What is PPC?
PPC – Pay Per Click- is a form of advertising where you are charged based on when a user clicks on the ad. PPC operates on a bidding system where you place bids on keywords relevant to your business. If your bid wins, you pay a set fee each time someone clicks on your Ad.
This form of advertising is present across many platforms, but is mostly used as a term within paid search advertising platforms like Google Ads. Google Ads is one of the world’s most popular PPC platforms and makes up 24.6% of the digital advertising space.
Shopping Ads, search Ads and social media advertising are all types of PPC marketing and advertising.
Are Facebook Ads PPC?
Yes! Some Facebook Ads are created using the pay per click method. Facebook also offers alternative methods of paid advertising, including paying per 1,000 impressions, also known as CPM. Facebook is ideal for PPC advertising as it shows your brand within social media feeds.
I love using social media for PPC advertising as it drives visits to a client’s website whilst showcasing the brand in a more casual environment.
Are display Ads PPC?
Display Ads are a type of PPC which appear online while users are browsing, targeting them based on relevant topics and their interests.
They may appear when you’re browsing your local news site or checking out a recipe by your favourite chef. We often use display Ads for remarketing a client who wants to target customers who have already interacted with their brand. This refreshes the minds of customers and may convince them to utilise their clients’ services.
Are PPC & SEM the same?
SEM – Search Engine Marketing and PPC are part of the same family. SEM is an overall marketing strategy that PPC may be a part of, alongside SEO. PPC in this case is considered paid search advertising. Here’s a helpful table to explain the difference:
How can PPC help your business?
There are so many benefits of using pay-per-click advertising for your business. PPC can help your business by delivering fast results, targeting customers when they are making a direct search and can be very cost effective. Let’s investigate some of the top ways PPC can help your business:
Fast Results
Unlike other methods of marketing, PPC is likely to yield fast results as users are further down in the conversion funnel. Using the pay per click model means your clients will see your Ad in their search and drive traffic directly to your website.
Measurable
PPC campaigns provide valuable insights into their effectiveness through analytics. Additionally, you can use the data to make small adjustments and optimise your campaign for better results. You can calculate your return on Ad spend (otherwise referred to as ROAS) by using the following formula:
ROAS = (Revenue from advertising / Cost of advertising) × 100
Cost Effective
One of the key advantages of paid online Ads is that you only pay when someone clicks on your Ad. You can set your daily, monthly or lifetime budgets across Ad platforms and know exactly how much you are going to spend.
Increase Brand Awareness
By choosing your target audience within Ad platforms or targeting specific keywords, you can increase your brand awareness directly with your audience. The more familiar a person is with your brand they more likely they are to consider you in future.
Compliments SEO
Did you know your PPC advertising can indirectly help your SEO efforts too! You can learn valuable insights from your customers searches and modify your SEO strategy to reflect what you’ve learnt from your PPC campaigns. You could potentially have both a paid result and an organic listing in search results page (SERP).
PPC is a powerful tool for driving traffic, generating leads, and boosting brand awareness. Its measurable and cost-effective nature makes it ideal for businesses looking to see quick results whilst staying within budget. By integrating PPC into your overall marketing strategy, you can maximise your online presence and achieve significant business growth.