Pay-Per-Click Marketing – What is it and what do you need to know?

22nd September 2017 / 4 minute read

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Do you know what Pay-Per-Click advertising is? If so, do you know how to use it to its full effect? By optimising your PPC advertising, you can expect an increase in new site visitors and business.

PPC is about being clever in your targeting and funding. We all want to be listed on the first page of any search engine for the most competitive keywords and search phrases, but in doing so, you will seriously deplete your funds.

PPC requires a strategy and it requires basic knowledge so that you can make the most of your PPC ads.

This is what you need to know about PPC.

You’re in control.

The major benefit of PPC is that you are in control. You decide on the geographic location and radius of which you wish your ad to appear on searches, the time of day it appears, the device the ad can appear on, and the keywords and search phrases that display the ad.

You set the costs.

You are largely in charge of the costs too. But with PPC, you need to be competitive enough to feature, otherwise, your ad will not be shown. The cost of the ad is based on bids made by other businesses looking to target the same keyword, search phrase or area as you.

PPC isn’t just an advertising tactic on search engines.

PPC advertising has expanded further than just being a digital marketing process to appear easily on search engines. PPC is used by Google on Adwords and by Bing on Bing Ads, but it’s also available on the leading social media platforms, including Facebook and Twitter.

PPC plays a big role in mobile web browsing.

With the increase of mobile browsing, it’s no surprise that mobile phone listings work well with PPC ads. Blue Corona provided a wonderful selection of PPC stats, one of which includes the fact that ‘69% of searchers that are mobile call a business straight from Google search.’ This is an extremely high percentage. If you’re creating multiple PPC ads to feature on search engines, then you need to ensure that there is a call to action within the ad.

PPC ads are aimed at mobile users, but is your site?

Think about it. If your PPC ads are aimed at mobile users, are your landing pages optimised for smartphones and tablets? If not, then you will more than likely lose that potential client instantly after they click.

Ultimately, you’re paying for a click where the user has bounced straight off your website. You need to ensure that your website is compatible with mobile and tablet users as well as desktops. The aim should be to ensure your mobile user clicks through and can navigate around your website easily.

PPC isn’t new, but it still works.

It’s clear to see that the most popular PPC advertiser is Google AdWords. Although PPC is now a well-educated segment of digital marketing, it is now Google AdWords that people want to learn about.

Many people know about PPC but not AdWords.

An interesting stat that perfectly supports this point is from PowerTraffik, who say the ‘Search Volume for “PPC” on Google has decreased by 88% since June 2004.’ However,  Google AdWords’s search volume has increased by 36.36%.

What does this mean? It means that back in 2004 when PPC was new, people wanted to learn about it. And now that many people are clued up about PPC they want to know how Google AdWords works.

Get practising!

Even if you’re new to PPC, then it’s well-worth your time to not only learn about PPC itself, but also Google AdWords. Google is the largest search engine in the world, so if you can master paid advertisement on it, then you will benefit from it.

Do you have any tips that have provided amazing results for your PPC marketing? Let us know if you do!

If you’re looking for support with PPC advertising for your website, then do take a look at what we can do for you.

If you’ve got any questions about PPC or our PPC services, then don’t be a stranger, get in touch via email: hello@equalscreative.com.

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