PPC stands for “pay per click” a form of online marketing in which advertisers can pay a fee each time one of their ads is clicked.
Put simply, it’s a way of buying visits to your website, rather than “earning” those visits organically (through SEO for example).
Search engine marketing in particular on Google, is the most popular form of PPC. Google PPC allows you bid for placement on Google’s 1st page of results for any search term you like. For example, if we bid for the search term “dentist in chester” our ads can show up at the very top of the search results (above organic results)
SOME KEY BENEFITS OF USING PPC TO GENERATE TRAFFIC TO YOUR WEBSITE
Only pay when your ad is clicked
target your ideal customers and locations
fully measurable and trackable
PPC can be used on all major search and social platforms
EVERY SINGLE PENNY YOU SPEND ON PPC CAN BE TRACKED AND OPTIMISED TO GIVE YOU A BETTER ROI
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How does PPC work?
Put simply, Google (and other search engines) auction advert spaces on their of search results. There are a limited number of advertising “slots” per page. To make it onto the first page Google will consider two things, firstly how much you are willing to pay for a click (your maximum cost per click) and the relevance of your advert to the keyword being searched on (quality score). From this Google will work out your “Ad Rank”
The advertiser with the highest Ad Rank will be in first position, the person with the second highest ad rank will be in second, and so on.
How much do clicks cost?
This varies greatly depending on your business sector. But the great thing about PPC is that you can set the maximum amount you want to spend for a click and that is all you pay, so whether you have a £10 daily budget or £1million daily budget, you can still get clicks and only pay what you want for them. A good agency will strive to reduce the amount you pay for each click. If we don’t reduce your click costs, in fact we don’t charge a management fee at all.
Can you buy your way to the top of the ads?
Absolutely not! Google has two main considerations for its search engine, firstly the advertiser using pay per click wants good advertising that is profitable, secondly it must consider the users of the search engine who want to find relevant content about what they searched for. If Google allowed the highest bidder to feature in first place, just because they have deep pockets and outbid all their competitors, it doesn’t mean they are the most relevant to the user. Using a quality score and a maximum bid ensures fairness, and a pleasant experience for the advertiser AND the user.