Pay-Per-Click (PPC), is an online advertising model where a business pays a fee for every click they receive from potential clients to a website or landing page. When Pay-per-Click works well the fee for a click is trivial because the value that a potential client provides offsets the payment for that client. For example, one of our clients can spend £3.25 for a click but makes substantially more when a client uses their service. Pay-per-Click is delivered in a variety of ways from images, videos, and text or combinations of them all. They often appear on websites, search engines, and social media providers.
Advertising on search engines, (known as paid search marketing), is the most popular form of Pay-per-Click. Advertisers bid for advert placement in a set of sponsored links when a search term or keyword is used by a potential client. For example, in Midas Media UK, if a potential client searches for us by using the term ‘PPC marketers’. We would show in the search results depending on how much we bid for a listing at that specific time.
So how does Pay-per-Click Work?
Each platform has a slightly different set of controls and configuration but generally, the system works as follows.
1. Define your objective: Most platforms offer an objective-based campaign model for you to choose from. For example, it could be, generate leads or attract more visitors to your website.
2. Target Audience: Platforms will have a database of segments, (attributes to identify customers). This could be very general like an age range or it could be specific like a job title or an interest they have. For example, one client sells golf equipment. They already know that 70% of their clients are between 35 to 55 and have interests in golf, golf courses, and golfing competitions.
3. Define your budget and bidding strategy:
4. Define your URL or Landing Page: This is the target web location you want potential clients to land on when they click your advert.
5. Create your advert:
Once your advert goes live, the platform you use will calculate a score based on your bidding strategy, campaign settings, quality of your advert, and market relevance.
Each platform wants to make sure its clients are happy with the service they provide so they tend to bonus its advertisers who create meaningful and relevant adverts with better advert positioning and lower costs for conversion. So its more important to get your PPC advertisement set up correctly as it will deliver higher results and lower the cost of each click you receive.
What is the Google PPC Platform
Google Ads is the most popular platform PPC system in the world with over 68% of advertisers using this platform. The Platform is extremely versatile and enables businesses to place an advert across all Google search results and its partners. When a search term or ‘Keyword’ is used, Google will determine who wins the bid at that moment and push out their advert within the search results, usually within the first 3 or 4 listings on the page.
How does Google PPC work?
When an advertiser sets up a PPC campaign, they select a series of search terms or ‘keywords. Each keyword has bid costs associated with it. So if you are a Golf equipment retailer and you choose the keyword ‘Gold Clubs’, you are informing Google that you intend to bid for that term and that you wish your clients to find you in their search results if they use that search term. You may want to read further on keyword matching here!
Google uses an algorithm to generate an auction-style set of results for your search term. If your advert scores high and your bid is won you will appear in the set of search results. The deciding factors are based on the level of competition for that exact search term, your budget, the maximum amount you are willing to pay for the result, and the quality of your advert. This process allows an advertiser to reach their potential customers at a budget that suits them.
How to do Effective Pay-per-Click Keyword Research
Learning to do keyword research well is a must-have skill for any business that markets its products or services online. It can be highly time-consuming but will save your business huge sums of money if done correctly. Its important to know that marketing campaigns are always in a state of flux and understanding how to refine and reconfigure your PPC campaign will pay dividends long term.
Here are some brush stroke tips to keyword research.
1. Relevance to your product/industry and market: This is a vital aspect of choosing keywords. As a general rule never choose keywords that have low monthly search volumes or are not related to your products directly.
2. Expansive: The Pay-per-Click landscape changes often. An advertiser will need to refine and reconfigure their campaign with new keywords based on the performance of past campaigns and data from new keywords. As a general rule, take out the keywords that are not working and replace with keywords that may work better.
3. Exhaustive: Use long-tailed keywords, keywords that make up a phrase terms for your advert that are relevant. A step we sometimes make is asking people we know ‘if you wanted this product, how would you search for it’, never underestimate the power of people to arrive at great solutions for keywords.