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29th January 2015

Pay Per Click Advertising; What is it & should my business be doing it?

Pay per click (PPC) advertising is a great way to drive traffic to your site if you need it immediately.

PPC is a form of internet marketing, designed for businesses and individuals to buy listings in search engine results. Advertisers (businesses) pay a fee to the search engine each time one of their ads is clicked. In simple terms, you are paying a search engine to direct traffic to your site.

For start-up businesses or businesses looking for growth, it is an excellent way to increase visitors to your website, rather than attempting to “earn” visits organically. For a start-up, you cannot expect to experience high levels of quality organic traffic in an instant, building credibility with search engines through SEO efforts takes time. For businesses that rely on its website to generate sales, PPC becomes all but essential. Without this platform, your website will drop further down in search results, making your site harder to find, and less likely to be seen.

The most popular platform for PPC advertising is Google Adwords. Operating on a pay-per-click model, users bid on keywords that are relevant to their business and pay for each click received on their advertisement. The cost of each click depends on your highest bid and the demand for the chosen keyword or phrase.

A successful PPC campaign is reliant on the relevance of your chosen keywords and the continual growth and refinement of your PPC keyword list. Targeted keywords must be exhaustive, expansive and closely related to your business.

Every time a search is initiated, Google crawls through the pool of Adwords advertisers and chooses which sites will appear in the ad space at the top of its search results page. Websites are chosen based on advertisers ‘Ad Rank’, a metric calculated by multiplying two key factors. The first, CPC bid, accounts for the highest amount an advertiser is willing to spend on their chosen keywords. The second value, quality score takes into account your click-through rate, relevance and landing page quality.

A pay per click campaign can be time-consuming. Continuous modification of your keyword list is a requirement to ensure your campaign remains effective. Regular monitoring and management of your account will aid campaign success and you should continuously analyse the performance of your campaign, making any necessary adjustments to optimise your results. It is important to review PPC keywords regularly and remove any under-performing, costly keywords.

A pay per click campaign can be risky. With poor management, your campaign can become expensive, generating many visits, but with no leads to show for it.

We at Bella Design & Marketing would be happy to help you create an effective campaign, maximising the impact of your PPC budget. The reality is that setting up and running a PPC campaign takes time and a commitment to test and review constantly. It can be difficult for businesses to analyse and make constructive use of the statistical analysis produced for a campaign. Bella Design & Marketing can instigate, analyse and manage your PPC campaign to ensure you get the most from your budget.

If your business would benefit from a thorough, dedicated PPC campaign, get in touch with us today.

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