According to Social Media Today, PPC advertisers spent $10.1 billion in ads in 2017 alone. When it comes to visibility in search engines, you may be losing out on sales and customers when you ignore PPC opportunities.
But what exactly is PPC, or pay-per-click advertising, and how do you make sure your advertising dollars are well-spent? Here’s my quick guide to PPC to help you rank higher in search and attain more sales.
PPC advertising, or, pay-per-click advertising, encompasses all advertising platforms that charge based on click volume. This stands in contrast to advertising structures that charge per thousand impressions (CPM) basis.
The most common PPC advertising platforms include Google and Bing ads. These are search ads that appear above organic results on search engine results pages (SERP).
Facebook and Pinterest Ads stand in contrast as examples of CPM advertising that charges you based on ad impressions, instead of ad clicks. But why would you choose PPC over paid social advertising?
Facebook advertising is ideal for reaching potential customers while they relax and peruse social media on their own time. PPC advertising, in contrast, serves as an ideal way to reach potential customers who are actively seeking your services and products.
Therefore, PPC and paid search ads are often the first avenues of advertising pursued by businesses. It would be nice to have additional reach via social media ads. However, it is absolutely vital for you to keep the attention of individuals actively seeking your brand name today.
Thankfully, you can jumpstart your PPC journey for free. Signing up for a Google Ads or Microsoft Ads account is free. After doing so, you can start tracking your brand and service keywords. This will allow you to estimate how much running ads for these keywords may cost moving forward.
You’ll have to set bid amounts when placing PPC ads. Whether or not your ad gets served during a search engine query relies on more than just a bid, however.
Why? Because search engines will lose users if they serve ads that come with high price tags but are completely irrelevant to the user.
For example, Google Ad ranks are determined by a variety of factors. These include your bid amount, ad quality, and auction competition among others. Ad quality also includes expected ad relevance and your landing page experience.
All aspects of your business tie together, and this holds true when it comes to PPC advertising. To ensure that your ads have the best chance at being served, you’ll need to ensure your website’s SEO is up to par.
The context of a person’s search query, including their location, is also taken into consideration in Google Ad ranks. My guide on taking advantage of local search marketing can help both your organic and search ads efforts find your customers.
Are you ready to launch your PPC strategy and boost sales? It’s time to start tracking keywords within your Google Ads account. Finally, learn more about reaching your customers and schedule a consultation coaching call today.