PPC or Pay per Click marketing is a form of digital marketing where you strategically place adverts across the internet, and only pay if you receive a click to your website
There are two main types of pay per click marketing that you can utilise to bring more traffic to website, search engine PPC and social media PPC.
SEARCH ENGINE PAY PER CLICK
SEARCH ENGINE PPC IS THE QUICKEST AND EASIEST WAY OF INCREASING YOUR WEBSITE TRAFFIC.
Not only that, hand picking the clicks you buy and being able to choose which page of your website they click on means the clicks can easily become leads and sales.
WITH SEARCH ENGINE BASED PAY PER CLICK MARKETING THE 1ST PAGE OF GOOGLE IS GUARANTEED. EVERY TIME
For example, if we bid for the search term “dentist in Chester” our ads can show up at the very top of the search results (above organic results)
HERE’S WHY SEARCH ENGINE PAY PER CLICK MARKETING IS GOOD FOR YOUR BUSINESS
Instant Results
You can get targeted, relevant clicks from potential customers within minutes of launching your ads.
Only pay when your ad is clicked
Your ads will sit in the top positions on the first page of Google for free, you only pay if your ad is clicked.
target your ideal customers and locations
Hand pick your clicks by specifying what search terms (keywords) you want clicks for and choose where those potential customers are located.
fully measurable and trackable
You can track, record and attribute every single click you receive through PPC.
TURN IT UP OR DOWN WHEN YOU NEED
You can use PPC as a sales and lead tap where you can turn it up and down whenever your business needs it.
GOOGLE PAY PER CLICK
More advertising budgets are spent with Google Ads (Google PPC) than any other marketing platform. Lets take a deeper look into Google Ads
What is Google Ads?
Google Ads (formerly known as Google AdWords) is the most popular PPC advertising system in the world. Why? Because 80% of internet searches are done on Google and its ad management system is far superior to any other.
Google Ads operates a pay-per-click model, in which advertisers bid on keywords and only pay for each click on their ads. Every time a search is carried out, Google chooses advertisers that have the most relevant offering to its users. The advertiser with the “best” offering is rewarded with the best ad positions and the lowest click costs.
How Does Google Ads Work?
It all starts with a search.
Every time a search is carried out on Google, it chooses which “keyword” from your account it deems the most relevant and enters it into an auction with the maximum bid (the maximum amount you are willing to pay for a click) with all the other advertisers who also use this keyword.
How does Google determine which ad is “best” and which ad is shown where?
Once you are entered into the auction, Google looks at two key factors to determine where your ad ranks
- Your Maximum Bid (£)
- Your Quality Score
Quality score is a metric (from 1 to 10) that is given to each keyword in your account based on how relevant your advertising is. The main components of Quality Score are Ad Relevance, Click Through Rate, and the relevance of the website page the ad lands on.
How does Google determine what what you pay?
In a nutshell, you pay the minimum amount possible for the position you “win” if your ad is clicked. If you feature on the results, but don’t receive a click, you pay nothing.
Notice in the graphic opposite how the “winner” pays much less than the rest because of their high quality score, also notice how they pay far less than what they actually bid.
SOCIAL MEDIA paid search marketing
Social media paid search is a form of paid digital advertising that is specific to Social Media platforms such as Facebook or Instagram. Typically, your ads will appear in a users “feed” or “timeline” and advertisers can use two types of bid strategies: CPM (Cost Per Thousand Impressions) or CPC (Cost Per Click)
Social media PPC allows you to target customers based on thier interests, their age, where they live and more
Social PPC is at its best when implemented as part of a wider campaign and given its own role within a wider strategy. In other words, Social PPC works best when combined with other PPC strategies, rather than a stand-alone strategy.
HERE’S WHY Social media paid search MARKETING IS GOOD FOR YOUR BUSINESS
3.5 Billion active social media users
The target audience for social media advertising is enormous.
Only pay when your ad is clicked or seen a certain number of times
Your ads will sit in the timelines and feeds of your targeted customers and you only pay if your ad is clicked.
target your ideal customers and locations
Hand pick your clicks by specifying what your target audience is interested in, what demographic they fit and where they live or work
fully measurable and trackable
You can track, record and attribute every single click you receive through social PPC meaning you can get a to the penny cost per lead.
TURN IT UP OR DOWN WHEN YOU NEED
You can use PPC as a sales and lead tap where you can turn it up and down whenever your business needs it.
How Does Social Media Paid Search Work?
It all starts with your target customer
Who is your ideal customer? What age are they? What are they interested in? Where do they live?
Once you have decided on the demographics of your target audience you can use a variety of ad formats (text, images video etc.) to engage with your audience.
Meet your customers where they come to connect.
People connect on Facebook and Instagram every day. Your small business ads can show up as people are exploring what they’re interested in, so making a connection with your business is easy.
Reach the people who want to hear from you.
You decide who sees your Facebook or Instagram ad. Narrow down your ad’s audience by interests, gender or location and use ad targeting to find the people most likely to click.
Find a budget that works for your business.
We recommend a budget based on ads like yours, so you feel informed when you decide what to spend. You can also start, stop and pause your ads anytime, so you’re always in control and you can get started from as little as £5 per day.
PPC can be used on all major search and social platforms
bING aDS
YouTube
not sure which platform is right for you?
Call us on 01244 955488 and we’ll help you devise a strategy that works for you
QUESTIONS ABOUT PPC?
Our most commonly asked questions, answered.
CAN A COMPETITOR CLICK ON MY ADS AND DEPLETE MY BUDGET?
In a word no, Google provides a safeguard against this which detects unusual click patterns. Any clicks that are deemed “invalid” or from the same source will be refunded to your budget.
This doesn’t need to be a concern for social media ads because your competitors don’t see your ads.
WHICH IS BETTER PPC OR SEO?
This really depends on what you are trying to achieve. If you primary goal is instant increased traffic to your website then PPC would be the best option.
HOW QUICKLY WILL I GET CLICKS?
Within 24 hours of your campaigns going live.
HOW DO I PAY FOR CLICKS?
You pay the platform directly through your ad account. Google, Facebook etc will only spend your agreed budget, not a penny more.
WHICH PLATFORM IS BEST FOR MY BUSINESS?
Choosing the platforms your customers use is the most logical choice. However, different platforms offer different user types and different marketing options for your business so if you are looking to grow or diversify your customer base then keep an open mind.
We can of course advise you which option is best to help you acheive your specific goal.
WHAT BUDGET WILL I NEED?
That is entirely up you. You can spend as little or as much as you want. We work with businesses that spend as little as £10 a day and businesses that spend £5000 a day, in both instances the businesses generate the leads they need from their ad spend.
We would be more than happy to advise you on what you should start with. Generally we recommend starting small then increasing over time if you need to.
HOW DO I GET SET UP FOR THE FIRST TIME?
By creating ad account (for search engine PPC), or a business page/profile (for social PPC).
You can then start building your campaigns and providing your payment details. Setting up campaigns properly can be the difference between PPC success and failure so we offer a full, professional set up service at a fixed cost. Call us on 01244 9555488 to discuss this if you need help.
WHAT ARE YOUR MANAGEMENT FEES?
Our fees are a FIXED MONTHLY FEE (not a percentage of your ad spend). Fees depend on the amount of work required to manage your campaigns not how much your budget is.
DO I NEED TO SIGN A CONTRACT IF I WANT YOUR HELP ?
No, never. We prefer to earn your loyalty with great results.
If you can’t find the answer to your question, give us a call on 01244 955488 and we’ll answer any question you have
ask a PPC expert
Want to find out more about PPC and how it could benefit your business, then call our experts now on 01244 955488
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here are some our customer’s thoughts on PPC advertising
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"Having previously run our PPC in house, we decided to outsource the management to Pro Digital. We now get better results and we save money on another salary. Their service is fantastic, they are always there to advise you, they visit me regularly and send me regular reports. PPC now generates over 50% of our inbound leads.
Greg Johnson, Director, Shed Box Ltd
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“I am hugely impressed by the work Pro Digital do on our pay per click campaigns. They provide honest, transparent feedback and reports on a daily basis as well as consistently improving results. Since day one they have amazed with the results they can achieve with our limited budget. I cannot recommend them enough for PPC expertise”
Simon Ratcliffe, Director Kelperland Vets Group
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"We have used various PPC agencies over the years to try and generate more business through Google, all with limited or no success. Since working with Pro Digital they exceeded my expectations in terms of results and the proactive, polite and professional service they provide. They are the best PPC agency we have worked with and I am very grateful to them for helping my business prosper"
Mark Clark, Director, LHD Cars Ltd
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ALREADY USING PPC?
Find out how you can take it to the next level by requesting a free PPC health check.
- Are you using the best keywords?
- Are you bidding too much or too little?
- What are you wasting money on?
- How can you reduce click costs?
- How can improve your average position
- Are you tracking results, and how can you get better ones?
….and much, much more!
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