So, you’ve heard or read the letters “PPC” along your marketing journey, but you’re not sure what that means. That’s okay- the EWISE team has got your back! Let’s discuss what a PPC campaign is and, more importantly, how it can produce results for your business.
PPC 101: What Is It and How Does It Work?
A PPC (Pay-Per-Click) campaign is an online advertising model that helps businesses to reach a larger audience and generate more leads. By placing ads on search engines such as Google, users searching for a particular product or service may “match” with a company’s ad, which could result in the user clicking on the ad. Every time the ad is clicked on, the business pays a fee- hence the name, pay-per-click.
The “match” element of the PPC campaign isn’t by chance, though. This advertising model thrives off of keywords, which generally indicate the words that the target audience types into Google. When the keywords align between a user’s query and a company’s ad, the “match” magic happens. Because the “match” element of PPC campaigns tends to be an effective way of advertising, businesses usually create PPC campaigns as a way to generate leads or website traffic.
Here's an example:
Using specific keywords, a PPC campaign is a perfect advertising method that really puts the business marketers in the clients’ shoes.
Why Do Businesses Use PPC Campaigns?
As mentioned, PPC campaigns that are executed correctly are extremely effective.
One of the key benefits of PPC campaigns are that they allow businesses to reach a highly targeted audience. Think about it- these ads are specifically designed to reach a certain audience and entice search engine users to explore a company’s products and services. Because of the grasp that the internet has on the world, PPC campaigns are an incredible way to reach the target audience where they are likely the most active.
This advertising model also has the ability to track metrics, allowing businesses to see which ads are performing well and adjust their strategy accordingly. This helps businesses to optimize their campaigns for a better end product.
What Makes a Successful PPC Campaign vs. Unsuccessful PPC Campaign?
Successful PPC Campaign Elements
Unsuccessful PPC Campaign Elements
Thorough keyword research
Poor keyword research
Proper ad copy optimization and testing
Lack of ad copy optimization and testing
Consistent campaign monitoring
Irregular campaign monitoring
Tracking metrics (conversions, KPIs, and ROI)
Insufficient metrics tracking
PPC Campaigns by the Numbers
How Much Do PPC Campaigns Cost?
The cost of a PPC campaign depends on a number of different factors:
Search engine platforms
Cost per click of keywords
Though all of these factors play a role in the overall cost of a PPC campaign, the real numbers lie in how much you, as the business owner, want to commit. You can invest as little as $10 in your advertisement platform (think Google Ads). However, the better the ad keywords are and the more money you invest will generally result in a greater ROI.
The bottom line when it comes to the cost of PPC campaigns is that you, as the business owner, are in control of the budget. Platforms like Google Ads allow you to set a budget, adjust your budget as needed, and even pause your ad if you need to take a step back.
A marketing consultant can help you run the numbers and determine the best approach for your company to experience a successful PPC campaign.
How Long Do PPC Campaigns Last?
Just like with cost, the duration of a PPC campaign depends on a number of factors. The biggest determinate for how long your PPC campaign will last, though, is the reason for your PPC campaign in the first place. If the advertisement is meant for a time sensitive subject, like an event or a limited time deal, then your PPC campaign should last long enough to engage with your target audience and through the days leading up to event.
However, if your PPC campaign originated for a non-time sensitive need like lead generation or increased website traffic, then the duration of the PPC campaign is really up to you as the business owner. It’s important during this time to work with a skilled marketer who can help you evaluate the KPI and ROI metrics in order for you, as the business owner, to determine how much longer and in what direction you should continue developing your PPC campaign.
PPC Like a Pro
PPC campaigns can yield wonderful results, but it takes a lot of research and strategic messaging to get there. That’s why it’s a good idea to work with a marketing agency that understands the ins and outs of PPC campaigns, which only saves you time and produces results faster.
Ready to PPC like a pro? The EWISE team can help you explore the best options for your PPC campaign and help your company increase lead generation, website traffic, and more. Contact us and check out our search engine marketing services!