PPC, or a pay-per-click campaign, is a form of Internet marketing that only charges advertisers a fee each time someone clicks on their digital ad.
Theoretically, the advertiser is only paying for ads that get them some sort of results or actions. This is a method to determine the cost or value of many digital advertising campaigns.
An effective PPC campaign could include purchasing display ads on websites or buying keywords to come up at the top of search results.
Search engines such as Google allow businesses and individuals to buy listings in their search results. The listings appear with the non-paid search results, but at the top and marked as advertising. The search engine is paid every time a user clicks on the sponsored listing.
Advertisers bid for placement based on keywords that someone might use when searching for their business, product or service. The bid is what the advertiser is willing to pay when their ad is clicked on. The advertiser who bids the highest will rank the highest in the sponsored results.
For example, if an advertiser bids on the keywords “dog groomer,” they have a chance at being on the top of the searches for those words as long as they bid higher than anyone else using that term.
PPC marketing becomes one of the best ways to reach potential customers at the time they are looking for a product or service. You know that they have an interest in whatever they are searching for so it gives you a prime opportunity to let them know you are out there and may be able to serve them.
Search engine marketing is valuable because search is where most activities start — buying a product, watching a movie, going to dinner, booking a trip and many other daily activities. Google reports there are 2.3 million searches a second.
In 2015, 64% of all in-store sales, or sales to the tune of $2.2 trillion, were influenced by the internet, according to hostingfacts.com, and 60 percent of consumers start their research on a search engine before going to a specific website, according to adweek.com.
If the amount of search traffic alone isn’t enough to convince you that PPC is probably worthwhile, consider your budget. You set your budget and your ad is served until the budget runs out. If you are concerned about blowing through your budget in a day, you can set additional parameters such as an amount each day or even between certain hours of the day.
Depending on how competitive your keywords are, you may be able to get by with a small investment that could lead to big sales.
Choosing the right keywords is essential and there are many tools out there that can help or you can rely on the person implementing your PPC campaign to research them for you.
You don’t want to overpay on keywords that don’t lead to business or choose keywords that no one is searching. The keywords you bid on should be directly related to your business to lead to a high click-through rate. Your list should include popular and frequently searched terms as well as highly specific terms. Searchers will often be very specific with their searches and you will want to ensure your business will come up.
Once a PPC campaign launches, make sure you or someone you trust is tracking the performance so you can make adjustments to keywords to maximize your spend.