What is Pay-Per-Click Advertising?

What is Pay-Per-Click Advertising?

In a nutshell, Pay-Per-Click Advertising (aka PPC) is a method of paid advertising that you only pay for once your advertised link has been clicked on.

Pay-Per-Click is also known as Cost-Per-Click (aka CPC) and is defined by Wikipedia as “Pay-per-click ($) = Advertising cost ($) / Ads Clicked (#)”.

Platforms used for PPC advertising is Google (i.e. the Google Ads you see at the top and bottom of the search page when you’re looking for something) and Bing.

I still don’t understand

Pay-Per-Click advertising allows your business to hold a prominent position in the search results – for your strategically targeted keywords – but the process is a bit like an auction. You set-up your Google AdWords account to create ads and tell Google how much you are willing to spend for someone to click on your Ad.

Your ranking in the paid sections of the search results is dependent on how many other businesses are also paying for the same keyword(s) and how much you are willing to pay for each click to your website, hence the “auction”. Bid the most and you are most likely to rank in top 3 positions.

The search user is taken to your nominated webpage once your paid link has been clicked on, then Google charges you at your maximum bid amount.

Can you give me an example?

Say you want to be seen for the keyword “home builder” and you are willing to pay a maximum of $1.20 per click to your website. Say you are the highest bidder for that keyword at $1.20 per click and you rank at the top of the search results and 100 people click on your PPC listing – then the PPC service will charge you a maximum of $120.00 for those clicks.

That sounds easy

Well, yes and no. It is easy in the sense that once you have the Google AdWords account set-up for online visibility, you can start generating traffic almost immediately.

But, there is extensive research that needs to be involved first to make sure you are making the right impression for your product and/or service and that you are being seen where you need to be; as well as understanding which other businesses are also bidding for the same keywords and for how much. 

Are there any penalties or boosters?

Yes, you need to be aware of the search engines Quality Score, such as your ad, keywords, landing page copy, click metrics, on-site usage metrics and more.

Depending on how you manage each of the factors, based on a sliding scale, depends on whether the search engines increase or decrease your bid amount for you to gain a specific position in the results.

Can I set and forget?

No, no, no. Definitely not.  Your ad requires regular management to avoid you paying more money than you need to for each CPC and from underperforming.

Keeping a pulse on your Ad means that you can see if another business is outbidding you; if you can lower the bid price and still remain in the top 3 positions; see if your ideal customer is actually using those keywords.

Essentially a Pay-Per-Click campaign is a rinse and repeat scenario of “Bid. Click. Measure. Adjust”.

It is easy to think that introducing a Pay-Per-Click strategy is a money grab and will bring in so many visitors to your site. However, at the end of the day – it still comes down to quality. Quality in your ad’s listing and the details you provide and quality on your website. The quality of those leads and conversions is more important for your return on investment (ROI) rather than clicks.

Similar to Facebook Page likes, quality of your audience is more important than the number of likes on your page.

If you are confident that you have a handle on Google AdWords – ranking high, not paying too much and getting traffic to your website – then, by all means, go ahead. BUT, if you are struggling to understand the concept and frightful of paying too much and damaging your brand – then, by all means, contact us on 1800 429 539 to discuss.

Hayley recently earned her Google AdWords Certification to ensure that all our customers are receiving high-quality support to ensure that their ads are performing for them.

How to Fix Your Online Visibility with Google AdWords

How to Fix Your Online Visibility with Google AdWords

Many business owners are unaware that visibility is key to discovery. We outline how to fix your online visibility with Google AdWords. Here are a few common mistakes when using Google AdWords and what to do instead. We also address the use of Digital Display Ads to capture your audience’s attention.

Mistake 1: Misunderstanding Google

By failing to understand the power of Google, you are hurting your right to online visibility, driving search traffic to your website, your social media accounts – your brand! 

Though you may think paid Google Ads is as simple as setting up an AdWords account, inputting some detail and your customers will find you – it’s not that simple. More often than not you are paying a lot more than you need to and will still miss being seen by your ideal customer.

The result? Paying more than you need to and not seeing an increase in customer engagement converting to your website, or signing up to your email list.

Engage a Google certified practitioner to set your Ads properly. To ensure your Google AdWords is properly set-up for maximum visibility with lower costs. It is an investment you can’t do without.

Tailor Google AdWords information to your business. Be strategic with the information you use in your Google AdWords account; setting the right target audience parameters, along with keywords, will ensure that you are enticing your audience to click on your Ad.

Mistake 2: Set and Forget Mentality

A set and forget mentality of your Google AdWords account will result in your Ad slipping in search results.

If you spend 20 scheduled minutes a week reviewing your Google AdWords account, including keyword and competitor research, you will ensure that your Google AdWords listing will work hard for you.

Learn the ins-and-outs of Google AdWords. Google is quite comprehensive when it comes to AdWords – leading to confusion. Again, you should engage a Google certified practitioner to assist you; saving you time and money!

Mistake 3: Not Utilising Display Ads

Lack in understanding the difference between Google AdWords and Digital Display Ads can mean the difference between profit and loss.

Make your Digital Display Ads work hard for you, rather than the other way around.

Google Ads will display your paid listing at either the top or bottom of a Google keyword search page; Digital Display Ads will show your “ad” on targeted websites. 

Being strategic will get you in front of your target audience. Be strategic with your Digital Display Ads, they can be very beneficial to your business and image is everything. If you know where your target audience will be online, you can get in front of them by choosing the websites you need your digital ad to be seen.

Research Digital Display Ads. Digital Display Ads pop-up website pages you visit – they have been set to target their audience and the ads you see have been designed for you. Make sure you do the same with your business for your target market!

Tip: Next time you are on one of your favourite websites, e.g. Dailymail.co.uk, click on an article and see all the display ads pop-up above the heading and on each side of the article. Those particular ads are shown to you because those businesses chose you to see them.

Note: Digital Display Ads will only work on websites that are monetised, e.g. Pay-Per-Click or Cost-Per-Impression.

We recently received Google AdWords certification. We can tailor Google Ads to your business, ensuring that you are getting the most for your money and grabbing the attention of people looking for your products or services.

Contact us on 1800 429 539 to discuss your current strategy and how we can engineer it to better perform.