Introduction To PPC

Google’s PPC ads are essentially a real-time auction in which you bid on searches with the keywords you want your ad to appear for. When a keyword you are bidding on is searched with, yours and competing companies’ adverts are displayed in the 'Ads' positions.

The order of that display – the ranking – is decided by who bids the most and who has the ad copy and landing page most relevant to the keyword being searched with. When your ad is clicked on you pay the amount you bid.

What can PPC do ?

1. Be seen - your brand and advertising copy can be seen for any audience you choose to target.

2. Deliver almost instant traffic to your website.

3. Get qualified leads – your ads only appear in front of searchers using relevant keywords that you have chosen.

4. Make immediate sales.

5. A much higher (and more immediate) Return On Investment (ROI) than traditional advertising methods.

6. Limit your daily budget to as little as you want.

7. Add, change and delete the keywords you bid on and the ad copy you display.

8. Test the profitability of different keywords and ad copy.

9. Target different languages, regions and cities in most countries.

Pay-per-click marketing is good for everyone:

1. It’s good for searchers – Research indicates that searchers click on paid search ads more often than any other form of digital advertising. This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit the searcher’s needs. And because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Plus, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs.

2. It’s good for advertisers - Advertisers are offered a unique means of putting their message in front of an audience who is actively and specifically seeking out their product. Because searchers reveal their intent through their search query, advertisers are able to measure the quality of traffic that results from search engine clicks.

3. It’s good for search engines – PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.

The unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most

 popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.

PPC advertising offers a unique opportunity to:

 Grow Your Customer Base - Connect with searchers actively looking for products and services like yours, and respond to that need by providing them with an offer relevant to their search query.

Generate Leads at Low Costs -  Because pay-per-click marketing allows you to reach leads and prospects when they’re researching and looking to buy, it’s a highly effective way to bring interested visitors to your site. Plus, you can enjoy an algorithmically generated discount from the search engines in exchange for making their users happy.