What Is PPC? Learn the basics of PPC Marketing

08 December 2022

If you've heard the term "PPC" and are curious about what it means, or if you've already decided that you want to include PPC in your business's digital marketing toolkit but aren't sure where to begin, look no further! We will begin by defining PPC before moving on to a basic understanding of how PPC advertising works. Let's get started!

What is PPC?

PPC stands for pay-per-click advertising , in which advertisers pay a fee each time one of their ads is clicked. Essentially, it is a method of purchasing visits to a website rather than relying on organic visits.

PPC marketing is a well-known type of search engine marketing. It enables advertisers to compete for ad placement in search results when a user searches for a keyword related to the company's product or service. For example, if a PPC marketer bids on the keyword "PPC blogs," their ad has a chance to trigger and appear at the top of the search engine results page.

When one of these ads is clicked, a visitor is directed to a website and a small fee is charged to the ad account. If your account is optimised, the cost of a click is negligible in comparison to the potential revenue. For example, if you pay $3 for a click and it results in a $300 sale, you have received a significant return on your investment.

PPC campaigns involve a lot of work. Keyword research, organising keywords into tightly grouped buckets, campaign structure, ad group creation, and setting up PPC landing pages optimised for conversion. All of these factors contribute to the rewards provided by search engines in the form of a quality score.

If your ad campaigns and landing pages are extremely relevant to the user's search query, Google will charge you less for ad clicks, lowering your cost per click even further. This is why it is critical to learn how to properly conduct PPC marketing.

What is 'Google Ads'?

Google Ads, formerly known as Google AdWords, is the world's most popular PPC advertising platform. Businesses can use the ad platform to create advertisements that appear on Google's search engine and other Google networks.

The Google Ad platform runs a pay-per-click model, in which businesses can bid on keywords and pay for each click generated by their advertisements. Every time someone queries the search engine, Google will enter advertisers into an auction and select winners whose ads will appear at the top of the search results. Google uses a variety of factors to determine who wins auctions. These factors include keyword relevance and the amount bid by the advertiser for that keyword.

The technical term for the set of factors that influence who wins these auctions is "Ad Ranking." It is a metric that is calculated by multiplying the keyword bid (the most an advertiser is willing to pay for that keyword) by the quality score (a value based on the expected click-through rate, ad relevance, and landing page experience).

PPC marketing with Google Ads is extremely valuable because it is the most popular search engine and thus has the most user traffic, giving you the best chance of reaching the right audiences.

By focusing on these 3 areas, Google Ads can produce some remarkable results.

Several factors should be considered when managing your PPC accounts:

PPC keyword addition - Don't limit the reach of your PPC campaigns. Keywords should be tested to see how they perform. To avoid wasting ad spend, make sure you are comfortable with the level of relevancy of the keyword before adding it.

Add Negative Keywords - Keep track of the keywords that you DO NOT want your ad to trigger for. By adding keywords to your negative lists, you effectively prevent your ad from triggering on irrelevant keywords, increasing campaign relevancy and reducing wasted ad spend.

Keep Ad Groups Tightly Organised - In order to improve your quality score, you must divide your ad groups and keywords into tightly packed buckets. This will assist you in creating more targeted ad copy and landing pages. Maintain relevance, raise your quality score, and watch your cost-per-click drop!

Optimise Landing Pages - Ensure that your landing pages are optimised for the high quality traffic you're delivering via PPC marketing. Don't send all traffic to the same landing page; instead, try to create separate landing pages for each search query and advertisement.

How TEQTOP Can Help

Are you wondering if TEQTOP is the right digital marketing partner for your company? Our skilled paid search team employs strong data-driven strategies to assist our clients in identifying growth opportunities and reducing the risk of wasting ad spend. If you are running SEO campaigns, we recommend that you learn more about how PPC and SEO work together. Contact us today if you want to start reaching your ideal customers and positioning your brand in the top search results!


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