25 February 2019

Chetaru’s Ultimate (Basic) Guide To PPC. Read This Now To Get A Basic Understanding.

WHAT DOES PPC STAND FOR?

Pay

Per

Click

WHAT IS PPC?

Wordstream have put it best. PPC is a model of internet marketing where advertisers pay a fee every time one of their advertisements are clicked by users. Literally paying per click.

PPC JARGON 101.

You’ve been researching PPC. A number of key terms are now familiar to you, but you are still not exactly sure what they mean. Here they are clearly defined below.

Cost Per Click The cost the advertiser pays when a customer clicks an ad.

Click Through Rate Ratio of users who click a link to number of users who view a page.

Maximum Cost Per Click Maximum amount paid each time an ad is clicked.

Impressions Number of times an advert is seen.

Analytics A way of tracking information in a PPC campaign.

Reach A group of people that a campaign is visible to.

ARE THERE DIFFERENT TYPES OF PPC?

Yep, there are a number of different types. Here’s a quick explanation of the main ones.

Search Ads are displayed on Google and Bing alongside organic listings.

Social Media Ads are placed on social platforms where they can be shared and even go viral! Facebook ads is one popular version.

Re- Marketing (or Targeting) Cookies from previously visited websites display an ad on another site, encouraging return visits.

Display (advertising) Banners or image ads displayed on websites which can help improve brand awareness.

Google Shopping Products available through e-commerce retailers displayed on this section of the Google network.

Price Comparison Product data from various merchants displayed on one website. Can be confusing but allows customers to find the best deal.

Affiliate Advertising Adverts placed on different sites. Can be time consuming to manage and set up and can damage reputation and performance if done incorrectly.

mac with analytics dashboard for PPC campaign

WHAT IS GOOGLE ADS (PREVIOUSLY KNOWN AS GOOGLE ADWORDS)?

It is an online advertising platform offered by Google where an advertiser pays a fee to display an advert on the Google network which will be visible to users of the web. Advertisers pay each time their ad is clicked and if partner sites are involved, they will receive some of this revenue.

HOW DOES PPC WORK?
  1. Advertiser completes keyword research and chooses correct platform for their ad.
  2. A fee is paid based on keyword bids and PPC network fees.
  3. Advertiser is charged fee each time ad is clicked.
BENEFITS OF PPC (ESPECIALLY FOR BUSINESS OWNERS)?
  • Quick implementation
  • Impressive results
  • Directly reaches target audience
  • Easy measurement and target setting
  • Reduces SEO costs
  • High customisation
  • Instantly react to business opportunities
  • Reach local customers
  • Tightly control budget and maximise spending
  • Manage entire campaign easily from start to finish
  • Testing of multiple campaigns to determine best one
  • Works with other online marketing platforms
  • Improves brand awareness
HOW MUCH DO YOU NEED TO SPEND, TO GET BUSINESS BACK?

Whatever you spend on a campaign in Google Ads, this is generally doubled in revenue. Chetaru offer PPC competitor reports to all of our clients. We proposed a search term to one of our clients with an expected monthly CPC bidding cost of between £2.04 and £7.06. With an expected cost per sale of between £25 and £86.50 based on a 2% conversion rate, you can perhaps now begin to see the true value of PPC.

printout of PPC analytics on desk with computer keyboard and pen

PPC KEYWORD RESEARCH. WHAT IS THIS AND HOW CAN IT HELP YOU?

PPC keyword research is when you use third party applications to discover the best keywords for your campaign and the amount you will need to bid on them.

Choosing the best keywords will help you because it will optimise both your CTR and conversion rate significantly.

WHEN SHOULD YOU USE PPC?

To drive brand awareness, reach my customers and re-target my ad.

Choose display advertising.

To improve conversions, visibility and traffic in an affordable, measurable and easy way.

Choose search advertising or re-targeting.

To increase brand awareness.

Use display and search advertising.

To boost an e-commerce website.

Use a PPC campaign.

To encourage a user to return to a site to purchase a product or service.

Use re-marketing.

KEY ELEMENTS TO A SUCCESSFUL PPC CAMPAIGN.
  • Use USP optimised and trusted keywords with quality content for best CTR and ROI at the lowest cost.
  • Fully customise your campaign to your requirements. Don’t use default settings.
  • Carefully choose ad and user location to maximise audience reach.
  • Ensure your PPC ads work well on mobile if popular amongst users.
  • Review daily budget and keyword bids to control spending.
  • Improve CTR and conversions using clear call-to actions.
  • Consider using ad extensions to encourage customers to your business even more.
  • Use A/B testing to work out what types of advert produce the best results.
  • Use a visually appealing landing page to encourage customers to convert even more.

1 thought on “Chetaru’s Ultimate (Basic) Guide To PPC. Read This Now To Get A Basic Understanding.”

  1. thank you for such valuable content

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