The Internet has ushered us into the third industrial revolution in the last millennia. This means that industries with digital market capture would be the frontrunners in the business world. Be it the product-based company or the service-based, each of them has the utmost need to advertise their product efficiently. E-markets work differently than traditional ones. Here customer acquisition is tough because most of them window shop and close their tabs. Therefore, getting them hooked on the first ad they see is crucial. Customer volatility is the primary reason that digital marketing is tough.
Moreover, it requires a deep understanding of the market and consumer behaviour apart from technical knowledge. Therefore, organisations spend heavily on the development of in-house digital marketing teams that are capable of optimising ad campaigns. Digital marketing is a blanket term for different operating procedures on virtual media. The most popular of these procedures would have to be Pay Per Click operations. PPC is massively popular with small businesses because it helps them optimise online advertisements. In this article, we will elaborate on PPC and how it works.
What is PPC?
PPC stands for Pay Per Click, and it is one of the popular models of online marketing. The model is very simple in theory. The basic idea is that every time a user clicks on your organisation’s website or ad, a small fee will be charged by the search engine. On the face of it, PPC may look like a loss-making affair, but the truth is contrary to that.
So, if the traffic volume on your website is good, you will be making a huge profit even after paying the click fee.
For example, if a user clicks on your ad and gets directed to your inventory, where he/she selects a product that is worth 100$, and on the user click, you pay $3 to the search engine, you are still in heavy profit. Therefore, it is safe to establish here that if you bring good volume to your website, PPC spending would be negligible for you.
Technicality involved in PPC campaigns
Let’s get into the technical aspects of the PPC model. So, first and foremost, you place a bid with the search engine regarding the placement of your sponsored link on the top shelf.
Now, every time a user searches a relevant keyword, your ad would pop up. For example, if you bid on winter tires and someone uses the term winter tire technology, your ad would appear right at the top of the search results.
Building a successful PPC campaign is the tough part here. First, you have to identify the relevant keywords, then put those keywords in relevant and well-organised ad groups. Next, you will have to develop your landing page or business website so that most of the visits are converted into sales.
If you design a targeted and intelligent PPC campaign, you will be eligible for a Google reward where you will be charged less for the ad placement. This will lead to the maximisation of profit. PPC campaigns are so crucial that the margin of error is quite low. Therefore, companies delegate this task to PPC agency London who are experienced and hold relevant skills in this sector.
What is all the fuss about Google Ads?
Google Ads is the most relevant PPC advertising system in the world. It works exactly as the PPC model, as explained earlier. This is a service by Google wherein it allows the business to display their ad link on top of the search results. Here, it all starts with a bid on the keywords.
First, you make a bid, so when the user searches, Google starts navigating its inventory of submitted keywords. The most suitable PPC designs win the top place on the shelf. Google decides the winner based on various factors such as relevant keywords, size of keyword bids, quality of the keywords, etc.