Using PPC to Build Your Business
What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label? That’s pay-per-click advertising
Here’s how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. (That’s why it’s called “pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. For example, if you pay $15 for a click, but the click results in a $400 sale, then using PPC is a no-brainer.
Google AdWords for Pay-Per-Click Marketing
Google AdWords – by far is the most popular PPC platform out there. It operates on a pay-per-click model, in which users bid on keywords and pay for each time they receive a click on their advertisements.
Every time a search is initiated, Google digs into the pool of bidding AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad text, as well as the size of their keyword bids.
More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, the metric's are 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). In turn, your Quality Score affects your actual cost per click, or CPC.
This system allows winning advertisers to reach potential customers at a cost that fits their budget.
The truth is, pay-per-click marketing can work for almost any kind of business, whether you’re looking to sell products through an e-commerce website, generate leads for a service-based or software business, build brand awareness, or even drive foot traffic and phone calls to your local store.
The difficulty 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 Pay-Per-Click Marketing
Keyword research for PPC can be time-consuming, but it is also incredibly important.
Your entire PPC campaign is built around keywords, and the most successful Ad-Words advertisers continuously grow and refine their PPC keyword list. 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. Our Experts at top SEO Pros will setup and manage your entire campaign.