There’s more than one way to build brand awareness or sell products online. Sometimes, the most effective approach is to use a variety of strategies. While search engine optimisation (SEO) focuses on the techniques that help you rank organically at the top of search engines, search engine marketing (SEM) is a way to aim at your targets more precisely. One important technique in this toolkit is pay-per-click (PPC) advertising.
PPC is one of the most powerful tools in the modern digital marketing industry, and it’s only continuing to grow. Nearly all marketers (96%) use PPC/search ads, and the average web user sees thousands of ads daily. Whether you’re a small business or a large one, it’s likely you’ve already used PPC at some point. Maybe you put your online advertising in the hands of a company that didn’t deliver on its promises, and you’re keen to find a pay-per-click consultant with fundamental skills.If you’ve never used PPC before, you could be wondering ‘how does pay per click work? Is it the most effective strategy for my business? And where do I find pay-per-click in Brisbane?’ The people best qualified to answer those questions and provide you with an effective PPC strategy are here at Anchor.
What is Pay Per Click?
Pay per click is essentially a form of digital advertising in which you pay every time a user clicks one of your ads. Paying for the click is worth your while because if your PPC strategy is in fine form, your sales profits make it well worth the investment. And worth the investment it is! The average return on a PPC ad is 200%, meaning that every dollar you spend on a campaign will likely return to you double. It’s one of the most cost-effective methods for making a profit online.
PPC ads can be made up of text, images or videos. They can appear on websites or social media networks, but one of the most popular places for them is on search engines. Not surprisingly, the most popular PPC system on the planet is Google Ads.
How Does PPC Work?
So, how does pay per click work? The overall process for setting up a PPC ad is
- Choose your campaign and its goal
- Select your settings and target
- Provide your budget and bidding strategy
- Enter a landing page to send traffic to and construct your ad
Within different platforms like Google Ads and Bing Ads; you’ll be able to select which types of ads you want to build, from search to video to Gmail ads.How does pay-per-click work in Google Ads, the most popular place for them to live? When you create a new ad, you choose a set of keywords for the ads to target and “bid” on each keyword. When you bid, you nominate how much you’re willing to pay when a customer enters that keyword into Google, finds your ad and clicks. You can choose the amount you bid or let Google Ads decide it for you. You can also choose from three keyword match types: broad match, phrase match or an exact match.
Google uses an auction-style process to determine which ads appear for a search phrase. If your ad enters the auction, it will assign you a quality score based on factors that include keyword relevance and the standard of your landing page. It then multiplies your quality score by the maximum bid you’ll pay for that keyword to decide where you should appear in the rankings.We’ve all searched for a product or service on Google and found that the top two or three results are ads. That’s an example of pay-per-click marketing in action.
But without PPC experience, getting to the top of Google can seem like a mysterious process. When you’re unsure where to start and have a business to run, it pays to hire a pay-per-click consultant.
Why Should You Use PPC?
PPC is easy to use once you know how. It’s cost-effective, offers a massive return on investment and gets you results quickly. But some more specific reasons to hire a professional in pay-per-click in Brisbane include
Receiving clicks quickly
While SEO should absolutely be part of your strategy, sometimes it can take a long time to get onto the first page of a search engine’s results using only organic methods. With PPC, you can skyrocket to the top spot the same day you launch your campaign. Being in such a prime position exposes your ad to a staggering number of web users at once. Even if only a small percentage of them actually click on it, you’re still almost guaranteed to make a profit.
It can be measured and tracked
With PPC, you can easily track your metrics, test your approach and refine your process. Google Ads lets you track your clicks, conversions and impressions (how often Google has shown a particular ad). Split testing (also known as A/B testing) is a common process in PPC that involves testing two approaches and seeing which one performs better, allowing you to refine your process by knowing what to keep and discard.
You’re in complete control
How does pay per click work? Largely, it’s up to you. PPC allows you to target your ideal buyers using demographics (age, sex, income level, etc.), location, and past online activity. You can easily change your keywords, your budget and even improve your chance of success by optimising your landing page.
Multiple formats available
With PPC, you can split your ad groups into smaller ad groups which help you create more targeted campaigns. You can create advertisements for popular search engines like Google and Bing or promote your products across social media and on webpages themselves. PPC ads come in all sizes and shapes, and you can choose from a selection of formats: text ads, shopping ads, and mobile ads. Wherever and however you want to appear, the options are there for you with PPC.
Anchor Digital is Your Ideal Pay-Per-Click Consultant
For pay-per-click in Brisbane; you can’t go past Anchor. We can answer all your questions from “how does pay per click work?” to “which keywords should I bid on?” The goal is to stay true to your vision for your business while we steer you towards PPC success.
Search engine marketing can completely change the outlook of your business. But like any tool, its power depends on who is wielding it. Anchor will help you make the most of your search engine marketing budget by creating effective, strategic PPC campaigns with tools such as Google Ads, Microsoft Ads (formerly Bing Ads) and social media.
We’ll thoroughly research your customers’ online behaviour and intent, develop budget-friendly bidding strategies, split test your campaign performance and refine our approach, and provide you straightforward reports in plain, direct language.
Whether you’re still wondering, ‘how does pay per click work?’ or you’re a pro, drop us a line. With strategies and content that optimise for searchers and search engines, we’ll see that you get found.
