Have you ever searched a term online and noticed those sponsored ads at the top of the search results? That’s the work of Pay-Per-Click (PPC) advertising. But what is PPC and how does it help drive traffic to your website?
In this blog, we’ll answer what is PPC, explain how it works, and how it can help improve your online marketing strategy.
Table of Contents
What does PPC Stand For?
PPC stands for pay-per-click which is a form of paid online advertising used to drive traffic to your website.
What is PPC in Marketing?
Pay-per-click advertising is a form of digital marketing where companies create ads, target specific keywords, set a budget, and only pay when someone clicks on their ad. It’s a one-click, one-fee system.
What is an example of PPC?
An estate agent might create an ad for the search term “estate agent in Cobham”. When someone searches for this term, the estate agent’s ad could appear as a sponsored listing at the top of the search results. If an individual clicks on this ad, they will be directed to the estate agent’s chosen link, such as their property listing page. The estate agent will then pay a fee each time their ad is clicked.
How does PPC work and what impacts it?
While you may bid on a specific keyword, whether your ad actually appears is determined by various factors.
A key factor is how competitive the keyword is. This means how many companies are bidding on the same keyword. The more competitive the keyword is, the higher the cost per click (CPC) will be.
Another important factor is the ad itself. Google uses a quality score to assess the quality and relevance of the ad. Those ads that best match the individual’s search intent have a higher chance of being shown.
For example, if you bid on the keyword ‘best running shoes’ but your ad is promoting sandals, this is irrelevant to the search term. As a result, Google will mark this with a low-quality score and your ad will most likely not appear.
How to Create PPC Ads
What is Your Goal?
What do you want to achieve with your PPC campaign? Answering this question before you start creating your PPC ad will help ensure your ad aligns with your business needs.
Keyword Research for PPC
Once you have identified what you want to achieve from your PPC campaign, you can conduct your keyword research. Do not overlook this part!
Start your research by brainstorming a list of words and phrases that potential clients might use when searching for you, your service or your products online.
For example, people searching for an “affordable wedding photographer” could also use the terms “budget-friendly wedding photographer”, “low-cost wedding photographer” or even “cheap wedding photographer” when searching online. By thinking of these variations, you can create a more effective campaign that captures a broader range of people.
What’s more, consider using long-tail keywords. These keywords are typically longer, less competitive and have lower search volumes but can attract highly targeted traffic, which can lead to higher conversion rates.
For example, “private yoga lessons for beginners in Richmond” is a long-tail keyword. It is more specific than general terms like “yoga classes” or “yoga lessons,” and will attract people who are more likely to convert because it matches their exact needs.
If you’re struggling with your keyword research, tools like Google Keyword Planner, SEMrush, or Ahrefs can help.
PPC Design
Once you have identified your keywords, you need to think about the ad’s design and copy.
Visual Appeal
Use clear, high-resolution images relevant to your product or service. Poor quality or irrelevant images can deter potential customers and will also decrease your quality score.
Clean and Uncluttered Layout
Less is more. Do not overcrowd an ad with too much text or too many images.
Consistent Branding
Consistency is key. Use your brand’s colours, fonts, and tone of voice to build brand recognition.
Mobile Optimisation
With the majority of people using mobiles, you need to ensure that your ad design is mobile-friendly.
Use fonts and appropriate font sizes that are easy to read on smaller devices.
PPC Copy
Once you have identified your keywords, you need to think about the ad’s copy.
For Google ads, your ad copy consists of headlines and descriptions. You have a minimum of 3 headlines (but you can create 15) with each restricted to 30 characters. Descriptions can be up to 90 characters each, and you need to create at least two (but you can create 4).
It is important to note, that not every headline and description will appear in every ad. Instead, Google’s algorithms test a combination of headlines and descriptions. The combinations that then receive the most clicks will be displayed more frequently.
Below we have outlined what you should consider when creating your PPC copy.
Clear and Concise
People have short attention spans and are often scanning through search results quickly.
By being concise and removing unnecessary details, you can communicate the value of your product or service quickly.
Relevant Keywords
Improve your ad relevance and quality score by including your target keywords. By doing this, you increase the likelihood of your ad getting shown against those competing for the same keyword.
Unique Selling Proposition
Clearly state what the individual will gain from clicking on your ad.
Whether it’s a unique selling proposition (USP) or a special offer, make sure the benefit is clear in your ad copy.
Strong Call to Action (CTA)
Include a strong CTA that tells individuals exactly what you want them to do.
Prompt them to click on your ad by using phrases like “Book Now,” “Join Today,” or “Sign Up”.
PPC Landing Pages
Do not overlook the importance of your landing pages. These are the pages where your visitors land after clicking on your ad so make sure they are relevant to the ad.
For example, if the ad is for the keyword “kitchen design ideas” but the landing page is about bathroom designs, those who click on the ad are likely to leave the page, resulting in wasted advertising spend.
Ad Extensions
Contact details, site links, click-to-call buttons, location and ratings can all be added. These increase visibility, improve click-through rates and provide more value to potential customers.
Test Your PPC
Test, test, test.
Don’t settle on one ad. Create multiple versions and test to see which performs best.
By analysing the performance of these ads, you can determine what copy or design resonates most with your audience and refine your campaigns accordingly.
Benefits and Challenges of PPC
Now we have answered what is PPC and have a better understanding of how to create PPC ads, it is important to understand the benefits and challenges of PPC.
Benefits of PPC
Cost-effective
PPC advertising gives you control over how much you spend and what terms you spend it on.
What’s more, since you only pay for those who click on your ad, it can act as a tool for brand awareness too.
Fast Results
For those who need immediate results, PPC is highly beneficial. It can position your ad at the top of search results in a matter of hours.
Highly Targeted
With you being able to target specific genders, demographics, interests, or locations, your ads can reach those most likely to convert into clients.
It also gives you the potential to reach people whom you might not have been able to reach through your other marketing channels.
Rank Even With Low Domain Ratings
You can rank for keywords irrespective of your ratings, giving those businesses with a low domain rating, a higher chance of appearing at the top of search engines.
Common Challenges and Solutions
Despite its benefits, for those wondering what is PPC and how to begin, it can be a daunting and difficult task.
Conversion Challenges
Pay-per-click advertising is not a standalone activity, it is just the beginning.
Receiving clicks is only half the battle; you need to convert those clicks into sales or leads which means you need to spend time on your landing page and website.
There is no point spending money on an ad, which directs people to a page or a website that is not clear or easy to use.
Time-Consuming
You can’t create a PPC campaign and leave it. You need to monitor, test, and optimise it which can be time-consuming.
Short Term Solution
PPC is not a long-term strategy because once you stop paying for ads, the traffic stops.
What is PPC?
By driving immediate traffic and boosting brand awareness, businesses can rapidly improve their online presence with PPC.
Think PPC could be the missing piece to your business’s growth puzzle? Contact Sirius Marketing today for a no-obligation discussion.
