What is PPC Marketing & How is it Beneficial?
PPC stands for Pay-Per-Click. It is an online marketing platform where advertisers (business owners) pay each time an internet user clicks on one of their ads. The ads are triggered by keywords that are added to the advertisers campaign. Let’s take a deeper dive by first understanding the different types of ads.
Different Types of Pay-Per-Click Ads
There are multiple types of campaign types including search ads, display ads, shopping ads, video ads and app ads but today we will keep it simple and discuss search and display.
Search ads are triggered by a keyword and are text ads that can show in the top 4 results and bottom 4 results in the search engine. This is one of the most competitive forms of online advertising as you are entering an ad auction with other businesses and trying to bid on top ad position. There are some things we can look at though to help keep the CPC or cost-per-click down including:
- Tight nit ad groups
- Relevant ad copy to your targeted keywords
- Maintaining a high quality score
- Maintaining a high CTR or click-through-rate
- Relevant & unique landing pages
Display ads show on the Google display network which includes Google partner sites. These ads include showing on websites with related content or with remarketing ads. A good example would be if you sell camping tents and you show on an online article related to state parks, hunting or camping.
What is the benefit to PPC advertising?
One of the bigger benefits to PPC is that your business can show up immediately online so it is much quicker than SEO. You could start getting new leads as early as tomorrow. Yep, it’s true.
Some other benefits include:
- Increasing your brand awareness
- Set you own marketing budget
- The ability to reconnect with users who have already visited your site
- Receive traffic from users already looking for your service
- Easily able to measure performance
- Be at the top with your competitors
Are there any PPC marketing cons?
One of the downsides to PPC marketing on search is the expense. With CPC ranging from as little as $1 to as high as $75 if you are a lawyer, I usually recommend for my clients to start off with a minimum of $2000 / month for pay per click marketing depending on the industry. In addition another con is that it could potentially take weeks of optimization to start receiving quality leads.