Pay-per-click (PPC) marketing is one of those tricky tech abbreviations that most overworked business owners just don’t have time to master. While you could throw a bunch of money at a company that claims to be able to move your site to the front page of Google (spoiler alert: they’re lying), it’s important that you learn what this vital tool is and what it does for your business.
Here are three things you should know about PPC:
1. The Meaning of PPC
PPC is an internet marketing strategy that directs traffic to a website through clickable ads. For example, when you search for something using Google, you’ll see several results at the very top of the first page or along the side — sometimes they’re highlighted or have the word “Ad” next to it. When a user clicks on one of those ads, it directs them to the advertiser’s website. The advertiser then pays the platform a small fee every single time one of their ads is clicked.
2. Pay-Per-Click vs Search Engine Marketing
You may see PPC interchanged with another acronym, SEM which stands for search engine marketing. The difference between these two strategies is the location and the way the advertiser is billed.
Facebook, for example, provides pay-per-click opportunities. However, these ads are more straightforward; provide ad copy, an image, a URL and a budget. Facebook will run your PPC campaign for however long you want with the money you want to spend.
SEM only uses search engines’ custom platforms, such as Google AdWords and Microsoft Bing Ads. Here, advertisers actually bid on the keywords that are relevant to their target market. The more common the word, the more it costs and the more likely you are to have your ad seen and clicked.
3. Keywords are the Key
A killer list of well-planned keywords is essential for your PPC campaign. What is your target audience searching for that could potentially lead them to your website? There are many tools to help you get started - we love the Google Adwords Keyword Planner - and you should always see what your competition is doing and how it’s helping their business. Really get into the mind of your consumer and the online journey they’ll take that will lead to your brand.
PPC is a viable resource for any business looking to increase visits to its website or to reach a desired targeted market. To learn more about PPC, feel free to contact us!