Whether you have some level of familiarity with PPC or you are totally new to the world of digital marketing and looking to gain insight, we are here to share our PPC ads knowledge with you.
What is PPC?
Pay-per-click advertising refers to the strategy that the advertiser pays a platform only when a user clicks the ad. PPC is most commonly used in popular search platforms like Google and Bing. With a pay-per-click ads campaign, you aren’t stuck paying for impressions or people just viewing your ad, and you are only paying those who have taken action by clicking through to your website.
How Does PPC Work?
Popular PPC search networks like Google and Bing work on a bidding strategy. You select specific keywords relevant to your website or landing page and bid on those keywords. When a user searches one of those keywords, Google or Bing will serve them a relevant ad. When Google looks to serve a relevant ad to a user, they look at more than just your max CPC (the amount you are willing to spend on a click). They also take into consideration things like quality score and landing page relevance.
The great part about PPC is even if Google chooses your ad to show up during a user’s search inquiry, you only have to pay when someone actually clicks on the ad itself. This helps ensure you are only paying for users that are actively seeking more information from your brand.
How Do Keywords Fit In?
Keywords are at the center of every PPC search campaign. The keywords you choose, combined with other factors like expected clickthrough rate, and landing page experience, will determine the quality score you receive from Google and your ad’s overall performance. For example, let’s say you are a landscaping company trying to get people to your website to schedule an appointment. Your keywords might include things like “Lawn care” or “Landscaping Near Me,” depending on your services. These would be considered relevant keywords to your business. You would not want to bid on keywords like “Contractors Near Me” or “Plummer’s.”
An easy way to discover relevant keywords to your business is to put yourself in the customer’s shoes. If you were looking for a local landscaper to work on your yard, what would you type into Google during your research?
How Do I Know If PPC Is Right For Me?
PPC advertising might not be the right tactic for everyone. To decide if PPC is right for your business, look internally at your goals. Are you looking to get increased website traffic? Are you looking for more orders? These are great examples of goals that align with PPC advertising. Whatever your goals are, it’s important you define them and choose tactics accordingly.
Do Landing Pages Really Matter?
We mentioned Google’s quality score. One of Google’s factors determining quality score is the landing page users will click through to. Let’s look back at the landscaping example; if your ad is bidding on keywords like “Lawn care” or “Landscaping Near Me,” but the landing page talks about local plumbers, Google will give that ad a low-quality score because the landing page would be irrelevant to the ad itself. When creating an ad, think about what your landing page says and ask yourself if the ad matches what the user will click through to.
What Does Success Look Like?
Every business will define success for their campaigns differently. Going back to your business goals, what are you looking to achieve in your marketing? If the answer is more inquiries about your landscaping services, then having an increase in inquiries for a cost aligning with your advertising budget would most likely mean success to you.
One of our favorite parts about PPC advertising is there is always room for improvement. Meaning if your ads aren’t performing well, it’s time to look into optimization options. Look at your bidding strategy, ads, keywords, and landing pages and see where there is room for improvement. Never be afraid to test things out and nix the things that don’t work to improve your PPC results.
Whatever your PPC questions, our digital marketing experts have the answers! If you want more information, don’t hesitate to reach out today.