What is pay per click (PPC) marketing? What even is PPC? What is a click? And how can you get PPC to work for your business?
So many questions.
If you’re new to PPC, it can be an overwhelmingly complex place, so before you blow your marketing budgeting and end up with nothing to show for your efforts, let’s simplify it so you know what you’re doing.
What is the basic concept of PPC marketing?
In a nutshell, pay per click is a form of advertising that allows marketers to place adverts on various platforms (that allow adverts) and the marketer only pays for that advert when someone clicks on it.
Sounds simple. But there’s so much more at play.
What is PPC and how does it work?
The end goal of PPC isn’t to garner clicks, it’s to get the viewer of your advert to click through to your website where they subsequently complete a conversion – a sale, a sign-up, a viewing of your latest blog post or even a phone call, you decide.
Why use a search engine to help you advertise?
Think about it.
If your target audience is actively looking for a product or service similar to what you’re offering, it will make their life much easier if they are presented with select adverts that match their search. The search engine (and you) do the leg work for them, so all they have to do is click and go.
So how do you get into that top PPC ad spot?
Well, this is where it starts to get complicated because you aren’t paying the search engine to place your advert whenever a user searches for your chosen keyword, you are in fact entering an auction to win the use of your chosen keyword. But it isn’t as simple as bidding the most for your preferred keyword.
Pay per click advertising
First, you have to sign up to an account on a platform such as Google Ads, then you set up your adverts, decide where you want them to appear and choose your keywords.
Keywords, like all SEO, are at the heart of PPC. Keywords are what will connect your advert with a user’s search.
Just like organic SERP (search engine results page), a user will type a search query into Google and you, in order to be presented as the most relevant result, have to determine what keywords the searcher will use and then match those keywords in your adverts.
And just like organic SERP, the top of the page is a coveted place. Simply paying the most money to have your advert prominently displayed there hypothetically SHOULD secure you the spot, but it won’t.
While Google may be a company at the end of the day, with a desire to make money. In order to make that money, Google has to provide users with the ultimate experience. Therefore, when determining which advert sits in the top spot, Google takes into account multiple factors including:
- Your bid amount
- The quality of your advert
- The relevance of your advert to the search query
- The context of the user’s search
- The format of the advert
- The quality of your landing page
How much you’re willing to pay is only a tiny part of securing the top spot.
The rest is all about providing quality and relevance.
You can bid as much as you want for keywords, but if you’re not providing end-users with quality, you won’t win and your ad won’t be displayed.
It is essential that you have highly engaging, very relevant, quality copy (including your keywords) in your adverts.
PPC content marketing
The purpose of PPC content marketing isn’t just to get your target audience to click on your advert, it’s to get a conversion. You can get as many clicks on your adverts as you like, but if they’re not converting, you’re not achieving anything.
Tracking your PPC campaign
Now, it’s all good and well running a PPC campaign and getting the odd conversion, but you want to track your efforts in order to know whether what you’re doing (and paying for) is actually working in your favour.
For example, how many conversions are actually a result of your PPC campaign, and how many are a result of your other marketing efforts, such as organic search?
Google Ads can track your conversions for you (and you definitely want them to) because tracking conversions is actually a tricky manoeuvre.
Because life isn’t as simple as ‘click this button and make an instant purchase’.
From seeing your advert to converting, a user’s journey can involve multiple stages including searches, checking out your website, emailing you, calling you or even coming to see you.
Which is where Google Analytics can also help you out – it can determine which conversions came from which routes and credit them accordingly. Perfect for tracking your PPC campaign.
Why use Market Jar for PPC?
Now, you can either go it alone and try your luck at navigating PPC marketing OR, you could call in the experts to help you out. Market Jar is a specialist SEO agency based in Hammersmith, London.
We provide SEO services such as PPC marketing to help you grow your business – delivering an effective return on investment-driven PPC services and optimisation on both Google and Bing ads.