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How to Do Pay Per Click Advertising
Pay Per Click (PPC) advertising is a popular form of digital marketing used by businesses of all sizes to reach their target audience. In many cases, businesses combine search engine optimisation (SEO) with pay per click, ensuring that they achieve immediate results with long lasting effects.
Pay Per Click (PPC) advertising is a digital advertising opportunity where you pay a fee every time someone clicks on your advert. You are paying for targeted visits to your landing page, website, or app. When this advertising works well, the fee is not a factor, as every click you receive is worth more than what you pay.
There isn't a one size fits all approach when it comes to pay per click advertising. These adverts come in a variety of options and can be text ads, images, videos, or even a combination. They can appear on search engine results pages (SERPs), on websites, social media platforms, and others.
Search engine advertising is the preferred option for most business owners, making it the most popular form of PPC advertising. You bid for an advert placement in sponsored links in SERPs.
Each advertising platform is different, though they all follow a general process, that includes:
With your advert ready, when and where it appears is all down to a number of factors including your maximum bid amount, campaign settings, and your quality score. The platforms have one goal, keep their users happy. Therefore they reward you when you create a relevant and credible advert. With a high quality score you can pay less for a bid and yet, still enjoy a higher ranking than a company with a low quality score and a higher bid.
Google Ads is the most popular PPC platform used by businesses throughout the world. It provides you with the opportunity to create adverts and have them appear in Google SERPs. When a user searches for a keyword you have chosen, Google runs an auction in the background. This auction takes milliseconds to complete, enabling Google to select from the pool of adverts, matching the ones that best meet the users search criteria.
Choosing Google as your PPC platform of choice is a valuable decision. Google is the most popular search engine and therefore, generates massive traffic every second. This platform is the one that can provide you with the most impressions and clicks on your adverts.
How often your advert appears is determined by how successful your advertising campaign is. You need to follow the following five step process:
Pay Per Click advertising is a valuable marketing tool that can be used by companies of all sizes, no matter your industry. It is important to put an effective adversing campaign together where you track and monitor your advertising progress, identifying what ads are working and what aren't. If you are unsure, it's advisable to use a PPC management company to handle your strategy and campaign on your behalf, improving your chances of success.
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