What is pay per click advertising?
PPC is an abbreviation that stands for Pay Per Click. It is a form of advertising where you only pay for the amount of clicks that your ad gets. The most popular platforms for PPC advertising are: Google AdWords, Bing, Instagram, and Facebook.
The advantage of PPC is that you see results directly and it is the most common form of advertising on the web. PPC is a great complement to the digital marketing strategy and has exploded in use in recent years. In this article we are going to talk about what is pay-per click advertising?
How many clicks on the ads?
A study by marketing guru Rand Fish made in 2018 showed that desktop behaviours of users on Google's search results were:
2.8% clicked on the paid search
62.2% clicked on the organic search
35% did not click on
For mobiles, the proportion that did not click on was almost 60%.
Advertisers are looking for the cheapest options to get relevant clicks
The trend has been that advertisers have searched for the cheapest PPC options. When AdWords and Bing advertising was introduced, the PPC bids were very low which led to high
demand which in the long run increased the price. Nowadays you need a PPC expert to manage your PPC campaigns to make sure you get the best cost per clicks and the highest amount of conversions (leads) that your money can buy.
Benefits of PPC
PPC is an excellent method if you are looking to get quick results, unlike SEO which can take months before you see any results. PPC makes it possible to appear first
among the paid results.
For any business adverstising online it is crutial to combine PPC and SEO. The art is to reduce costs by choosing the best channels, but also by writing good ads and managing the bidding optimally. PPC ads offer a handful of unique advantages over other forms of search engine marketing, and other advertising strategies:
Immediate traffic: Most marketing strategies rely on accumulation of visibility, authority, and
reputation over time. Consequently, they take weeks, months, or even years to see the result. Although it takes time to develop a successful PPC campaign, once you set up the campaign, you can start bidding right away, and your ads will be immediately visible to potential customers. It is one of the fastest and most reliable ways to generate traffic, making it perfect for new sites, new products and short-term offers.
Guaranteed search engine visibility: With PPC ads, you can take advantage of the power of search engine and warranty placement.
Control: There is virtually no limit to what you can do with a PPC ad campaign. You
can direct traffic to your website, a product page, or a specialized landing page. You can choose exact keywords and audiences. You can experiment with hundreds of variables in your formulation, timing and placement. This level of flexibility gives you total control over your results, making it a useful strategy for virtually any business.
Transparency and data analysis: Thanks to Google Analytics, and other third-party tools, you can measure your campaign performance in many different ways. You can study your click through rates (CTR), conversion rate, traffic patterns, and even your total return on investment (ROI).
How do you create an effective PPC campaign?
When running a PPC campaign, there are several factors that you need to consider in order for it to be as good as possible. One of the most important factors are the match types you choose for your keywords. Not choosing the right match types may result in a large number of irrelevant impressions or missing out on valuable impressions.
Google Quality Score
Google uses a formula to give all of their advertisers a quality score. The higher your quality score the lower you have to bid, which results in lower cost per click. The more you optimize your campaing and landing page, the more money you save.
Compared to SEO - Which Method Should You Choose?
When we put two strategies against each other, you as a reader often want to know which one is better than the other. When it comes to search engine optimization, this is difficult because the answer is - it depends! It depends on your business, your purpose and your budget. Large companies often combine SEO and PPC to get the best possible results because both options have their strong positive sides. Depending on where your company is today in search engine rankings, you may need to choose one of the methods. PPC can give your company a huge push up and drive traffic to your site directly, in other words the results will come immediately. If, on the other hand, you already have a good traffic flow, it may be a good idea to work more with SEO.
Since SEO is rather long-term and yields results only several months later, this is not the first choice for those who want to quickly boost their site. However, it is still important to keep the page updated and relevant in the searches so one does not exclude the other. In other words, before deciding which method to use, you need to have a good
understanding of your company, your website and your purpose. Because unless this is clear from the start, you will lose both time and money regardless of whether you choose to invest in SEO or PPC.
In summary, the answer to the question of what is best for your business is based on the current situation. What is your business in need of? Both methods we have listed in this post have strong advantaged in their own direction and can be successful in pursuit of ROI. The very best option in my opinion is to combine SEO and PPC to get the widest possible search engine optimization. To make sure your campaings are succesful, hire an expert marketing agency like us.