PPC advertising

Google Ads Management 1-on-1 – Making the Most of PPC

Remember how people used to pay a small fortune just to get their business hosted in the local newspaper? Or how they still pay per airing for an ad on television to increase customer awareness? Organic SEO is easily the best way to get your brand out there, but it’s slow. So, what’s the alternative?

A well-structured PPC ad campaign.

Here, we will give you an overview of PPC advertising and give you an idea of how you can make the most of your campaign.

What Is PPC?

PPC stands for “pay-per-click” and is a form of paid marketing where you pay the host whenever a customer clicks on your ad. This from of marketing isn’t just limited to Google PPC, but can also be found on other search engines, social media platforms and even on YouTube.

In pay-per-click ads, one of the most vivacious factors to consider is the cost-per-click or the CPC. The higher your cost-per-click, the more you pay. One of the most expensive keywords out there belong to the insurance and law niche. For example, following is the cost of the keyword “auto insurance”.

Screenshot of keyword research

 

Remember, these prices keep changing, so don’t be surprised if tomorrow you get a higher or lower cost per click. Other factors to keep an eye on include, but aren’t limited to:

  • Volume. This is the search volume that shows how many search queries include your keyword. This increases the impressions of your PPC ad, meaning more people will see your ad.
  • Competition. Again, the higher this figure, the more you have to spend in order to get your ad to the top. A competition of 0.83 means that if you bid $121.29 per ad, your ad might not be the first to show on a results page.
  • Ads. This is the number of ads that you are competing with. In our example above, there are 8 ads running for the same keyword, which will, in turn, increase prices.
  • Impressions. If you are targeting the keyword “digital marketing” for your digital marketing company, whenever someone searches ‘digital marketing’, your ad will pop up. Every time your ad is displayed, you get an impression.

The Road to a Successful PPC Ad Campaign

One of the most common debates people have when it comes to PPC advertising is whether you should do it yourself or hire a professional.

The problem with PPC is that it’s a high-stakes campaign. Where in organic SEO you are betting with your efforts, in PPC you are betting with your money. People say that the more money you throw at PPC, the more successful you will be, but we have found that that is not entirely true.

If you do it yourself, you will need to spend a lot of time getting familiar with the intricacies involved with PPC, such as managing a budget, tweaking goals, setting up trackers and campaigns, increasing CTR (click-through ratio) and more. But as a business owner, you are bound to have a shortage of time as it is, let alone with a PPC ad campaign hanging over your head.

Next up, costs. If you don’t know what you’re doing, you are bound to end up spending a small fortune on your ads.

That is why you hire professionals who have years of experience managing PPC accounts, such as those at Little BIG Marketing. We have helped many a client manage their PPC campaigns and led them to success over the years, and would love to do the same for you.

Get in touch and start getting the most out of your PPC ad campaign today!

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