Google AdWords / PPC

The online world of marketing can be very confusing for most, especially those who don’t understand it too well. The problem is, if you want to do the best business that you can, you need to understand it to at least a proficient degree, because if you don’t, you’re running the risk of losing out on potential customers and therefore money in your company account.

A top quality website, a working knowledge of SEO (Search Engine Optimisation), and an understanding of how to optimise Google for your benefit, are all basics of online marketing. If you lack these basics we advise you seek assistance and advice from a company such as Linked.ie.

Not everyone is technologically minded, and this can immediately put you at a disadvantage. If you can hire someone to help you with this side of things, you will more than make back your original investment when the rewards start rolling in.

What Is Pay Per Click And How Does It Work?

PPC service is a form of internet marketing. When a company (i.e. you)  places an ad, you then pay a small fee to the search engine when someone clicks on your ad. The fee is small, usually around the €3 mark, and when you consider the amount of profit you could make from a big sale as a result of that click, you’re making a big saving.

PPC service is basically a form of buying traffic to your site, and it can save time and money in the long run. One of the most popular forms of PPC is through advertising on a search engine. Think about Google for example, there are sponsored links down one side of the page, and these are PPC links. If you click on one of them, you will be taken to that particular company’s website; that company then pays Google the fee (around €3), and you decide whether to buy something from them or not. If you do, they make a profit, if you don’t, they don’t make anything. It’s that simple.

In order to make this work from a business point of view, it is about bidding on a particular keyword that is pertinent to your business. For example, if you are a company who specialises in TV cabinets, then you could bid on the keyword phrase ‘TV cabinet’ and anyone who searches for that will see your particular company towards the top of the results; this means they are more likely to click on your link, because we know that nobody really goes beyond the first page of the search results on Google, if not the first half a page.

How To Choose The Right Keywords

The right keywords are imperative to reaching the top of the search page. Of course, you need to know the keywords that are popular, in order to stand a chance of this, which is often a time consuming process. For this reason, it is often for your benefit  to outsource PPC services. If you decide to do it yourself, you need to do a lot of research into which keywords to go with, and then organise them into groups which will stand you in the best stead to make cash.

Keywords have to be relevant to your company, nothing too obscure or strange; it’s often best to be extremely obvious when picking keywords. On top of this, the keywords should be repetitive, and you should think of different keyword combinations too. Google AdWords is one of the most popular forms of PPC marketing, and this is where you pay a fee for this whole service to be practically done for you.

Is PPC Complicated?

PPC is not overly complicated, but if you fail to understand the basics, then you may fall foul of many common pitfalls. Going beyond the basics then will ensure your ad outperforms the rest.

As this has the potential to drastically increase traffic to your website, it’s always best to hold your hands up and pass the mantle onto experts. Whilst some people choose not to go down the Pay Per Click route, it’s certainly one of the most popular, and most successful ways to beat your competitors.

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Understanding PPC Advertising

Slowly but surely marketing is moving to the digital/ online space. Savvy marketers develop strategies to direct traffic to their sites and make their products more visible on the online platforms. One of the strategies employed is PPC advertising. 

What is PPC, you may ask. If you have used search engines then you have come across a PPC ad. In details, let’s have a look at PPC.

What is PPC Advertising?

Pay Per Click (PPC) otherwise called Cost Per Click (CPC) is an internet advertising method whereby an ad for a given product is displayed on the search engine result page (SERP) whenever a relevant query is made on the search engine, and whenever the add is clicked the advertiser pays the agreed sum of money.

The advertiser only pays when the ad is clicked by potential customers which informs its naming i.e. pay per click. Google AdWords and Microsoft Bing Ads are the most common and widely used PPCs. 

Apart from search engines, other internet platforms carry PPC ads. Social media sites like Facebook and Twitter are increasingly adopting PPC as the advertising model of choice. Moreover, certain websites display the ads too. The advertisements are displayed alongside relevant content and the host/ owner is paid an agreed sum of money whenever the ad is clicked. 

The ABC of Pay Per Click advertising.

PPC advertising may seem confusing and complicated if you are new to it. To use it effectively to increase your sales quickly and cost effectively, you need to have a good understanding of how it works. A good appreciation of the general online marketing techniques and search engine optimization is the bare minimum.

For a beginner, here is a simple overview of how it works:

Foremost, decide the advertisement will be displayed when which words or phrases (appropriately called keywords) are searched. The keywords should of course be relevant to your business or product. Then bid on the selected keywords.

The management of the bids is done by a sophisticated system called Ad Auction. Whenever the relevant keyword the advertiser bided is searched, it employs complex calculations and matching to determine which advertiser’s ad will be displayed and in which order.

The order may also be determined by the amount of money the advertiser is willing to pay per click. As with ordinary auction where the highest bidder carries the day, in PPC advertising, the ads of the highest bidder (the bidder willing to pay the highest amount of money) ranks top on the SERPs. This is called bid based PPC.

Other organizations use the flat rate PPC. In this arrangement, the advertiser and the host agree on a fixed rate to be paid per click. Ranking is therefore determined by proper use of keywords and quality of content and not money paid.  

An example would probably help you visualise it better. For instance, you are a shoe manufacturer. You decide the most appropriate keyword for you is “best men’s shoes 2018” and you bid for it. A search of the keyword in the search engine triggers your ad to display. In the event the user clicks the ad, they are directed to your site and you will be required to pay the agreed sum of money (whether fixed rate or the bid based amount). 

How to effectively use PPC to generate sales.

The clicks may not automatically translate to sales. Hence there is an increasing awareness among PPC advertising users of the need to convert the clicks to desired action, sale. You can achieve this in many ways including:

Investing in quality advertisements. Nothing is more disappointing to a potential customer than clicking a top ranking ad only to find a poorly constructed, vague or a less convincing message. It just puts them off. If you are to generate sales from the clicks, make sure the advert is of exceptional quality. If you cannot generate a luring ad, seek professional help.

After your ad is well constructed, seek to improve your ranking in the SERP. This is important as the users rarely go beyond the first page of search engine results. Also, the higher the ranking the higher the visibility and the higher the clicks. The higher the number of clicks the higher the number of customers who may actually purchase the product.

Apart from paying more, bidding on the appropriate keywords ranks you top. Be sure to do your research well before you bidding on any keyword. If you are not very conversant with search engine optimization, ask for help. There are many experienced writers who can sort you out.