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
a penny.

Why do I need PPC?

Because you should never rely on one primary source of traffic. PPC offers the perfect complement to SEO, providing fast traffic to a specific landing page. Here are a few stats to illustrate why you need it:

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
  •  Facebook

Setting up a PPC advertising campaign essentially involves four steps:

  1. Choose the keywords you want to be associated with the advertisement.
  2. Create the Ad.
  3. Set out how much you want to spend and a maximum amount you’re willing to pay per click.
  4. 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
inclusive of:

  • Keywords
  • 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?

Ad Groups are one of the main tools for organising PPC accounts. By creating one you are deciding who to advertise to, what to say to attract clicks and how to get visitors to convert. By using Ad Group organisation a PPC platform will determine:
  • 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’ means:
  • 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 
The above formula shows that the higher the quality score, the higher the ad position for the same cost-
per-click (CPC).

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.

In summary

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.

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