League’s guide to pay-per-click (PPC) advertising

League’s guide to pay-per-click (PPC) advertising
Apr 24

Christopher Brown

Paid Media

Pay-per-click (PPC) advertising has emerged as a powerful marketing tool to reach targeted audiences and drive business growth. But to make the most of it, you first need to fully understand it. This blog will explore the ins and outs and set you on the road to success with PPC.

What exactly is PPC advertising?

PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. These ads are to be found on search engines like Google or Bing (typically appearing above and to the right of organic search results and designated “Ad”) or on social media platforms like Facebook or LinkedIn.

Why would you opt for PPC advertising?

There are plenty of good reasons to go the route of pay-per-click, not least of which is the way it can consistently deliver high-quality leads when done right. It’s even more appealing when you consider the following benefits (as outlined by Hubspot):

  1. Cost-effectiveness: PPC ads are a cost-effective choice that gives you full control of your budget.
  2. Quick results: Unlike organic ranking, which can take months or even years, PPC ads deliver fast results.
  3. Control and testing: PPC ads offer easy control over keywords, ad placement, and budget. You can run A/B tests to identify the most effective ads and scale them accordingly.
  4. Targeting: PPC allows you to skip cold audiences and directly target those ready to buy your products or services. You can bid on specific keywords and use targeting options to reach your ideal customers.
  5. Stability: Unlike organic search strategies that can be disrupted by algorithm changes, PPC ads are largely unaffected. This allows you to focus on optimising your campaigns rather than adjusting to algorithm updates.
  6. Ranking with Low Domain Ratings: PPC ads can help businesses with low domain authority rank for competitive keywords.
  7. Improving SEO Strategy: Data from PPC ads can inform and enhance your SEO strategy.

PPC terms and definitions

To navigate the world of PPC, it's important to understand some key terminologies:

  • Cost Per Click (CPC): This is the amount you pay each time someone clicks on your ad.
  • Click Through Rate (CTR): This is the ratio of users who click on your ad to the number of total users who view the ad.
  • Quality Score: This is a metric used by search engines to determine the relevance and quality of your ad and keywords.

Making the most of PPC

Building and managing a successful PPC campaign involves strategic planning and ongoing optimisation. Begin with keyword research, identifying terms your target audience uses when searching for your products or services. This is the foundation of your campaign.

Next, create compelling ad copy that entices users to click on it by clearly conveying your product's unique selling proposition. Couple this with a well-optimised landing page that aligns with your ad and provides a seamless user experience, encouraging users to take the desired action.

Successful PPC management goes beyond just getting clicks. Constant analysis and adjustment, including continued keyword discovery and performance tracking, are key. Focus on conversion rate optimisation to ensure your ads drive valuable actions and convert clicks into customers.

PPC is a powerful tool in a digital marketer’s toolkit. It offers a cost-effective and precise way to reach your target audience, drive conversions and achieve business goals. Come and learn about our digital marketing services and how we can help your business make the most of PPC advertising.

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