What exactly is pay-per-click (PPC) advertising? Pay-per-click marketing is a method of generating clicks to your website through search engine advertising rather than “earning” such hits organically.
Are you familiar with the yellow-labeled sponsored advertisements that frequently appear at the top of Google’s search results page? That is pay-per-click advertising (specifically, Google Ads PPC, which we shall go over in more detail below).
This is how it works: You pay a little fee to the search engine each time your ad is clicked, directing a visitor to your website.
When your PPC campaign is well-designed and going efficiently, that charge becomes insignificant because the visit is worth more to your company than what you pay for it. For example, if you pay $10 for a click that leads to a $300 transaction, adopting PPC is a no-brainer.
Finally, pay-per-click marketing benefits everyone:
It is advantageous to searchers – According to statistics, searchers are more likely to click on sponsored search adverts than on any other sort of digital advertising. This implies that individuals do not mind being promoted as long as the products and services are relevant to the searcher’s needs. Because we use search engines to find products and services, the results, including adverts, are frequently highly relevant to our search. Furthermore, Google has created an amazing algorithm to ensure that PPC advertising is relevant to the user’s demands.
It’s beneficial to advertising – Advertisers are provided with a once-in-a-lifetime opportunity to deliver their message in front of an audience that is actively and specifically looking for their goods. Advertisers can track the quality of traffic generated by search engine clicks since searchers reveal their intent with their search queries.
It helps search engines – PPC allows search engines to appeal to both searchers and marketers at the same time. Their user base is made up of searches, while advertising supplies them with a revenue source. First and foremost, the engines seek to produce relevant results while also providing a highly targeted, revenue-generating advertising channel.
The advantage of PPC marketing is that Google (and other ad networks) reward high-quality advertising rather than the highest bids for that ad space (meaning the ads that are most popular with users).
Is Pay-Per-Click Marketing Right for You?
As previously stated, PPC advertising provides a unique opportunity to:
Produce Leads at a Low Cost – Pay-per-click marketing is a highly efficient technique to get interested people to your site since it helps you to reach leads and prospects when they are researching and wanting to buy. Furthermore, in exchange for making their users happy, search engines will provide you with an algorithmically generated discount.
The truth is that pay-per-click marketing may benefit practically any type of business, whether you want to sell things through an e-commerce website, create leads for a service-based or software company, build brand awareness, or even drive foot traffic and phone calls to your local store.
You should follow a few best practices to get the most out of your pay-per-click marketing approach.
Pay-Per-Click Marketing Keyword Research
Relevant – Obviously, you don’t want to pay for Web traffic that has nothing to do with your company. You want to select keywords with a high PPC click-through rate, a low cost per click, and higher revenues. That is, the keywords on which you bid should be closely relevant to the items or services that you provide.
Extensive – Extensive keyword research should encompass both the most popular and frequently searched terms in your niche as well as the long tail of search terms. Long-tail keywords are less prevalent and more precise, but they account for the vast bulk of search-driven traffic. They are also less competitive, which means they are less expensive.
Expansive – You want to revise and improve your campaigns on a regular basis, as well as foster an environment in which your keyword list evolves and adapts.