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What is paid search (PPC) and why do you need it?

Updated: Aug 5

There’s a huuge chance that you must have heard about Google Ads. You must have at least come across one such ad in your innumerable searches while using Google. Google ads come under advertising on the search engine results page (SERP), and help to drive relevant traffic back to a business website. This type of advertising is known as Search Marketing, charges the advertiser on the number of times the ad gets clicked- Pay Per Click (PPC).




Whether you’re curious about paid search advertising or ready to get started with your first campaign, it’s important to understand what PPC ads are and how they help your business. Paid search advertising can assist in giving you the advantage over your competitors while driving more qualified leads back to your site.


Now, we’ll explain just what PPC advertising is and why it’s important for your businesses.


What is PPC



Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked.


The goal of a PPC ad is to make the person viewing the ad choose the ad and land on the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product.


Search engines are incredibly popular advertising platforms. They allow you to display ads that are relevant to what users are searching for.


And, how does it work?


Every time there is an advertisement spot on a search engine results page (SERP), an instant auction takes place for the keyword.


A combination of multiple factors, including bid amount, quality of the ad will decide the winner who will appear at the top spot of the SERP. These auctions are what keeps the gears of PPC moving.


Auctions begin when someone searches for something on a web; if there are advertisers engaged in showing ads in relevance to a user’s search query, an auction is triggered based on keywords that are bid on by advertisers. The ads that win the auction then appear on the resultant page of the search engine.


Accounts are split into campaigns for simple management and reporting of various locations, product types, or other useful categorization. Campaigns are further divided into ad groups which contain keywords and relevant ads.


So, Why Business needs PPC ?

  • PPC contributes to business goals

  • PPC is measurable & track-able

  • Quick entry into Advertising

  • High campaign flexibility

  • PPC sync well with other marketing channels

  • Plenty in the availability of marketing data

  • Incredible targeting option


PPC contributes to business goals


This is often the foremost compelling reason to use PPC advertising. PPC can lead you to achieve a wide range of business and marketing goals. These goals range from high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale.

Nearly any sort of conversion goal can get tracked. PPC is one of the powerful tools for aligning website traffic drivers to end-goals.


PPC is measurable & trackable

A major advantage of PPC is advertising run through Google Ads is that it’s easy to scale and track. Simply use the Google Ads tool alongside Google Analytics.


You’ll see high-level performance details including impressions, clicks, and conversions (based on the defined business goals) when you send your PPC traffic to dedicated landing pages.


And track it all the access to conversion using Google Analytics, you’re ready to clearly see what you spent and what it drove in terms of your end goals.


Quick entry into Advertising


Even if you’re a decade behind your competitors on jumping into the PPC marketing campaign, you can quickly get up and running with quite a bit of optimization. This is often a big contrast to starting up SEO efforts, which often take a lot of time and attention to get the same type of positioning and traffic that Google Ads offers within minutes of launch.


PPC allows you to quickly cast a broad net to seek out new prospects and customers.

Plus, most of the work is performed within the PPC advertising platform, from the research to campaign build-out, to writing ads.


When compared to other channels like email and organic social, you’ve got the advantage of targeting people outside the boundaries who are already conscious of your brand, and you aren’t limited to your existing followers or customer lists.


High campaign flexibility


While there are several nuances regarding default campaign settings, you ultimately have control over an extensive range of options for you to reach potential customers. This starts with the keywords or placements you choose to target and how restrictive you want to be.

You also have tons of budget flexibility if you want to start small.


You can set your own ad budget and bids, and choose what you’re willing to spend. If you’re seeing positive results, and scale up immediately. And if you're gonna take a break, you can pause and stop your ad spendings immediately.


PPC sync well with other marketing channels


PPC and SEO work well together because the impressions and opportunities for traffic are often to the corresponding audience — the people using Google to seek information, services, or products. The performance data of impressions, clicks, and conversions from Google Ads can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts.


On the flip side, organic traffic performance data and SEO strategy also can advise PPC if the data is ready. All of this helps align with content marketing and ensures that efficiencies are gained and business end goals are not siloed.


Google Ads remarketing is a great way to keep site visitors engaged, regardless of how they found your site. Remarketing ads are shown to people who visited and left your site and are based on specific rules or audiences you select. If you are shifting from the expensive traditional marketing to methods that provide real-time data and have better tracking, it could be a huge win.


Plenty in the availability of marketing data


While there are tons of stats and performance information directly available in Google Ads, the worth of the data gained goes beyond just PPC performance.


Impression, click, and conversion data for every keyword are often used to advise SEO strategy and content marketing efforts.


Beyond that, you also can use the built-in keyword planner and display planner tools to seek out where your audience is.

To Summarize


While having a sensible PPC marketing strategy is quite a must and ensuring great user experience on your site is even more important. Although the PPC is consistently evolving, a bit like the other branch of digital marketing, it is worth understanding its complications for the various benefits it offers.


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