Pay Per Click Advertising
What is Pay Per Click Advertising?
Pay Per Click (PPC) Advertising refers to advertising services where you only pay for that advertising when an online user clicks on that advert. This usually results in them being directed to the website of your choice.
Pay Per Click Advertising in the context of search engines such as Google Adwords allows you to display ads on search results pages when searchers type in specific keywords. The benefit of PPC advertising such as Google Adwords include:
- Excellent demographic targeting. Delivering the right message to the right audience.
- Great brand exposure at a low cost.
- Quickly gain exposure for important keywords on Google’s first search results page.
- Cost effective way to drive lead and generate business.
Why Pay Per Click Advertising?
Pay Per Click Advertising allows you to put your business on the front page of Google search pages very quickly. if you have enough budget and the right content you can potentially start showing up at the top of search results within days. This can be useful in situations where you are waiting for your Search Engine Optimization efforts to gain you higher rankings for your keywords. This means you can potentially move ahead of your competitors and tap in to increased targeted website traffic quite quickly. Many businesses will have started with Google Adwords having received a free incentive such as a $100 coupon towards their Pay Per Click costs and that’s great, but if this is you, when was the last time you checked how effective your monthly Pay Per Click Spend is?
How Does Pay Per Click Advertising Work?
In summary, you select the search keywords you would like to show up for and then set the maximum price you are willing to spend for a click on that ad. You are then entered in to an auction for that keyword where an algorithm determines not only if you are the highest bidder but if you are the most relevant bidder on that keyword. If the ad copy and website landing page connected to the PPC ad doesn’t appear to be very relevant for the keyword you are bidding on Google may favour an advertiser who bids less but has more relevant content. This means the top spots in PPC advertising don’t just go to the highest bidder.
How Can I Help?
Google make it very easy to bid on keywords and display ads very quickly, but this means it is very easy to lose money quickly too. Did you know that your PPC ad may be appearing for totally nonsensical searches and even worse those searchers may be clicking on your ad and costing you money without any hope of generating you income? Did you know that your ad may be showing in geographic locations you don’t service or that your ad may be being displayed on mobile devices but mobile viewers can’t see your website properly? There are so many configuration options any ways to structure a Google Adwords campaign it’s unlikely that most businesses that have set up their own PPC advertising aren’t wasting heir advertising spend is some way.
With may years experience in setting up and managing Pay Per Click Advertising I can:
- Set up highly targeted and efficient PPC campaigns
- Audit existing campaigns to increase conversions and cut costs
- Increase your PPC Quality Score to display your ads higher on Google’s search pages.
- Advise you on optimal PPC landing page design for good quality scores and conversion rates.