PPC or pay per click marketing has been around for a long time now. Initially invented by non-traditional companies, this tactic is now popular because of giants like Google and Facebook who term their services as PPC (Pay per click), PPL (pay per lead) and so on.
What is PPC though? Let’s address that very basic question before we move on. We all know by now that PPC stands for pay per click. This generally means that an advertiser will only pay for an ad to the publishing company when someone clicks on that advertisement. As you can imagine by now, this is not possible in an offline channel and that is why, PPC is an advertising method which is native to the digital ecosystem.
PPC is commonly known as an internet marketing term where an advertiser will pay on a result basis instead of an impression basis. Don’t get this wrong. Impressions still have value in the digital ecosystem and sometime, impressions can be more profitable for a company than a click; however, most marketers choose to go for pay per click streams because of the surety of getting clicks.
How Does PPC Work
One of the very basic questions that you might ask is how the heck does a PPC campaign work. It is important for marketers to know about how things work as this will clearly help you to organize the backend. When you know how a campaign works, you also know how to optimize it for your betterment. With that in mind, let’s dive in to know how ppc campaigns generally tend to work. We will be using Google as an example here as they are the biggest player in the pay per click industry.
Let’s assume that you just paid Google an amount to list your advertisement on their platform. You can list your ad in two places when it is a pay per click campaign. You can either list your landing page at the top 3 or four positions of a Google search or you can set it in the right side too. If you want to show your advert to the advertising networks that Google own, you can go ahead and do that with display advertisements.
So, once you pay Google, you also set the maximum amount that you are willing to pay for every single click that Google generates for you. Things get tricky here. You see, you are not the only one who is advertising to get listed on Google. There are other players too and they all are trying to get to that top 3 positions. With that competition in mind, you will have to make sure that everything is taken care of before you hit that submit button.
Google has said that they consider not only the amount that you pay but also the relevance of your landing page and the ad copy while deciding which position your advertise is going to receive. You might have paid Google $5 for every click that they generate for you but someone else with $2/click can receive more clicks by having a better landing page or an ad copy. Having said that, you will never pay the exact amount that you want to pay for every click. Google only charges you a cent more than the 2nd best position. Assuming everything (ad copy and landing page quality) being the same, if you pay $2 for every click and your competitor decides to pay $1, you will only be charged $1.01 though you agreed to pay up to $2.
This is a bidding system that Google developed to ensure a level playing ground for every business out there. You see, it could not possible to outbid your competitors if they had more money if Google didn’t build this system. Therefore, this is a win-win for everyone.
Why Using PPC to Build Your Business Is So Important?
You have to realize that unlike any other marketing activity, Google is an inbound channel. Google doesn’t display advertisements to people who didn’t want to see them. Google will only show your advertisement of a Yoga lesson if someone searches for a Yoga lesson. That clearly gives you an edge over anything else and that’s the main reason why you should invest in a PPC campaign.
The next reason for you to spend in a PPC is simply because of the return that you receive. PPC campaigns are well-worth the price and you get clear data about everything too. You are not only charged for the exact clicks that your landing page gets but you also can see how many people did not click despite seeing the advertisement which is free information for you. Depending on that information, you might decide to increase the advertisement budget next time. These are benefits that you would not receive anywhere else.
Apart from these, you also have the luxury to manage everything within one simple to use dashboard. You can decide to pause and run campaigns whenever you want and you can also decide to increase or decrease budget depending on the free suggestions that Google will offer you from time to time. These are benefits that no other marketing vehicle will offer you and these are clearly enough reasons for you to try a PPC campaign.
How Is Pay-Per-Click Marketing Good For You?
Though there are many benefits, pay per click is especially good for you if you want to build your customer list fast along with generating leads at a low cost.
Pay per click has many advantages over other marketing systems. In this method, you can actually setup triggers which will tell you the cost of every lead that you are generating. Suppose, you know that for every 100 leads you generate, you can expect to receive 5-10 customers. If you count the value of that customer, you can very simply do a reverse-engineering to find out how much should you pay for every lead. Once you get that sorted, it is easy to manage and operate pay per click campaigns within your dashboard.
Apart from that, PPC is known as one of the fastest methods to receive leads without getting spammed. Yes, you can receive more leads using methods like a CPA (cost per action) network. However, the leads will not be interested in your product or service and therefore, will not convert for you when the time comes.
Who Should Hire PPC Advertising Company?
Google makes PPC sound like very simple. It is not that difficult to operate, however, if you are new and if you want better results, you should always go for a PPC agency who has experience managing campaigns for your industry.
There are thousands of little known secrets that an agency can help you with. Starting from using proper brackets to optimize your campaign to managing landing pages to reduce the cost of every lead, an agency can help you a ton. After all, that is one reason why agencies exist and our recommendation would be to hire an expert if you want best results.
Who should go for a company? If you want quick results with the least amount of spending, you should go for an agency. If you want to play around and see what works and what doesn’t for you and if you don’t really mind spending bucks extra to learn on the job, you can try ppc campaigns on your own too.
What does a PPC Agency or Specialist Typically Do?
A PPC agency will do everything that includes getting you clicks and leads. If we divide their job description, it will have these key elements:
Keyword analysis: You have to know which keywords to target and which words do people use to find services or businesses like yours. That’s keyword analysis which is more often the first thing that an agency does.
Channel Strategy: The agency will then decide which channel to operate in. Is it ads on top of mobile apps that convert well for you or is it regular Google ads? Every business performs differently with PPC campaigns and an extensive research can help answer those tricky questions.
Monitoring: The third thing would be monitoring the ads. Are they performing well? Are they getting leads for you? If not what are the reasons behind that and so on!
Competitive analysis: The agency should also look at your competitors to see what they are doing so that you can outbid them.
Negative match: There are keywords that you do not want to associate with. As Google isn’t human, you need an agency to constantly monitor those negative keywords and sort them out for you.
A/B Testing: Is moving the button to the top works better? Is it a white background or a grey one that works well? A/B testing is the core of internet marketing and an agency can help you ace that too.
There you go. Now you know enough about the PPC industry to make an informed decision. We wish you all the best.
PPC or pay per click marketing has been around for a long time now. Initially invented by non-traditional companies, this tactic is now popular because of giants like Google and Facebook who term their services as PPC (Pay per click), PPL (pay per lead) and so on.
What is PPC though? Let’s address that very basic question before we move on. We all know by now that PPC stands for pay per click. This generally means that an advertiser will only pay for an ad to the publishing company when someone clicks on that advertisement. As you can imagine by now, this is not possible in an offline channel and that is why, PPC is an advertising method which is native to the digital ecosystem.
PPC is commonly known as an internet marketing term where an advertiser will pay on a result basis instead of an impression basis. Don’t get this wrong. Impressions still have value in the digital ecosystem and sometime, impressions can be more profitable for a company than a click; however, most marketers choose to go for pay per click streams because of the surety of getting clicks.
How Does PPC Work
One of the very basic questions that you might ask is how the heck does a PPC campaign work. It is important for marketers to know about how things work as this will clearly help you to organize the backend. When you know how a campaign works, you also know how to optimize it for your betterment. With that in mind, let’s dive in to know how ppc campaigns generally tend to work. We will be using Google as an example here as they are the biggest player in the pay per click industry.
Let’s assume that you just paid Google an amount to list your advertisement on their platform. You can list your ad in two places when it is a pay per click campaign. You can either list your landing page at the top 3 or four positions of a Google search or you can set it in the right side too. If you want to show your advert to the advertising networks that Google own, you can go ahead and do that with display advertisements.
So, once you pay Google, you also set the maximum amount that you are willing to pay for every single click that Google generates for you. Things get tricky here. You see, you are not the only one who is advertising to get listed on Google. There are other players too and they all are trying to get to that top 3 positions. With that competition in mind, you will have to make sure that everything is taken care of before you hit that submit button.
Google has said that they consider not only the amount that you pay but also the relevance of your landing page and the ad copy while deciding which position your advertise is going to receive. You might have paid Google $5 for every click that they generate for you but someone else with $2/click can receive more clicks by having a better landing page or an ad copy. Having said that, you will never pay the exact amount that you want to pay for every click. Google only charges you a cent more than the 2nd best position. Assuming everything (ad copy and landing page quality) being the same, if you pay $2 for every click and your competitor decides to pay $1, you will only be charged $1.01 though you agreed to pay up to $2.
This is a bidding system that Google developed to ensure a level playing ground for every business out there. You see, it could not possible to outbid your competitors if they had more money if Google didn’t build this system. Therefore, this is a win-win for everyone.
Why Using PPC to Build Your Business Is So Important?
You have to realize that unlike any other marketing activity, Google is an inbound channel. Google doesn’t display advertisements to people who didn’t want to see them. Google will only show your advertisement of a Yoga lesson if someone searches for a Yoga lesson. That clearly gives you an edge over anything else and that’s the main reason why you should invest in a PPC campaign.
The next reason for you to spend in a PPC is simply because of the return that you receive. PPC campaigns are well-worth the price and you get clear data about everything too. You are not only charged for the exact clicks that your landing page gets but you also can see how many people did not click despite seeing the advertisement which is free information for you. Depending on that information, you might decide to increase the advertisement budget next time. These are benefits that you would not receive anywhere else.
Apart from these, you also have the luxury to manage everything within one simple to use dashboard. You can decide to pause and run campaigns whenever you want and you can also decide to increase or decrease budget depending on the free suggestions that Google will offer you from time to time. These are benefits that no other marketing vehicle will offer you and these are clearly enough reasons for you to try a PPC campaign.
How Is Pay-Per-Click Marketing Good For You?
Though there are many benefits, pay per click is especially good for you if you want to build your customer list fast along with generating leads at a low cost.
Pay per click has many advantages over other marketing systems. In this method, you can actually setup triggers which will tell you the cost of every lead that you are generating. Suppose, you know that for every 100 leads you generate, you can expect to receive 5-10 customers. If you count the value of that customer, you can very simply do a reverse-engineering to find out how much should you pay for every lead. Once you get that sorted, it is easy to manage and operate pay per click campaigns within your dashboard.
Apart from that, PPC is known as one of the fastest methods to receive leads without getting spammed. Yes, you can receive more leads using methods like a CPA (cost per action) network. However, the leads will not be interested in your product or service and therefore, will not convert for you when the time comes.
Who Should Hire PPC Advertising Company?
Google makes PPC sound like very simple. It is not that difficult to operate, however, if you are new and if you want better results, you should always go for a PPC agency who has experience managing campaigns for your industry.
There are thousands of little known secrets that an agency can help you with. Starting from using proper brackets to optimize your campaign to managing landing pages to reduce the cost of every lead, an agency can help you a ton. After all, that is one reason why agencies exist and our recommendation would be to hire an expert if you want best results.
Who should go for a company? If you want quick results with the least amount of spending, you should go for an agency. If you want to play around and see what works and what doesn’t for you and if you don’t really mind spending bucks extra to learn on the job, you can try ppc campaigns on your own too.
What does a PPC Agency or Specialist Typically Do?
A PPC agency will do everything that includes getting you clicks and leads. If we divide their job description, it will have these key elements:
Keyword analysis: You have to know which keywords to target and which words do people use to find services or businesses like yours. That’s keyword analysis which is more often the first thing that an agency does.
Channel Strategy: The agency will then decide which channel to operate in. Is it ads on top of mobile apps that convert well for you or is it regular Google ads? Every business performs differently with PPC campaigns and an extensive research can help answer those tricky questions.
Monitoring: The third thing would be monitoring the ads. Are they performing well? Are they getting leads for you? If not what are the reasons behind that and so on!
Competitive analysis: The agency should also look at your competitors to see what they are doing so that you can outbid them.
Negative match: There are keywords that you do not want to associate with. As Google isn’t human, you need an agency to constantly monitor those negative keywords and sort them out for you.
A/B Testing: Is moving the button to the top works better? Is it a white background or a grey one that works well? A/B testing is the core of internet marketing and an agency can help you ace that too.
There you go. Now you know enough about the PPC industry to make an informed decision. We wish you all the best.
