What Is PPC Marketing? 6 Basics for Business Owners
Many business owners rightfully find themselves asking the question, “What is PPC?” In the following article, we’ll take a thorough look at the basics.
Keyword(s): what is ppc
Online advertising is a major opportunity you can’t afford to pass up. Google receives tens of thousands of searches every second, some of which are from people searching for products and services just like yours.
If you’re a small business owner, you’re probably concerned with getting your site the top of the results page for those searches.
But what if there were an easy way to do that with just a few clicks? If you’ve ever wondered, “What is PPC, anyway?” we’ve got you covered.
Here are the basics you need to know about this powerful tool.
1. What Is PPC?
PPC, or “pay-per-click,” is also called paid search, PPC marketing, PPC advertising, or search engine marketing (SEM). Through PPC advertising, you’ll pay a pre-set fee every time someone clicks on one of your ads.
These ads will appear as sponsored links at the top of the search engine results page when a potential customer has searched for a keyword you’ve specified. In other words, your ad shoots up to appear first, before the organic search results.
Think of PPC as a way to direct people searching for relevant keywords to specific landing pages on your site.
2. Which Search Engines Should I Use?
Google Adwords has the lion’s share of the market, as the global powerhouse is responsible for the vast majority of online searches.
However, depending on your target audience, you may want to try Bing Ads. These are displayed on Yahoo and often cost less than Google. Other options include Yelp Ads and Yahoo Gemini, which can help you further corner your niche.
3. What Keywords Should You Use?
For the maximum ROI, it’s important to focus only on the keywords you think are most likely to convert into a sale.
It’s best to get very specific here, using what we call “long-tail keywords” such as “antique love seat” instead of “sofa.” If you’re not sure where to start, the Google Adwords Keyword Tool can help you find the best options.
4. How Much Should You Budget for PPC?
The answer to this question depends on many things. Experts estimate that the average small business will spend between 1-2 percent of its sales revenue on advertising. PPC may be a small or large fraction of that budget.
You’ll also need to consider your industry’s cost per click, mentioned in the next section.
We usually consider PPC in terms of both monthly and daily budgets. Decide how much you can afford per month and divide that number by 30.
5. How Much Will PPC Cost Per Click?
The cost per click (CPC) metric is determined by many complex variables. The average CPC is $2 across all industries, but some sectors pay more than others.
Law firms, for example, can pay close to $6, while E-commerce businesses may pay less than a dollar.
You’ll also pay more for popular keywords than you would for less common ones. This is why those long-tail keywords can again give you more bang for your buck.
6. Where Should You Send Visitors?
Here’s a golden rule of PPC: Send visitors to a dedicated service page or, even better, a specific landing page.
If you spent time and effort crafting a way to get visitors onto your site, you want to follow through by encouraging them to carry out the action they searched for. Designing a page with a narrow focus on a specific call to action will convert more visitors than your homepage.
Get Started With PPC Advertising
So, what is PPC advertising?
When done well, PPC ads can get your business in front of your audience, convert more customers, and offer a hefty ROI. When done poorly, mistakes can waste a great deal of money.
Our team of experts can help you find the most profitable keywords to target, manage your campaign, and even help you create powerful landing pages.
If you’re new to PPC, schedule a consultation to see what we can do for you!