Pay-Per-Click (PPC) advertising is a type of advertising that every time a user clicks on an advert, the advertiser is charged. Basically, PPC is buying visitors to your website rather than relying on organic search.
How can PPC advertising benefit your business, in this blog we explain a bit more.
The Kinds Of Pay-Per-Click Advert
There are 3 kinds of advert you can run on PPC:
- Paid search
- Display advertising
- Remarketing
The most commonly used ad is the paid search. These adverts are linked to a specific search term typed into a search engine.
Keywords
A keyword is a term that advertisers will place a bid on. The keyword will trigger when a search term with the keyword is searched.
Types of keyword
- Exact – Where the query must be exactly as it is typed
- Phrase – Must be typed exactly and can include incorrect combination of words
- Broad – Search typed in any order and can show ads for similar searches
- Modified Broad – Search typed in any order
Targeting
- Search network – ie, Google and Bing, this is the most widely used targeting. This is more keyword-based advertising which means that the adverts will appear related to the search query typed in.
- Display network – this is a multitude of sites that show Google text, images and video. A user may visit a website that is relevant to their search without necessarily purchasing anything.
- Search network with display opt-in – This combines both the search network and the display network. You can create a campaign on the Search Network and also opt to have Display Network.
- Shopping – this includes product listing ads – shopping campaigns do not rely on keywording. Search engines determine the match on search results to relevant products
Terminology
Search Engine Marketing (SEM)
The sole purpose of digital marketing is to rank as high as you can for a targeted keywords on search engines. SEM relates to any form of digital marketing carried out using a search engine such as Google or Bing. SEM relates to both paid and unpaid advertising.
Cost-Per-Click (CPC)
Cost-per-click (CPC) is the amount paid when someone clicks on your advert. It’s recommended to set your CPC at the highest price you will pay for a click on your advert.
Ad Ranking
A value that determines where your advert will rank on the search engine page. This is equal to your maximum bid multiplied by your quality score. The score that a search engine gives your page is based on your click-through rate (CTR) against the average CTR of adverts in the same position on the page.
Keyword relevance, the quality of your landing page and past performance are also taken into account.
Maximum Bid
You can set your maximum bid in two ways, manually where you, yourself decide on the maximum amount you will pay. Or, enhanced which lets the search engine determine the bid based on the information you have given.
CPM (Cost per Mille)
More commonly known as cost per thousand, is the cost per thousand impressions. This is used mainly for display averts and paid social.
Keywords On The Advert
Keywords are for the search engines to determine which search queries your advert will appear for. In time you will find out which keywords work best for you and will be able to set up a CPC for the ad set you know works best. You can also set up negative keywords which lets you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers.
Ad Text
When writing ad text, this should include your keywords as your quality score is based on how relevant your ad is in search.
Landing Page
The landing page is the most important part of the whole PPC process, it’s where users land on your website when clicking on your advert. So make sure the page is SEO friendly, attractive and easy to navigate, otherwise your bounce rate will be high.