PPC, or pay-per-click, is a great way to get your advertising message in front of customers just as they are searching online for a product or service you sell.
And as the name suggests, you only pay if they click through and visit your website, so PPC is incredibly accountable and a great way to calculate the return on your advertising investment.
How can PPC help my online presence?
To get your website ranked high in search engine organic listings can take time and a certain amount of expertise – an understanding of keywords, search algorithms and SEO-friendly content.
PPC shortcuts some of this effort by displaying your ad in a sponsored area of the search results page. This is normally at the top or to the right-hand side, and generally marked with a yellow ad flag.
To better understand PPC it’s helpful to think like a potential customer. Try searching online for your brand. Has your SEO got you high up on page one? Now look at the sponsored ads associated with your brand – what’s already there?
But what if a customer doesn’t know or can’t remember your brand? What do you see if you search for your business type and a location? For example ‘bike Shop Nottingham’ or ‘curry house Leicester’.
What about if you search for your competitors? Would you like to see your business in the accompanying sponsored ad spot?
Steps to PPC success
That’s a fairly basic look at PPC, so next: try searching for your best selling items.
You could try a generic search like ‘mountain bike Liverpool’ or ‘cheap mountain bike Manchester’, or you could try a very specific search for a brand/product you may stock.
Again, look at what shows up on the page, organically and sponsored, and think about whether your business should be there.
Lots of people use search engines to answer questions, so depending on your products you could try submitting a question that one of your products answers. Something like ‘do I need winter tyres for my car?’
Could it be valuable to see your brand in that sponsored content area now?
Setting a budget
Hopefully you’re starting to see that PPC could be incredibly valuable for your business, especially if you sell and trade online and you can link those clicks directly to inventory and sales. The next step is assigning a budget to the keywords you want to be seen against.
With PPC you effectively ‘bid’ against other companies who might want the same keywords.
You’ll pay more for popular or very broad terms, like ‘mobile phone’, but with millions of searches every day the search networks have lots of inventory you could appear next to.
Once you’ve set your budget and your duration, the search engines do the rest and start to display your ad message next to your selected content if you’re the winning ad bidder.
If the ad garners a click you are charged at the rate you won your bids at. If they don’t get clicked, you don’t get charged..
This means that if you set a daily, weekly or monthly limit you know exactly what the maximum charges will be in advance, which helps budget planning and cash flow.
We can help!
At Trinity Mirror Solutions we’re proud to be a Premier Partner of both Google and Bing, so we can advise on your PPC keywords, budget and scheduling and you know you’ll be getting the best help available from a team with thousands of successful campaigns behind them.
If you’d like to see examples of how you could use PPC campaigns watch the above video to the end.