Pay-Per-Click Advertising

Attracting customers when they are ready to buy

What is Pay Per Click Advertising?

Pay Per Click Advertising also referred to as PPC, used to attract visitors and drive traffic to websites. The name describes the way that you pay for this kind of advertising. Whenever a user clicks on an ad and is redirected to the link’s landing page, the advertiser pays the publisher for that click.

Pay Per Click Advertising is found on a number of media channels, and results on sites like Google and Yahoo!, embedded into blogs, on social media platforms like Facebook and LinkedIn, and even videos on applications like YouTube, Hulu, and Spotify.

How Does Pay Per Click Advertising Work?

If you are ready to make an investment to drive visitors to your website. Now it’s time to take steps to ensure you’re getting a proper return on investment (ROI).

Unfortunately, it’s not as easy as putting a link or a picture of a product online and hoping some unsuspecting users will give it a click. People have wised up to advertising, but there are still plenty of ways to deliver targeted ads that are relevant and appealing to the potential customers you want to reach.

What is the cost of PPC?

With any PPC campaign, you’ll pay the platform owner (Google, LinkedIn, Facebook, etc.); however, much you wish to have them deliver your ads in organic search results. These ads are triggered when a user’s online search query includes your selected keyword. Whenever a user clicks on your ad, you pay the current Cost-Per-Click (CPC) from your existing budget. When your budget has been reached, your ads will no longer be displayed. So start by deciding how much you’re willing to spend days on this kind of advertising knowing that CPC will fluctuate and that your minimum and maximum bids will affect your Ad Rank. Ad Rank refers to how often and where your ads are served on the Search Network and beyond. The higher your Ad Rank, the more desirable your position on the page, and the more often your ad will be shown as a result of a relevant search query.

google search breakdown map ads organic results SEO web marketing

About the illustration above

We searched for "refrigerator repair near me." The top 3 listings all have the "AD" indicator next to them, these are paid ads. The top one is our client Bill's Appliance Repair.

The next section is the Map Pack, an essential place to make sure you appear. People look to this to show companies near them. Google has started placing ads here, and the advertisement for Bill's also appears.

The final area is "Organic Results" that come from SEO (Search Engine Optimization). These are not paid but are crucial to growing your business.

Make AHA! Your PPC Agency

Why PPC marketing is worthwhile:

  1. You only pay when someone is interested and clicks. One of the reasons PPC is so straightforward is because you know exactly where your dollars are going, and you only pay when an interested party clicks on the ad. This is different than traditional advertising offline, where you spend X amount of dollars and hope your target market actually engages with the ad, but you never really know.
  2. Control your costs with a budget. Speaking of budgets, with pay-per-click, you set the budget to your needs. You can put a cap on what you spend daily, and it’s flexible for you to change at any time. That doesn’t mean you can expect to see huge results with a limited budget, of course; it all depends on how competitive the keyword and industry are. (You can learn more about setting budget in Google AdWords, or check out a post I wrote on how much you should spend on PPC.)
  3. You can reach your target consumer at the right time with the right ad. Want to target a person in a specific place at a specific time of day with a specific ad? No problem. With PPC’s location targeting and delivery options along with device-specific preferences (like mobile), you can deliver very specific messages to your target consumer at prime time when they are close by.
  4. PPC can show results very quickly. We all know how important organic search traffic is for long-term website marketing; however, it has a longer cycle to prove ROI. PPC can show results fast. You can start a PPC campaign on Monday and literally start seeing results in terms of traffic and conversions the next day (depending on a variety of factors, obviously).
  5. PPC data can inform your other marketing channels. Does your search engine optimization (SEO) team want to know if a particular keyword or set of keywords is converting well? PPC can tell them. You can also test the waters with new products or offerings using PPC in order to gauge demand and get an early look at its reception. You can even use PPC to promote oddball events or things that wouldn’t be appropriate for other forms of advertising.