What is Pay Per Click?
Today, one of the fastest ways to draw a greater number of potential customers to your website is pay-per-click. Pay-per-click or PPC utilizes search engine advertising to generate clicks for your website instead of earning them organically. Those who are not well aware of this marketing tool, PPC advertising is a cost effective means to get your site noticed by your intended target audience. It is more like a silent auction where advertisers place their bids on keywords or phrases they believe their target market will type in a search field when browsing for specific goods and services online.
When an online user types in a search query into a search engine that is similar to the advertiser’s keyword list or visits a website that has content which correlates to the keywords and phrases, the PPC ad is automatically displayed on the page. The sponsored ads that you frequently see at the top or right hand side of the Google’s search results page marked with a yellow label, that’s a PPC advertisement. On other websites, this ad appears in the location that the site designer has pre-determined and is most beneficial to the site owner and advertiser.
Beneficiaries of Pay-Per-Click Advertising
Pay-per-click advertising is good for everyone. The advertisers get noticed by their target market and are only charged for the number of times their ads are clicked on, while the web users get to select the sites that may be pertinent to the page they are viewing without dealing with annoying pop-up ads. Keep reading to know who exactly benefits from this remarkable online marketing tool:
According to a recent statistic, searchers click on paid search ads more frequently than any other form of digital marketing and advertising. This statistic also indicates that online users don’t mind being advertised to, provided that the products and services being advertised are of their interests and needs. Since online searchers normally use search engines when looking for products and services, the search results as well as the ads possess high relevancy to what they’re looking for. Additionally, Google has created an outstanding formula for making sure that PPC ad caters to users’ needs.
Advertisers couldn’t get a better opportunity to put their message before an audience that is aggressively and actively seeking out their products/services. Because searchers express their intent through their search query, advertisers are able to determine the quality of traffic that comes in from search engine clicks.
Pay-per-click advertising provides a unique opportunity to search engines to entertain searchers’ and advertisers’ needs concurrently. The searchers are composed of their user-base, whereas, the advertisers provide them their revenue streams. The search engines aim to provide relevant results while offering a vastly targeted, revenue-driven advertising channel.
Pay-Per-Click Advertising and Google Adwords
The most popular and accepted PPC platform, Google Adword, functions on a pay-per-click model. According to this model, online users bid on keywords and pay for each click on their advertisement. Every time a search is commenced, Google deeply dives into the pool of bidding Adwords advertisers and comes up with a set of victors that appear in the ad space on its search results page. Those ‘victors’ are chosen on the basis of several factors: Quality of the keywords and adtexts, revelancy of the keywords and adtexts and size of the keyword bids.
The websites that get to appear on the page and its location are based on the advertisers’s Ad Rank. This metric is calculated by the following formula:
CPC Bid (maximum amount an advertiser is willing to spend) x Quality Score = Ad Rank
Here, Quality Score is comprised of the following:
- Click-through rate,
- Relevance of each keyword to its ad group,
- Landing Page Quality,
- Relevance of the ad text,
- Past AdWords account performance.
Two Important Benefits of PPC Advertising
Pay-per-click advertising will offer you two important benefits:
Escalation in Customer Base
Through PPC, you can connect with the searchers that are actively looking for products and services that are similar to your offerings. Furthermore, it provides you with the ability to respond to potential customers’ needs with an offering that matches their search query.
Produce Marketing Qualified Leads (MQLs) at Lower Costs
Since PPC advertising allows you to reach out to prospective buyers when they’re researching for products to buy, it is a matchless way to attract and bring in interested visitors to your website. Moreover, you can have an algorithmically created discount from search engines in exchange of putting a smile on a user’s face.
Pay-Per-Click Advertising and Keyword Research
This is one time-consuming and exhaustive undertaking; however, it is immensely important. Knowing that the entire PPC campaign that you are planning to run revolves around keywords, it is vital to pay special attention and efforts to this aspect. The most successful, recognized and established AdWord advertisers keep on mounting and refining their PPC keyword list. One common mistake that businesses make with their PPC campaign is doing keyword research only once, that too only for their first campaign. By not conducting a research consistently, you are missing out on countless valuable, low-cost and highly pertinent and impactful keywords to drive traffic onto your website.
Here’s how an effective keyword list should be like:
It Must Be Relevant
Bear in mind that relevance is as strong as your weakest link. You wouldn’t want to spend your hard-earned money for web traffic that has nothing to do with your business website. It is natural for you to find targeted keywords that will ultimately show the way to a high PPC click-through rate, low cost per click and escalated profits. To attain all this, you must bid on keywords that are closely related to the products/services you sell.
Make sure that your keyword list is not just composed of popular and recurrently searched items in your alcove, but also broadens to long-tail keywords. For those of you who are not aware, long-tail keywords are keywords that are more specific and uncommon. Plus, they are less competitive, therefore, less pricey.
Pay-per-click advertising is iterative and this is why it is extremely important to constantly refine and grow your campaign. For this, it is important to create an ambience where the keyword list grows and adapts.
The fact is that PPC advertising can work for almost any kind of business. Whether you are aiming to sell products from an e-store, generating leads from for a service-based software business, trying to build brand awareness or driving traffic or phone calls to your local business, PPC is the one-stop solution for all.