What is Pay-Per-Click Marketing? Part 1

What is Pay-Per-Click MarketingWhat is Pay-Per-Click Marketing? (PPC) Pay Per Click marketing is one of the most effective methods of getting people to your website. By paying for each visitor, you can easily display advertisements in the paid advertising section of search results or web pages related to your business. This article is the first of several that aims to enrich your understanding of pay-per-click marketing and covers the value and various platforms that support Pay-Per-Click Marketing. The second article will cover costly mistakes to avoid when starting PPC marketing and next one will explain what is “Remarketing” and how you can use it.

What is Pay-Per-Click Marketing and the Value of PPC

Pay per click marketing is an extremely valuable tool for any business. It helps with stability, provides useful statistics and is great at targeting a specific group of people you want to visit your site.

What is Pay-Per-Click Marketing and Diversified traffic and revenue sources

Having a large variety of different traffic and revenue sources is important to stability and long-term success. Companies should have many different revenue streams and traffic models to attract more clients from a wide area, but also to minimize the impact of issues. For example, if a company relies solely on search, and the search engine algorithm is updated, the company may be deranked and lose customers. On the other hand, if a company had diversified traffic sources, such as both search and PPC, then an issue with the search will be less likely to affect the company.

What is Pay-Per-Click Marketing Sales and conversion stats

A useful feature in PPC ads is that they are automatically tracked. When you run an ad campaign, you can review statistics and information to gauge performance. This makes it easier to optimize conversion rate and cost per acquisition to lower the expenses associated with marketing. Most of the time, the lower the costs in relation to revenue, the better. This is why optimization of conversion rates is important, and a significant amount of testing is required to figure out how to get more sales.

What is Pay-Per-Click Marketing Better Targeting

From a glance, PPC may look like an extremely broad, hit and miss approach. A way of putting your ads in front of anyone who searched for a specific keyword. This however, is not an efficient method, leading to low conversion rates. To fix this, Google AdWords, for example, has a feature that allows you to upload your customer list, and AdWords will track sales and customer data. This allows you to refine targeting by aiming for people who have already bought and those who are similar. This “remarketing” is an extremely effective way of getting more value out of customers. Additionally, dynamic search ads allow you to show ads that are based on the content on your website and not just specific search words you set. This can remove the need for keyword lists and even landing pages, and improve your return on investment. Audience targeting with PPC is only going to continue to improve over the long haul, so it’s better to be a part of the wave than to be left behind.

What is Pay-Per-Click Marketing and the PPC Platforms

Google AdWords (https://adwords.google.com/)

The most popular option just because of the sheer volume of traffic that it can provide. Google is the world’s most used search engine, with over 65% of the search engine market share, according to searchengineland.com.

• Great traffic volume: Google’s access to ⅔ of people using search engines allows them to show your ad to extremely large quantities of people.
• Immediately show in top results: There is no need to wait to get to the top, as long as you outbid your competition.

• Clicks can be expensive: The cost per click is usually higher compared to the other services.

What is Pay-Per-Click Marketing: Bing Network (https://bingads.microsoft.com/)

The next biggest slice of the search engine market, Bing accesses the majority of the market that isn’t covered by google.

• It has lower CPCs: Costs per click will be generally less than with Google providing a cheaper way to test keywords and campaigns before transferring them over to AdWords.
• Faster customer service: If you have questions, it is easy to get support and they reply very fast.

• Disadvantage is a lower search traffic: Bing has only 16% of the search market so the volume is almost 4 times smaller than Google’s.

What is Pay-Per-Click Marketing: Facebook (https://www.facebook.com/business)

This social network allows you to promote your products to the more than 1 billion users that currently use it. With over 50 percent of all active users who visits daily, Facebook provides you a massive audience.

• Multiple targeting filters: you can target by demographics, locations and interests.
• Largest audience: Facebook has an extremely large user base that can be reached.

• Lower click-through-rate which is typically much lower than Google or Bing. Facebook users aren’t actively searching for your products.
• Needs constant update: you will need to constantly change your ad copy to avoid ad fatigue.

Hopefully, this article provided useful information for your store, the next article will cover common mistakes in pay-per-click marketing and how to avoid them. And another one will look into details of setting up a “Remarketing” campaign (have you noticed how some company’s ads are stalking you on the Internet ? We’ll show you how to do the same). Stay tuned!