Pay per click (PPC) is a form of online advertising that allows marketers to place ads on platforms of which there are costs accrued each time a user clicks on that ad. Search engines such as Google and Bing are commonly used for PPC ads as they display ads based on users search history. The aim of PPC is to guide the user who views the ad to click through and visit the company’s website.
Search engines like Google Ads, use ‘real-time bidding (RTB). This is when marketers bid on the perceived value of a click based on keywords and audience type. The bid determines how high up in the search results their ad will show, as a general rule the higher the ad in the search results the better it will perform. PPC can be very competitive, if more than one brand is bidding for the same spot the platform will look at alternative factors such as ad quality and relevancy.
Ultimately, PPC creates brand awareness by driving a substantial amount of traffic. By targeting the correct audience, you can also drive conversions. As you pay per click, you have complete control of your budget which can be monitored daily. This allows for the ROI to be calculated and evaluated.
Keep reading to discover our 3 top tips for PPC ads!
Keyword research
Perform keyword research to ensure you get the results you want, this research is crucial! By conducting research, you will be able to identify the words and phrases your target audience is using when they search for similar products. This will allow for your ads to be effective and fulfil their purpose! Google Keyword Planner is a great tool for keyword research.
Use negative keywords
Negative keywords are those words you don’t want your ad to show up for. This allows you to refine who your ads are targeting, ensuring they are relevant. This saves you money as the clicks won’t be wasted due to being irrelevant.
Analyse your results
PPC provides valuable data which can be learnt from. Spend time to analyse your data provided from the ads to discover what your audience responds to and edit your ads based on your findings. This ensures optimum results and budget well spent!
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