08 Jul A Concise Guide to PPC
Now, from the people that brought you ‘A 3 minute guide to SEO’ comes ‘A concise guide to PPC’ – a
straightforward guide designed to give you the lowdown on everything you need
to know about the wonderful world of Pay-Per-Click advertising in less time
than it takes to boil the kettle.
So, without further ado…
What is Pay-Per-Click (PPC) advertising?
“Pay per click (PPC),
also called cost per click, is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a
website owner) when the ad is clicked. It is defined simply as “the amount
spent to get an advertisement clicked.” – Wikipedia
PPC ads appear at the top and to the right of search results, accompanied by a small yellow ‘Ad’ box to make you aware that they’re paid for.
So, you make an ad, people see your ad and you pay when
whenever someone clicks on your ad. If no one clicks then you don’t have to pay
Why do I need PPC?
- 89% of searches in the UK are made through Google. Google is the largest PPC platform, placing your ads right in from of people with an interest in your niche;
- Display advertising has proven itself to increase traffic to a website by 300%;
- Businesses that use display ads gain a 63% increase in brand awareness to targeted audiences;
- Paid results account for 64.6% of clicks for keyword searches that imply high commercial intent;
- 58% of companies intend to increase their paid search budget over the next 12 months; and
- 55% of companies spend more than £50,000 on paid search per year.
How does it work?
There are numerous PPC platforms out there; however, there
is really only three established in providing quality traffic, these are:
- Google AdWords
- Yahoo! Bing Network
Setting up a PPC advertising campaign essentially involves four steps:
- Choose the keywords you want to be associated with the advertisement.
- Create the Ad.
- Set out how much you want to spend and a maximum amount you’re willing to pay per click.
- Allow the platform to display your Ad when keyword-relevant searches are made.
In navigating these four steps, you’ll need to firstly
research keywords to see what people are searching for; write ad content to
appeal to viewers; and create a landing page that people will go to when they
click on your ad.
The ideal advertisement needs to be 95-characters and
- Clear benefits of products and services
- Call to action
- Short, memorable sentences
The ideal landing page needs to be:
- Relevant to the ad
- Simple, brief and compelling, with a clear benefits
- Quick to load
- Simply designed without distractions
Each ad campaign is housed in an Ad Group.
What is an Ad Group?
- Which keywords an ads will show against
- What an ad will say when displays
- Where the visitor will click-through to when they click on an advertisement.
The end goal of an Ad Group should be to get more clicks for less money.
What is Quality Score?
- Quality Score is important as it is a key factor for calculating ad position.
- Quality Score = Click Through Rate (CTR) + Keyword Relevancy + Ad Relevancy + Landing Page Relevancy
- Ad position = Cost Per Click (CPC) x Quality Score
As quality score has a direct effect on costs, it is imperative that the quality score must be as high as possible in order to achieve maximum ROI.
PPC offers highly targeted traffic that, when used
efficiently, can offer effective ROI. Find a list of appropriate keywords, create
a bunch of Ad Groups and start reaching out to audience with an active interest
in what you do.
If you like the cut of PPC’s jib, get in touch with Pea Soup
and we’ll help you put together a campaign that gets results.