What is PPC?


It’s time to get stuck into something technical as we dive into the world of PPC marketing for our latest campaign. You may have heard about PPC and think, yes, I need that, but what is it?

PPC stands for Pay-Per-Click in which businesses pay a fee every time one of their adverts is clicked on. In short, you’re paying for users to visit your website or to make a purchase rather than waiting for organic visits.

Search Engine advertising with PPC is one of the most popular forms, like on Google for example. It allows businesses to bid for key words so that your ad shows up in the very top spot on the search results page. You might be familiar with seeing ads like the below…

We searched for ‘Buy Cupcakes Online’ and as you can see, this is a highly competitive search term with all of the paid adverts highlighted in red. Every time you were to click on one of those, the business would pay Google a fee. It’s not until you reach The Little Cupcake Company in green that you start to see organic search results.

What does it involve?

From researching the right keywords for your business to organising those keywords into campaigns, ad groups and setting up landing pages that are optimal for conversions. We’ll cover much more on this later in our PPC campaign.

Generally speaking search engines reward businesses who create relevant and targeted campaigns by charging them less for advert clicks, leading to higher profits for your business so it’s worth learning how to do it right or getting a great partner on board who can tackle the situation for you (hint, hint).

What is Google Ads?

Google Ads is the most popular PPC advertising system in the world (trust Google!). Every time a search is initiated on their engine, Google dips into their giant pool of ads and selects a set of ‘winners’ to appear in the valuable ad space on its search results page. The ‘winners’ are chosen based on a number of factors including:

  • Quality and relevance of their keywords
  • Quality of their ad campaigns
  • Size of their bid amount
  • Advert rank (a measurement calculated by multiplying cost per click – the highest amount a business is willing to spend and quality score – a value based on your click-through rate, relevant and landing page quality).

So essentially, it’s a bit like an auction that happens at super internet speed.

Still with us? Good! If this is all a bit too much then of course our amazing consultants are on hand to talk you through it and setup some successful campaigns for you. Just get in touch with us to find out more or stay tuned for the upcoming series of articles about PPC to learn more.

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