Pay-per-click (PPC) is a type of online advertising where the advertiser pays a fee every time a user clicks on their ad. This form of advertising is commonly used on search engines, where the advertiser bids on specific keywords for which they want their ad to appear. When a user searches for a term that matches the advertiser’s chosen keywords, their ad will appear at the top of the search results page.
Google Ads is the most popular PPC platform, so it is often the most expensive. The cost of a click can vary greatly depending on the competition for the chosen keywords. Some keywords can cost over £100 per click, while others may only cost a few pennies.
It’s important to note that other search engines also offer PPC advertising, but they are not as widely used as Google. Additionally, several factors determine the success of a PPC campaign, including the quality and relevance of the ad, the landing page experience, and the overall budget.
Why Opt for PPC?
Even the ‘big boys’ have PPC campaigns running, so why shouldn’t you? And that’s the point. Gaining ranks organically with an SEO campaign can be slow, especially when the competition is high and you are the new kid on the block. PPC gives new businesses a way of getting on those all-important first-page results. However, if you do not make the right choices with regard to the keywords you are targeting, the results will not be particularly fruitful. Either no clicks or money for nothing because you need to target the right audience.
Hitting the Right Targets
Google has a research tool that allows advertisers to view who searches what and how many times a month. This can be a time-consuming task, but it is absolutely essential if you want to make the most of your budget. Indeed, it is vital to revise your selections to refine your campaign consistently. For start-up companies, finding those relevant but low-cost keywords is like finding gold nuggets in a stream – And this is the ultimate goal for the most part. However, it is worth remembering that if you pay £2 for a click and that click results in a £100 sale, most would consider that a good investment.
Three Important Points for an Effective Campaign
Relevancy
The keywords you choose need to be relevant to what you are offering. No point simply driving traffic from ‘anywhere’ and hoping they might be interested! It’s not just traffic you need. It is the result. For example, as a company offering local SEO services in Oxford, the main keyword we target is “SEO company Oxford.”
Assess the Competition
The online marketplace is highly competitive, with businesses fiercely vying for the top spot in search engine rankings. It can be difficult for companies just starting out to compete with established brands with large marketing budgets. One of the biggest challenges is the cost of popular search terms, or “keywords,” which can be prohibitively expensive for upstart companies.
However, there is a way to get around this obstacle. Longer search terms, or “long-tail keywords,” offer a highly effective and economical alternative. These are search phrases that contain more than three words, and while they may be less commonly searched as shorter, more general keywords, they tend to be less competitive. This means businesses can target specific, niche audiences with long-tail keywords without competing with more prominent brands for the same search terms.
In summary, while popular search terms may have a wider reach, it’s worth considering the benefits of using long-tail keywords for businesses on a budget. By selecting the right long-tail keywords, companies can reach their target audience more effectively and at a lower cost, ultimately boosting their online visibility and driving traffic to their website. An SEO freelancer can help you with this and usually charges you considerably less than an agency.
Updating
Google has precise data allowing you to see which terms are getting clicks and what those clicks cost. It is important to consistently refine your selections to maximise your budget and adapt to market movement.
Get your PPC campaign right, and your online marketing campaign will almost certainly be successful, and your budget well spent!
