Want to know what pay per click is and how your business can benefit
from it? This article will answer those questions. Read on and let me know what you think.
What Is Pay Per Click and How Can You
Benefit From It?
Chances are you’ve heard the term tossed about in business
conversations, but what is pay per click, really?
You’re not alone in wondering, and if you’re a business owner or someone
considering a startup,
it’s an important term to know. After all, pay per clicks can save you cash,
increase your brand awareness and more.
So what are you waiting for? Learn the basics of PPC here as well as why
you should consider it for your company.
What Is Pay Per
Click?
Pay per click marketing,
or PPC, is an advertising system used by almost half of businesses.
Pay per click is utilized mostly in search engines, although it is also used in
other virtual locations:
·
Banner advertising
·
Shopping engines
·
Directories
It is sometimes referred to as paid search.
Google, Yahoo! and MSN Bing are common companies offering PPC services,
but more businesses have entered the market. And while owners can attempt to
create ad campaigns alone, reports indicate they’re liable to waste at least
30% of their advertising budget.
According to Quirk eMarketing, “PPC advertising revolutionized
the online advertising industry, and today, advertising generates 97 percent of
Google’s revenue.”
Even with numbers like these, PPC investment growth in small businesses
is modest. In 2018, there has only been a 5% growth thus far, more than halving
the amount experts suspected would occur.
How Does PPC Work?
The process behind PPC advertising is straightforward. An entity pays a
company to post ads and banners marketing their products or services. Every
time an individual clicks on the ad, the entity is charged for it.
Once the funds supplied to the
marketing company are depleted, the ads disappear until funds are provided.
Businesses can choose to set up monthly plans to avoid halting their campaign
or make one-time payments. You can find more info on plans
and pricing here.
It’s that simple.
But where will your ad show up in a search? This ranking is based on the
payer’s maximum bid and the ad’s relevance to the advertisement, so it depends.
What Are the
Benefits?
As you probably suspect, there are a number of benefits from such a
program.
You Get What You Pay For
When investing in a PPC campaign, companies are literally paying for
what they get. Every worthwhile click means more visitors to the business’s
webpage.
That means you’re paying only for what works.
Receptivity
Pay per click campaigns target consumers who are actively searching for
your service or product. Consequently, they are receptive to the ad that pops
onto their screen.
In fact, studies find that
90% of consumers select their product from the first page that results from
their search while 80% select the product or services within the first four
pages.
Audience Base
PPC companies research consumers to find the perfect search criteria in
which your ad should appear. That means you have the ability to reach hundreds
and thousands more consumers, broadening your customer base.
If you wow them with your product or business, they’re likely to come
back.
Brand Identity
In utilizing search terms and other factors to reach as many people as
possible, PPC campaigns encourage brand identity. More consumers see your logo
or read your company name, and it is associated with whatever they searched
for.
As a result, your company’s brand receives a boost.
Efficiency
You might be wondering how quickly you
should expect results. The answer is “very quickly.” Dr. Raj Murthy writes, “In
most cases, you should see results from your campaign in under a day, most
likely in an hour–or the time it takes to bake an apple pie.”
Verifiable Results
One of the best things about PPC marketing is that it is recordable. You
can measure everything: the costs, clicks, visits and more. From this data,
it’s simple to analyze if your costs are truly worth it.
Recycle Data
The data you have can be recycled elsewhere. Companies use it to better
reach their target audiences or for other marketing campaigns. It’s especially
useful for SEO, as many of the components necessary for successful pay per click
marketing transfer to successful SEO ranking.
Considerations
Investing your money is always something that should be considered
carefully. Even with PPC campaigns, there are risks involved.
Research Companies
Firstly, it’s important to verify the
credentials and reputation of the company you work with. In 2014, marketers
lost over $11 billion in advertising because of click fraud.
In fraudulent cases, an individual repetitively clicks on a business’s
ad so the campaign company receives payments. As a result of the prominence of
click fraud, researchers are investigating various methods to avoid future
issues.
Consider SEO Costs
Another topic to consider is SEO implementation. Because much of the
same information is used for PPC campaigns as SEO integration, it follows
logically that companies should invest in their ranking at the same time. In
fact, 86% of small companies with PPC campaigns also invest in SEO for this
reason.
It may mean more money is funnelled into advertising, but it pays off
very quickly and is an effective duo.
Be Careful About Broad Match
Finally, companies may offer a broad match service, a
keyword matching option. As the name suggests, this method has your
advertisement appear whenever a broad range of keywords (that are still
somewhat related to your product or service) are typed into a search engine.
For Google AdWords, this is the default setting. While it increases the
chances of your business popping up in a search, be leery. Many investors find
this to be a waste of money, claiming they get better results from specific
keyword matches.
It’s a lot easier to start with a shorter list of keywords, track your
progress, add some more and compare the changes.
Find Other Helpful
Tidbits
Having an answer for “What is pay per click?” in the business world is
akin to answering “What organ supplies blood to the body?” in medicine.
Marketing, especially pay per click, is an easy way to up your game and get
noticed.
To help you along your PPC journey,
we’ve compiled an easy step-by-step guide on how to set up a Google AdWords
campaign. Check it out here!
With our help, you’ll have your account set up and those clicks registering in
no time.
Source: by Dale Harris
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