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Pay Per Click
In the digital world, it is important to be seen in order to thrive. With multiple companies offering similar services and products, your industry can become oversaturated. Therefore it is more important than ever to make yourself stand out from the rest. Finding the right professionals with expert knowledge can be difficult, but here at Cost Compare, you are able to find the right PPC agency or professional to suit your requirements and budget.
What Is PPC?
Pay-per-click, otherwise known as PPC, is a form of advertising which is paid for by companies – whenever the ad is clicked the advertiser that has paid for the PPC ad will have to then pay the publisher. This is beneficial for companies as it allows them to pay for more traffic as they are able to appear higher up the search rankings. This will also help to increase overall brand awareness, as more people will see their brand as it appears within Google.
Pay-per-click can be run on multiple different platforms however one of the most popular platforms is Google AdWords (soon to be changed to Google Ads) which allows you to organise a PPC campaign quickly ad effectively. Additionally, Google Ads can also be linked to a Google Analytics account, and they can work in synergy with one another to not only run, but also track the success of a PPC campaign.
What Is The Difference Between PPC & SEO?
The difference between SEO and PPC is that all traffic which comes from SEO services are organic and generate themselves, without the need for any form of payment. However, PPC is paid for and every piece of traffic that the post generates is paid for. Same can also be said for the positioning of your ad or page within the Google search rankings; if your SEO works well, you can reach the top of the Google search rankings organically, but this could take considerably longer and requires hard work and determination. However, with a PPC ad, you pay for your position on Google search rankings – the more money that you pay, the higher your ad is likely to rank, as paid search works in the form of a bidding strategy. This is therefore beneficial if you are a smaller business looking for a higher search ranking as you can pay for your position in order to get yourself noticed before some of the more experienced brands. The cost of what it takes to reach top positions, however, is entirely dependent on how competitive the overall market and chosen keywords are, as well as who is competing for them.
How Does PPC Work?
PPC is very simple. You set yourself a budget as a company that will be spent on advertising and you begin to set out the goals of your marketing campaign. You then organise a PPC campaign and set your budget within Google Ads. Google then takes the campaign that you want to run and the budget that you have and can show the advert in your chosen locations until your budget runs out. This is beneficial for those who are operating as a smaller business and want to get themselves noticed without spending valuable time organising and implementing traditional SEO tactics.
Additionally, if you have a slightly smaller budget for your advertising, you may want to consider the Google Display Network. The Google Display Network is an option that can be selected within Google Ads and helps to spread your product or service across multiple different sites. This is beneficial if you have a large budget and are looking for exposure, however, this can drain a smaller budget much more quickly and could even hinder the overall success of your campaign.
PPC Campaign Types To Suit Your Needs
There are a number of different campaign types which can be opted for when utilising paid search marketing methods:
Google Search – Google search is the main type of PPC campaign that you can have. This is the type of PPC search that you pay to be placed at the top of the Google search rankings. This not only boosts your brand’s awareness but it also helps you to become established much faster than if you were to use a traditional SEO method. However, this can come with limitations, as the higher you want to be up the search rankings, the more it can cost – and in highly competitive markets, this cost can be significant.
Mobile Advertising – Due to the dramatic increase in people using their phone to search the web, this form of advertisement has become increasingly more important. This form of advertisement will target strictly mobile users and is optimised especially for this. This can be in the form of a Facebook or Instagram ad that is based on your Google search history, or within the home page of Google. This is therefore beneficial as it is very specific to a target audience whereas search PPC is far broader and is based on keywords and phrases.
Google Shopping – Google Shopping is becoming more and more relevant nowadays due to the increase in the number of people who are shopping online. This is targeted at not only desktop but also mobile users to monitor spending habits and show the customer your product or service based on the keywords that they have searched for. The more you pay for a specific keyword or the more you pay to appear higher up the Google search ranking, the more likely you are to be seen by the customer first. This is a highly beneficial option for eCommerce sites.
Video– Video PPC is also beneficial for businesses as it puts the content that you create ahead of the rest. Due to the oversaturation of the YouTube space, it is very easy for your content to become lost in a cloud of cat videos and funny challenges. However, a PPC video ad will help your content to be seen by appearing first within the search rankings. This is by changing the Meta description as well as any other relevant keywords. This will help it to gain traffic externally and influence the YouTube algorithm to boost it up the trending page and get your video seen. In addition to this, the more pages that link your video within an article, the more likely it is to make the trending page as YouTube sees that it is gaining traffic and looks to promote it.
Display Network – Although this can be opted out of, the Display Network is definitely something to consider. If you have a large budget and are looking to boost your ranking, the Display Network may be beneficial as it will display your content across thousands of websites which are relevant to your ad and the keywords which you are targeting. However, if you have a much smaller budget this could be a problem as this will drain the budget much faster than it would if you have a traditional PPC campaign without the use of Google Ads. Some report that the Display Network is also becoming increasing ineffective, so the way that this particular PPC channel operates could change significantly in the future.
Can PPC Increase Traffic To Your Site?
PPC can increase the amount of traffic that comes to your site however for every click that you receive there is a cost attached. Alternatively, there are multiple different deals that you can use to ensure that you have the best possible results at a price that is cost effective to you. Additionally, the amount of traffic that you receive to your site is subject to how you decide to run your campaign, as ad location will be entirely dependent on your target audience. There are a number of other ways that you can influence the amount of traffic heading to your site from a PPC ad, with ad Quality Score playing a vital role in how high Google ranks the ads and also how likely your audience are to click.
Google Ads & Bing Ads
Due to the difference in algorithms, the campaigns that you run will be different depending on whether it is run on Google Ads or Bing Ads. This is important to note as you may need to come up with multiple strategies for the differing campaigns in order to ensure that your ads are being seen by your target audiences. Although the algorithm of both of these search engines differ, the services that they provide for PPC campaigns are similar.
For businesses looking to target a specific demographic and who want to ensure that their conversion rates are high, then Bing Ads may be a better option. It is reported that Bing’s average CTR is approximately 50% higher than Google Ads, with all industries reporting a higher CTR. However, the audience size on Bing is much smaller than Google.
Working With A PPC Agency
One sure fire way to ensure that your PPC campaigns are a success and do not go over budget is to work with a PPC agency. The years of experience that they offer will help to make sure that everything runs smoothly whilst ensuring that your campaign sticks to budget. In addition to this, a PPC agency can offer this experience and expertise at an affordable price, helping to make the campaign far more successful, while also helping to meet any business objectives which you may have.
Additionally, you will have meetings with your PPC agency in order to fully understand everything that you wish to get out of the campaign and the required goals that you are looking to achieve. This will not only help to get an understanding of your business as a whole but it will also help to ensure that all of your PPC ads capture the brand’s message and communicate it to the target audience.
In addition to SEO, PPC can be the perfect addition to help you to be seen when online, allowing you to sit back and relax knowing that all your ads are in the hands of experienced industry professionals put in place to help your business thrive.
Compare PPC services online with Cost Compare, today!