Digital marketing is a jungle full of abbreviations from CPC to PPC and SEO to SEM, the amount of acronyms are never-ending and it can easily leave you feeling lost and confused. In this article, we want to clear up what PPC is and why it can be very valuable to every company if done right.

PPC Data screen open on a macbook on a white desk

What is PPC

PPC (Pay-per-click) is a digital advertising model where advertisers pay a fee each time their ad is clicked by a user. This method allows businesses to effectively drive targeted traffic to their websites and gain visibility on search engine results pages and other digital platforms. Pay-Per-Click advertising in its simplest form is a form of paid advertising to help reach your target audience.

PPC campaigns require careful keyword research, ad copy optimisation, and budget management to maximise ROI (return-on-investment) and achieve marketing objectives.

PPC campaigns can be highly flexible, allowing advertisers to target specific demographics, geographic locations, and even the time of day their ads are displayed, providing a tailored approach to reaching their audience. Additionally, tracking and analytics tools provide valuable insights, enabling advertisers to measure the effectiveness of their campaigns and make data-driven adjustments for better results.

PPC Data screen open on a macbook on a white desk
PPC specialist, SEO specialist and Data Analyst discussing a digital marketing project

What is PPC used for

PPC, or Pay-Per-Click advertising, is primarily used for driving targeted traffic to websites or landing pages. Businesses utilise PPC to increase their online visibility and promote products or services effectively. It serves as a valuable tool for generating leads, increasing sales, and achieving specific marketing goals by displaying ads to users actively searching for relevant keywords or interests.

PPC advertising has a host of uses, from generating new leads to build wider brand awareness. 

The main reasons businesses use PPC are:

  • To increase sales
  • To generate new leads
  • To increase brand awareness
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What types of PPC Advertising are there

There are several types of PPC advertising, including Search Advertising (text ads displayed on search engine results pages), Display Advertising (banner ads on websites and apps), Social Media Advertising (ads on platforms like Facebook and Instagram), and Video Advertising (ads on video-sharing platforms like YouTube).

The most common type of PPC is paid search. Paid search displays your ads against relevant searches. Search engines like Google and Bing are often the most used platforms for PPC advertising.

Both Google and Bing use a process called ‘real-time bidding’. Real-time bidding is a process whereby advertising inventory is ‘sold’ in digital auctions. But, it’s not enough to just be the highest bidder but search engines take into consideration ad quality and relevancy.

PPC specialist sitting at a black PC with Google homepage open
SEO and PPC specialists working on new campaign in a blue room

Common PPC Pitfalls to Avoid

  1. Irrelevant Keywords. Solution: Ensure your keywords align closely with your offerings and target audience.
  2. Neglecting Negative Keywords. Solution: Incorporate negative keywords to filter out irrelevant traffic and improve campaign efficiency.
  3. Quality Score Oversight. Solution:  Prioritise factors like ad relevance, click-through rate, and landing page quality to improve your Quality Score and campaign performance.
  4. Lack of A/B Testing. Solution: Regularly conduct A/B tests on ad copy, headlines, and visuals to optimize your campaigns.
  5. Ignoring Mobile Optimisation. Solution: Ensure your landing pages and ads are mobile-friendly to reach a broader audience effectively.
  6. Inadequate Tracking and Analysis. Solution:  Regularly review key metrics like click-through rate, conversion rate, and return on ad spend to make data-driven adjustments and maximise ROI.
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Benefits of PPC

PPC (Pay-Per-Click) advertising offers a range of advantages for businesses. Firstly, it provides instant visibility, ensuring your ads appear to potential customers as soon as your campaign is live. Secondly, it allows precise targeting, reaching users actively searching for products or services, thus enhancing conversion rates. Thirdly, PPC offers budget control, letting you set daily or monthly spending limits, and ensuring cost-effective campaigns. Fourthly, its measurable results enable you to track performance accurately, helping you refine your strategies. Lastly, PPC complements SEO efforts, ensuring consistent online presence and brand visibility, ultimately driving business growth.

PPC data dashboard showing total clicks, total impressions, average CTR and average position
PPC Team working on a digital marketing project in a white office room

How much does PPC cost

That’s the million-pound question! Unfortunately, there is no simple answer to this question, as it is dependent on a number of external factors such as competition and quality.

To ensure you are getting the most out of your budget we highly recommend you consult a PPC agency to build a cost-effect approach tailored for your business and objectives.

At WeAgile, we know that the world of marketing can be scary for the best marketeers but our seasoned marketeers are happy to take the hassle off your hands and build solutions that are perfect for your business.

WeAgile is your one-stop digital agency, offering a comprehensive suite of services to propel your online presence and business success. Our services include cutting-edge web design and development, creating visually stunning and user-friendly websites. We specialize in SEO (Search Engine Optimization) strategies that elevate your visibility on search engines, ensuring your target audience finds you effortlessly. Our expert team crafts compelling content marketing campaigns to engage and inform your audience, bolstered by data-driven insights. We provide top-tier PPC (Pay-Per-Click) advertising services, delivering immediate visibility and results. Finally, our social media management and branding expertise solidify your digital identity, making WeAgile the ultimate partner for all your digital needs.

If you are looking for support with your PPC advertising then get in touch with the team at WeAgile and arrange a free consultation with a member of our dedicated marketing specialists.