Pay-Per-Click Advertising to Grow Your Business

15th July 2021
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Paid Advertising Insights

Pay-Per-Click Advertising to Grow Your Business – All business owners have one common dream-to see their business grow. And for that to happen, there needs to be a continuous flow of customers. So, how do you ensure that you’re capturing the attention of potential clients?

Well, pay-per-click advertising can be an invaluable tool for driving traffic to your website and boosting revenue. Have you ever searched for something on Google and seen those sponsored ads at the top of the search results page marked with a yellow label? That’s pay-per-click advertising in play.

 

Pay Per Click Advertising to Grow Your Business

 

What is pay-per-click advertising?

Pay-per-click advertising, also PPC, is an advertising model that allows marketers to display ads in the sponsored results section. In return, the hosting platform charges a small fee for every click the ad attracts.

It’s a win-win for everybody.

  • The searcher gets to find what they are looking for pretty fast.
  • The advertiser gets a great chance of putting their message in front of an audience actively searching for their products.
  • The search engine connects the two and cashes in every time it sends visitors to the advertiser’s website.

As you’d expect, PPC advertising attracts a good deal of marketers, including competitors. Thus, you will ultimately need to bid for an advertising spot when the right keywords and audience criteria are met.

The good thing with Google (and other platforms) is that they don’t just reward the highest bidder. They also look at the quality of the ads. Better quality equals better performance-a detail that Google prioritises. So, the better the ads, the greater your click-through rates and the lower you spend.

How does pay-per-click advertising work?

Every time a user enters a search, Google digs into the pool of bidding advertiser’s and decides who gets to appear in the ad space on its search results page and by what order. As mentioned earlier, this ranking will depend on your maximum bid as well as your quality score.

Your quality score depends on various factors, including click-through rates, relevance and website quality, among others. The higher your quality score, the greater the chances of reaching and bringing interested visitors to your site.

Google Ads for Pay-Per-Click Advertising

Google Ads, formerly Google AdWords, is a PPC network owned by Google. It’s by far one of the most popular PPC platforms, with millions of websites worldwide using it to drive traffic.

You can find out how to set up your Google Ads account here.

How to optimise Google Ads for more leads

Your PPC campaign is built around keywords. Keywords are words or phrases describing your product or service. These determine when and where your ad can appear when someone searches for something on Google.

An effective keyword list should be relevant, exhaustive and expansive.

Google Keyword Planner is a fantastic tool you can use to develop relevant keywords for your PPC campaign.

Google Pay Per Click Ads

Follow the steps below for a killer PPC campaign:

  • Use a keyword research tool to discover new, high-performing keywords
  • Monitor your keyword performance and do away with those that are underperforming. Keep those that are doing well.
  • Keep adding negative keywords to save your campaign from wasted clicks.
  • Split ad groups into smaller and more relevant groups to improve click-through rate (CTR) and quality score
  • Optimise your landing pages, ads and anything else to boost conversion rates.

Once you’ve established your Ads campaign, please don’t leave it at that. PPC isn’t a list it and forget it strategy. You’ll need to continue monitoring your ad performance to ensure your PPC campaigns keep producing excellent results. Alternatively, you can choose to outsource to someone who can help you with PPC.

Need help with your Google Ads strategy?

If you’re not getting the results you expect from your Google Ads strategy or can’t achieve profitable ROAS, speak to our PPC team by calling 0121 231 015 or click here to Get Quote and we’ll call you.