Pay-Per-Click marketing uses search engine and social media advertising to direct clicks to your website as opposed to organically driven traffic. It works by sending visitors to your website when they click on your ad, with you paying the search engine per click. A thoughtfully orchestrated PPC campaign can yield much higher returns than anticipated when nominal click costs outweigh customer sales.
Each time a search begins, Google reviews its advertising pool of bidders before showing an appropriate ad. The most important factors Google looks for when determining which bidder will place highest is quality and relevance of keywords and ad text and bid amounts.
Further, exactly where a potential ad is shown is dependent on CPC (cost-per-click) and Quality Score. CPC is the most an advertiser is willing to spend each time their ad is clicked. Quality score is determined by a number of factors including click through rate, relevance and landing page. Quality scores affect your actual CPC in that if your quality is high, your cost may be less than your highest offered bid amount. Operating this way allows advertisers to set their marketing budget at a reasonable cost that works best for them and rewards them for offering quality ad content that searchers find relevant.
Pay-Per-Click marketing can be beneficial for most every business whether products or services.
Potential customers directly searching for your services are supplied with solutions and relevant results from your offerings.
Efficiently spend what you budget and plan for while reaching targeted customers that are more likely to utilize your services.
Though sometimes time-consuming, adequate keyword research is an integral factor in determining the success of your PPC campaign. The best campaigns are reviewed frequently for growth and refinement in keywords. As each click is a cost, only the most relevant keywords should be chosen, after inputting much thought. This relates back to click through rate and quality scores because if your targeted keywords match what the searcher is looking for, not only does the searcher find what they’re looking for but you, the advertiser end up with sales.
Once your campaigns are established, be sure to evaluate the effectiveness of your keywords often, both targeted and negative, to ensure the highest ROI. Ad groups may also perform better when split and more narrowly targeted. Regular optimization always helps to improve quality scores.