PPC or Pay per click

You may have come across the term pay-per-click adverting or PPC, but what exactly is it and how can you use it to contribute to the growth of your business? It basically means that for every click a user makes on your online advertisement, you will pay for that click and the cost per click can differ depending on various aspects. PPC advertising is most common on search engines, where you’ve probably come across such ads on Google as seen below:

The cost of clicks depends on how competitive it is to compete for the top spots on Google, but most people will say the click is always worth more than what you pay for it, that visits to your website and ultimately conversions from that click is what makes the PPC cost seem irrelevant. So you’ve spent £5 for an extremely competitive position on Google, and that click results in someone buying a year membership to your service for £200, suddenly that click doesn’t seem so expensive! You can learn how to make those clicks more effective and potential cost less in this blog! We’ll focus more on Google Ads as an example here as it is without a doubt the most well known and widely used form of PPC advertising. Facebook Ad’s have a similar set of rules and methods to creating PPC ads, but their are many things you need to consider which do not follow the same pattern as Google Ads, which will be covered in future.

Google Ads

Google Ads Logo
What is Google Ads?

Google is the most used Search Engine out there and people will see ads on nearly every search they make, most of the time, but how can you make sure that when setting up Google ads yourself, that you’ll be featured at or near the top and start getting clicks which can potentially lead to conversions? A full guide to setting up and using Google Ads will be posted on Anddevuk, however we’ll cover a few basics about what Google Ads is and what you need to know before anything else here.

Making Ads through Google Ads allow your ads to appear on Google Search Engine searches and on other places on the Internet, depending on the type of Ad campaigns you make. You will be competing with others that are also using Google Ads for their similar services and products, so you need to make sure your ads are correct and optimized to ensure that you are the ‘winner’ of the bidding. Of course, the more you choose to spend, the more likely you’ll get to the top, but only if you are keeping inline with the policies and best practices.

A metric is calculated by multiplying Cost-Per-Click (CPC) bid and Quality Score, and this is used to determine who gets to appear on Google searches.

Cost-Per-Click is a factor which is basically the amount that the user is willing to spend on each click – the budget. Quality Score takes into a number of factors such as your Click-Through-Rate (CTR), the quality of the landing page where those who click will end up, and how relevant your ad is to what is being searched. These factors are not the only things that will determine your position on Google, however these are deemed to be the most important and will be covered in a full guide.

Keywords, Their Importance and Researching

You can’t put just any keywords into the Google Ad Campaigns and hope people will see your ad searching for a certain phrase that matches your service or product. They need to be relevant and of good quality and research into finding the best keywords to use is an essential part of any PPC Campaign. It’s a tiresome task but fortunately there are various sites you can use to help the research process including Neil Patel’s Ubersuggest and Spyfu as well as Google Ad’s Keyword planner which you can find in the Google Ad’s Interface.

Around 30 keywords are advised Keyword List, but you should aim to get around 10 high quality keywords or phrases. Keywords, amongst other things, should also be:

  • Relevant – Hopefully this goes without saying, but your keywords need to be relevant to what you’re trying to advertise. These keywords will lead to a higher CTR, a more effective Cost-Per-Click and ultimately more conversions if the keywords have be strategically targeted.
  • Varied – They should not just be the most popular or the most searched for keywords and phrases out there. The inclusion of ‘Long-tail keywords’ are important as they are less expensive and actually make up the majority of search-driven traffic!

What Next?

The brief account of what Google Ads is and how to make them more effective is only the beginning, you then need to make sure you manage those PPC campaigns. You will be notified if there are redundant keywords in your lists, if a keyword has a low-search volume and if you are breaking any rules in Google Ads! There are many things you will need to maintain and be aware of once your campaigns are made including the following:

  • Adding Negative keywords – these terms will limit who sees your ads, which will allow for your ads to be more relevant and stop you spending money on irrelevant clicks.
  • Make your landing pages better – You can potentially improve your conversion rates by changing the landing pages to match some of the search queries being made that makes people reach your ad, and changing Call-to-Actions (CTA) on those landing pages.
  • Adding additional or modifying keywords – changing or adding more can lead to more relevance and reaching the right audiences.

With so many other factors and mechanics of PPC advertising, it’s best to do your research on the topic before deciding to go ahead and make some ads and spent a bit of money on growing your business. We’ll cover more topics in future right on Anddevuk.com