What is PPC? PPC, or pay per click marketing, is a method of search engine marketing (SEM) that is based on bidding on ad space on Google, Bing, Yahoo and other search engines and popular websites. In this brief article, we will examine what PPC management is and how it can benefit your business.
There are a number of benefits that search engine marketing can offer your business. Consider SEO, or search engine optimisation, which is the other side of search marketing. While it is free to get into the organic rankings, it is difficult especially for new websites with no authority, and it can be hard to sustain thanks to Google’s ever changing rules about SEO.
Meanwhile pay per click offers another solution. Here, you bid on keywords and appear at the top of Google in the ads section if your bid is higher than everyone else. This is useful for new websites who cannot yet get into the rankings, usually it takes several months to appear in Google for organic keywords if your site is brand new. Thanks to PPC management, it is possible to drive traffic to your site and make sales the same day that your site launches!
Who Can Do It?
Anyone can do PPC management, thanks to a free AdWords course offered by Google. This course teaches you how to bid for keywords and what keywords to bid for that will help you make sales. However, it can be very time intensive and difficult to learn this, and without experience it is hard to use pay per click or AdWords to turn a profit.
As a result, a lot of business owners turn to agencies to manager their pay per click for them. While there is a management fee involved, as low as 10%, it often pays to choose an agency because they have the experience to set up a campaign that can turn a profit from day 1.
Why Do You Need It?
There are a lot of reasons why people choose PPC management over other types of online marketing. This form of search engine marketing is favoured by new businesses looking to make a splash and make profits from day one. For more established businesses, it is a good way to supplement an SEO strategy. That is because if you have an organic ranking on page one as well as a AdWords listing, you have more page one real estate, which results in higher click through rates (CTRs). Additionally, thanks to PPC management, if you for some reason lost your organic rankings due to Google changing their rules, you still have pay per click to maintain your profits until your rankings recover.
It can also be incorporated into a remarketing campaign, which is when your ads appear on other websites that use the Google AdSense service. This allows you to improve conversion rates by following around your visitors who leave your site without making a purchase.