Pay per click commonly referred to as PPC, is a type of advertising where you only pay when someone clicks on your advert. The majority of agencies reference PPC when they are talking about Google or Bing Ads.
In it's simplest and most popular form, PPC advertising appears at the top of a search engine results page in a text format. Text ads are normally the first 4 results that will appear after you have entered your search query into Google.
How does PPC work?
The logistics of how PPC works is quite simple, advertisers bid on a search term that they feel is relevant to their business offering in the hope that they show up in the very top spot of Googles SERP's. If someone then clicks on your advert and visits your website you then pay the small fee to the search engine.
Normally, if your agency knows what they are doing, the fee that you pay to Google or Bing becomes rather insignificant as the 'conversion' you have received off the back of it is worth more than what you paid for it. For example, if you pay £3 for a click and it leads to a £100 sale then you've made a good profit.
However, being able to create a profitable PPC strategy is where the challenge lies, from keyword research to setting up well-organised campaigns, ad groups, and optimised landing pages to encourage more conversions.
Search engines will either reward or punish you based on how well your campaigns are running. By creating relevant and intelligently targeted campaigns, Google and Bing will reward you by charging you less for the ad click than a competitor with a poorly ran campaign.
Why you should be using PPC
1. Research has shown that people searching through Google & Bing click on paid adverts more often than any other form of digital advertising.
2. It is a cost-effective way to drive relevant traffic to your website as the people who will see your advert are already searching for your products or service.
3. By putting your brand in front of them at the top of Google's search results you are limiting the chance of that customer going to a competitor.
There is no argument that PPC is a valuable marketing channel for any business. With over 2 million 3rd party websites on the Google network, 90% of internet coverage, and the largest search engine in the world, you are sure to get the most impressions and clicks to your ads.
If you are already using Google Ads but you're not sure if you are getting the best return on investment, fill out our form and receive a FREE audit of your account. Our report will cover key areas such as click-through rate, quality score, conversion rate and account activity.