PPC, Google, all sounds a bit technical and not for me. There are thousands of people with this head in the sand mentality.
There are also thousands of companies who are their competitors choosing their new car and banking on people not understanding, learning or recognising the importance of PPC. If you are curious as to what all the fuss is about or want to know how to get more sales leads, then this handy guide will help you out.
What is PPC?
PPC Stands for Pay Per Click. This is a form of advertising where you can show your business and advert to people who are actively looking for your product and service there and then. Where else can you do that? In a newspaper? No. TV or Radio? No. Email or Direct Mail? No.
It’s a fantastic model to target new customers. If someone searches for “buy Black formal shoes” and you are a shoe retail outlet online, you can choose to bid to have your advert displayed at the top of Google in their sponsored links section. This gives the user and opportunity to click your advert to go through to your website and view some black formal shoes that they can purchase. When they click your advert, you are charged a controllable small amount and not before. If they don’t click and visit your website, you don’t pay. Are refunds provided if your newspaper or directory advertisement doesn’t bring any business? Of course not – PPC is unique.
The general idea is to achieve the highest financial return possible. Pay £1 for a click to make a £200 profit sale. Not every click makes a sale of course but you can influence all the outcomes and guide people down the path to making a purchase from you.
PPC is a science and an art. It combines logic, psychology, technical knowledge and craft. When done well, there is a huge amount of research to do, lots of organisation and building and usually some web coding and technical input also. This is where a PPC agency can help but turning a loss or a small profit into a big one. When done well, the agency fees are a tiny proportion of the resulting profits.
Google and other search engines will charge poorly optimised PPC campaigns a higher amount per click than well optimised ones. Thus it literally pays get your campaigns right and working well on all fronts. It will not only save you money, you will get more return for a smaller input. Think of it like education or training – the more you do, the better you are, the bigger the pay off.
We all know Google AdWords accounts for 95% of their revenue. Billions – so it isn’t going anywhere. AdWords is Googles own PPC system and as a platform, is the most popular form of PPC advertising. It’s a bit like the PPC equivalent of Tesco, Sainsbury, Aldi and Waitrose combined as a food platform. If you want your adverts to appear on Google, then you will need to use AdWords.
How does it work?
Every time someone searches on Google, Google holds an auction where it chooses which adverts to display on the page. Google will pick the most well-constructed, designed and relevant adverts to show its users, amongst other factors. The more relevant the advert, the best the user experience, the more people use Google. The more people that use Google, the more people click its adverts and it can add some more billions to its bottom line.
Jargon Alert – Importantly, this can all be influenced. By increasing the Quality Score on your adverts and bidding smartly, we can improve something called Ad Rank. The better the Ad Rank, the better the chance at appearing at the top of Google. In addition to this, Google will reward well organised AdWords campaigns with lower costs per click.
Jargon Free Version – Importantly, this can all be influenced. The better you are with your adverts, the cheaper it gets and the more money you make.