10 FAQs To Help You Understand PPC Marketing
The world of digital marketing is an ever-shifting landscape. But in this constantly-evolving arena, there’s one model that’s remained a constant winner for digital marketers: PPC.
If you’re new to PPC or you’re keen to refresh your knowledge, you’ve come to the right place. In this post, we’ll go over ten of the most commonly-asked questions and afterwards, you should have a good understanding of PPC and how it can be utilised to help attract new customers and grow your business.
What Is PPC?
Short for Pay-Per-Click, PPC is an online advertising model where businesses pay a fee each time someone clicks on their ad. By setting up a PPC campaign, essentially a business is buying traffic to its website, as opposed to bringing it in organically.
How Does PPC Work?
When you set up a PPC campaign, you’ll be bidding on keywords that are relevant to your target market. Once potential customers search for those keywords, the search engine will display ads. Depending on the amount you’ve bid, as well as your quality score, your ad may or may not appear.
What Is A Quality Score?
Each ad in a campaign is given a quality score which is basically a metric the search engines use to help determine how relevant an ad and its landing page are.
The quality score affects both ad rank and cost per click (CPC), so it’s essential to get this as high as possible with relevant, hyper-targeted ads.
What Is An Ad Network?
An ad network is simply a platform that connects advertisers with websites willing to host advertisements. An ad network serves as a go-between for advertisers and publishers, which enables ads to reach a wider audience.
Where Can You Use PPC?
PPC advertising can be utilised across multiple platforms. The most popular places to set up PPC campaigns are search engines like Google Ads, Bing Ads and social media platforms such as Facebook Ads, X Ads (formerly Twitter Ads), LinkedIn Ads and other display networks.
What Is Ad Spend?
Ad spend refers to the amount a business invests in its PPC advertising. Setting a budget and keeping a close eye on the amount you spend is crucial to the success of your campaign.
How Is The Success Of A PPC Campaign Measured?
The success of PPC campaigns is measured through a variety of metrics such as click-through rate (CTR), conversion rate, return on ad spend (ROAS), cost per acquisition (CPA), and overall revenue generated.
Ultimately, measuring the success of a campaign will depend on its goals. For example, businesses that are looking to increase leads may look at different metrics than those wanting to just drive up sales of a particular product.
How Does PPC Compare To SEO?
Although many companies use a combination of the two in their digital strategy, SEO and PPC are the chalk and cheese of online marketing.
Whereas PPC is a paid advertising model where advertisers pay for clicks, SEO instead focuses on organic traffic through optimising content and website structure.
What Businesses Suit PPC?
Businesses across a wide variety of industries can benefit from PPC, especially those in eCommerce, service-based industries or local businesses. PPC also suits businesses who want immediate exposure and don’t want to wait for months for their SEO campaign to start driving traffic.
On the flip side, some businesses aren’t able to use PPC campaigns as some platforms won’t allow certain products or services to be advertised. These include CBD, tobacco, e-cigarettes/vaping products, loans, weapons and “adult” services.
How Much Does PPC Cost?
Ultimately, it’s impossible to say as the cost of PPC varies based on factors like industry competitiveness, chosen keywords, ad quality and the amount you put into your budget. The beauty of PPC is you have control over your spending so if you need to make adjustments you can do that with the click of a button.
So those are ten PPC FAQs. Hopefully you now have a good understanding of this digital marketing strategy and how it works for online businesses.
If you’re looking for a PPC management company then we specialise in this service. Get in touch today to see how we can use pay-per-click to grow your business.