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Pay Per Click

Pay Per Click
24th October 2017 Reece Taylor

Apprentice Blog Issue #7

 

You may or may not be familiar with PPC but either way this blog is certain to help you out and maybe even give you a few tips for improvement.

Now, PPC can be quite complicated when you’re just getting used to it, but once you’ve got your head around the key aspects of it the rest falls into place.

 

So what is PPC?

Well if you haven’t guessed already, PPC stands for Pay Per Click and it’s a form of advertising primarily through search engines. It works by creating an advert that will only show in the search results if one of the keywords you have selected is searched for.

Stay with me…

For example you could pay £2 per click for a certain keyword and rank top because everybody else is only paying £1 per click. This also works in reverse, if you’re only paying £1 per click you won’t appear above companies paying £2, in the search results.

The price you choose to pay for a click is known as the Cost Per Click (CPC), this isn’t fixed and can vary depending on how popular the keyword is. Now the tricky part is that to rank above your competitors you have to pay more than them per click, but unfortunately there is no way of finding out how much they are paying so there’s a bit of guess work involved.

Annoying right?

 

But why would I use PPC?

PPC is a quick fire way to get yourself to the top of search engines. If your organic SEO isn’t cutting the mustard, there is the option to spend a bit of cash and climb the ranks fairly easily.

Another reason why you might use PPC is if you want to flaunt your prowess and dominate the search results.

As an example, pro direct soccer already rank top for the search term ‘football boots’ but they also run a PPC advert for the same search term meaning the first two results are their PPC advert and their organic ranking. This is so when the user is looking at the page they see pro direct soccer as more relevant because it appears more than the other results.

There are a few alternatives to the standard PPC search advert such as…

 

What is a retargeting PPC advert?

This is a Pay Per Click advert targeted specifically at people who have already visited the website, hence the name ‘retargeting’.

What happens when you visit the site is Google will use a piece of code called a pixel, this pixel will track your movements around the web and present to you – where possible – an advert for the site you have previously visited.

Retargeting adverts, if done right, can massively increase your conversion rates and ROI (return on investment). The psychology behind this is that the user is familiar with your site, having been there already, and is more likely to make a purchase than if they were visiting your site for the first time.

 

What is a shopping PPC advert?

A shopping advert is used to specifically promote a product and takes a different form to a normal search result. On Google, the shopping section will appear at the top of the page and feature a selection of products from several different sites.

Again, the concept is the same, the more you pay per click the closer your product will appear to the front of the shopping section. This type of advert offers a more direct approach focused on generating sales, as opposed to a search result which is generally aimed at increasing website traffic and ROI.

 

What is a display PPC advert?

A display advert is a free spirit, it’s not restricted to search results like a standard PPC advert, it is shown in advertising spaces across several social media platforms and web browsers.

Obviously, using this method means your advertisement gains more reach but it’s much less targeted and if you’re trying to make the most of your budget might not be the best choice.

However, If you want to drive web traffic and increase brand awareness then a display advert is the best way to do that. Due to the wider reach, picking up potential customers on third party sites becomes much more of a possibility than waiting for them to search one of your keywords.

 

What is a native PPC advert?

A native PPC advert is a very smart form of advertising that blends in with it’s surroundings making it instantly relevant.

For example if your advert is selling handbags, it may appear in a blog about style and you may not even realise it’s an advert. Because it’s relevant to the article you think it’s just part of it. How clever is that?

The way the advert works is by targeting your subconscious brain which is largely responsible for driving your choices and actions. You read the advert thinking it’s just part of the blog not realising that you’ve actually absorbed the information from it and now you want to buy a handbag. Boom.

 

How can PPC benefit my business?

With PPC you can deploy an advert straight away and be on the first page of Google in an instant, but organic SEO methods can take a lot of time and effort to get your site on the holy grail that is the first page.

The precision of the adverts have a huge impact on your ROI, being able to directly target a specific demographic is invaluable to a business because you’re easily able to manage costs and track conversions while using every penny of your budget effectively.

So if you want a PPC advert campaign to blow your competitors out of the water and increase web traffic, sales, brand awareness and customer base then don’t wait about. Give us a bell.