PPC marketing is a staple of the modern digital marketing toolkit. It can be a powerful weapon in any marketer’s arsenal, helping to drive site visits, solidify brand recognition, and ultimately, impact sales. However, for PPC to have significant effects, it needs to be used properly and to be used properly, it needs to be fully understood.
What Does PPC Mean?
PPC is an initialism for pay-per-click. It is a relatively old model of internet advertising whereby an advert is shown to viewers for free, but every time an advert is clicked, the advertiser pays a small fee. In essence, this is paying for somebody to visit your site and is an alternative way to drive visits when you are not getting enough ‘organic’ visits—visits from people that find your site through means other than paid advertising.
When most people talk about PPC, they mean search engine advertising, which you will likely be familiar with regardless of which search engine you use. PPC adverts typically take the first spot on the search engine results page.
How you use PPC, how you bid, and the content of each advert massively depends on the strategy that you are implementing. If you are a local business that is looking to get discovered by potential clients, PPC is a very good strategy for you to implement as, according to NJ SEO agency expert LBMS, 33% of Google searches are related to the local area, and the top three ads of a search get 41% of the clicks on a page. This positions PPC as the perfect candidate for the main component of a local awareness-raising strategy. However, if you are looking to do more than build awareness and increase sales, PPC should likely be a single channel in a multi-channel marketing mix.
The money that you spend on each click on a PPC campaign depends on how much you bid for each keyword. Basically, you want to select keywords that are relevant for your site and tell your chosen search engine that you will pay a certain amount of money for each click if they show your advert when the relevant keywords have been search for. However, there is a lot of competition and you will likely be competing with your local rivals. A search engine can only show a limited number of adverts, so it chooses which adverts to show based on how much the advertiser is willing to spend.
When a PPC campaign is done correctly, this fee is very small as the visit is worth more than the amount spent on gaining a click. If you work out that 0.1% of site visitors buy your product that costs $100, that makes spending 0.1 cents on each click economically illogical if you are looking to drive sales, as you will need to spend 0.1 cents 1000 times in order to get a sale (spending $100 to make $100). Keep in mind that if you are looking to drive brand awareness and use PPC as part of this, breaking even isn’t a bad outcome at all.