PPC, pay-per-click, AdWords, CPC all describe the same online advertising activity. Your text ad appears on the left or top of the Google search results page when people search keywords that are relevant to your business. But what kind of advertising is it and what benefits can it give marketers?
- Running a PPC / AdWords advertising campaign on a search engine like Google has the following benefits:
- Pay-per-click (PPC / AdWords) advertising model
- PPC means that (apart from set-up and management fees) you only pay Google media spend when a person actually clicks from the AdWords advert through to your website or landing page.
- Highly Targeted PPC Advertising Campaigns
- The way PPC campaigns can be targeted is best illustrated with a search example.
A person would like to buy a puppy and searches “puppies for sale” on Google. Natural website listings (search results) and PPC adverts come up on the Google search results page. If the ad or listing is selling exactly what they are looking for they will click on it.
The more relevant your PPC advert and the copy on your website landing page, the more value Google will give to your PPC ad and webpage. (Google’s job is to give searchers the most relevant information for every search) So based on this it is important to create more PPC campaigns with niche subject matter, for example, if someone only wants puppies in Johannesburg they will search “puppies for sale Johannesburg”. If your PPC advert headline is “puppies for sale Johannesburg” you will be given priority for that search.
The more niche you go with your PPC ad campaigns the better the quality of the lead you will get for example “Jack Russels for sale in Johanneburg” will only reach people looking for “jack russels for sale in Johannesburg”.
PPC / AdWords: Highly Measurable Results
One of the great benefits of online advertising and specifically Google PPC is the detailed reports you can generate to see the performance of your campaign.
The PPC / AdWords reports coupled with internal systems allowing you to measure leads that come from your website ( Google analytics) – will give you a very accurate account of your ROI.
The performance of search and online media is much more transparent than any other advertising medium and gives marketers great insights.
PPC / AdWords: Flexible payment options
Google’s pay-per-click (PPC) model is not only effective in terms of ROI but the payment structures allow the user to set a daily budget that suits them, pay upfront or at the end of the month, and there are no contracts so you can cancel your PPC campaign immediately. (Don’t let your PPC / AdWords service provider tie you into a contract)
With PPC Google text ads there are no production costs – although a specialist PPC management company will charge you set up and maintenance costs.
You can change your PPC / AdWords Campaign in an instant
The other advantage of Google PPC / AdWords campaigns is that if a change is required to the campaign, ( for example, a new keyword or advert needs to be added or you want to pause an ad that is running because stock is low) – all these changes can be made with minutes.