You may be searching for ways to grow your brand awareness online, or increase your website traffic and sales. PPC ads are the perfect solution.

PPC is a great method for marketing your business and attracting new customers, but for those who are just getting to grips with it, it can be tough to understand.

Here you can gain an understanding of the basics of PPC, how it works and why you need it.

What is PPC?

Pay-per-click (PPC) is an online advertising model where advertisers pay each time their online ad is clicked by a user. The goal is to attract the user to the ad so when they click on it, they carry out an action such as completing a purchase.

Although there are many PPC ads, the most common type is a paid search ad. These ads appear at the top of a search engine results page and usually appear when the user is looking for something to purchase. This occurs when users search for keywords such as “dessert shops near me”, “white trainers”, or a brand name. Other PPC ads include banner ads, known as display advertising and remarketing. 

The business running the PPC ad is only charged when a user clicks on their advertisement. Search engines that you advertise on, such as Microsoft Ads and Google Ads, work with real-time bidding, where the ads sold in an automatic auction utilise real-time data.

How do PPC ads work?

All ads go through the Ad Auction which is an automated system by search engines that determines the relevance of ads. 

Each time an ad appears on a search engine results page, an auction takes place that immediately bids for the keyword. This auction begins when a term is searched for on a search engine. 

The relevance of the ad is determined by:

  • The amount of the keyword bid.
  • The relevance of the account holder’s keywords.
  • The quality of the ad.

The system works on a pay-per-click system, therefore, the ad auction is designed to keep advertisers within their chosen budget.

The infographic below from Brandon Gaille shows how the ad auction process works.

An infographic from Brandon Gaille showing how the PPC ad auction process works.

You are able to set yourself a monthly budget so that the campaign pauses if it has hit the monthly budget. More good news… there is no minimum spend! Google also shows you how much similar businesses to yours spend on their ads and what their predicted results are.

It takes about one month to see results from your PPC ads, however, you can adjust your budget accordingly to your results throughout the month.

You can achieve a lot by focusing on:

  • Keyword relevance
  • Landing page quality
  • Quality score

Why is PPC important?

You may feel as though your original advertising methods are working perfectly fine for your business, so why would you want to change if it’s working? However, PPC allows you to stand out from the sea of Google ads.

Immediate Results

Once your ads are live they can begin appearing in search engines and can attract conversions and clicks straight away. However, giving it time can gain you better results as you can review the campaign data and use bidding strategies more effectively.

You only pay for clicks

You may pay £2 for a click, but gain a £200 return in sales which saves you a lot of money and time against traditional marketing platforms. If your click to conversion rates are low, you can see the most effective ads by monitoring what people are clicking and where they abandon the page.

PPC is one of the most successful forms of marketing

According to the State of PPC Report 2019-2020, 74% of brands say PPC is a huge driver for their business. This method of marketing is vital for keeping up with competitors – it’s likely they are already doing it!

Budget control

You are able to set a budget for your ad campaign and can adjust it to what you would like to spend. If you feel as though the clicks are spending more than you’d like, you can choose the keywords with a lower cost-per-click rate.

Contributes to goals and revenue

KPIs are built into PPC platforms to allow you to target specific goals. Ads can be created to generate website traffic, sales, conversions and many more. These ads can allow businesses to advertise for their specific needs.

We have a team of PPC experts that are able to manage paid ads to help business growth.

Read our case studies to see how we have gained huge PPC results for our clients.
Read our blog on How to Adapt Your Paid Search Strategy During COVID-19.

Give us a call on 01642 130340 or email to discuss your PPC account with us, or for any further queries.

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