What is Pay Per Click (PPC) Advertising and How Can It Help Your Business?

What is Pay Per Click (PPC) Advertising and How Can It Help Your Business?

Whether you’re a digital advertising whiz or think PPC is just more marketing jargon (spoiler alert – it’s not), RBH's Dale Olorenshaw has covered all the basics

PPC is a term that gets thrown around a lot by creative agencies and marketing departments. But what is it and what are its benefits? That’s where RBH comes in.

Have you ever been searching for a particular brand, product or hobby on Google or any other search engine and encountered ads at both the top and bottom of the search results? If so, then these are what we call PPC ads.

PPC (pay-per-click) is one of numerous digital marketing channels that businesses take advantage of. Those who aren’t using it really should be.

If your knowledge of PPC is limited, it could prove a stumbling block or even make you anxious about utilising the channel. So, if you don’t use PPC or want to learn more about it, look no further.

What exactly is PPC?

PPC is a form of search engine marketing (SEM) whereby you target people based on the search terms they are using on search engines, rather than solely on their demographics. This helps gain exposure to those users who are already in market for your product or service.

Tools such as Google Ads allow you to plan, create, optimise and report on your PPC campaigns. With Google’s Keyword Planner, you can conduct keyword research to estimate how many users on a monthly basis are searching for your potential search terms. This will give you a starting point to the level of competition currently within the market, alongside potential spend levels.

Don’t be fooled!

One of the many mistakes businesses or individuals creating a PPC account make is setting up a narrow-targeted campaign, and then thinking it’s time to sit back and watch the leads and sales come rolling in.

Wrong! Without being managed on both a daily and weekly basis, PPC campaigns can be costly and bring in limited to zero results. Many changes happen within the marketplace, competition, search volumes, buying habits and so on. Without management and constant research, it is easy for an account to become stagnant.

Can PPC work for you?

Yes. PPC is an effective and very quick method of not only getting your brand name out into the open, but also advertising your products and services. By targeting the keywords your audience will be searching for along the different stages of the sales funnel, your business can be ready to either introduce your brand or capture a competitor’s potential sale.

The only negative for this particular SEM channel is that depending on your industry and the level of competition within the market place (local or national), it can become costly.

For example, the e-commerce industry can have a low average CPC (cost-per-click) of approximately £0.88, however the consumer services and legal industries are known to have average CPCs of £5.12 (Statistics taken from WordStream, September 2018). Factoring the industry competition and costs will ultimately have an effect on the channel’s ROI objectives and should be taken into consideration.

How to move forward

Hopefully the above has opened your eyes into how effective PPC can be as a digital channel and how essential it is to run alongside all other activity. Having the right level of management, attention and optimisation can help take your account and campaigns a long way.

Get in touch with RBH today and find out how we can help get you started or take your account to the next level.

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