PPC (Pay Per Click) is an online advertising model allowing advertisers to display ads for their products and services when potential customers type relevant queries into search
engines. Advertisers are only charged when a person clicks on the ad, with the gains of leads and purchases outweighing the costs of the click.
A successful PPC campaign requires a careful balancing act. Every campaign is different, requiring varied keyword strategies and targeted copy. Good PPC relies on a combination of insight and experience to know which keywords are going to result in a lot of traffic and conversions without quickly depleting the budget.
What are each of the components of a PPC ad?
3 headlines, 2 lines of description (90 characters each), extensions including but not limited to callouts, structured snippets, phone numbers. Your adverts should also include keywords you have used in your campaign which have come from your website. It should run fluidly from site, to keywords, to advert this not only improves your quality score but also helps with user recognition in the search journey.
SEO vs PPC which is better?
PPC is a better short term fix, but you shouldn’t only rely on paid advertisements online. If you don’t rank organically for the keywords that people are searching for, then you are missing out on a lot of business. PPC gives you a better chance to be seen in a competitive industry, quickly.
What is click-through rate (CTR), and how is it calculated?
Click-through rate is the percentage of users that saw your ad (an impression) that went on to engage with your ad (a click). This can be calculated by (total clicks / total impressions) * 100.
What is PPC Marketing?
PPC marketing is like an auction system for advertising. Pay Per Click is simply paying if someone clicks on your ad, and not paying if they don’t.
