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Have you ever searched for something on the internet, then later notice that advertisements similar to that search are suddenly being shown to you? Or have you ever searched for something and noticed that a few links come up first, and are different than the others?
This is not the work of surveillance or espionage, rather, it is useful for marketing known as pay-per-click advertising (or PPC). Getting a deeper understanding of PPC can better help you market to your audience. Google pay-per-click ads have the biggest ROI of 200%.
Some of the benefits of PPC include:
- Innovative techniques to test how your products sell
- Cost-effectiveness through budgeting
- Efficient strategies to target traffic to your brand
- Brand awareness
- Access across various channels
- Control through the flexibility of your campaign
The Origins of PPC
PPC has been around for over a decade, and in the early days was suggested to be at least in part responsible for Google’s growth from a small search engine to what it is today. Many businesses, large and small, have taken advantage of PPC and the amazing opportunity it has provided them. As a result, the Google advertising network reaches 90% of internet users.
In 2001, Google introduced their sponsored search feature which was renamed ‘Adwords’ in 2003. By 2005, they were making $1 billion from Adwords alone. This clearly shows that even back then people were using advertising platforms such as Pay-Per-Click. Since then its popularity has only increased and paid searches now make up more than half of all online clicks.
How it Works
PPC is similar to SEO in that they both involve optimizing your sites with the use of links and keywords, however, the difference is that PPC involves you bidding on hot topic keywords related to your company and audience. If you bid well and win, that keyword is yours, and depending on the bid, it will appear before most other advertisements and searches. For example, if someone searches for “buy shoes,” you could bid money so that when they search again, they see your link instead of other companies.
Every time someone clicks on your ad, you pay Google or Bing (or other companies that provide PPC) money (hence pay-per-click). PPC facts show that Google typically recommends new users spend between $10 and $50 on PPC per day.
While it seems like it costs more, it is an extremely popular, and effective way to get internet traffic to your site. The front page gets over 90% of internet traffic, while the second gets a mere 4%. Clearly, in this scenario, if you’re not first, you’re last.
Now to the way PPC is related to recent searches appearing as advertisements. This is called contextual advertisement. Often a person can be shocked or paranoid when a recent search appears as an advertisement. However, they forget that their search was done by a search engine.
Search engines partner with advertisement companies and do a similar PPC advertising strategy, by combing the individual’s searches and placing an advertisement related to that search near them. Thus, when they click on it, you pay Google. If someone were to search pool party ideas, they may be given pool supply advertisements.
Doing PPC the Right Way
It is difficult to get behind PPC on your own since many companies try to market by themselves. Often, they will find their money wasted, and the PPC advertising campaign does not go how they want it to. The Digital Intellect will provide you with an optimized campaign strategy. This involves targeting your audience, analyzing your current PPC process, your budget, and many other aspects.
This is all to have the maximum impact without wasting excess money. We then implement the keywords, obtain them, and continuously monitor them. Of course, we will provide you with analytics of how the keywords are doing. If one is not working well enough, we can narrow down which direction is working better, and switch to something closely related. This is all done continuously, looking for improvement, so that you can make a profit.
We will provide campaign suggestions, analytics, and keep you up to date with progress towards long and short-term goals. If you are interested in PPC, have no idea where to move forward, or are lost in your current PPC campaign and need help ramping it up, let The Digital Intellect take that job off your hands.
Why is PPC Necessary for Campaign Building?
PPC is necessary for campaign building because it is a method of promoting products or services on search engines that ensures that consumers are both actively looking for the product and ready to purchase. 75% of people say they click on ads because they expect an answer to their question. Additionally, 70% of all paid search impressions are on mobile.
A common belief within SEO circles is that PPC only provides short-term gains because once users realize that there are advertisements on top of normal results, the less likely to engage.
PPC marketing can be broken down into three steps:
- Setup of the campaign
- Campaign targeting
Once these three things are done, businesses need to track results through proper reporting and see how customers are interacting with their adverts by looking at click-through rates (CTR) and conversion rates (CVR). The more targeted users are about what they are searching for, the higher CTRs will be generally seen across different industries.
This means that if they can increase their CTR then there is a direct impact on CVR because people were clicking on the advert which means they were either interested in buying what was being sold or even just wanting to find out more information about the product. Therefore, it’s vital to make sure that the keywords chosen in pay-per-click advertising campaigns are relevant and targeted.
How Does PPC Drive Conversions?
PPC drives conversions through a mixture of techniques and practices which can include the process of the display, targeting, and analytics.
The display is the process of how an ad is shown to a searcher. If you are shopping for “Old Navy jeans,” you want to see Old Navy’s ads everywhere, including on your phone or in your Facebook feed. It needs to be where you are looking. If it only shows up when someone searches for something else, then it’s not doing what it should be doing—driving conversions.
The display also includes other forms of traditional online media such as banner ads on websites and email newsletters which can help reinforce a message by showcasing a brand without necessarily driving conversions through click-through rates that PPC provides.
Targeting is how we define who sees our ads and who doesn’t see them. In a nutshell, PPC is the process of paying for ads to go on top of search results. When you Google something, if there’s a company that wants you to know about their product, they can buy an ad from Google and put it up before anyone else’s.
This also gives them the chance to re-insert themselves in your mind when you are thinking of buying something like their product. When people discuss SEO (search engine optimization) marketing campaigns, they commonly question whether or not it is worth looking into Paid Search Marketing (PPC).
Analytics can be used to track purchase conversions—it’s possible to see if someone searched for your product, whether they saw an ad for it, and when they eventually came back to make a purchase.
Conversions are a little trickier—it’s possible to see if a person saw an ad for a product and then purchased it, but that same person could have read about the product somewhere else online. This is one of the biggest changes PPC has brought to search marketing: it creates a direct link between what you’ve been advertising and actual sales or traffic from your ads.
Google uses PPC so you click on their ads when you use Google, which means they can sell advertising space more cheaply because they don’t have to compete with other companies. It also allows them to track clicks and conversions on ads more easily, as well as collect useful information for their analytics program.
When Can I Expect Results From PPC Marketing for My Business?
The results from PPC marketing can be seen quickly and unlike SEO, customers will see your advert as soon as it is published instead of waiting months for the algorithm to catch up. Search ad spending is expected to reach $137 billion by 2022. 40% of businesses say their PPC budget is lower than what they want it to be.
Your business has a lot to gain from PPC and it can often be the difference between a successful business and one that is not. 65% of customers click on PPC ads. Additionally, 93% of Americans use the Web to find local businesses. Paid ads tend to attract an audience who are more likely to purchase products or services, rather than browsing through organic search results which provide them with information rather than while having an existing need.
A strong web presence is vital for your business’ success even if you don’t have an SEO campaign in place. A study by HubSpot found that over 50% of customers will bookmark the pages they visit if they have a positive experience, making it an ideal way of driving traffic to your website. Even if this traffic does not convert into sales straight away, people will remember where they heard about you first so having both PPC Marketing alongside SEO is a great way to generate affiliates and also referrals.
A PPC campaign is the quickest and most efficient method of gaining new customers through your website as it targets people who are actively searching for your products or services, and sends them straight to you. It’s not only easy to use but you can also gain instant results by testing variations even if they simply involve different ad copy, images, or color schemes.
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