June 27, 2017 | By NVIT Marketing Team | No Comments
What does pay-per-click mean and how does it help your company? Pay per click, or PPC, is a method of using search engine advertising placements to generate clicks to your website, resulting in customers. This method is the alternative to gaining clicks organically. When you search something in, for example, Google, have you ever seen the results marked with a yellow label or an “ad” icon? This is pay per click advertising. This also incorporates keyword optimization due to the ranking when someone searches your services or products.
A unique advantage of PPC marketing is that Google, along with other search engines, doesn’t just hand the best placement to the highest bidder. Search engines reward the highest quality ads, meaning the ads that are the most popular with consumers. Google wants to reward the businesses with the best performance. Along with better placement from better ads comes lower costs per click. So you’ll want to create a really great ad.
Google AdWords for Pay-Per-Click Marketing
Google AdWords is by far the most popular PPC platform. It operates on a pay-per-click model that allows users to bid on keywords and pay for each click on their advertisements. Each time a search inquiry is submitted, Google will pull from a pool of bidding AdWords advertisements and will then choose a set of winners that will appear in the ad space on the search results page. There is a combination of factors that play into the selection of the “winners”. This includes quality and relevance of the winners’ keywords and ad text, along with the size of their keywords bids.
Now, who gets to appear on the page and where is based on an advertiser’s Ad Rank. This is a metric calculated by multiplying two key factors – CPC Bid, the highest amount an advertiser is willing to spend and Quality Score, a value that takes into account your click-through rate, relevance, and landing page quality, among other factors. This system allows winning advertisers to reach potential customers at a cost that fits their budget.
Some good news for advertisers is that through abiding by the rules of the search engines, they are also delivering targeted advertisements to consumers who are specifically seeking out what your business has to offer, whether it’s products or services. Everyone is happy.
Is Pay-Per-Click Marketing Right for You?
PPC offers a unique opportunity to:
- Grow Your Customer Base – With PPC you can connect with the searchers who are actively looking for your products and/or services that they need. You can then respond to that need by providing them with an offer that is relevant to their search query.
- Generate Leads at Low Costs – Due to the fact that PPC marketing allows your business to reach leads when they need your products/services, it is a highly effective way to bring interested visitors to your site. Also, you algorithmically be rewarded with a click discount for making the search engines users happy.
PPC marketing can work for almost any kind of business under the sun. Whether you are looking to sell products through e-commerce, generate leads for a service-based business, build brand awareness, or even just drive foot traffic and phone calls to your local store, PPC can get you there.
The difficult part is in the execution. In order to get the most out of your pay-per-click marketing campaign, you need to follow a few best practices.
Keyword research for PPC can be time-consuming, so it is wise to hire a professional who can dedicate their time to the task. It is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. This means that it needs constant tending to. A professional whose job is to manage such accounts would have no problem keeping up. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
A good PPC professional should provide a keyword list that includes:
- Relevancy – Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. It is imperative to find targeted keywords that will lead to a high PPC click-through rate, a low cost per click, and increased profits. That means the keywords you bid on should be closely related to your services and/or products.
- Comprehensiveness – Your keyword research should include not only the most popular and frequently searched terms in your niche but also extend to the long tail keywords. Long-tail keywords are more specific and less common, such as phrases and multiple words. They add up to account for the majority of search-driven traffic. In addition, they are less competitive and therefore less expensive.
- Expansiveness – PPC is dynamic and ever changing. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
Your pay-per-click keyword strategy should also include regular negative keyword discovery. Negative keywords prevent your ads from showing up for searches that are not relevant to your business and are unlikely to convert. Your business and consumers will thank you.
Managing Your Pay-Per-Click Campaigns
After the creation of your new campaigns is done, it’s time to manage them regularly. This is in order to make sure that they continue to be effective. Constant upkeep will almost always ensure success because then you will be aware of issues and be able to fix them promptly as well as keeping up with the algorithms and trends. You should be continuously analyzing the performance of your account. This doesn’t have to take up all of your time. If you even just dedicating 20 minutes a week to this task can make a big difference.
Pay-per-clicks advertising is a win, win, win for searchers, advertisers, and search engines. Searcher’s benefit from the easy to access products and services that they are interested in, advertisers benefit from the high amount of clicks they are receiving, and search engines can cater to the searchers and advertisers simultaneously through PPC. This is a cost effective and reliable form of advertising. Keep up with PPC and the system will keep up with your business!