What is PPC Advertising?
PPC is an abbreviation that stands for Pay Per Click. It is a form of advertising used in internet advertising on Google Adwords, Bing and social media. At PPC, you pay for each visitor who clicks on the ad.
The advantage of PPC is that you see results immediately and it is the most common form of advertising online. It works by the advertiser paying the site owner for every click a visitor makes on their advertising. The advertising form is a very good complement to the digital marketing strategy and has exploded in use in recent years.
How many people click on the ads?
A study by marketing guru Rand Fish conducted in 2018 showed that desktop behaviors of users on Google search results were:
- 2.8% clicked on the paid search
- 62.2% clicked on the organic search
- 35% did not click further
For mobile phones, the percentage that did not click on was almost 60%.
Advertisers are looking for the cheapest options to get relevant clicks
The trend has been that advertisers have been looking for the cheapest PPC options. When Adwords - and of course Bing advertising - was introduced, PPC bids were very low, which led to high demand, which eventually increased the price.
Then came social media such as Facebook, Twitter and Instagram and many advertisers turned to them in search of low PPC prices. Right now, few companies look at bloggers and related posts, which means that competition is low and thus the price is lower.
That's why you need PPC advertising
PPC is an excellent method if you want to directly see the results of your digital marketing campaign - unlike SEO which can take months before you see the results. PPC makes it possible to be seen first among the paid results.
For e-merchants, PPC along with search engine optimization are the most important marketing channels. Through them, your ads can appear directly in the search results. The trick is to reduce costs by choosing the best channels but also by writing good ads and managing bidding in an optimal way.
PPC ads offer a handful of unique advantages over other forms of search engine marketing, and other advertising strategies:
Immediate traffic. Most marketing strategies rely on the accumulation of visibility, authority and that reputation improves over time. Consequently, they take weeks, months, or even years to see results. It takes time to set up a PPC advertising campaign (such as designing and expanding a landing page), but once you've set up your campaign, you can start bidding right away, and your ads will immediately become visible to new people. It is one of the fastest and most reliable ways to generate traffic, making it perfect for new sites, new products and short term deals.
Guaranteed search engine visibility. With PPC ads, you can take advantage of the power of search engine and placement rankings, as long as you bid enough.
Almost total control. There is virtually no limit to what you can do with a PPC advertising campaign. You can direct traffic to your website, a product page or a specialized landing page. You can choose exact keywords and audiences. You can experiment with hundreds of variables in your wording, timing and placement. This level of flexibility gives you total control over your results, making it a useful strategy for virtually any business or goal.
Transparency and data analysis. Thanks to Google Analytics, and other third-party tools, you can measure the effectiveness of your campaign in many different ways. You can study your clickthrough rates (CTRs), conversion rates, traffic patterns, and even your overall return on investment (ROI).
Which channels should you use for PPC?
There are several different channels to choose from and you can define audiences to have the highest efficiency of your pay per click ad. The ad type is very popular with small businesses when looking for new customers where you pay to be listed with your ad on any search engine, usually Google or Bing.
In Sweden, Google's market share is larger than in the US market. Marketers often look for the channel that provides low PPC values. When Adwords first came, prices were extremely low but over time, prices have been pushed up many are looking for other advertising channels. For a while, Facebook's advertising was extremely cheap and today we see extremely low prices on blog links and so-called related articles.
Before you start advertising with PPC, you need to research keywords and how much is being sought in your industry. You need to be as specific as possible when describing your products and services to succeed in advertising and to match the ads with what users are looking for.
In the case between Google or Bing, the former is larger and currently more lucrative in PPC use, while the latter has lower competition and thus lower costs. When it comes to balancing different search engines, it's up to your strategy and what you want to achieve - the majority of users use Google.
How do you create an effective PPC campaign?
When running a PPC campaign, there are several factors you need to consider in order for it to be as good as possible. It is common for marketing budgets to be wasted on irrelevant traffic.
It is essential that you define your audiences and ads. Also make sure that you can change your campaigns quickly and have a flexible marcom system so you can test different hypotheses on the account.
Digital campaigns are not static, but you have to build the ads based on how users think and create landing pages and bidding strategies that work and beat the competitors' ads. Users behave differently and you may need to adjust bidding by location, time of day to maximize conversions.
Which matching types are used. Several of the match types can mean that your search results are displayed in lots of impressions that are irrelevant. Of course, this is not good because you have to pay for the ads when someone clicks on them. Google's Quality Score means you can pay less for your clicks if you continually optimize your campaigns.
PPC fraud is a scam which means that you as an advertiser have to pay more than you need which may be due to illegitimate black hat methods which is used against you and is a serious security risk for several large corporate budgets. read more about click fraud.
Advertising Online - There are various PPC networks
- Google Advertising and Google Ads is the world's leading PPC network.
- Bing Ads - often have lower prices than Adwords due to lower competition.
- Facebook Advertising - Facebook Ads - effective channel where advertisers have very easy access to their target audience.
- Youtube Advertising - Youtube Ads Interrupt PPC through videos.
- Mobile PPC is an area that is growing enormously, read more on our site mobiltseo.se
- Twitter Advertising - Twitter Ads, there are also solutions where you sponsors Tweet
- Linkedin Advertising - Linkedin Ads is effective in job advertising. You can also use Linkedin for B2B advertising where you can target job titles and company size. You can pay per click or impression.
- Instagram Advertising - Instagram Ads, will open for companies in the autumn / winter of 2015 and is expected to become a major channel. Previously, they specialized in exclusive brands but now have they started to open up its platform.
- Amazon Text Ads - reminiscent of Google's product lists but very cheap to buy
Talk to a PPC specialist
Expandtalk is a PPC agency that will help you with your PPC campaign based on the needs you have:
- We create cost-effective campaigns
- We produce advertising material, ie ads and keywords
- We publish the ad in various channels
- We set up tracking and measurement of the channel
- We continuously handle the ads and make corrections and optimizations, for example when the bids are too low or when you lose positions or the ads provide poor traffic.