What is PPC Advertising?
PPC advertising, or Pay-Per-Click, is the type of advertising that you see along the side or top of your screen when you are browsing through the Internet. They also show up at the top of your search results page in Google. It is a cost effective way to reach your target audience – provided they are online and you have a well organized, responsive website! Its relatively low cost makes it a fairly reasonable expense when marketing dollars are tight.
Because of changes in technology and Google’s hunger to constantly change their algorithms, PPC can be intimidating at first. Don’t let it fool you! We have put together an easy guide to understand the basics of PPC to help you evaluate if it’s right for you and your business.
How does PPC work?
You pay to get your ad in front of your potential customers so that they click on the link and go to your website, with the hopes that they will turn into a paying customer. Every time your ad is clicked, you pay. Depending on your industry and your competition, this typically averages somewhere between $1-2 per click. Keep in mind that some of the most highly competitive industries can reach up to $50 per click!
1. It’s budget-conscious
You get charged per click, but you can set a limit for your total monthly spend. Based on your budget, Google will ration the amount of times it shows your ads each day to make sure your coverage is spread out over the month. Once you reach your budget, they will stop displaying your ads until a new month begins. Remember that you can always change your budget whenever you feel like it. The average spend is somewhere in between $500-1000 per month.
2. Monitor ad performance
Traditional advertising in newspapers and billboards often leave us wondering how well it worked. PPC gives you the opportunity to monitor your ad performance and make tweaks to your ads and campaigns to make sure you are conveying your message to your potential customers. You can also assign dollar values to your advertising investment, monitoring the sales and ROI attributed to your ad campaigns.
3. It’s not set in stone
The best part about digital media is that it’s living and breathing. Just like a website, you can always make tweaks to copy, imagery, and campaigns without the hassle (and the cost) of reprinting or ordering materials. It’s also environmentally friendly – yay trees!
4. Reach the right people
Business owners can have some peace of mind by targeting their audience right down to their location and interests. Traditional advertising has often worked by blanketing an area hoping that a good chunk of their target demographic sees the ad and it makes a lasting impression. With PPC, we don’t have to cross our fingers and hope we reach the right people.
5. Build brand awareness
While you only have to pay for the actual clicks on your ads, don’t discredit the opportunity to get your name out there. While your ads work to drive traffic to your website, the amount of impressions (or people who see your ad) also carry value to build exposure and brand recognition.
6. Big or small
Small businesses, multinational companies, and anything in-between can use PPC advertising to reach their consumers. What’s great is that it is a customizable and cost-effective advertising medium. You can opt for a campaign that best suits your budget!
Is PPC right for you for you?
PPC isn’t for every business, so before you decide to embark on this marketing adventure, sit down and think about these questions.
1. Is your audience online?
Think about your ideal customer. We have to think about they ways that they search for information about products and services. Generally speaking, PPC is a great option for most B2C businesses as they can place their product in front of people who make their own purchasing decisions. When thinking about a PPC campaign for B2B business, we have to get creative and think about those people who make the purchasing decisions for their company.
2. Is your website set-up to handle ad campaigns?
Before starting with PPC, we need to think about our website structure. Check the list below to see if your website meets the basic criteria for PPC success:
- Does each one of your products or services have their own page?
- Does each product or service page direct people to obtain more information or to complete a sale?
- Does your website have content relevant to your products or services?
- Is your website user-friendly and responsive? (ie. can it be viewed easily on a mobile device)
3. What are your objectives?
Think about your marketing goals. Knowing your objectives will help guide the campaign development. It also creates a benchmark to measure your achievements against once the statistics roll in. Objectives can include, but are not limited to:
- Increase online sales
- Increase offline sales
- Generate new leads
- Build brand awareness
So that’s the skinny on PPC. Hopefully we have provided you with some valuable information on this type of online advertising and how you can best use it to promote your business! Want to get started? Get in touch and we can help!