PPC stands for pay-per-click, a type of internet marketing where an advertiser pays a fee each time one of their ads is clicked. It’s a way to buy a position at the top of a search engine page (e.g. Google, Bing) without having to spend the time developing an authoritative ‘organic’ listing. The advertisements can be targeted to only appear to a certain audience when they use specific keywords in their searches.
Properly targeted and optimized PPC campaigns can be used to quickly deliver relevant traffic to your website.
A poorly organized campaign will spend your ad budget very quickly without giving any return. Working with a PPC agency will maximize the chances of success as they use their knowledge and experience on your campaign. Some of the items an agency can assist with are:
Researching and discovering the keywords that are relevant to your targeted audience is crucial to any successful campaign. It is important to find the words and queries that match the intent of your audience to your objectives. Is your audience looking to research your product, or are they looking to buy? A PPC agency will use specialist research tools to help with keyword selection.
Understanding your audience and where they are (both geographically and online) helps to further tailor your campaign to a particular section of the population. A pay per click agency will take the time to understand your business objectives and incorporate that into the ad campaign.
PPC uses a real time auction process to decide the order that ads are shown in, with top billing going to the highest bidder. You will be bidding against other companies who also want to show for a given query – i.e. your competitors (if you have your targeting right). Understanding what a competitor is doing allows you to better position yourself against them at auction time - an ongoing task for any PPC management company.
A PPC agency with expertise in the advertising platform can review your business objectives and help you reach the best audience from day one of your campaign. From keyword selection to demographic and geographical targeting, the PPC company will be able to advise you on the best approach.
Once targeted, you need to engage your audience with compelling ads that are more likely to be clicked on. The ad needs to grab their attention and entice them to click and find out more. All in 90 characters or less!
Once you have your click and the customer is on their way to your site many companies choose to direct them to the homepage, hoping that they find the information they need from there. A much better strategy is to direct them to a page specifically developed and optimized for conversion. The page contains all the information on the product or service that the searcher was looking for when they clicked on the ad - together with a clear call to action to convert them. A dedicated landing page like this is a key part of the optimization process, helping to maximize leads generated from paid search traffic.