How PPC can change your business overnight

How PPC can change your business overnight
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Is your company stuck in a rut? Maybe your sales have been ticking along just fine for a while now but you can’t seem to break through to the next level? Perhaps it’s time to make a change. Welcome to the wonderful world of pay-per-click advertising or PPC as its affectionately known.

Pay-per-click is a form of online paid advertising, and 9 times out of 10 with PPC we are talking about Google AdWords, there are other platforms such as Bing ads but seeing as Google still holds the lion’s share of the search traffic most of the time and money spent on PPC is on Google’s ad platform.

In Google AdWords you create ads based on your services or products, and then you bid on keywords that people might search for to find your products or services. Then each time someone searches for one of these keywords the auction begins, the accounts that entered the highest bids on those keywords will have their ads displayed above and below the regular, organic search results.

Crucially, you only pay if someone clicks on your ad from this point. This means paid advertising has an incredible advantage over print advertising, in which you pay to put a static ad in a specific place, and hope that some of the people who happen to see it will be responsive to your product or services. In PPC you only pay when someone clicks your ad, meaning they are interested enough in your company to visit your website!

Now some keywords are more expensive to bid on than others, but you are looking at a few pounds per click in most cases. You should definitely look to set aside a PPC budget of at least a couple of hundred pounds a month, you can set daily budgets and once these have been spent your ads are no longer shown until the next day. Obviously the larger your daily budget the more your ads are shown to searchers, but be mindful of the fact that Google will constantly be pushing you to increase your budget while the campaign is running, so it’s helpful to have an idea of your budget going in and then stick to it.

Most of the work of managing an ad campaign is in monitoring bids, updating lists of keywords, and adding negative keywords that you do not want to be found for. This is time consuming work and you should be updating and monitoring your performance every single day, pulling old ads and creating new ones based on the data you’ve collected. If you don’t have the time for this you can find a PPC expert who can manage your account and make sure its performing at the absolute optimal level, and wouldn’t you know it, your friends at Digital Pie have their very own PPC wizard, ready to revolutionise your business overnight!


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