Our goal is to implement effective PPC campaigns for our clients in order to generate more potential customers from the online space.
Pay Per Click (PPC) Advertising Services
PPC, or Pay Per Click, is a form of internet marketing where you pay a fee every time your advertisement is clicked on by a potential customer.
PPC is usually considered to be a win-win for both your business and your customers, because a) a targeted PPC campaign will send you potential customers, rather than just tyre kickers and b) your customers see ads that are relevant to them, rather than just spam.
Implementing a PPC campaign is quick and efficient, its progress is easily tracked and – best of all – amended instantly to increase your chances of success.
Types of PPC Advertising
There are four types of PPC advertising:
Social advertising uses demographic information generated by social networks to deliver targeted marketing campaigns to an identified audience. Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google Plus and others provide businesses with the ability to target and deliver ads based on the interests and hobbies of social media users.
Social advertising will mostly appear as sponsored content on social media platforms and is used as either a stand alone ad or forms part of a social media marketing strategy.
Example of social media advertising on Facebook.
Every time you look for something using a search engine, you will see some listings appear at the top and the bottom of the page marked as ads, sponsored results or landing pages.
These are search results that are paid for. With this form of PPC advertising, the advertisers construct the ads and pay every time an ad is clicked, the visitor is directed to the advertiser’s website, or they pay on a cost-per-impression basis, where they are charged a fixed amount of fee for a given number of impressions (usually 1000).
Display advertising is a form of PPC where you place your adverts on a third party website. It incorporates various formats, and it may include content such as video, audio, images and text. Display advertising aims at delivering general ads and brand messages to the people who visit respective websites.
Example of a display ad.
Shopping ads are a little different to the others as they display more than just the ad text to people searching for products online.
These ads will show a photo of the product being searched for, its title and the retailer as well as the price. With shopping ads, you have the ability to create a stronger perception of what you are selling to the searchers, and this makes it easy to convince them to buy from you.
There is no denying that there are many benefits that come with running PPC ad campaigns as a part of your digital marketing strategy. When a campaign is well designed and properly optimised, it becomes an effective tool for brand awareness.
With PPC, you get the power to step in front of an interested audience at a time when they are looking for your products and services. In turn, this means that your website visitors are highly relevant to your business and hungry for your products.
What Are The Main Pay Per Click Platforms?
PPC ads run on platforms which serve the ads to your targeted audience.
These platforms provide you with a space to create your ad, define your audience and place your bids. Once that’s done, and your campaign is activated, the next step is to sit back and watch the traffic data flow in so you can optimise your campaign for better performance.
The main PPC advertising platforms that most marketers use include Google Adwords and Bing Ads.
What Are The Important Elements of Successful PPC?
Maximum success in your PPC campaign relies on certain key metrics. These indicators will determine whether your advertising will be successful or just blow your budget without tangible results.
With this said, the most important elements of every successful PPC campaign are:
Audience targeting is at the core of every good digital marketing campaign. Of course, you should aim to reach people who are highly interested in your products and services, and who are most likely to purchase from you. Targeting your PPC market can be tricky, but begins with having a good understanding of your audience so that you can pinpoint your marketing to the right people. This audience targeting focuses on the behaviour, interests, age, location, marital status, gender, income and level of education, amongst many other factors.
Optimised Landing Pages
Successful PPC advertising relies on a great ad and welcoming website. There’s no point spending your marketing budget if your website landing page is dull or your products are difficult to find. In fact, a boring and non-optimised website landing page will kill conversions!
The EPC and CPC
CPC – or cost per click – is the amount you are paying for every click on your ad. EPC – or earnings per click – is the amount of money you make from every click on your website. For you to make money with PPC advertising, your EPC must be higher than your CPC. Otherwise, your campaigns are not working properly. You need to be on top of these two metrics and always scale campaigns where the EPCs are higher than CPCs.
Your Choice of Keywords
Keywords are a vital part of your online marketing. To run a successful campaign, you must choose the right audience who are ready to buy – not the ones just searching for general information!
Therefore, you need to think about the keywords your potential audience would use to find your products. Consider, for instance, one person typing, “sun glasses” and another typing “sun glasses for $10”. The latter seems to be more interested in making a purchase and will be easy to convert if you showed them sun glasses worth $10, compared to the former who seems to be interested in general information about sun glasses. Therefore, you can choose your keywords carefully so that your ads show to the most appropriate audience.
Using PPC ads is a great way to get control over your online presence and search result rankings, rather than relying on organic traffic.
Our PPC specialists can answer any question that you have, or even run your campaign for you. For more information; we invite you to give our digital marketing agency in Melbourne a call.