PPC, or pay-per-click, advertising is a form of digital advertising in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
How Does PPC Advertising Work?
PPC advertising works by displaying ads on search engine results pages (SERPs) or on other websites. When a user clicks on an ad, the advertiser is charged a fee, hence the name pay-per-click.
There are several different types of PPC ads, including search ads, display ads, and shopping ads.
Search ads are the most common type of PPC ad. These ads appear at the top of search engine results pages (SERPs) when a user searches for a specific keyword or phrase. For example, if a user searches for “best hiking boots,” a search ad for a company that sells hiking boots may appear at the top of the page.
Display ads are ads that appear on websites other than search engines. These ads are typically banner ads that appear at the top, bottom, or sides of a website. Display ads are often targeted based on the content of the website they appear on or the user’s previous browsing history.
Shopping ads, also known as product listing ads (PLAs), are ads that feature a product image, price, and a link to the product page. These ads are typically used by e-commerce companies and appear on SERPs when a user searches for a specific product or category of products.
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Benefits of PPC Advertising
PPC advertising has several benefits, including:
- Targeted reach: PPC ads can be targeted to specific users based on factors such as location, demographics, and browsing history. This allows advertisers to reach their ideal audience more effectively.
- Measurable results: PPC advertising is highly measurable, meaning that advertisers can track the effectiveness of their campaigns and make adjustments as needed.
- Fast results: Unlike SEO, which can take time to show results, PPC advertising can deliver results almost immediately. This makes it a good option for businesses that need to drive traffic to their website quickly.
- Control over budget: With PPC advertising, advertisers have control over their budget. They can set a daily or monthly budget and adjust their bid amount to get the most out of their budget.
Setting Up a PPC Campaign
Setting up a PPC campaign involves several steps, including:
- Choosing your objectives: What do you want to achieve with your PPC campaign? Do you want to drive traffic to your website, generate leads, or make sales?
- Choosing your target audience: Who do you want to reach with your PPC ads? Consider factors such as location, demographics, and interests.
- Choosing your keywords: Keywords are the words and phrases that users type into search engines to find what they’re looking for. Choose keywords that are relevant to your business and that your target audience is likely to use.
- Creating ad groups: Ad groups are a collection of ads that share the same theme. For example, if you sell hiking gear, you might have one ad group for hiking boots, another for backpacks, and another for tents.
- Creating ads: Once you’ve set up your ad groups, it’s time to create your ads. Make sure to include a call to action and a link to your website.
- Setting up your budget: Decide how much you’re willing to spend on your PPC campaign and set your budget accordingly. You can also set a bid amount for each keyword, which determines how much you’re willing to pay each time someone clicks on one of your ads.
- Setting up conversion tracking: Conversion tracking allows you to see how many people who clicked on your ad went on to take a specific action, such as making a purchase or filling out a form. This helps you measure the effectiveness of your PPC campaign.
Best Practices for PPC Advertising
There are several best practices to follow when it comes to PPC advertising, including:
- Research your keywords: Make sure you choose the right keywords for your business. Use tools like the Google AdWords Keyword Planner to help you find the best keywords for your campaign.
- Write compelling ad copy: Your ad copy should be compelling and include a clear call to action. Make sure to include your keywords in your ad copy as well.
- Use negative keywords: Negative keywords are words or phrases that you don’t want your ad to show up for. For example, if you sell hiking boots, you might want to add “free” as a negative keyword so your ad doesn’t show up when someone searches for “free hiking boots.”
- Test different ad copy and landing pages: A/B testing involves creating two versions of your ad or landing page and seeing which one performs better. This can help you optimize your PPC campaign for maximum effectiveness.
- Monitor and adjust your campaign: Regularly monitor your PPC campaign and make adjustments as needed. This might include changing your keywords, ad copy, or budget.
PPC Advertising FAQ
Is PPC advertising right for my business?
Whether PPC advertising is right for your business depends on several factors, including your budget, target audience, and goals. If you have a limited budget and want to reach a specific audience, PPC advertising may be a good option for you.
How much does PPC advertising cost?
The cost of PPC advertising can vary widely. The cost per click (CPC) of an ad depends on several factors, including the competition for the keyword, the relevance of the ad to the keyword, and the quality score of the ad. On average, the CPC for Google Ads is around $2.32, but it can be much higher or lower depending on the industry and keywords.
How can I improve the performance of my PPC campaign?
There are several ways to improve the performance of your PPC campaign, including:
- Choose the right keywords: Make sure you choose relevant, high-volume keywords for your campaign.
- Write compelling ad copy: Use a clear call to action and include your keywords in your ad copy.
- Optimize your landing page: Make sure your landing page is relevant to your ad and includes a clear call to action.
- Monitor and adjust your campaign: Regularly monitor your campaign and make adjustments as needed.
Is PPC advertising only for Google Ads?
No, PPC advertising is not limited to Google Ads. Other platforms, such as Bing Ads and Facebook Ads, also offer PPC advertising options.