PAY PER CLICK PPC
PPC is short for Pay Per Click otherwise referred to in the industry as SEM (Search engine marketing). It is a type of digital advertising where advertisers pay each time a user clicks on one of their internet ads. It is a fast way of buying website traffic while waiting for your SEO to kick in or push keywords where your SEO is fighting more competitive keywords. Search engine marketing is one of the most popular forms of pay per click. Adwords, Bing Ads, Facebook, Twitter and Linkedin being the major options.
AdWords can be an effective and affordable source of leads for small businesses. But without the knowledge or experience, many businesses set up and run their AdWords campaigns resulting in high costs and low conversions. Don’t fall victim to what the industry has named the “Google Idiot Tax”.
BING ADS PPC
In Australia, we don’t think about Bing Ads but it holds 11.9% of the Australian search engine market share and 33.5% in the US. Therefore, its a great alternative option to AdWords and an ability to reach an audience you may be forgetting about. Due to less competition, CPCs tend to be cheaper also.
Facebook claims its platform allows advertisers to reach 1.7 million more 15- to 40-year-old users in Australia than the country’s official population. But Facebook ads can be super effective but can also be a complete nightmare. It all depends on your advertising strategies and target markets.
Pay Per Click Benefits/
When done right PPC’s benefits outweigh the risks. It provides you with greater control and levers to pull than most other forms of online or traditional marketing and advertising tactics. You can switch it on and off as you wish. But keep in mind, AdWords benefits from long-term campaigns in the same way that SEO does. Here are 3 reasons why PPC marketing is worth considering:
Remarketing is also known as retargeting. It’s the ability to target people who have had some form of exposure to your brand. Whether they visited your site, dropped off before making a sale or joined your email list, you can retarget these people with relevant ads. Use Google’s search and display networks, Bing Ads, Facebook, LinkedIn, and Twitter.
AdWords’ and other PPC channels are very cost-effective. Payment occurs at the click of an ad, and campaign daily budgets whether it’s $15 or $15000 a day, are set by you. When working with skilled professionals your campaign performance is optimised to reduce your cost per click over time. You’ll see greater traffic without increasing your costs!
With the correct tracking in place, every aspect of your PPC campaign is measured. Drill down to the number of impressions, clicks, the click-through rate (CTR), conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA) and more. A dedicated team of skilled professionals regularily optimising your paid ads ensure your metrics improve over time.
THE PPC 8 STAGE PROCESS
The primary objectives of Pay Per Click vary depending on your campaign goals. The campaign goals help determine which Google network or other platforms to advertise on. Also aid in which tactics and ad types, and goal conversions to assign.
Whether you aim to build brand awareness via YouTube as a cheaper alternative to TV, use the display network for banner advertising instead of outdoor billboards. You can use the search network for funnel conversions, PPC provides many different options depending on your goal.
“As you grow older, you realise, you have two hands, one for helping others, and one for helping yourself”