What is PPC (pay per click)?
Do you need PPC (pay per click)? Pay per click advertising is exactly as it sounds and is predominantly set up through a large search engine, such as Google, to run for the specific keywords that customers are searching. This ensures that your website comes to the top of the search results for those keywords. Depending on the budget, it will come up in the searches every time until the agreed-upon budget runs out. There are several ways this can be set up including running at certain times of the day more than others or starting at a time until the budget runs out. Depending on the given results, the chosen method can be changed over time to best fit the advertising goal. Each time your ad is clicked on you, the advertiser, pay a certain dollar amount so it is advisable to not click on your ad simply as a means of testing it out.
It is obvious that this type of advertising, while effective, can add up quickly and is frequently used by companies who do not have ideal organic rankings. However, it is advised for companies to additionally work on their organic rankings in order to reduce added PPC costs over time. Aside from the costs, PPC is a useful option for new companies trying out new keywords as well as companies that find themselves needing an extra boost in areas while they improve their SEO work. This is an instant fix and adds a certain level of instant gratification.
Where does PPC show up?
So, where does the pay per click show up? It seems it is different for every industry, however, they are usually on the first page and say “Ad” next to them. In other search engines, they may show up along the side of the results. This seems to vary vastly. Search Engines are always messing with these results to see what works best for their clients, you, the PPC client. So, rest assured they will show up where people will click them. They also show up on advertising pages, such as pages that will run ads along with news and such, should it seem appropriate. This can all be set up at the ads page level if there are certain types of ads that wouldn’t be helpful.
PPC is not the long-term answer as there are obvious high costs over time. However, it is a great solution for testing out keywords and gaining exposure while you build up the sites authority and ranking power. It will certainly get the exposure that you are looking for short term. This allows you to get the calls coming in and clients. And, having an agency such as us run it is a great idea. Running Pay Per Click Campaigns when you don’t understand all the ins and outs of the software can get extremely costly fast. There are entire courses on PPC campaigns and it’s forever changing.
Is PPC for you?
So, this is something that should be done by someone that keeps up with the trends and capabilities. There are things like audience building and keyword research that can make your campaign super effective in your line of work. We just need to use a few tools that we have under our belt to dig up these metrics.
What Next?
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