Pay Per Click Advertising (PPC)

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Pay Per Click Marketing

Are you familiar with the concept of pay-per-click (also called PPC or paid search) but not entirely sure of its meaning? SEO Inc. is here to provide you with an explanation of PPC and vital PPC fundamentals that will demonstrate why businesses across the globe generate substantial revenues from PPC advertisements. In addition, if you are seeking immediate PPC management assistance, feel free to contact us, and we will promptly help you get your ads on track.

It is essential to recognize that pay-per-click advertising can be highly complex. If your PPC campaigns are not set up appropriately, it becomes easy to expend funds on advertisements without witnessing any leads or sales. Therefore, we at SEO Inc. strongly advocate for a PPC Management solution, which is typically more cost-effective for most businesses when combined with SEO Services.

When searching for the finest in PPC Management, look for the Google Premier Partner Badge to guarantee the highest quality service.

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What is Pay Per Click (PPC) And Why Do I Need It?

Pay-per-click advertising, also known as PPC, paid search, or SEM, is a way for advertisers to purchase digital ad space online. There are many PPC platforms that you can use, but the largest by far is Google AdWords, although Bing Ads and Facebook Ads are also highly recommended. We’ll be using Google AdWords in this article to discuss PPC basics since most PPC platforms are very similar. You’ve likely seen these ads yourself when performing a Google search:

Pay-per-click advertising offers many advantages as a marketing tool that other channels cannot.

PPC Is Highly Targeted: PPC helps your target market find you instead of trying to find them. Your advertising is visible 24 hours/a day, every day of the year, to an international audience. That means your website can reach people in areas traditional marketing cannot.

PPC Delivers Immediate Visibility: Unlike SEO, PPC delivers immediate results, potentially generating Page 1 rankings in Google when you turn on the ads. Getting listed by popular search engines also increases your brand credibility. Consumers expect big brands to be placed prominently on Google, so what’s the effect if you aren’t on the first page?

PPC Offers Complete Control: With AdWords and other pay-per-click management platforms, you can control targeting methods, ad scheduling, bid prices, daily budgets, and more. Of course, more control means added complexity, which means that you can optimize at a very granular level, but mistakes in account management can also financially impact you. That’s why we recommend businesses hire a Professional PPC Management firm, preferably one that Google has vetted through their Premier Partner program.

PPC Tracks Your Data: Google Paid Search (Google Ads) is a very data-driven marketing channel, so you can always see essential details on the number of ad views, clicks, spending, leads, etc. You can’t get this level of detail from print, radio, or television advertising. In addition, PPC advertising can be significantly cheaper than most other forms of advertising.

If you’re still not convinced of the benefits of pay-per-click, consider this: Your competitors are most likely using Paid Search to take a share of the market you could target. Without PPC, your competitors would have a considerable advantage over your competitors until you start your PPC ads. On the other hand, if your competitors are not on Google Ads, you have a fantastic opportunity to take this advantage over your competitors, reaching a market they haven’t even considered!

Pay Per Click (PPC) Provides Accurate Feedback On Performance And ROI


One of the best benefits of using pay-per-click advertising is the ability to track data and analytics. PPC return on investment is more accurate and accessible to track than most other advertising mediums. For any given date range, you can see:

  • How many people viewed your ads
  • How many people went on to click each ad
  • How much you spend on each click
  • The percentage of market share your ads received
  • And Often, Most Importantly, How many leads or sales have your ads generated

Pay-per-click advertising shows how effective your ads are, down to each click. For sites focused on lead generation, you can optimize your ad campaigns to reach a specific cost per lead. If you run an e-commerce website, you can see how much revenue is generated. Other ways of tracking conversions include:

  • Call tracking
  • Website form submissions
  • File Downloads
  • Page Views
  • Time on Site

When implementing and tracking conversions, it’s vital to set account goals that are profitable and realistic. For example, remember your margins if you’re an e-commerce business as you read your Return On Ad Spend (ROAS) report. Sometimes, it can appear like you’re making money, but it will be challenging to know if you still haven’t factored in all the costs. While PPC advertising can be valuable, it’s not a miracle cure-all. Like your other marketing channels, PPC must be managed carefully to reach its full potential.

PPC Iphone 2

Can I Manage My Own PPC Campaigns?

With the proper knowledge and tools, Google Ads advertising can be one of your biggest profit centers. Many businesses today use Pay Per Click, especially on Google Ads PPC, as their primary revenue stream, or even sometimes only. However, PPC can get expensive quickly if there’s account mismanagement.

In addition, pay-per-click advertising cannot be built on a “set it and forget it” mentality. Even if you create your Paid search campaigns and Ad groups well but then leave them running with no changes, you’ll eventually find that your profitability will shrink over time.

There are several reasons for this:

  • Google Ads and the other PPC platforms are constantly rolling out new features to improve your ads and targeting. You’ll be left in the dust if you ignore these features while your competitors continue optimizing their campaigns.

Google began using Expanded Text Ads and Responsive Ads. 

  • Industry and seasonal trends make bid changes a constant necessity. Your competitive environment will vary with changes in demand, and your bids need to reflect that. Regular bid management ensures your ads retain a top position without overspending on ad clicks.
  • AdWords is an excellent tool for growing your business, which can’t be done without continually testing and expanding your ad reach. Of course, you might think this doesn’t apply to you, and your business has already saturated the market. However, in over 25+ years of managing paid search, we haven’t seen a single company with no room for growth, and PPC advertising is the means to achieve that growth.

Another account element that we often find mismanaged is click fraud and unqualified clicks. One of the quickest and easiest ways to lose significance on PPC is through click fraud and unqualified clicks, which refer to clicks from search terms irrelevant to your business.

For example, let’s say that your company sells eyeglasses. Since eyeglasses are commonly called glasses, you bid on the keyword “glasses.” Suddenly, you find your daily budget running out every day before noon, and you can’t figure out why! Furthermore, if you look closely at the search queries that brought users to your ads, you might find them searched for a lot of unrelated terms – “sunglasses,” “wine glasses,” “the glasses” (an episode of Seinfeld), and the list goes on.

You’ll have to make sure that you either target your glasses keywords more carefully or exclude many search queries from triggering your ad (a combination of both is often necessary). As you can see, you can manage your pay-per-click campaigns, but many complex elements of paid search can punish you if not done correctly. With all of these complexities of account management, you might be wondering where to go from here.

What Are My Next Steps?

What are you waiting for if you don’t have an AdWords account? If it’s not already clear from this article how effective pay-per-click advertising will be for your business, look at our PPC case studies and see how SEO Inc. has built profit engines for many of our clients through paid search.

When you’re building (or even just optimizing) your PPC campaigns, you have two options:

  1. Manage PPC Yourself: While this is an option, PPC is a complex beast with so many moving parts that it’s easy to miss a few details and throw a bunch of your hard-earned money down the drain. Worse, we often see companies that have tried to manage their PPC accounts and failed, making them believe that PPC isn’t profitable! If you find yourself in this position, we highly suggest you contact us immediately to help you determine what went wrong with your PPC account and how we can get things back on track.
  2. Hire A PPC Management Company: This is the only way you can ensure that your pay-per-click advertising remains profitable and grows in a way that continues to reach your business goals. What’s just as important is that an excellent digital agency ensures you understand why our actions and recommendations are essential to your bottom line. If you speak with an agency that won’t explain these things to you, there’s a good chance they can’t communicate the strategy because they don’t know! So avoid these wannabes and hire a Premier Google Partner agency, like SEO Inc.

If you have any questions, we’re happy to help you out. Just call us, and we’ll help ensure your pay-per-click advertising is profitable and no longer a headache!

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