What is PPC?
Pay Per Click is a specialised marketing function for buying advertising space. PPC is now also synonymous with paid digital advertising which can actually be done in a few ways.
- Pay Per Click – When a user clicks on your advert, you pay a particular price.
- Pay Per Impression – You pay a particular prices when you advert has been seen 1,000 times. You can cap it so you advert can only be seen by the same person x amount of times.
- Pay Per Acquisition – Everytime a user completes a predetermined action you pay a particular price.
The adverts used in paid advertising includes text ad, image ads and shopping ads, so because of this verity PPC has always been a great way to drive quality traffic from search engines and websites to your site.
Paid search is half of the search engine marketing (SEM) coin, with the other being SEO. SEO is good for a longer term strategy, PPC is good for immediate results, but similar principals apply to both. You pick the keywords you want to show up for when a potential customer is searching.
As a user searched on a search engine, the search engine tried to provide the most accurate responses for that user’s enquiry based on a number of different factors. At the point the search engine shows the results on the SERP (search engine results page) you have an opportunity to be there. Pay Per Click is perfect to help you gain and grown sales leads by building your traffic through measurable sustained advertising to targeted traffic, giving you a steady flow of high quality traffic irrespective of search engines ranking changes.
Image Ad & Text Ads
Image ads are very good for branding, remarketing and pushing out halo deals or loss leaders. Text ads are really good at capturing people as far down the purchasing funnel as you want.
For Example . . . You could have text ads set up for any of the below 5 keywords terms:
- TV
- 40” TV
- 40” HD TV
- 40” 4K UHD TV
- 40” Sony Bravia 4K UHD TV
However, someone that searched for just TV in not ready to buy, they are just researching. You can see the intent and accuracy of the search increase as the list goes on. When you use images and display adverts in this sinario can really help you maximise long term and short term revenue.
What is Google Shopping?
Google Shopping is perfect for anyone selling a product that someone would look for in Google. Using the same list as above for example if you sold a ‘40” Sony Bravia 4K UHD TV’ and someone searched for that exact keyword phrase in Google, that would be the perfect opportunity to display the ‘40” Sony Bravia 4K UHD TV’ that you sell. That’s what google shopping does it shows a list of available products when applicable.
Should I be using remarketing in my PPC strategy?
Yes . . . that one was easy. People come to your site all the time and unless you know who they are by capturing their email address, you will struggle to get back in contact with them. Remarketing is perfect for this as you can target your paid ads based on particular criteria. For example only show this ad to people in this location that have seen this product/service page. Social Media paid advertising is great and one of the best ways to do this. Targeting the right people at the right place at the right time.
So what can you do?
We have always managed to get consumed in the detail so you don’t have to. Ensuring every T is crossed and I dotted with meticulous accuracy. However, we never lose site of the big picture ‘the strategic aim’ so we are guided by performance based on return on investment. We ensure that the campaign is in accordance to the search engine providers best practice guidelines, ensuring a great quality score and that the keywords, ads, adgroups, campaigns and landing pages are all structured to represent the ideas you have to get the traffic you want going to your brand.