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What is PPC Marketing?

What is PPC Marketing?

Drive Revenue with Targeted Online Ads

Wondering what PPC is marketing is, and how it works? Pay-Per-Click or ‘PPC’ is a form of online paid advertising, in which a business pays to have ads displayed on pages like Google, Bing or Facebook. The term ‘Pay-Per-Click’ comes from the fact that an advertiser only pays when their ad is clicked on. PPC is a great way for businesses to drive targeted traffic to their website and boost revenue by being in the spotlight on search engines.

The PPC team at Imagefix works with a range of UK businesses managing PPC campaigns, creating PPC ads, and carrying out SEO research. Since 2006 Imagefix has been providing digital marketing to companies large and small with the goal of increased lead generation, enhanced online visibility, and optimal conversions. Read on to find out what PPC marketing is, and how your business could benefit from it.

PPC Marketing – Jargon Busting

Digital marketing enjoys its jargon, and the PPC marketing branch line has more than its fair share. We’re going to start out with a few quick definitions, just so that everyone’s up to speed:

  • Ad Rank. This refers to your ad’s position on a search engine results page.
  • Ad Text. The text in your ad, which needs to match up to the keyword you have chosen in order to achieve a good Quality Score.
  • Campaign (as in PPC Campaign). Your campaign is the key message you want to communicate in your ads.
  • Click Through Rate (CTC). This is a metric measuring the number of clicks your advertisers receive on your ad per number of impressions.
  • Conversion. When someone clicks through from your ad, and follows up by making a purchase or calling your business, this is known as a conversion.
  • Cost-per-click (CPC). This is what you pay each time someone clicks on your ad. The term is also used in the bidding process; your CPC is the maximum you’re willing to pay. The higher the CPC, the better you will be positioned.
  • Keywords. These are the words or search queries that your ad will appear beside in the search engine results page.
  • Landing Page. When searchers click on your ad they will be redirected to a landing page. The goal of this page is to maximise conversions.
  • Quality Score. This is the score awarded to your ad by search engines, based on its click through rate, keywords relevance, landing page quality, and SERP history.

Why Choose PPC Marketing?

Digital marketing is all about opening up a conversation with searchers, whilst PPC marketing focuses on sales, pure and simple. The model uses data to precisely target your ideal customers, whilst they are engaged in searching, and offer them relevant and accurate information with the aim of persuading them to buy.

PPC advertisers have complete control over the amount they spend on PPC campaigns, and there’s no contract, so the campaign can be ceased at any time. Once an ad is up and running, you can adjust the keywords you’re targeting, run A/B split tests, and monitor data to achieve the very best results.

Why Choose PPC Marketing?

A well-managed campaign gives you fast results. Unlike Search Engine Optimisation that can take months to improve your ranking, PPC can quickly achieve a prime position on the platform of your choice.

The Main PPC Platforms

It’s important to run your PPC ad where you know that your target audience can be found. For this reason, there is a cluster of popular PPC platforms that are most often chosen by advertisers:

google ads

1. Google Ads (originally Adwords)

Googling has entered our vocabulary as the way we search for products, services, brands, images and – well, pretty much anything. Which its why Google Ads is the top choice for most advertisers. The audience is immense (99,000 search queries each second), but this does mean you pay a premium for Google keywords.

bing ads

2. Bing Ads

Bing Ads are more affordable than Google Ads, but their average Cost-Per-Click (CPC) is lower. Bing is excellent for reaching audiences who are older. An additional benefit of choosing Bing is that it displays more ads at the top of its search results pages, making it easier for people to discover new brands.

facebook ads

3. Facebook Ads

Facebook Ads offers highly specific targeting options, such as location, demographics, behaviour, and interests. This makes it a very popular option for advertisers, and the advertising is hugely effective. You can also blend your ad into a social feed (known as native feeds).

linkedin ads

4. LinkedIn Ads

LinkedIn can’t give the volume of users provided by the big players above, but it does offer the largest global professional community using social media. For many B2B brands, LinkedIn is the best platform on offer. Alternatively, if your product or service is aimed at professional people, then LinkedIn ads are the ideal option.

Bidding for PPC Keywords

PPC bidding is the strategic process of placing bids on specific keywords or phrases in pay-per-click advertising campaigns. Imagefix PPC specialists assess keyword value, competition, and campaign goals to determine optimal bids. These bids decide how much we, on behalf of our client, are willing to pay each time a user clicks on an ad.

Skillful bidding ensures an efficient allocation of budget, higher ad placements, and increased chances of reaching the right audience.

In order to demonstrate the process of bidding for PPC keywords, here is a step-by-step guide:

Start by identifying relevant keywords that your target audience might use in search engines to find your products or services.

Determine how much you’re willing to spend on your PPC campaign. This will help you manage your costs and bids effectively.

Decide on a bidding strategy based on your campaign goals. Common strategies include manual bidding (where the campaign manager sets and adjusts keyword bids directly), automated bidding (using algorithms and machine learning to automatically set and adjust keyword bids), and enhanced CPC (combining manual bidding with automated adjustments).

Organize your keywords into ad groups. Each ad group should focus on a specific theme or topic related to your business.

Use tools to estimate the value of each keyword, considering factors like search volume, competition, and potential conversion rate. Platforms like Marin Software or Skai offer bid management features that use real-time data to optimize keyword bids for better performance.

Research what your competitors are bidding on similar keywords. This can provide insights into the market and help you strategize. Browser extensions like Keywords Everywhere can show you estimated CPC and competition data for keywords you search.

Begin with bids that are competitive but not overly high. You can adjust bids later based on performance.

Keep a close eye on your keywords’ performance. Monitor metrics like click-through rate (CTR), conversion rate, and cost per conversion.

Increase bids for keywords that perform well and generate desired results. Lower bids or pause keywords that underperform.

Utilize ad extensions to enhance your ad’s appeal. Ad extensions are additional pieces of information that you can add to your pay-per-click (PPC) ads to make them more informative, engaging, and relevant to users. This can positively impact your ad’s quality score and ad position.

Experiment with different ad copies to see which ones resonate better with your audience. Adjust bids based on the ad’s effectiveness.

Continuously review your campaign’s performance and refine your keyword bids. This iterative process helps optimize results over time.

Which Businesses Should Use PPC Marketing?

Is PPC marketing right for you? PPC works particularly well for businesses with precise goals, a clear event to market, or a time-limited promotional offer. Local businesses benefit from the ability to use geographical targeting, and event marketing companies find PPC marketing effective in boosting ticket sales. PPC marketing is also a good strategy for startups because it can bridge the gap whilst they’re waiting for SEO to kick in, giving them immediate brand visibility.

Businesses providing services in a local area can benefit from Google’s ‘Local Service Ads‘. These ads are designed for businesses like general contractors, and show at the top of Google search results when someone searches for the services you provide. You get a page much like a Google business profile that shows your business details, and allows customers to easily call or message you. You only pay for leads gained, not for ad views.

About Imagefix

Imagefix is a full-service marketing agency based in Bedfordshire, providing PPCSEOWeb DesignCopywritingSocial Media and Graphic Design to businesses across the UK. We have a PPC marketing team that can design and run your PPC campaign for you, using highly targeted keywords to generate new leads, improve conversions and drive online traffic to your company website.

Would you like to learn more about PPC Marketing campaigns? Call Imagefix today to find out more on 01525 715608