahead with a PPC marketing campaign, you must do your keyword research. If you do not, you will waste loads of money on unsuccessful advertising. A Google PPC marketing campaign is all about keywords.

  • Keep Your Keywords Relevant – Target keywords which will sell the product or service you are offering. Pay attention to whether the keywords could lead to unexpectedly irrelevant traffic which you do not want. For example, if you are a plumber trying to get new business, make sure that your keywords are clear and do not lead your Google Ad to end up advertising for plumbers’ merchant supplies, rather than call-outs.
  • Research All Keyword Variants – It is all too easy to choose highly competitive keywords where your advertisement will be one of many. Instead look at so-called long tail keywords too. For example, a competitive keyword could be “Bristol plumber”. You may have a better chance of your Google Ad ranking well for “24 hour call-out emergency plumber in Bristol”.
  • Grow Your PPC Marketing Campaign – Throughout your PPC marketing campaign, look to bring in different variations of the keywords and advertisements which work for you. If clients see the same Google Ad over and over again, the Ad will become stale. Keep it fresh with a new twist every so often.
  • Use Negative Keywords – Negative keywords in your PCC marketing campaign will help keep your Google Ad out of areas where it is not going to drive productive traffic for you.

MANAGING YOUR PPC MARKETING CAMPAIGN

Managing a PPC marketing campaign can feel daunting, but it need not be so. You will want to regularly review the performance of each advertisement in your campaign to ensure you do not waste money and that your Google Ads are working for you.

Cotswold Websites will help you manage and create your PPC marketing campaigns. Contact us today to find out how we can run your Google Ads or Facebook Ads for you on a monthly, annual or campaign basis.