How to work in PPC

How to work in PPC ?

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PPC Jumping in feet first and PPC running your own DIY PPC campaign can be a very risky business indeed.

Without experience and knowledge of how to run a campaign, you can easily end up in a bidding war, with your valuable budget quickly eroded and nothing to show for it.

We can minimize the risk of running PPC campaigns with our in-house specialist who has years of experience working with many different clients and products.

What is Pay Per Click? 

Pay per click (sometimes known as “search marketing” or “adwords”) is the ads that show up at the top and the sides of the search engine results page. (On mobile phones, at the bottom of the listing).

The other results that appear below the Paid advertising results are known as Organic or Natural Listings.   (Note this on screen shot).

If you are doing Pay Per Click advertising, your ads appear in the Paid section when the Keyword terms that are relevant to you are entered by the person searching.  You only pay for your advertising when someone clicks on the ad and goes to your website or calls a number.

How much you pay, depends on how many people are “bidding” for the same keywords.  It could be anything from $0.35 cents per click to as much as $100 per click.

The position in which your ad appears depends on how much you bid and the volume of  competition for the same keywords.

Advantages:

Fast:  Get a campaign up and running in 24 hours, with prospects clicking to your website immediately.

Flexible: You can change the words of your ad, the countries, towns or areas they appear, the time of day, daily budget and more in a heartbeat. 

Feedback: you can immediately see what kind of feedback you are getting from your campaign in your Analytics as well as from data generated in Adwords on campaign performance

Disadvantages:

Complicated: Google Adwords has completely changed its structure and is not aimed at the small company to do a DIY job. Without a specialist, you could soon get into deep water and waste a lot of money.

Competitive: You are always up against the “big boys” with tons of experience who know the tricks of the trade. Ie. The people like us that that work with Pay Per Click 24/7/364 (We usually take Christmas day off!).

Costly: Without a properly structured, carefully crafted campaign with set goals and landing pages specifically designed to convert visitors into customers, you will be wasting your money and your time.

Why do I need to do Pay Per Click Advertising?

Getting to the very top of the search engines on Organic or Natural search for your keywords is everyone’s dream, especially since the listing is, in theory, free.  (The work to get you there isn't free!).

Over the last year, the behemoth of search engines, Google, has revolutionized its algorithms.

Smart and fast, it recognizes and stores your previous searches, interests and profile data so that when you enter a search term into the search bar, it serves you up results  according to your search preferences – stuff that it deems is of most interest to you.  Its called ‘behavioral search’.

Imagine that it will show you potentially the same results over and over again as it already knows your “behavioral preferences”.

As a company trying to target customers, its a lottery to imagine your Organic search result is getting seen or moving up the search engines (although, we can track that for you!).  The only solution to ensure that you get seen is to use Pay Per Click advertising.