The world of paid search marketing is exciting and puzzling, especially when you consider all the various components such as keywords, budgets and bids, ad ranks, etc. For many businesses, pay-per-click or PPC is an essential part of investing in digital marketing. and in this article, we’re going over everything to get you started on the basics. 

What Is Pay-Per-Click (PPC)? 

Pay-per-click or PPC is a form of online advertising that only charges people once users click on their ad. It falls under search engine marketing (SEM). 

PPC is used for all kinds of campaign goals: 

  • Increasing sales
  • Generating leads
  • Promoting brand awareness

PPC is all about relevance. Users are searching for specific products, services, and information at any given time. Advertisers can show a targeted ad at the exact moment this search is occurring. Through targeting settings and account structure, advertisers can run successful PPC campaigns as long as relevance is paramount. 

Why Can’t I Just Rely On Organic Search? 

You might be wondering why you can’t just rely on organic search? While a strong SEO strategy will improve domain authority in the long run, keywords have become increasingly competitive. So ranking well in SERP’s is naturally more challenging.

Ideally, your SEO strategy complements your paid marketing campaign. 

Why Does Pay-Per-Click (PPC) Advertising Involve Bidding?

Almost all PPC platforms use a bidding system. Advertisers will choose a “bid”- the amount that they’re willing to pay for a single action (like a click) – which will factor into how many placements their ad campaigns get. The fact is there are only so many placements to give out. So bidding evens the playing field. But don’t worry, because platforms like Facebook and Instagram also take engagement rate into account, whereas Google Ads uses search relevancy to tally a score for your ad before deciding if it is shown to a specific user. 

Best Pay-Per-Click Platforms

Usually, search engines – like Google – are the most popular platforms because they display ads relevant to the user’s search. However, the most popular PPC advertising platforms are Google Ads, Microsoft Advertising, and Facebook Ads. But given the volume of searches and number of options, Google is by far the most valuable for any PPC campaign. 

Is it worth the money? Does it produce profitable results? Well, let’s take a look at some of the benefits of pay-per-click advertising. 

10 Benefits Of Pay-Per-Click Advertising

  1. PPC contributes to business goals

PPC is a powerful tool for aligning website traffic drivers to end goals. It can support many aspects of the sales funnel and the path your prospects take – from awareness to conversion. Perhaps one of the most appealing things about running a pay-per-click campaign is that it can foster the middle ground and serve the middle of the funnel through downloads, signups, entries, and purchases. Regardless of the identified goals, PPC campaigns can be set up to effectively drive the kind of engagement most valuable to your business. 

  1. PPC is measurable and trackable 

A significant benefit of PPC advertising, especially run through Google Ads, is that it’s easy to measure and track. Using both the Google Ads and Google Analytics tools gives you access to high-level performance details such as impressions, clicks, and conversions – based on the defined business goals. Whereas with other marketing efforts, the picture isn’t as clear, with PPC metrics are readily available to show how your campaigns are performing. 

  1. PPC offers instant entry

While organic traffic and getting started with SEO strategies can take months and requires ongoing efforts and investing resources to feature on the search engine results pages, Google Ads offers that within minutes of launching your campaign. In addition, you aren’t limited to existing followers or client lists – you can easily cast a wide net to discover new prospects. 

  1. PPC ads reach audiences cost-effectively

PPC advertising gives you complete control over a wide range of options for reaching potential customers, including targeting, ad placements, and even your budget. You can set your own ad budget and bids based on what you’re willing to spend. Meaning you can quickly scale up when you begin to see positive results. On the other hand, if you want to take a break, you can easily pause and stop ad spend immediately. 

  1. PPC ads drive warm leads

The beauty of pay-per-click advertising is that you can reach the right people when they are actively searching for what you are selling. You only “pay per click”, but your product or offer will only be put in front of users who are already interested in what you have to sell. How much “warmer” can you get?

  1. PPC ads lead to positive ROI

In essence, anything that can be measured and tracked can be improved and monetised. Unlike many other advertising options, PPC campaigns are easy to measure, which means you can improve your ads until they generate a positive return on your investment. 

  1. PPC ads offer multi-layered targeting options

PPC advertising puts metrics like user’s ages, locations, and interests right at your fingertips, making it easy to target specific customer profiles both locally and globally. The best part is that as time goes on, you will see what kind of users respond to your campaigns and what platforms those users use to hyper-target different audiences on platforms where they convert best. 

  1. PPC complements other marketing efforts

Content marketing has taken over the digital marketing world, and content plans and calendars are the norms in most businesses now. With the investment in producing original and unique content to support the customer buying cycle, Google Ads is an engine that can drive visitors to content more quickly and improve the ROI on your entire content investment.

Pay-per-click and SEO work well together. For instance, you can test your keyword strategy in your PPC campaign before committing to a long-term SEO strategy. Whereas organic keywords are hidden mainly due to privacy, there are no restrictions with paid search, which gives you a comprehensive overview of the keywords that convert and at what percentage and cost. So essentially, PPC keyword data can be directly fed into organic search marketing (SEO) and used in existing optimisation. 

  1. PPC avails a wealth marketing data

While there’s plenty of information and metrics available in Google Ads, the value of it expands beyond PPC performance. Impression, click, and conversion data for each keyword can be applied to SEO strategy, social media marketing efforts, and any other campaign you decide to implement. 

  1. PPC ads are easy to produce

Another bonus about pay-per-click advertising is that it doesn’t require sophisticated design or technical skills. Campaigns are easy to set up, accessible to every company, and platforms like Google Ads and even your agency is always there to walk you through the process. 

Best Practices For A Quality Pay-Per-Click Strategy

So, what makes for a good PPC campaign? 

  • Knowledge of your target audience
  • Relevant keywords
  • Catchy graphics, copy, and links
  • BUT MOST OF ALL: Landing pages that convert

So there you have it! You’ve officially embarked on a journey into the sphere of pay-per-click advertising! Be sure to leave a comment or get in touch with KlickSense to find out how partnering with professional PPC specialists can take your brand to new heights. 

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