Pay-per-click (PPC) is a type of digital advertising that allows businesses to bid for ad placement on search engine results pages (SERPs), social networking platforms, and other websites.
What is PPC?
PPC advertising is online marketing in which advertisers pay the price each time one of their ads is clicked. This fee is typically based on a bidding system in which advertisers compete for ad placement on relevant websites or search engine results in pages. The most popular PPC advertising platforms include Google Ads (formerly Google AdWords), Bing Ads, and social media platforms like Facebook, Instagram, Twitter, and LinkedIn. To learn more click here.
How does PPC work?
The process of running a PPC campaign typically involves the following steps:
Keyword Research
The initial step in this process is keyword research to create a successful PPC campaign. This entails determining the keywords and phrases your target audience uses to search for products or services related to your business. Use keyword research tools to identify high-volume, low-competition keywords that will allow you to reach your target audience while minimising your advertising costs.
Ad Creation
Once you have determined your target keywords, it’s time to create your ads. Depending on the platform you are using, you may be able to create text ads, image ads, or video ads. Your ads should be compelling and attention-grabbing and should communicate the value proposition of your products or services. Understanding the types of PPC campaigns allows you to tailor your ad formats and messaging to the specific objectives and target audience of each campaign type.
Targeting
After creating your ads, you need to choose the targeting options that will allow you to reach your desired audience. This may include targeting by location, demographics, interests, or behaviours. You can also utilise retargeting to show ads to individuals who have already interacted with your business or visited your website.
Bidding
Once you have set up your targeting options, it’s time to bid for ad placement. Advertisers typically bid on each target keyword’s cost per click (CPC). The higher your bid, the more likely your ad will be displayed when someone searches for your targeted keyword. However, the actual cost of each click will depend on the competition for that keyword and the quality score of your ad.
Ad Auction
An ad auction occurs when a user searches for a keyword that matches your targeting criteria. This auction determines which ads will be displayed on the SERP and in what order. The auction’s winner is determined based on a combination of factors: bid amount, ad quality score, and relevance.
Performance Tracking
Once your ads are running, tracking their performance and making data-driven decisions to optimise your campaigns is important. Utilise analytics tools to track metrics such as conversion rate, click-through rate (CTR), and cost per conversion. Use this data to adjust your targeting, ad creative, and bidding strategy to improve ROI. In addition, try PPC A/B testing to experiment with different variations of your ads and landing pages, enabling you to identify the most effective elements and optimize your campaigns for better results.
Conclusion
PPC is a powerful tool for businesses seeking to reach their intended audience and drive conversions. By conducting thorough keyword research, creating compelling ads, targeting the right audience, and bidding strategically, businesses can achieve their marketing goals while maximising their advertising budget.