Everything you need to know about PPC advertising!

The simplest way to explain what PPC is is through an example: if your company wants to advertise on the internet, you create a campaign in some online media or web platform using the PPC modality, so that each time a user clicks on your ad, you are discounted a predetermined amount of money; the price paid for each user that enters your website through this ad is called cost per click. The idea is to buy visits to the site you want to promote instead of waiting for them to arrive in an organic way and the aim is to get new customers for your products or services, looking to increase sales. The important thing is that you only pay when someone clicks on the ad. If it was just deployed and had no results, the cost will be zero.

What are the benefits of PPC advertising?

The main advantage with this type of direct advertising, is that you only pay for real results, i.e. when a user clicks. Also, in the case of platforms such as Adwords, we can place our products directly in front of interested people who are actively looking for them, these are users with a high propensity to buy.

PPC Advertising reveals essential information about the effectiveness of an ad: it is easy to measure the attention and interest generated through the number of clicks made or impressions that have been obtained. The campaign can be short-lived, and if something doesn't work, you can always make changes on the fly, optimising ads and adjusting your budget or keywords etc.

Pay per Click campaigns are preferred by those who offer a service or product that can be purchased online on a website; an e-commerce site is an excellent example since the conversion of clicks to sales is very direct and straightforward. Other companies can direct their campaigns to contact forms (lead generation), obtaining information from customers interested in their products or services, and then communicate and make sales.

How do you create and optimise a PPC campaign in search engines?

Google on phone

To design a search campaign, it is essential to pay close attention to the keywords chosen: it is necessary to research to see if they are the right ones. This can be done, for example, through Google Trends, a tool that will let you know how users are searching, the volumes of searches important to you and their trends throughout the year. It is also crucial to understand how to organise those terms, and create a landing page that is designed for the user to act, such as buying a product or hiring a service. Optimising landing pages is a critical factor in generating sales.

It is essential to review the reports to learn from mistakes (and from the successes as well, of course) and then design a PPC Advertising campaign that fits what we discover. You can even consider your first experience with PPC as a learning curve, so you can then apply the new knowledge you have acquired.

The administration of PPC campaigns must be carried out continuously to evaluate which keywords and other elements of your campaign work and which can be incorporated. Among the aspects to be improved may be the language used: this is decisive for attracting the target audience. It is also necessary to deduce whether a high amount of traffic is a reflection of users interested in the brand or just spam. It is also important to analyse whether the ad and the landing page are adapted for mobile phones and tablets, a decisive factor if we take into account the boom in mobile navigation: users may click, but are unable to navigate the site from these devices.

PPC Advertising is a handy direct response tool to obtain sales and attract new customers. The key is to generate relevant ads for the target customer segment and learn from the errors, as well as optimise the website for users to efficiently act.

How to get professional help to help you with PPC Advertising?

A PPC Advertising professional can usually assist you with all the details involved in the campaign. Taking care of the PPC Advertising campaign takes time during the process, which can be overwhelming for a small business. A specialised professional, on the other hand, can help you implement it, and then train someone within the company to manage it, and ensure its continued success.

Why not book a free consultation with one of our experts today?