A form of paid digital marketing where advertisers pay a fee each time their ad is clicked is Pay Per Click or PPC advertising. On social media networks, such as Twitter, Facebook, and LinkedIn, as well as search engines like Google and Bing; the term PPC can apply to paid ads. Today, we at Mainstream Media Works would like to discuss the basics of PPC advertising.
Is PPC a Good Fit for Your Small Business?
You will need to assess whether you can afford to be involved in order to decide if PPC is a good fit for your business. Consider if you have a budget for paid advertising or if you need to focus on amplifying your organic reach. Also, consider if you have a paid budget is it best to spend the entire sum on PPC or are there other paid tactics you have to account for. If you want to reach people who are actively searching for terms related to your business, PPC is an effective option. Your budget will be determined by your audience, competition and the types of products/services you wish to drive awareness of should you decide to create a PPC campaign.
How Does Pay-Per Click Work?
An auction takes place and the algorithm of the search engine platform determines the relevance and validity of advertisements with every ad on search engines, which will appear on their search engine results pages (SERP). To appear on the top spot of the SERP, the quality of an ad, keywords and bid amount are the contributing factors for the ad.
Basic Function of Keywords
For a PPC ad campaign, the keywords are the foundation. In order to create a successful search ad campaign, you need to have a solid understanding of what keywords are and how to use them successfully. An ad auction is a bidding system where advertisers look to bid on keywords that trigger their ads on SERP in PPC ads. Search engines conduct an auction between you and other advertisers who are bidding on those keywords, and the highest bidder wins. For instance, if you were a local dentist and you wanted to promote an affordable dental service, then you should target keywords that people are searching, like ‘affordable local dentists’ and ‘budget dentist’.
Increase Ad Quality Score
Search engines also look at the quality score of an ad in addition to keywords. Being that it has a direct correlation on your success with search ads, search engines have a complex algorithm that determines your ad quality score. This score is based on the following:
– Each keyword relevance
– Relevance of landing page
– Expected click-through rate
Benefits of PPC for Small Business
According to research, 63% of people searching for businesses click on a paid ad. You can see how well your campaigns are performing including impressions, clicks, conversions and traffic, since PPC ads are measurable. Allowing for a more accurate ROI, every keyword and spend can be tracked with search ads. It is a lot easier for an advertiser to test their campaigns too.
PPC ads are easily customizable as well. You can make small adjustments based on what works best for you as you run your campaigns. Your ads work on all platforms, including mobile and desktop devices.
Google Ads, Microsoft Advertising, Yahoo Ads & Other Pay Per Click Marketing & More in Las Vegas, Nevada & Serving the United States of America & Beyond
PPC campaigns can all be tailored to meet your business objectives and to target your ideal market, no matter which is best for your business. Call Mainstream Media Works and let our experts assist you if are interested in Pay Per Click or PPC advertising.