Did you know that almost 50% of people say that they regularly click on search ads?
If you consider the number of people using the internet, this represents a huge target audience.
How can you harness the power of this audience for your business?
PPC. But what does PPC stand for? Pay Per Click. This acronym is the name given to the tools and techniques used to benefit from the millions of clicks on advertising banners.
If you would like to get into the search marketing game, check out our guide to learn the basics of PPC economics.
Beginners’ Guide To Pay-Per-Click Marketing
How Does PPC Work?
There are many applications of the PPC model. We are going to focus on two primary ways you can use it to generate leads for businesses.
Search ads are probably the most common form of PPC advertising. You will see these adds located adjacent to Google search results. They usually have a context according to the keywords you entered in the search box.
While this kind of priority advertising gives prominence to your company, you will only pay when a person clicks on the advertisement.
If you are interested in PPC advertising, the setup is relatively easy. You will need to write your advertising copy, select your keywords, and then select how many clicks you are willing to pay for, that is, your budget.
Always remember that clicks do not always bring purchases. Search ads are part of a larger picture where you will need to manage the process. This includes where the click will take the person and what steps they will need to follow. Nailing down your user workflow requires careful planning to get an appropriate return on investment.
Remarketing is especially beneficial for gathering customers that have left your online store without completing a purchase.
Although they may be browsing entirely different subjects, Remarketing Ads appear in banners on those pages to remind the person of the product or service that they did not purchase. Perhaps it will even highlight an offer or opportunity.
Compared to search ads, there are a few more steps involved in setting this up. However, there is great value in following up on interested customers who already have a connection with your product.
How Can I Get the Most Out of PPC?
PPC marketing is an investment, and of course, every successful business owner will be looking to get the highest ROI possible from their campaigns. Keep reading for three key questions to ask if you want to get the most out of PPC advertising.
1. Who is the Target Audience?
The potential audience for PPC advertising is in the billions. However, your target audience is a much smaller group. Through research, learn the demographic that is most likely to respond to your campaign. There may be multiple cohorts that match your ideal customer. Make a note of essential information, including:
- age groups
- income level
- education level
- are they Gen X, Millennials or similar?
There may be more criteria to include depending on your product or service. When preparing advertising copy and user experience, ensure that it will appeal primarily to this target audience all the way through to purchase.
Put yourself in their situation and ask what you would want if you were in their position. If you are unsure, consider surveys and focus groups that can give you an accurate picture.
2. What is My Goal?
Once you know who you are aiming at, next determine what you are offering.
Is your advertising highlighting a particular product? Are you raising awareness of your site or service? Is your goal to strengthen your branding? The answer to these questions will govern what will happen when people click on your advertisement.
Accurately define your goal and you will go a long way to designing your campaign.
3. How Can I Measure My Progress?
While advertising is an exact science, audiences are not always the same. During your campaigns, you may need to make small changes to your approach. You will know this only if you are monitoring the success of your campaign.
Monitor metrics and check tracking URLs to know where and why your advertising campaign is succeeding or not. At appropriate points, objectively discuss how your campaign can be improved.
Why Use PPC
As discussed, PPC advertising can give great prominence to your business and draw in the crowds. However, this is only partly beneficial. With better preparation, PPC can deliver specific goals and victories for your business. Consider these three goals.
1. To Build Awareness of New Products or Services
Not all campaigns are designed to sell a particular product. Some are to strengthen the foundation of what people already know about a product or service. In other cases, it is to highlight an important change in a brand that is well known.
The advertisements may encourage a person to click to learn about how this product change may benefit them personally without actually encouraging them to purchase directly.
2. Accompaniment to Good SEO
As we know, organic SEO is a powerful tool. However, we also know that organic SEO takes time to build traction and is also subject to changes.
While you are waiting for your SEO to build up strength, perhaps by the addition of content, a PPC campaign will give you immediate exposure.
3. Learning Experience
PPC helps you to understand the context in which people are interacting with your advertising.
By analyzing the clicks earned by search ads and remarketing, you will see where and why people are clicking and how to maximize your investment.
How Much Does PPC Cost?
Several factors dictate how much you will need to invest in PPC. Often you can select the exposure your advertisement will have and restrict it to a location. Typically, this would be more expensive.
In a crowded market, there may be many competitors vying to use the same keywords. Some words may be available for only $0.05 per click. In other cases, the price may rise to as much as $50 or more per click.
Where will the click take the person? If it is to a social media site such as Facebook, the cost per click is likely lower than a click that takes them to a landing page.
What does PPC stand for?… And Other Important Questions
If you still have questions, we are here to help. Let our experts in the field of marketing and advertising give you peace of mind. If you would like to see what we can do for your business, contact us or check our blog.
We take the hard work out of marketing so that you can focus on what’s most important: producing the very best product you can.