What Is PPC?
PPC stands for Pay-Per-Click, which is a digital advertising model used to drive traffic to a website on platforms such as Google Ads and Facebook. It is a type of online advertising where advertisers pay each time a user clicks on their ads and does not pay per view or impression. Advertisers create ad campaigns and place bids on specific keywords, which are then displayed on search engine results pages or on websites that participate in an ad network.
PPC ads typically appear at the top or bottom of search engine results pages (SERPs) when a user searches for a specific keyword or phrase. Advertisers bid on the keywords they want their ads to appear for, and their ads are displayed based on a number of factors, including bid amount, ad relevance, and ad quality score.
PPC advertising can be an effective way to drive traffic to a website and generate leads or sales, but it requires careful planning, keyword research, and ongoing optimization to ensure that ads are targeting the right audience and achieving the desired results.
Why Is PPC Important?
PPC advertising is one of the most important and effective strategies for driving targeted traffic to a website. In fact, according to a recent study by Google, businesses make an average of $8 in revenue for every $1 they spend on Google Ads.
The reason why PPC advertising is so important is that it allows businesses to reach their ideal customers with precision targeting based on keywords, demographics, interests, and more. Unlike other forms of advertising, PPC ads are displayed only to users who are actively searching for products or services related to the keywords you are bidding on, which means that you are more likely to get clicks and conversions from interested users.
Moreover, with PPC advertising, you only pay for actual clicks on your ads, which means that you can control your budget and maximize your ROI. By monitoring and optimizing your campaigns, you can improve your ad performance and get more value from your advertising dollars.
PPC vs. SEO
PPC is a way to “buy” visits to your site rather than relying solely on organic traffic. PPC ads are marked as “sponsored” or “ad” and are charged on a per-click basis, which means you only pay when someone clicks on your ad.
On the other hand, SEO, or Search Engine Optimization, is the practice of optimizing your website and its content to rank higher in search engine results pages (SERPs) organically. This is achieved through a combination of on-page optimization (e.g. optimizing your site’s structure, content, and metadata) and off-page optimization (e.g. building high-quality backlinks to your site).
While both PPC and SEO are effective ways to drive traffic to your site, they differ in a few key ways. One major difference is that PPC provides immediate results, as your ads will start appearing at the top of search results as soon as you launch your campaign. With SEO, however, it can take months or even years in competitive markets to see tangible results, as it takes time to build authority and relevance with search engines.
Additionally, PPC can be more expensive in the long run, as you are constantly paying for clicks. On the other hand, once you’ve optimized your site for SEO, you can continue to rank organically without ongoing costs.
When it comes to which strategy is better, the answer really depends on your business goals, budget, and timeline. PPC can be a great way to drive traffic quickly and test different messaging and offers, while SEO is a long-term investment that can drive sustained traffic and revenue over time.
How to Hire a PPC Company
When it comes to hiring a PPC company, there are a few things you need to take into account.
The most important thing is to make sure that the PPC company you choose has a lot of experience in PPC advertising and isn’t a general advertising agency with one or two PPC team members on staff. You also need to make sure that the company is reputable, preferably a Google Premier Partner, and has a good track record in delivering results for Google Ads, display advertising and any other channels you’d like to appear on.
Another thing to consider is the cost of the services and how this fits into your overall ROI and ROAS (return on ad spend). Make sure you get a free quote from the company so you know what to expect and understand if there is a sliding scale with pricing as your spend changes.
It’s also important to determine what kind of results you can expect. Ask the company to provide you with case studies or examples of campaigns they have run in the past and to give you an idea of the results they expect in your campaign. This will be based on where you’re at now and your industry, which plays a big part in costs per click and your overall return on investment.
Finally, make sure you have a clear idea of what you want the PPC company to do for you. Make a list of your goals and objectives and make sure the PPC agency is on the same page. If you’re not sure what you want, the company can help you come up with a plan which can sometimes be within a free estimate or can be done utilizing PPC consulting services.