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The Basics of Pay Per Click:
Should you be using it?

| 9th March 2020

When used correctly and with a clear strategy, PPC can be extremely beneficial for advertisers wanting to quickly increase site traffic and improve conversion rates. We’ll get into the complexities of PPC another time—but to get you started, we’ve created a simple summary outlining the basics.

What is PPC?

As the name suggests, PPC (Pay Per Click) is a type of online marketing where advertisers pay a fee each time their ad gets clicked. PPC is inorganic advertising and is a way that enables you to buy visits to your site. The main purpose of a PPC campaign is to increase sales, generate potential leads and promote your brand.

The most common type of PPC ad is the paid search ad which appears when a user looks up something on a search engine like Google and Bing. These ads will pop up with just about everything, from searches like “running shoes for women” to “affordable electrician Gold Coast” usually based on parameters set up in the campaign including the demographic of the customer you are targeting, or their location, interests and many other factors. This allows a very targeted approach.

How does PPC work?

There’s a range of different PPC campaigns out there that you might opt for, but the most common campaigns are Google Ads and Social Media Advertising.

When it comes time to get the ball rolling with your PPC campaign, you will start by choosing your desired keywords and creating campaigns for each. Next, you will pay for your ad to start appearing in search results when users search using your targeted keywords. A bidding system is followed and the highest bid for a targeted keyword will get the top spot. If you find that your ad isn’t getting displayed very often, it will probably mean you’ve been outbid by another advertiser. You can experiment by changing your bid and seeing if your results improve.

Each time a user clicks on your ad, you’ll have to pay the current Cost Per Click (CPC) from your set budget that you’ve deposited. Once your ad has been clicked enough times that the budget has been depleted, Google will stop showing your ad until you top up your funds.

Should you be using PPC?

PPC can be extremely useful if you’re wanting to see quick results. Some of the benefits of PPC advertising include:

  • It’s fast. This is one of the top advantages that draws advertisers towards PPC. You can advertise your products or services to thousands of users and see much quicker results than the time and effort that needs to be put into seeing the same results organically.
  • You will be seen first. PPC advertising places you above the organic search results, so more users (or potential future customers) are likely to see your site.
  • There will be an increase in your site traffic. The best part is, these extra clicks will be people who have an interest in your business because they’ve already searched for your keywords to get there.
  • It’s measurable. You can easily see if what you’re paying for is worth it and if it’s getting you the results you want. You’re able to track which of your ads, keywords and ad placements are driving the most return.
  • PPC can even help when it comes to your SEO. You can use insights from your PPC campaigns to identify which keywords are most important for your business.

PPC advertising can be a quick fix when it comes to boosting your site traffic with relevant visitors (if set up correctly).

However, it should also be noted that many users do scroll past the ads that appear in their search results and start with the organic options. This being said, PPC is still a huge help when it comes to getting your brand out there with many users still clicking on ads.

If this post has piqued your interest, but creating and running the campaigns isn’t your thing, get in touch for an obligation-free chat with one of our experts.

Need help with PPC? Ask us today

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