PPC, Pay Per Click………

Pay Per Click advertising has been around for many (many many many) years. Being a PPC account manager was in fact my first job out of university and how I started my career in online marketing. To this day I love PPC and what it has to offer, however many have had their fingers burnt and the craze of running a PPC campaign has peaked.

In case you are not sure what PPC is I shall try to quickly sum it up for you. All search engines offer a paid advertising platform for you to be able to advertise your website to relevant searchers who have typed in a search query related to what it is you sell or offer.

Let’s take the most popular platform Google:

The yellow box shows where the sponsored listings, PPC ads display to a user.

Anyone who has a website can sign up to Google Adwords. Once signed up you pick a list of keywords which, when searched for, your ad will display to the user. 

A PPC campaign must be set up properly and most importantly efficiently. Unless you have an unlimited budget your keyword selection must be kept as relevant as possible.

As mentioned above a lot of website owners have their budgets drained by poorly chosen keywords, badly written as copies and no daily management.

PPC has many great benefits here are brief list of some:

·         You can run your ads for just seasonal periods or times when you have special offers running.

·         You can target specific geographical locations e.g. Merseyside only

·         You can target specific devices e.g. only mobiles and tablets

·         Can set your ads to only show specific times of the day e.g. 17.00-21.00 Mon- Fri

·         Reporting features are fantastic and you can track what has converted and what hasn’t

·         You can report what devices your searchers prefer to use

·         You can report what time/day your searchers are most likely to search for your keywords

·         Can pause keywords / search terms at any point

·         Can change the wording for your adverts

·         Can deliver searchers to specific pages of your website not just your homepage

·         You can target specific/different countries

·          You can split test ad copies / keywords

PPC is a great way to deliver highly relevant traffic through to your site at a time which suits you best. You can target new customers quickly and efficiently but remember your campaign must be set up and managed correctly. 

PPC Agency such as One Media Solutions, will carry out extensive keyword research to make sure you are only bidding on the most relevant keywords, split test ad copies, monitor your users behaviour to make sure your ads are more likely to show to the right people at the right time.