PPC Management (Pay-Per-Click) explained

What is Pay-per-click?

PPC stands for pay-per-click. PPC is a form of internet marketing where advertisers pay a fee each time one of their ads is clicked. In essence, you are buying visits to your website, as opposed to attempting to earn visits through organic SEO. We suggest a combination of both organic and PPC SEO.

PPC is one of the most popular forms of search engine advertising. It allows you to bid for ad placement in a search engine’s sponsored links when someone searches for a keyword. Your PPC marketing should be relevant to what your website offers, be it, products or services.

For example, your website sells pink handmade barstools, you can bid to be placed at the very top of the Google results page for this topic.

How much do you pay for PPC?

It depends on what topic you wish to rank for. The more popular the topic the more other people will bid up the price.

Every time your ad is clicked, a visitor is sent to your website and you have to pay the search engine a small fee. You will pay them regardless of if your sell a product or service to your visitor. You are guaranteed a visitor to your site, you are not guaranteed an actual sale.

However, usually, the fee is low and although you might pay £2 for a click, if it leads to a £200 sale, then it is well worth it.

What do you need to do to build a perfect PPC campaign?

Start with planning and research. A lot goes into building a successful PPC campaign.

You need to research and select the correct keywords, organise those keywords to target your PPC campaign, and finally ensure you set up PPC optimised landing pages.
Search engines reward advertisers who have well-targeted and relevant PPC campaigns by reducing the cost you need to pay per click.

How to manage your PPC campaigns

It is not enough to simply create a PPC campaign, you also need to manage them on a regular basis. You need to continuously analyse their performance and be ready to make adjustments where necessary.

Basic adjustments

• Add PPC keywords (relevant to your business) that help expand your PPC campaign.

• Review your keywords and look to cut the ones that are under-performing.

• Target your audience by creating new smaller PPC campaigns as opposed to just one large one. As you learn what your audience searches for in search engines, look to add these to your PPC campaigns.

We wish you luck with your PPC campaigns and thank you very much for reading this article. We would be very grateful if you could please share this article with your friends, colleagues, and across your social media platforms.