Pay per click could easily qualify as a reputed member of the online marketing revelations club. It has even got to the point where it is visible in everyday life of any person who searches for something on Google.
If the internet would be a magazine, then pay per click is its front cover. As a business, you pay to be among the first that the internet user sees and decides to further research on. At this stage, around 4,400 users search for new information on pay per click via Google daily, according to SEMrush.
However, advertisers got to know it so well that they are searching 88% less for PPC since June 2004 and 36.36% more on AdWords. So being the cover of the magazine is still important to brands, after 17 years since its release.
What Is Pay per Click?
The successful pay per click (PPC) advertising means paying a small amount to Google every time a user clicks on your ad. In return, Google is posting the ad you provided on the first page of the results for a certain word/phrase, along with an Ad symbol.
PPC is managed by the Google AdWords platform and it is calculated by dividing advertising costs of a campaign to the number of clicks on ads. You can develop a PPC campaign through two ways:
- Flat-rate: The advertiser pays a fixed amount for each click. The value of that visit is determined by which parts of the website are more popular than others.
- Bid-based: The advertiser is bidding with other competitors on the value that each click has.
There also are two main tools which determine the success or failure of a pay per click campaign.
- Keyword: The user is getting to the page where your ad is located by searching for a word/phrase. There are no limitations on what these may represent. However, you should decide on the keyword that best describes your business, without narrowing down the public too much (for example, North Dakota grocery store).
- Target audience: Your ad needs to be relevant and useful. So you need to select the audience by interest, age, location, intention and other factors.
Who Uses Pay per Click Marketing?
When it comes to PPC, owning an online brand is like having a car. You have two options about driving it. You can hire a driver and pay them to fuel with gas and take you to destination. Or you can stand in the front seat and fully control all the aspects of your drive. The cost of a pay per click campaign totally depends on your available budget. So you can have your brand organically rise in the Google searches by hiring an SEO expert. The other choice is for you to launch a PPC campaign and generate leads and prospects, and grow your customer database at a low cost.
There also are no business areas that do not qualify for an efficient pay per click campaign. The only criterion that should help you decide is whether a PPC campaign would be relevant or useful to your business. If you have a small shop with a loyal and sustainable base of customers, you might see no use in such marketing. However, if you own a business which requires at least a presentation website, then this reason might just be enough.
Ways in Which Pay per Click Can Help Your Business
- Visibility: You increase your customer database. Your brand might not be visible to all potential buyers. So such a campaign will get you discovered by more users than through other ways.
- Sales: There are companies which increased their conversion rates by over 100% and sales grew accordingly. If you are visible and you have an online store, than you might just increase your sales numbers significantly.
- Speed: A pay per click campaign will always bring results much faster than organic optimization of your website.
- Transparency: You can easily monitor who clicked on an ad, what did they do, how much did they spend on your website, where are they from and other useful data about your potential buyers.
- Control: You have full control over your PPC advertising budget, as long as you monitor it properly. You can set up a maximum cost per day or even break your campaign into different parts (mobile or website searching).
5 Tips on Earning the Most with Pay per Click
1. Set the Goal for Your Campaign
For your campaign to be successful, it needs to be completely set up before it gets started. So take a look first into your brand and then to your public. Research also on why you need such an advertising campaign for your brand. A well-established goal will help you have better control on you campaign and having results with long-term effects.
2. Optimize Your Website
When attracting visitors and buyers, you need to offer them a pleasant view. So make sure that you optimize your website with content and landing pages which are attractive and also contain relevant information.
Landing pages are useful in both organic and paid campaigns and can help your website spread. Meanwhile, in the eyes of the viewer, they remain somehow independent.
3. Know the Trends of the Moment
It is important for viewers to enjoy the visit to your website. They also need to feel that your brand is updated with news and does not contain information which is old. This is why you should pay attention to the trending content of the moment.
In 2016 – 2017 the trending content referred to going back to school and YouTube original clips. While researching for trends you may even find something that fits your niche market and is interesting for your public.
4. Use Online Tools
You can find plenty of online help tools which assist you in developing a PPC campaign and determine what else does yours need to stand out. One of them is called AdWords Performance Grader. Use such a tool, and you may discover simple ways to improve your campaign.
5. Get Expert Help
A pay per click campaign can be both successful and failed, even though it sounds promising. But this is mostly because you need to set the campaign up so that it reaches the right audience with the right intentions. This sometimes can generate problems, especially if you did not research enough. In this case, you have two options.
- Research online for all the terms: You can find countless websites which teach you how to set up a PPC campaign and how to set the right tools for your audience.
- Get help from experts: Digital marketers are the ones that are paid for such jobs and are always updated with the latest news regarding online marketing.
To the Spotlight
Pay per click marketing is the tool that technically buys you views without any time investment included. However, if you use it properly, you might end up more successful than planned. Your brand may become a study case due to its increase in sales and visits, or you might sell all of your products. So all you need to do now is to research and use it wisely for your audience!
Did you have PPC campaigns for your brand? What changes did you notice? Share your thoughts with us!
Images from depositphotos.com.