Introduction to Google AdWords and PPC
Pay-per-click advertising is just what it sounds like – advertising that is charged based on how many people click on the ad. Generally, PPC advertising refers to the paid search and sponsored listings that appear in search results, or on websites as sponsored links or partner ads.
PPC ads are a great way to get your business on the front page of Google for the search terms that your customers use to find your business. Particularly if your keywords are competitive, and your business falls on the third of fourth page of the results, PPC ads offer you an opportunity to get your business seen in areas it otherwise wouldn’t.
PPC campaigns are run via an account with one of the main search engines, and are placed based on group of keywords and per-click bids. Then, the search engine displays the ads that are most relevant to the search query in order of highest bid.
Like search results, the search engines use a complex algorithm to determine which ads will appear, when and how often. Relevance is determined based on the keyword groups associated with each ad, as well as the ad copy itself and the content on the web page the ad points to. Bids vary depending on how many people are vying for the same keyword, as well as factors like the time of day, week or season.
Of course, there is a bit of a learning curve when it comes to PPC ads. They will need to be babysat in the beginning, and you’ll need to consistently make tweaks until you figure out the best formula for your business. But before you get discouraged, remember the primary benefits of using PPC campaigns in your marketing strategy:
- Highly-targeted form of advertising. You can tap into sections of your target market – and qualified buyers – simply by choosing the right group of keywords. Instead of placing a display ad and hoping your audience sees it, you can put your business in the exact places they’re looking for it.
- Quickly and easily measured. Within a few hours of starting your campaign, you’ll be able to view and evaluate the first of your results. This includes CPC, clicks-to-impression ration (CTR), impressions and total spend. Using this information, you can tweak your campaign.
- Complete control over the entire campaign. You can change, adjust, add and remove at any point during the campaign, which gives you complete control over the process. If your keywords aren’t working, swap ‘em for others. If you’re paying too much per day, reduce it. If you want to direct to a different page, add a new URL.
To learn more about PPC advertising and how to set up your campaign sign up for Inception Marketing Academy E-Lessons