PPC Advertising in a Nutshell
PPC stands for pay-per-click which is an internet marketing term in which advertisers pay a fee each time one of their text or image ads is clicked on or when a video ad is watched. PPC advertising is a way of buying visits to your website instead of attempting to “earn” those visits through intensely competitive if not impossible organic search engine results.
PPC advertising allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. Alternately, display ads can be purchased for publication on websites or blogs which appeal to the advertiser’s demographic or target market. Video ads can also be purchased which precede or are embedded within the video that the potential customer chooses to watch.
Each time an ad is clicked the visitor is sent to the advertiser’s website, and the advertiser pays a small fee to the the ad network. The fee is inconsequential when PPC is working well because the visitor is potentially worth much more than the fee that the advertiser pays for the click. In other words, if the advertiser pays $4 for a click, but the click results in a $400 sale, then they’ve made a decent profit with a 1% advertising expense.
Anyone who has tried PPC advertising knows that:
a) it can be tremendously rewarding
b) it’s a lot of work to figure it all out, test what works and what doesn’t work, monitor performance and make changes when needed
Read on to learn more about how Image Market Inc. can help relieve you of the burden.
The first steps are to research and select the most relevant keywords, organize those keywords into campaigns and ad groups, and create PPC landing pages with a clear Call-to-Action that is optimized for the conversion of clicks into paying customers.
You’ll actually be rewarded with lower PPC ad fees when your ad campaigns are done right because the search engine’s ultimate goal is to provide useful, relevant information to their users. The formula which determines if your ad will be displayed when a user conducts a search is pretty simple; Your Cost Per Click that you’ve bid (CPC) x Your Quality Score which is a measure of how relevant your ad is to the visitor. An advertiser with a high Quality Score can actually pay quite a bit less per click than an advertiser with a low Quality Score.
PPC Keyword Research
Relevant keyword research can be very time consuming. Sure, anyone can come up with a concise list of obvious keywords in a few minutes, but if they limit themselves to only the most obvious keywords then they’ll be missing out on a potentially huge amount of business by not having invested the time and effort to discover the less commonly thought of “long tail” keyword phrases that their competition isn’t paying attention to. An added benefit of identifying these untapped keywords is that they typically cost a fraction of what the most obvious, competitive keywords cost. Image Market Inc. is available to research and generate a list of these types of hidden gems for your PPC campaigns.
PPC Campaign Management
After your PPC campaigns have been created they will need to be continuously managed to be most effective. PPC Campaign Management is an iterative process where adjustments are made on a regular basis.
- New keywords need to be added when discovered.
- Negative keywords need to be added to reduce wasted spending
- Costly keywords need to be continuously monitored and deleted if Cost-per-click targets are not being met
- Custom landing pages need to be created to match each campaign or ad group’s focus, there is no one size fits all
The PPC Advertising horizon is constantly changing with the addition of new methods and service offerings. Companies which lack the budget for a full time in-house digital marketing manager will not be able to keep up with all the changes.
Call (425) 956-3646 today to learn more about how we can fill the gaps and provide the service you require to get more leads and more customers.