What is PPC?
PPC stands for pay-per-click, a type of internet marketing in which advertisers pay a fee each time one of their ads is clicked on. Over the last few years, PPC has become an effective way of driving more high quality traffic to your website, as well as ensuring high page ranking and brand exposure for searches carried out on keywords relevant to your business.
Search engine advertising such as Google Ads (formerly Google Adwords) and Bing Ads is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business. For example, if we bid on the keyword ‘PPC training in Bath’, then (with a bit of luck and if we’re doing our job right!), our ad will show up in the top spot on the Google results page. The reason why we focus on Google is that in terms of search engine market share, it currently dominates the market (around 92%), with Bing (including MSN and Yahoo) holding 7% and platforms such as DuckDuckGo occupying the remaining 1%.
The aim of an effective PPC campaign is, of course, to drive traffic directly to your website and deliver sales/enquiries. But there are other benefits too.
Why else should I have a PPC campaign?
Another major advantage of PPC campaigns is that they introduce a high level of ongoing reporting and accountability to your business. You will be able to evaluate the effectiveness of various keyword searches, which will in turn allow you to make future enhancements to your website. PPC budgets can be controlled to a very high degree (for example, you can specify the amount, geographical region and even active vs dormant days/times), allowing you to constantly assess and improve your campaigns and help you to ascertain ‘real’ ROI from your ongoing campaigns.
How can ID³ help?
We offer bespoke PPC and Google/Bing Ads training sessions tailored to fit individual client needs. Whether you’re an individual just starting with Google Ads or an established team who has some basic experience in running PPC campaigns but is looking to boost its expertise, we can help. Our sessions take the form of practical, hands-on workshops with our PPC expert, Mark Cherry. Mark has worked on PPC campaigns for over 14 years and manages various client accounts daily, from small, local independent businesses through to large, multi-national corporations. During your training session, you can draw on Mark’s expertise and pick up some helpful tips on how to run and maintain your own Google/Bing Ad accounts for long-term success.
- create and/or better structure and target your Google/Bing Ads account and campaigns.
- carry out keyword research and build target lists with appropriate match types.
- set budgets and bids.
- assess your cost-per-acquisition generated from your PPC campaigns.
- learn how to improve your ad relevance and quality score with keywords.
- crucially, understand key metrics which will aid your PPC performance.
Rebecca Land, Marketing Manager Systemagic Ltd Could you benefit from some training on PPC campaigns? To discuss your initial requirements over a coffee, get in touch with us by commenting below or contacting us via any of the links at the bottom of this page. And don’t forget to follow us on our Facebook or Twitter page too! We look forward to speaking with you.