What is PPC? A Brief Overview of Pay-Per-Click Marketing

 “You can’t make money without spending money first.”

There are many sayings and clichéd quotes in business, but few of them actually ring true. This quote, however, is absolutely bang on.

From time to time we have to remind clients of this fact when they are happy to spend a few thousand pounds on equipment or infrastructure, but don’t want to spend a penny on marketing. The two go hand in hand; building your business is an investment, which includes the investment of your time and money into marketing. PPC marketing forms an essential part of that investment.

What is PPC?

PPC stands for pay-per-click, and it’s a method of marketing on search engines. As the name suggests you quite literally pay-per-click. PPC advertising platforms allow you to create advert content, present it to relevant users and then charge you for specific actions taken on the ad. It provides a targeted way of buying visits to your site with the aim of securing conversions, whether that’s a sale, subscription, sign up and so on. In addition to paying for ad clicks that take users to your site, on some platforms you can pay for other actions like impressions, video views, and on-site engagements.

It helps your business by putting your brand or product in front of relevant and interested users, who might not have come across it otherwise. Evidently, this is a powerful tool for building brand awareness, generating leads and driving conversions.

Why Can’t I Just Rely on SEO marketing?

It doesn’t matter how optimised your site is, or how great your clients think you are – if you aren’t global powerhouses like Nike, Apple, or Amazon you will most likely struggle to show at the top of search engine results pages. This is particularly true if you’re trying to rank for very competitive searches where customers are searching for very specific products.

Of course, that being said, you should still make your site as optimised as possible for site search, making sure that you include keywords, with strong content and a great user journey. Nevertheless, superb site optimisation won’t make up for the level of exposure delivered by PPC advertising, which justifies the financial investment.

How does it work?

Firstly, you set up your ads in a search engine platform such as Google Ad Words or Facebook Ads and add relevant keywords you want your ads to trigger for. Then you set or choose a “bid” – the amount you are willing to pay for a single action (like a click) – which will determine how many placements your ad campaign will get and how high up in the ad section of the search results your ad will appear. You are able to see your average position in the metric columns on the advertising platform where your ads are running from.

The two biggest PPC platforms are:

Google Ads: Demand Harvesting

Ads are shown to customers according to their searches. Google Ads show your ad content to users who are actively looking for the products or service that you offer and are further along in the buying cycle.

Facebook Ads: Demand Generation

Facebook Ads has a sophisticated targeting system, that has the ability to introduce your brand to customers who didn’t know they wanted it, and utilises retargeting based on segmented marketing and custom audiences.

As aforementioned, PPC can be very competitive; you might wonder what happens when you are bidding high enough for that first-place position, but so is your competitor – what happens then? The platform will take into consideration a myriad of other factors to determine which advert is best suited for the top spot

The most common things that are taken into consideration include:

Quality score: This is a score out of 10, which represents the quality of your ad based on ad relevance, user experience and click-through-rate. You want to be aiming for a minimum Quality Score of 5/10 to earn those all-important clicks.

Ad Extensions: Ad Extensions provide relevant information along with your ad messaging. Extensions provide more detail about your brand or product, which allows for a greater user experience, which is a key factor that Google considers when deciding who gets that top position.

Maintain and fine-tune these factors regularly and you will improve your chances of ad clicks and conversions. Vary your ad spend between different platforms to get the most benefits from each. These platforms include; Twitter ads, Promoted Pins, LinkedIn Ads, Quora Ads, and Youtube Ads.

Main Benefits of PPC

  • Only pay for clicks – you only pay for clicks, which is of more value than paying for impressions. With a click, there is no guarantee of a conversion, but it still drives brand awareness.
  • See faster results with PPC than SEO – If you want results fast, PPC marketing can generate a significant amount of traffic for a measurable amount of money in less time. On the flip side, if you are looking for sustained results for the foreseeable future, SEO is worth exploring.
  • Budget Control – with PPC Marketing it’s very easy to control your account spending, you can govern both your daily and monthly budgets.
  • Targeted Ads – PPC Marketing is highly advantageous owing to the in-depth targeting you can apply. Some of the most beneficial elements to target include; device targeting, location targeting, ad scheduling, and keyword targeting. All of which are key if you want to get in front of your perfect customer at the right time.
  • Fast Results and Constant Traffic – The volume of searches across each platform daily means that there is a huge opportunity for results. When running a PPC Campaign, your results will almost always be immediate.
  • Better ROI – Because you only pay-per-click, it much easier to manage your costs and calculate your estimated ROI. When it comes to tracking conversions, PPC makes it simple to track your average cost per conversion.

We hope that this gives you a good overview and basic introduction to PPC Marketing! At D+S we execute killer PPC Campaigns on a regular basis for our wide range of clients to elevate their brands and drive profit. If you want to learn more about pay-per-click and have a chat about how we might be able to help your business, then please feel free to get in touch.

Email: millie@daviesscothorn.com

Or give the office a call on 01283 532780.

Alternatively, come in for a chat and a coffee, our address is:  192 Horninglow St, Anson Court, Burton-on-Trent, United Kingdom, DE14 1NG

Get in touch

Drop us a line if you are keen to find out more.