What is PPC Marketing?
Pay-Per-Click or ‘PPC’ is a form of online paid advertisement, in which a business or marketing agency can pay to have ads displayed on pages like Google when someone searches for their product or service. The term ‘Pay-Per-Click’ comes from the fact that an advertiser only pays when their ad is clicked on by a potential customer.
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. They are easy to track, quick to implement and can yield instant results. The PPC team at Imagefix has created a quick guide explaining what PPC marketing is and its benefits.
The Aims of PPC Marketing
The main aim of PPC campaigns is to have your adverts appear to relevant customers as they are scouring the web for products or services like yours. Research shows that brand awareness can be increased by 80% with Google paid ads, and that PPC garners a 200% ROI. PPC can be used for both lead generation and ecommerce, and covers a range of goals such as:
- Conversions. Signing up for a service or purchasing a product.
- Brand awareness. Getting seen by as many people as possible.
- Engagement. Getting as many interactions and visits from potential customers.
Budgets & Bidding
It’s certainly a good idea to know your PPC budget and set a realistic amount you are willing to pay for each click. This is where keyword ‘bidding’ comes into play. Say for example you want to target people searching for the term “web design in Bedford” and “marketing agency Bedford”. You set your budget to 30 pence each time your ad is clicked on, but find that after a few days it isn’t getting much traffic. This is likely because another advertiser has outbid you for those search terms, so if you are new to PPC it is a good idea to get a clear understanding of the keyword bidding process.
The Main PPC Platforms
There are two main platforms that are used for paid search marketing: Google (Google Ads) and Bing (Microsoft Advertising). Google Ads is the most popular platform for PPC marketing, because it enables your campaigns to appear across all of Google’s services. Google ranks advertisers based on the quality of their ad, the price of the bid, and their relevance to the searcher’s query.
Microsoft Advertising is very similar to Google Ads, the only difference is the market size and reach. Due to Google being the main search engine for most internet users, with a 75.71% share of visits, compared to Bing’s 3.32%, it means that you’re more likely to see success when advertising on Google. However a combination of both would certainly enhance the impact of your campaign.
Although these are the two main advertising platforms, other networks to consider include, Facebook Ads, Linkedin Ads, Twitter Ads, and Amazon Ads.
What is PPC Marketing Good For?
So how can PPC marketing help you achieve your marketing goals? Here’s a list of some of the main benefits:
- It’s measurable and easy to track. Most PPC platforms will allow you to see how well your campaign is doing via a dashboard. Here you can view all the details of how your advert has performed, including click-throughs, conversions and impressions.
- Good ROI. It has been found that most businesses who spend £1 on PPC advertising see a £2 return, a 200% ROI. this means the more money you put into your advert/s, the more profit you can expect.
- Helps your SEO strategy. You can use a PPC campaign to test keywords before committing to a long-term SEO strategy. There is no restriction of hidden organic keywords with PPC, so you will get a useful overview of keywords with higher conversion rates, the percentage they convert at and their cost.
- Provides instant traffic. Using organic SEO to improve your position in the search engines can take 6-12 months whereas a PPC campaign can drive traffic to your website almost instantly.
Who Should Use PPC Marketing?
Is PPC right for you? PPC works particularly well for ecommerce stores such as online retailers, brand advertising and direct-response marketing agencies. If you’re a smaller business, PPC works well for promotions, or new product introductions. Larger businesses with a higher marketing budget will be able to invest more on PPC, but a smaller business with a clear strategy can benefit from the instant traffic it provides.
Imagefix is a full-service marketing agency based in Bedfordshire, providing PPC, SEO, Web Design, Copywriting, Social Media and Graphic Design to businesses across the UK. We can design and run a PPC campaign, using highly targeted keywords to generate new leads, conversions and 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