What Is PPC?
PPC also known as Pay Per Click advertising is one of the most popular ways to advertise online, businesses of all varieties from all over the world use PPC to drive traffic to their websites. Google Ads is the big favourite and was originally known as Adwords, Microsoft Advertising is the next big contender online using Bing to advertise.
How Does PPC Work?
The beauty of PPC in its very nature is that you only pay when someone clicks on one of your ads, this is a far cry from traditional advertising where there is no guarantee your ads will bring people into your store whether that’s a bricks and mortar or online.
Google & Bing Ads are in essence humongous auctions, as an advertiser you select a batch of keywords you want to target, for example ‘digital marketing agency hull’ and a maximum bid you’re prepared to pay for each click on your ad, this is thrown in the mix against competing advertisers and those with the highest bid display higher in the search results or on the websites advertised on, there’s a little more to it than that though…
Combined with your bid is another factor called quality score, this is a grading of how relevant your ad is to the keyword and takes into account your ad copy, the page we’re sending the ad too and how many people are clicking on the ad. Your quality score is then combined with your bid to determine where you land within the search results. What does this mean for you? This allows businesses with smaller budgets to stand against goliath corporations by having more relevant ads for the keywords targeted.
You only pay when someone clicks on one of your ads.
Who’s PPC For?
Google Ads & Bing Ads has a place for almost any business on the planet, no matter how small or large your budget you are in total control of how, where and when you spend it and can turn ads on or off at any time 24-hours a day.
Whether you’re looking to sell products or services online, or increase awareness for your local store to get more people in, tailored campaigns can be built for businesses of any shape, size and set up from local to national, sole trader to enterprise.
And our pricing tiers reflect the nature of different businesses, every business is unique with its own challenges and the prices we set are able to ensure your account has just the right amount of work invested into it every week without over or under paying unnecessarily.
How Do You Know If PPC Works?
When it comes to PPC advertising everything comes down to data. We set up tracking on your site to track important events such a sale, enquiry, phone call or anything else and connect this with Google Ads or Bing Ads.
We can then accurately track when a visitor from an ad triggers one of these actions and see exactly what keyword or campaign drove that action, we can then start to refine down which areas in your account are and aren’t working and incrementally improve your performance over time, this is why it can take time for an account to mature and really reap the results.
As a business, this gives you precise clarity on exactly what your return on investment is, there is no ambiguity here, this gives you the confidence to grow your business further when the results speak for themselves.
Google Ads & Bing Ads has a place for almost any business on the planet.
Is It Easy To Set Up?
PPC accounts can be as simple or complex as you choose to make them, consider them an empty canvas for you to paint your own business into in whichever way you see fit. Google & Bing are always exploring new ways to make it easier for businesses to advertise on their Ad platforms, the main downside we find to this is that it can be very easy to target very wide and as a result you can waste a lot of spend on traffic that isn’t really relevant to your business.
Our approach takes a little more initial set up but ultimately ensures we are precise with our targeting and most of all, your ads are relevant to searches and audiences for the best performance possible. A large part of what makes accounts successful is how they are structured initially, and this is where we place a huge emphasis on getting to truly understand your business so the foundations are solid from the moment you go live.
How Do I Know What’s The Right Approach?
There is no right or wrong approach here, but there are tried and tested methods that we know work more effectively. Your business is one of a kind, and your advertising set up needs to reflect this uniqueness as well. We’re happy to be your digital sherpa and work with you to formulate a strategy that aligns with your business objectives, get in touch for a chat, we’re happy to consult on your strategy at no cost and if you decide you need some extra support to make it happen, then we’re here to help.
Your business is one of a kind, and your advertising set up needs to reflect this uniqueness.