For the novice marketer, Pay Per Click, often abbreviated to PPC, can seem daunting and overwhelming. With so much conflicting information available with a simple Google search, navigating this strange new world can seem so difficult that many people give up before they’ve even begun. To aid anyone out there experiencing this struggle, we have compiled Pay Per Click 101: a no jargon, no-nonsense starter guide to PPC – what it is, what it can do for your business and tools you can use to get started. If you fancy some more in-depth help, however, contact Koncept today where our friendly marketing experts are waiting to help you achieve your business goals!
What is PPC?
PPC is a form of non-organic search engine marketing (SEM). You may be aware of Search Engine Optimisation and Content Marketing as forms of SEM, however these fall into the organic category, as they aim to increase your website’s ranking for relevant search terms to increase traffic, rather than directly placing a paid advertisement in front of a consumer. PPC ads are most commonly noticed at the top of search engine results pages, and Google holds the monopoly on selling advertising space this way through its platform AdWords.
Advertising through PPC involves paying a small fee every time a user clicks on your advert. The more users that click on the advert, the more useful your advert appears to Google and the less each click costs you. It helps Google to direct users to the most relevant pages based on their search terms, and the advertiser is rewarded for the part they play in this by creating a PPC campaign that is relevant, engaging and encourages action.
How does it work?
The basic rundown is this: for any relevant search term to your business or product, Google, through AdWords (Bing has a similar tool available) allows advertisers to bid on sponsored advert slots to appear at the top of the search. For example, if you run a Florist in Norwich, you’d probably be wanting to bid on ‘Florist Norwich’ or ‘Florist in Norwich’ and have your advertisement appear against these extremely relevant search terms for your business. It’s sadly not that simple, however, as the most popular search terms are expensive, so for businesses with smaller budgets, targeting these high traffic search terms, or keywords, will not be realistic.
This is where PPC can appear to become very complicated. It’s recommended for a successful PPC campaign that thorough keyword research is performed. What does that mean? Well, you’ll want to be thinking of as many relevant words or short phrases that people might search for when looking for your business specifically or a business that does what you do. Google has a tool called a Keyword Planner to help with this process. It can help you to sort through and check the effectiveness of the keywords you have as well as checking on current trends and keyword quality.
Creating your ads
The creation of your advert is as simple as pie – all you need is a headline, a description and a display URL. But we mentioned earlier that the more effective your campaign, the cheaper it will become, therefore the more money you will end up making from it. There are a few things to consider when trying to plan the most effective PPC possible – copy, landing page and constant reviewing. First of all, you are extremely limited in the number of characters allowed for your advert text, so be sure to choose your words carefully. Each word needs to be effective and useful – if the advert could go without it, that word doesn’t need to be there. Wherever possible, you should create a landing page for your advertisement. This is a specific page of your website outside of your home page that is tailored to the message of your advertisement. For example, if you are advertising a 50% off sale, your landing page should link directly to the sale, or to a page with more information about the sale and a further link to get there. With great copy and a targeted, tailored landing page in place, you need to constantly review your advert’s performance and make tweaks along the way. Think of the first few weeks as a test run whereby you can optimise the advert’s performance and really get the most out of your money.
The best way to learn any new skill is to give it a go. If you want to try out PPC as a way to grow your businesses’ audience, we strongly recommend getting yourself a Google AdWords account and getting familiar with how it works. PPC can be a great tool for reaching brand new customers – you can target based on location, or based on customer research you have already done, to hone in on the people who you think will respond best. And, again, for more in-depth information on PPC and how Koncept can help you set up and run a successful and profitable PPC campaign, get in touch today!