Pay Per Click (PPC) is a form of paid online advertising that quickly brings internet users to a website. Advertisers pay a small fee every time one of their ads is clicked on. Google AdWords is far and away the most popular platform used to carry out PPC advertising. At Us4Design, we are experienced in using AdWords to increase brand awareness and sales.
PPC operates through two different networks: search and display. In the search network, advertises pay for their ad to appear for certain ‘keywords’ and search terms on search engine result pages. The display network also uses keywords but ads are shown to internet users away from search engines.
Google AdWords uses an auction system to determine which ads appear on which web pages. There are a whole host of settings and adjustments to be made in a Google Adwords campaign, but if you want to see your ad appear high up in Google search results, these are the most important factors to bear in mind:
Keyword relevance to landing page: When a user searches for something and clicks on an ad, they expect to be taken to a page that is relevant. Simply, the landing page that your ad takes them to should respond to their search query. If it doesn’t, users will hit the dreaded back button, giving you a high bounce rate and wasting money spent on their click.
Bid: Google ranks ads based on several factors, one of which is the bid that an advertiser makes. However, unlike most auctions, the top slot on Google doesn’t necessarily go to the highest bidder. Relevance and quality score are very important too. Advertisers with a history of making popular, relevant ads will be able to reach the top spots on Google with a lower bid than an advertiser with less reliable credentials.
Quality Score: Quality Score is a rating that combines the relevance of keywords and landing pages with the PPC history of the bidder. The higher an advertiser’s Quality Score, the less money they will have to bid. Quality Score can be difficult to calculate, but the important thing is ensuring consistency and relevance throughout a PPC campaign.
PPC is the quickest way to bring Internet users to your site. Unlike SEO, the results are immediate and success can be quickly measured. Here are some key benefits of PPC:
Cost-Effective: Although you need to spend some money for clicks with PPC advertising, a well-organised campaign can result in low bids and a high return on investment.
Customer Insight (Testing): Frequent tests allow you to understand what your customers respond to. The best AdWords campaigns are those that run constant tests. Comparing ads, bids and landing pages can quickly tell an advertiser which combinations reap the highest conversions and therefore where to spend money.
Search Network: The beauty of the search network is that an advertiser bids on search terms, meaning they can tailor their ad and landing page to exactly what the searcher is looking for. This should result in greater traffic and a higher conversion rate.
Display Network: The display network shows ads on websites, apps, videos, blogs and other digital media relevant to your business. The display network is great for raising awareness of your business and driving traffic to your website.
Give Us4Design a call to hear about the ways PPC could work for your business.