What is Pay-Per-Click Advertising?
Having a high-quality and attractive website is important if you are aggressively involved in selling your product or service online. But it is not the end. On the contrary, it is the first step for effective online marketing. Most important of all is to have your potential customers visit your website. Only when there is a constant flow of traffic to your website, there are chances of conversions. Conversions lead to sales, and sales lead to profits.
Pay-per-click (PPC), a model of internet advertising in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to rank organically to get those visits.
It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering.
Google Ads is a popular pay-per-click advertising system as Google gets massive amounts of traffic, and therefore delivers the most impressions and clicks to your ads. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Bing is Microsoft’s search engine and is the default Windows search engine on hundreds of millions of Microsoft products. While Bing isn’t the world’s largest search engine, it does command more than 35 per cent of online search volume. That means savvy digital marketers can also leverage the power of Bing Ads.
How Google Ads Work
Unlike regular search engine listings, which are listed for free according to “relevance,” as defined by Google search engine, Google Ads are small text ads which always are displayed above or underneath the organic search results returned by Google.
Their positioning depends on the ranking a particular ad has when the search is conducted.
Unlike other search engines, where the amount of the bid completely determines placement, Google uses a complex Quality Score calculation which also takes into the account the popularity of the ad as well (click-through rate). Thus, an ad which gets clicked on a lot can end up in a better position than one with a higher bid.
That’s how Google rewards the ad for relevancy, so it pays to create an ad that will invite clicks. This way, Google maximizes its revenue stream and gives small advertisers an opportunity to effectively compete with big companies. A small advertiser cannot compete on the cost-per-click basis, but can successfully overcome any big company in terms of click-through rate.
One of the advantages of Google Ads platform is that the ad is displayed immediately, as opposed to waiting for sites to show up in regular listings, which can take months. Another advantage is that you never have to tweak your web pages to change your position in search engine results, as you must do in a typical SEO campaign. What you do have to do in a pay-per-click campaign is to pay a fee.
Google’s search network shows your ads to people who are actively searching for the keywords or a combination of words you bid on. These ads link directly to your website and is an effective way to drive relevant traffic to your website – immediately guaranteeing a focused audience. These people have a higher intent to purchase because they’re looking for something very specific, making it more likely that they end up buying it from you after seeing your ads.
Target by Geographic Location
Get your ads in front of potential customers who are near your store by geo-targeting your search ads. Target your ads to appear in specific geographic locations such as countries, a radius around a location, places of interest, or your business locations.
Tracking and Measuring Pay-Per-Click Campaigns
PPC tracking is a way of assessing and improving the performance of pay-per-click (PPC) marketing campaigns and is an important part of search engine advertising.
The truth is that when results are not being tracked, then it’s quite difficult to be sure whether ad spend is making a difference in the bottom line.
This means keeping a close eye on key metrics like cost per click, cost per conversion, Click-through rate, Total costs and Quality Score. Knowing how your performance compares to benchmarks will help you understand how you’re doing and decide where to focus for improvement. The Google Ads system is designed to be able to give the figures that let you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups, and other key actions for your business.
The data recorded by conversion tracking allows you to identify which areas of your campaign are working and not working, so you can optimize your bids, ad text, and keywords accordingly. Depending on your business, a conversion could be counted when a customer purchases through your website, signs up for a newsletter, fills out an online survey or contact form, downloads an app or whitepaper, calls a phone number from a mobile phone, and so on. After you’ve identified what customer actions you want to track as conversions, it takes just a few simple and free steps to get conversion tracking up and running for your campaign.
Will Google Ads Work For My Business?
Yes! Google Ads can work for any business in any industry. It is a powerful online marketing channel that increases your online visibility, generates leads and sales for your business almost instantly.
How Much Will Google Ads Campaign Cost?
Google Ads is a keyword auction site, so the cost of different keywords vary, depending on how many other advertisers are bidding on the keyword.
The cost of the ads is fully dependent on your campaign, and you’re able to choose your budget, ad platforms, and your bid for each keyword. Therefore, the price of PPC rests on the bid and quality score of an ad.
The price of your bid may also depend on the industry you’re in. Some industries are more competitive, and therefore, bids for keywords may be higher. However, generally, you will receive a good amount of traffic for a bid of less than $1 per click. You don’t pay if no one interacts with your ad.
Ads management usually costs between 10-15% of your monthly Ad spend. For example, if you spend $30 per day on Google Ads, then the management fee would be an additional $3 (10%) for that day. The additional Ads management fees are extremely cost-effective when you consider how easy it is to overspend on Google Ads or worse, not generate any qualified leads because you’re not 100% sure what you’re doing.
How Does One Get Ahead With PPC?
Google Ads program has become a powerful tool that can increase your online business’ potential to make a profit. In the end, however, all these innovations still build on the foundation of knowing your customer and how they think. You need some understanding of consumer psychology, excellent writing skills, and plenty of time to research what will work for you. As a result, it has become necessary to keep track of your cost per click and to seek professional help to manage your PPC account systematically.
Our pay per click management service takes care of implementing the ads campaigns for you. Our team, with years of experience, have the competence of handling Google Ads programs for clients irrespective to their fields of business. Keywords which have higher usage with your potential customers are evaluated. Various keywords, text and design for the ad are first tested on a group of potential customers and based on that, the final feel and look of the PPC ad is designed. Personalized pay per click campaigns suiting the business requirements and budget of the client are designed.
We charge a service fee for our Google Ads management service in addition to the advertising spend on Google Ads itself. The clients have to pay only for the ads that have been clicked and viewed by their potential customers. Moreover having years of hands-on experience enables our professionals to provide you with best bidding rates for the keywords. A weekly report is sent to the client, analyzing the success of the PPC program.
Contact us to drive quality targeted traffic that will foster conversions and increase revenue.