What is PPC?

Pay per click (PPC) is one of the most popular forms of internet marketing utilized by businesses. It allows an advertiser to pay a fee any time their ads are clicked, meaning they can essentially buy more traffic to their website rather than attempting to attract it naturally.

The most popular form of PPC is search engine advertising, where advertisers will pay to for ad placements in search engine sponsored links. Anytime a search engine user clicks onto the advert and is redirected to the relative website, the company will be charged for each click, hence the term pay per click.

As there are millions of daily users on any given search engine, this results in a large number of potential customers looking for a particular product or service.

Think of those adverts that appear at the side of Google whenever you search for a product or service – a business has paid for their advert to be viewed whenever the correct term of phrase is searched.

For example, if a person searches for auto glass services in Google, an auto glass business that has paid for the top ad placement will appear. This is Google AdWords in action, which belongs to search engine behemoth Google.

PPC Campaign Management Services

One way to ensure effective use of a PPC campaign is to outsource it to certified professionals. Those that are fully knowledgeable on the various aspects of PPC marketing can guarantee that a campaign becomes a success by providing a return on investment (ROI).

These services include:

Customised Strategies

Each company is different, so naturally their marketing goals are all unique, making the need for a customized PPC campaign all the more important. This ensures a bespoke campaign that is tailored exactly to the company’s requirements.

Use of Various Platforms

While it’s easy to assume that using Google AdWords is the only way to benefit from a PPC campaign, but many other platforms remain a viable option beyond just Google. For instance, Bing Ads is one of several platforms that can provide a ROI and effective use of PPC.

Hands-On Management

Any company that doesn’t have enough time to dedicate to their PPC account can greatly benefit from hiring an agency that will take a hands-on approach to managing it.

Thanks to skilled senior PPC strategists, a company can not only expect to have a customized strategy established, but also a skilled professional that can help with the day-to-day management of the campaign, with responsibilities including conducting daily tests, creating weekly reports from data etc.

Certified Professionals

Being certified in PPC platforms such as Google and Bing can provide any number of benefits to a campaign. For example, to remain certified, professionals must keep up to date with the latest technologies, algorithms, and market trends – all of which can be passed on down to a client to help assist in a successful campaign.

Drawbacks of PPC Campaigns

Costs

There aren’t many internet marketers that won’t make use of a PPC campaign – the numbers show just how effective they can be in improving website traffic and sales when used correctly.

However, as it is a very competitive market with countless businesses vying for advertising space, the costs associated with a PPC campaign can be rather expensive, so not everyone will be able to afford it.

Plus, there is no guarantee that your ad placement will guarantee a sale, but the company will still be charged for each click regardless of this. Therefore, when used ineffectively, a PPC campaign can end up costing more than it makes!

Variables

There are countless variables that must be considered before a PPC campaign can be successful. For example, marketing factors that must be considered include keywords and phrases, optimization of landing pages, match types, selecting various ad rotations, researching search user intent, buyer cycles, and plenty more.

The ineffective use of any of these can hinder just how successful a PPC campaign will be, making it vitally important to know how to manage PPC marketing.