What Is Pay Per Click Marketing (PPC)?

What is Pay Per Click Marketing? And How Can It Help You?

Pay Per Click Marketing (also called PPC) is a form of online advertising where you pay for the actions users take.

Pay per click marketing is just how it sounds! It’s a type of digital marketing that focuses on paying for the actions users take, instead of paying up front for exposure or estimated results like TV, billboards or print.

Unlike traditional printed ads or TV advertising, you can easily control your budget and measure performance. Plus, adjust your budget as needed. 

Google is the largest search engine in the world, and billions of searches are made for products and services like yours every day. So getting your business on Google can really help you increase your sales, brand awareness and growth.

Millions of businesses worldwide use Google (and other search engines like Bing) to advertise and reach millions of new customers every day. You don’t have to start with a huge budget, in some sectors a daily budget of as low as £5 per day can be enough to get started.

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How Does Pay Per Click Marketing Work?

PPC Marketing use an auction system based on the relevance of your ad, to decide where advertisers show in results.

 

  • PPC advertising rewards you for showing relevant, high quality results to users.
  • Budget and bidding matters, but high quality results matter more.
  • You need a good website or landing page for the best PPC marketing results.

 

Pay Per Click Ads work using an auction system that decides (based on many factors) where to show ads when ever a user performs a search. Every time you perform a search on Google, an auction happens in less than a second that decides which ad is most relevant and helpful in relation to your search.

Advertisers need to offer specific ads to their target audience, that deliver on their promises. The landing page also needs to offer a good experience to the user to make sure the ad shows in a good position.

Your ad budget and your chosen bid on a keyword or audience also makes a difference, but what search engines (like Google) really care about is that advertisers are offering good quality results and experiences to their users.

ppc marketing graph

What Does Pay Per Click Marketing Cost?

make money with google ads

You are totally in control of what you spend on PPC marketing, and you can get results from as little as £10 per day.

 

  • You can set daily and monthly budgets for PPC advertising so you are always in control.
  • With proper tracking, you should always know what return you are getting from PPC ads.
  • What you spend should be determined based on what you want to achieve.

 

Your budget plays a large role in deciding what the best PPC strategy is for your business. Spend too much without the right strategy in place and it’s easy to waste money. Spend too little and you might not get any results at all. 

One of the major benefits of PPC Marketing is that you can control your budget and always know what your investment is returning by accurately tracking your results.

When PPC advertising is done the right way, you will always know how your ad campaigns are performing. There is never guesswork involved in good PPC marketing. Only planning, research, testing, reporting and then optimisation to get the best results!

Will Pay Per Click Marketing Work For My Business?

PPC Marketing will deliver good results for most businesses, but you need to be ready for it, and understand it is not a silver bullet.

 

  • PPC marketing works best with a proven offer, good landing page/website, social proof, and consistency.
  • For newer businesses PPC marketing can take longer to work well, so keep this in mind.
  • PPC marketing can drive traffic and action quickly, but cost optimisation takes time.

 

Pay Per click marketing is powerful and can drive traffic and action quickly. The best results happen when a business has a strong offer, clear branding, good landing page and some social proof (reviews and feedback) to support their campaigns. For this reason paid ads are usually best when your business has been up and running (and generating sales) for a few months already. 

Pay per click ads work for new businesses too, but they can take longer to work and cost more. This is because more testing is needed at the start. You might not have a proven sales process yet, and might not know your audience well.

Because you are paying for users to click your ads and see your offer, it’s important you are ready to convert those users right away to get the best return on your investment.

PPC advertising should be a part of your wider marketing strategy, and should always be supported by other channels like organic traffic and email marketing too. Although many businesses drive a large portion of their revenue with paid ads, how your pay per click marketing fits in to your wider strategy matters!

ppc marketing growth

What Does PPC Marketing Look Like?

There are a wide range of ad types you can use on Google to advertise your business. The best kind for you will depend on you budget and goals. Below are some examples.

google search page diagram

Tools To Help Get Your Business Grow Online

small business ppc

Google Ads

Google Ads (formerly AdWords) is a pay per click (PPC) advertising service by Google for all types of small and large businesses wanting to show ads on Google. With Google Adwords account management you can show ads to people who are searching for your exact products or services. Plus, you only pay when someone actually visits your site or performs a valuable action. 

small business ppc servicesGoogle My Business

Google My Business is a free and easy-to-use tool for businesses, brands, artists and organisations to manage their online presence across Google, including Search and Maps. Using Google My Business will help potential customers to find you, especially if you serve people locally.

small business ppc services

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports on your website traffic. It’s an amazingly powerful tool that can give you invaluable insights like where your customers are based, what their interests are and how they interact with your website.

PPC Marketing Quick FAQ

What is PPC Marketing?

PPC marketing (pay-per-click marketing) is a form of paid digital marketing where you pay for actions your target audience take like clicks on your ads.

How much does PPC marketing cost?

What you pay for your PPC marketing will depend on your industry, the competition in your niche, your chosen targeting and so on. It's best to base your budget on your goals to enjoy the best results.

How does PPC marketing work?

PPC marketing is based on an auction model. Every time you make a search on Google, an auction takes place to decide which advertisers show up in which position on that search page. The factors that impact the results are advertisers bid, targeting, daily budget, quality score and more.

What does PPC mean?

PPC stands for “pay-per-click” and is a form of paid digital marketing, where advertisers pay for the actions their audience takes instead of paying up front for exposure like with TV or print.

Will PPC work for my business?

PPC marketing works well for most businesses, if it is set up correctly and used with the right strategy. Google estimates that Google Ads (the most popular PPC advertising platform) delivers $8 for every $1 spent.

Is it hard to start PPC marketing?

No! Getting started with PPC marketing is surprisingly quick and easy… but doing it right and getting the best results takes a little more time and effort up front. You’ll enjoy the best return on your ad spend, if you make sure your strategy, campaign set up and landing pages are all strong before you start spending.

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