Imagine you could pay someone £5 and they referred a customer to you who subsequently spends £500 on your goods or service. Sounds amazing right? Well, that’s effectively what pay-per-click does.
What is Pay-Per-Click?
Pay-per-click (PPC) is where advertisers pay a fee when their online ad is clicked on by a customer. It’s used by search engines like Google and social media networks like Facebook and Twitter.
The most popular PPC is Google Ads. Instead of showing up organically, with PPC you’ll appear at the top of the search results as a sponsored link. If someone then clicks on that ad then you pay Google a fee.
Advertisers have to bid for ad placement in the search engine’s sponsored links when someone searches on a keyword related to their business. You can decide the maximum amount of money that you’re willing to pay for an advertising spot. So, for instance, if you are a toy shop, you may want to bid for the keyword ‘toy store.’ If someone types ‘toy store’ in the search bar, you may then show up in one of the top sponsored link spots. It works like an auction as Google will decide who sits in these spots based on something called Ad Rank. It is determined by:
- Keyword relevance.
- The highest amount the advertiser is willing to spend.
- Landing page quality.
- Quality score – Google’s rating of the quality and relevance of your keywords, landing page and PPC campaign.
- Creativity – having appealing ad copy.
Why should you employ an expert for your PPC campaign?
It’s a lot of work and incredibly time-consuming to form a PPC campaign. You need to research and select the right keywords and you need to organise the keywords into campaigns. You also need to set up the PPC landing page, to convert more local visitors into customers, ensuring it is optimised for conversions. If you’re busy running your business, you may not have time to dedicate to this as an expert would. Red Giraffe is a google ads agency near Milton Keynes that can help if you want to set up a PPC campaign.
PPC is also something that you can’t ignore. It needs to be constantly managed to ensure it is still effective. Regular account management is one factor that determines a successful PPC campaign. You also need to be constantly refining and expanding your campaign and landing page. It’s a long process that takes expertise and time.
If you create relevant and intelligent PPC campaigns that are appropriate, useful and satisfying to customers, search engines will actually reward you by charging you less for ad clicks resulting in more profit. So, you really do need a professional to create your PPC campaign or at least learn how to do it right yourself.
Why should you invest in PPC?
- It is a cost-effective way to drive traffic and you only pay when a user actually lands on your website.
- You will be reaching your target audience.
- You’ll gain more exposure and brand visibility.
- You can choose the budget you want to spend.
- You get measurable results.
- The results are fast.
- PPC is not affected by algorithm changes that organic traffic is subject to.
As you can see, PPC is beneficial to both advertisers and publishers. Advertisers get themselves in front of potential customers that are searching keywords relevant to their business. The publisher of course makes money from the fee per click. If you’re not confident about how to set up a PPC campaign or you’d like a professional to take over, Red Giraffe is a PPC agency near MK’s that can get you the results you want. Contact us today to discuss your PPC requirements and how we can help grow your business and generate leads.
