The pay-per-click (PPC) advertising model is one of the best ways to get your business in front of potential customers. Google Adwords and Facebook Ads are two popular services that allow you to create a pay-per-click campaign quickly and easily, but there are also plenty of other options out there. In this post, we’ll look at everything you need to know about setting up your PPC campaign–from how it works and what the benefits are through to specific examples of companies that have had success with this marketing strategy.
What is pay-per-click?
Pay-per-click advertising is a form of internet marketing in which you pay each time your ad is clicked on.
Pay-per-click advertising is different from organic search results because the cost of each click depends on the keywords used, while organic search results do not cost anything. It’s also different from display advertising because there are no costs associated with simply displaying your advertisement and waiting for people to view it. In both cases, however, if someone clicks on your ad or views it in full, then you will be charged accordingly by the platform hosting your advertisements (Google Ads).
How does the PPC model work?
If you don’t know what PPC is, you’ve probably been living under a rock. The PPC model is the most common type of digital advertising and includes Google’s AdWords program as well as Facebook Ads and LinkedIn Ads.
The model works like this: advertisers pay a search engine every time someone clicks on their ad in search results. So, for example, if I’m selling dog food online and I’m paying $10 per click to advertise my business on Google’s search engine results page (SERP), I only pay when someone clicks on my ad.
This means that if nobody clicks on my ad then I won’t be charged anything (and therefore lose nothing). But if one person does click through and make a purchase through my website or call me up to place an order over the phone? Then boom—I just paid myself $10!
Pros and cons of the pay-per-click advertising model
Pay-per-click (PPC) advertising is the most popular and effective form of online advertising. It’s also the most expensive, but if you’re willing to put in the work and learn from your mistakes, it’s well worth the investment. Here are some pros and cons to consider before diving in:
- Pro: You have full control over your ad copy, budget, daily spending limit and other parameters.
- Con: Your ads can be negatively impacted by competitors who bid at lower costs than yours or whose sites are more relevant for your keywords than yours.
- Pro: Advertisers don’t pay unless their ads get clicked on by users. This means the cost per click (CPC) is always lower than the cost per impression (CPM).
- Con: If you spend too much money without getting any results from your campaign(s), this could deplete funds needed elsewhere within your marketing budget
How to build a successful PPC campaign?
The first step to building a successful PPC campaign is defining your target audience. Who are you trying to reach? Do they have a specific age range, gender, or behaviour? The more specific you can be about your target audience, the more likely it is that your ad copy will resonate with them.
Next, write ad copy that is relevant to the audience. It doesn’t matter how great your ad sounds if it isn’t something someone would click on! Test different versions of ads and see what works best for each keyword group (more on this below).
Finally, use keywords that are relevant to your business and the audience you are targeting. This will help lower costs by showing ads only when people are likely interested in what you have to offer. Here is a tutorial to help you start with pay-per-click advertising and create your own successful PC campaign.
We hope that this guide has made it easier for you to understand what pay-per-click advertising is and how it can be used to help your business grow. The next step is to get started with your campaign! If you have any questions about these tips, please don’t hesitate to contact us.