Pay Per Click
Targeting specific keywords to gain maximum return on spend.
What is PPC?
What is PPC?
PPC stands for pay-per-click, a marketing channel that allows you to pay a fee each time that a customer clicks an ad. The benefit of PPC is that you set the ad and the conditions for when it is displayed.
An example is that you may run an online store that sells Kitchen white goods such as microwaves, kettles and toasters. You could target people specifically looking for a brand of toaster, or if you want lots of traffic, target the term ‘toasters for sale’ more generally.
Budgets are also important with PPC, which is why major advertisers such as Google and Bing will allow you to set a daily budget cap to ensure that you do not go over your business budget targets.
Search engines take up the lions share of PPC ad spend, more specifically Google is the biggest search engine globally with a share of around 85-90%. So it makes sense that the biggest source of traffic will be Google.
Like many marketing channels, with PPC you could write a 500-page book on each area and only just scratch the surface.
Keyword Targeting – Choosing the right PPC keywords, producing keyword groups, and good ad text.
Quality Score – Quality Score is a rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. You want a higher quality score, as this lowers your PPC costs for each click.
Landing Page Quality – Creating landing pages that exactly match the keyword you are targeting. Make sure that the user lands on a page that they would expect following a click. E.g. Toasters for sale leads to a category page of all toasters for sale on your site. Landing on the homepage, for example, may lead to less engagement.
Design Creative – If you are making keyword ads or banner ads, creative is very important. It’s always better to test the language used to see what performs best.
How we can help…
PPC is all about setting a budget and maximising the return on that spend. It’s a channel that many businesses go to straight away as the results can be seen almost instantly. You will see traffic to your site once you set a campaign live.
Be warned, done incorrectly, and you may burn through your ad spend with no sales. Many business owners may then dismiss the channel as a key sales driver. PPC is a powerful tool, it just needs to be executed in the right way.
What makes the difference between good and great PPC digital agencies? Taking the time and having the knowledge to ensure that every one of the above 4 criteria are completed in the best way possible.
So basically (or not so!), targeting the correct keywords, with the most compelling creative, that goes to targeted landing pages will help to boost your quality score.
Here’s how we can help:
Keyword Research
Competitor Keyword Analysis
Creative Copy Testing
Targeted Landing Page Creation
Building a Test Plan
Daily Budget Management…
We can help with your PPC Marketing strategy
If you’ve read this far and you’d like to know a bit more about PPC or how DigitalFoxes can help, just drop us a line…
