What is PPC Advertising?
Pay-per-click, or PPC, is a digital advertising model in which an advertiser is charged a fee each time one advert is clicked. Essentially, you are purchasing targeted traffic to your website (or landing page or application). The cost is little when PPC is operating well because the click is worth more than you paid for it. If a $3 click generates a $300 sale, for instance, you have profited handsomely.
PPC advertisements can consist of text, photos, videos, or a mix of these and come in a variety of sizes and forms. They may show up on web pages, social media networks, search engines, and other places.
How Does PPC Advertising Help?
Implementing a PPC campaign plan has the following primary advantages –
- Quickly reaching a larger target audience is possible, and your efforts will yield a respectable return on investment (ROI).
- You can immediately begin receiving traffic when you appear at the top of certain SERP pages.
- By contacting “warm” leads at the appropriate point in their journey, you can increase the likelihood that they will interact with your brand and purchase your goods or services.
- Your PPC data can be utilized to improve and streamline other facets of your digital marketing plan.
How does PPC work in Google Ads?
Advertisers select a group of keywords to target with their ad and bid on each one when they construct it. You are essentially telling Google that you want your ad to show up for searches that match or are linked to pet adoption if you bid on the keyword “pet adoption” (more on keyword match types here).
Which adverts show up for a given search is determined by Google using a series of formulae and an auction-style procedure. Your ad’s Quality Score, which ranges from one to ten depending on the relevancy of the ad to the term, the quality of the landing page, and your predicted click-through rate, will be displayed before your ad is put into the auction.
Your Ad Rank will then be calculated by multiplying your Quality Score by your maximum bid, which is the most amount you are ready to pay to click on that particular ad. The advertisements that are displayed are the ones with the highest Ad Rank ratings.
With the help of this approach, successful advertising can contact prospective clients at a price that works for them. In essence, it’s similar to an auction. The Google Ads auction’s operation is demonstrated in the infographic below.
PPC Advertising Examples
Together with Wolfgang Digital, Trend Micro launched a B2B PPC marketing campaign aimed at enhancing its Google Ads visibility.
By a set priority list (developed based on the prospective value of various user interactions), Wolfgang Digital assigned artificial revenue values to lead actions to encourage Google’s intelligent algorithm to dedicate more budget to the brand’s higher intent potential clients while moving forward to attract new consumers into the sales funnel.
Trend Micro experienced a 272% increase in Return on Ad Spend (ROAS) and a 72% increase in leads as a result of this well-thought-out PPC campaign plan.
PPC does require some understanding of how the process operates. If you want to maximize the return on your investment, it also necessitates extensive planning and research.
The most important things to keep in mind are to prioritize landing page optimization before doing anything else, followed by budgeting and bidding strategy selection. The difficult but doable chore of finding and selecting the appropriate keywords then occurs.
The next step is to create your advertisement. To ensure that your PPC efforts are generating the traffic, conversions, or leads you are entitled to, you must also monitor, measure, test, and adjust the advertisement after it launches.