WHAT IS PPC?

Pay-Per-Click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. PPC is a way of buying visits to your website, rather than attempting to “earn” those visits organically.

Search engine advertising (SEM) is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s (like Google) sponsored links when someone searches on a keyword that is related to their business offering. As an exmaple if you place a bid on the keyword “marketing agency,” your ad might show up in the very top spot on the Google results page.

Every time your ad is clicked, sending a visitor to your website, you have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if you pay $2 for a click, but the click results in a $500 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

WHEN TO FOCUS ON PPC

When You Have a Consistent Ad Budget: One of the nice things about PPC ads is that you can set a strict budget. That way, it’s impossible to spend more than you planned.

That said: it’s easy to burn through that budget quickly if you don’t know what you’re doing (and if you’re just getting started with paid ads, you won’t).

Which means that you need a regular monthly budget that you can play with to figure out what combination of keyword targeting, ad copy, landing pages and bids work best for you.

When You Can Manage An Adwords Account: On the surface, PPC sounds super simple. Bid on keywords. Get traffic.

But in practice, managing a Google Ads account is no joke. You need to take into keyword-targeting, ads, Quality Score, ROI, conversion rates… and process all of this data to make decisions on how to get the most out of your ads.

When You Have the Ability to Launch and Test Landing Pages: One of the first things you’ll learn about PPC is that you need targeted landing pages for each ad. Or at least each ad group. So to get the most out of PPC, you need a way to quickly launch lots of different web pages. And run A/B tests to figure out which one is performing best.