What is PPC and How Does it Work for You?
Hi!
In the digital marketing world, PPC stands for Pay Per Click. PPC is a type of online advertising that allows you to pay a fee to have your website appear on page one of search engine result pages (SERP).
PPC ads appear before and next to free organic search results on the SERP, and they are usually labelled “Sponsored” in bold type. When done right, PPC can drive targeted traffic to your website and generate valuable leads faster than SEO alone.
How Does PPC Work?
The what of PPC is pretty simple. Now for the “How” of PPC advertising.
As a business advertiser you’ll only pay a publisher when your advertisement link is “clicked” on. For this reason, PPC is also known as cost per click (CPC) advertising. PPC advertising is primarily offered by search engines (like Google) and social networks (like Facebook). Google Ads, X Ads, and Facebook Ads are some of the most popular platforms for PPC advertising.
Keywords
PPC is primarily based on relevant keywords. So, online ads only appear when someone searches for a keyword related to the product or service that’s advertised. Businesses that rely on PPC advertising, research and analyze relevant keywords to maximize clicks and eventually increase profits.
For example, if you are a chiropractor and you want people who are looking for your services to click on your PPC ad, then using relevant keywords that people search for when they are in pain is a good idea. Don’t just use the word “pain” in your ad, use words relevant to your practice, like “back pain” or “neck pain”. You can also use a sentence as a keyword: “How do I know if I need a chiropractor?” is a very good keyword, too
Identify relevant keywords related to your business. These keywords will trigger your ads to appear when the right users search for them at the right time.
Create Your Ads.
When you open an ad account with a publisher like Google or Facebook, you can immediately start creating ads that will appear on SERPs when users search for your keywords.
Be sure to establish your PPC campaign goals and define your objectives. Are you aiming for more website traffic, lead generation, or brand awareness? When you know where you’re going it’s easier to get there!
Determine how much you’re willing to spend on your PPC ad campaign. Set a daily or monthly budget.
Decide whether you want to run search ads or social media ads. Platforms like Google Ads and Facebook Ads offer different ad formats.
Write emotionally charged PPC ads that encourage searchers to click your ads. Regularly monitor your ad performance metrics like cost per click (CPC) and click through rate (CTR) to get the most out your PPC ads.
In Conclusion
Successful PPC ad campaigns rely on clear goals, relevant keywords, and ongoing performance monitoring. Advertisers like you benefit from PPC because it lets you quickly target a specific audience (e.g., people in pain) actively searching for related content (e.g., pain relief). A well-designed PPC ad campaign can save money, because the dollar value of each click from a potential customer exceeds the cost of the click paid to a publisher.
I hope this helps you dive into PPC and achieve your business goals.
Cheers!
Leo
PS – Need more help achieving your PPC goals? Book a call with me today.
