This week I’m going to discuss pay per click marketing, which is a term often bandied around in our game, with the assumption that everyone knows what it is and what it means.
We’re always happy to go back to basics so if you don’t know what it means, here we go.
PPC is an acronym for pay per click.
This means that if you run a campaign (i.e. a marketing project, a piece of work that has at its core a specific objective) using a pay per click model, every time someone clicks on your advert, you pay a fee for that.
You are paying for those visits to your site, instead of trying to grow them for free i.e. organically.
Search engines like Google use PPC. Googles Ad’s is the most popular form if this in the world.
Advertisers will bid for ad placements in the sponsored part of the search engine i.e. at the top, in order to gain visibility and be at the top of the list.
So if someone enters a keyword that is related to the business, then the ad may show at the very top of the list.
Say for example I have bid on the keywords ‘books’ our advert may show up at the top of the page.
It actually looks like someone has beaten me to it with that one, no prizes for guessing which big online book retailer is there already.
By the way, you may have noticed an advert near the top for a book called ‘The Beautiful Poetry of Donald Trump’.
That’s a sponsored advert at the top of the page which is slightly different and something we can discuss in future weeks.
(BTW doesn’t Donald look moody, reflective and almost Heathcliff from Wuthering Heights like? Quite majestic).
Anyway.
Every time our ad is clicked, we get a visitor to our site, and we have to pay the search engine some money.
If the click costs £1 we make a sale of £30 then the fee is trivial, and it’s happy days. It is costing us £1 per sale potentially.
There are lots to consider though in getting a good PCC campaign up and running.
Things like getting.
• The right keywords
• Organising those keywords into groups
• Setting up landing pages once the ad is clicked to ensure that you get a sale
And so on.
If you create good, targeted PPC campaigns, your landing pages are useful etc then you will be rewarded with a lower charge from people like Google or these campaigns. Which is nice. This means if you put thought and effort into building your campaign it will cost you less in the long run.
Hurray.
This week I simply wanted to answer what PCC was, so that’s done.
Next week I will go into more detail as to what can make a good campaign including Keyword research.
Have a good a week as possible, and get in touch anytime with Danny Gohil or myself.
