PPC (Pay-Per-Click Advertising)
If you are not near the top of page 1 of the search engines, you are effectively invisible.
In this busy world, your potential customers do not have time to search for very much time – they often do it during coffee breaks, on the train or on the sofa whilst watching TV. In the last ten years, research has shown that customers are searching and buying far more impulsively, so it is vital to be found immediately and ahead of your competition.
Ensuring that your business is always visible on the search engine results pages is at the core of our PPC philosophy, and should be a part of your long-term search engine marketing strategy. It can result in an incredible return on investment for your company, providing a stable online presence.
We will work to maximise your visibility through the very best ethical techniques, includng short- and long-term strategies, adapting constantly to meet the latest search engine algorithms and competitor bidding.
It is best to undertake PPC alongside your SEO, as they are effectively two sides of the same coin. We will discuss this with you in detail when we first review your online advertising strategy.
What is PPC?
PPC or Pay-Per-Click advertising allows marketers to pay only when their ad is clicked by an online user. This online advertising model enables marketers to display ads in the sponsored results section of the search engine’s results page (SERPs).
To appear when the right keywords and audience criteria are met, advertisers bid on the perceived value of a click. The ad is displayed in the sponsored links on the results page and a small fee is charged when the ad is clicked. Hence, the term Pay-Per-Click. The most popular PPC advertising programs are provided by Google, Bing, Yahoo, Youtube and Facebook.
It is essentially a targeted form of buying website visits, leading to enquiries and/or onversions.
The different types of PPC ads include, search ads, local search ads, display ads and remarketing. These ads can be tailored to show up on web pages, social media platforms, web pages and mobile apps. They usually look similar to the content around them. For example, the ads on social media channels such as Facebook and Twitter have the same format as organic posts but are marked with “Sponsored” or “Promoted”.
How does PPC work?
In Pay-Per-Click advertising, ads are subject to a bidding system known as the Ad Auction. It’s an automated process followed by major search engines to determine the validity and relevance of the ads that appear on their search engines results page
At the auction, advertisers bid on keywords that are relevant to their business. These are search terms they want to “trigger,” or display, their ads. For example, if your business sells camping, you will want to bid on the keyword, “best sleeping bags” or “best tents”.
We use a range of keyword search tools to find relevant keywords and search phrases with the right volume and the average cost per click.
Once we have determined the relevant keywords, we create ads and set them up in the search engine platforms, add the keywords that we want to trigger the apperance of your ads.
We set the bids for how high up in the ad section of the search results yourr ad will show. Apart from bid price, the advertising platform also looks at factors such as quality score and ad extensions to determine which ad is best suited to achieve the highest position. For example, the quality score sums up the quality of your ad based on ad relevance, landing page experience and click-through-rate.
When a user submits the search query, the search engine performs a complex algorithmic calculation, based on the Ad Auction. The results of these calculations determine the ads which are displayed, their order and by which advertiser.
Why should I use PPC?
There are many compelling benefits of pay-per-click advertising:
- PPC is measurable and trackable – you can see how your campaigns are performing, including impressions, clicks, and conversions, the traffic you’re receiving and how the results correlate to your budget
- It provides a better understanding of the behavior and search patterns of the customers
- Unlike SEO, PPC allows you to quickly set up campaigns, create ads and find new customers and prospects
- You get budget flexibility – we can set up your ad strategy based upon how much you want to spend
- You get a wealth of targeting options, whether you want to target keywords through search ads or focus on a specific demographic on the display network
- Your ads work on all platforms, including mobile and desktop devices
What is Cost-Per-Click (CPC)?
Cost-Per-Click (CPC) is the actual price that you pay for each click in your pay-per-click advertising campaigns. The click refers to a visit or an interaction with the products and services of a business.
The cost per click is determined by several factors, including your maximum bid, the ad rank of competitors and your Quality Score.
The average CPC can vary based on your industry and the keywords that you’re bidding for.
Your CPC is important because the price you set as your highest CPC is often the determining factor about the success of your pay per click campaign.
What is Page Quality Score?
Your page’s Quality Score is the search engine’s rating of the quality and relevance of your keywords and PPC ads. It can have a huge impact on the cost and effectiveness of your paid search campaigns as it is used to calculate the cost per click.
The factors that affect your quality score include:
- Keyword relevance to the ad group
- Click-through-rate (CTR)
- Landing page relevance and quality
- Ad test quality and relevance
- Your account performance
A good quality score ensures higher ad rankings and lower costs. To get a good quality score, we will research the relevant keywords and phrases to add to your campaign, organize these keywords into effective ad groups, rewrite your ad text to include the keywords and optimize your landing pages. To avoid any unnecessary waste of your budget, we further optimize the campaigns by including negative keywords.
Choose Tandem Online as your trusted Search Engine Marketing provider
Here at Tandem Online, we understand that being found first on the search engines has a huge impact on the success of a business.
We provide the very best SEO and PPC practices to help our clients to gain a stable foothold in the competitive online marketplace, and we are certain that we will be able to help your business too!
What our clients say...
Experienced Team
Based in Reading, Berkshire, we offer high quality Web Design, Web Development and Website Hosting, supplemented with other online marketing services including Market Analysis & Planning, SEO, PPC and Social Media Marketing.
Responsive Websites built to suit all devices
We also offer the same high standard in traditional offline marketing services including Graphic Design, Advertising, Public Relations and Print Services.
Web Designers and Online Marketing Specialists
in Reading, Berkshire
Professional PPC management
We use a tried-and-tested approach to managing your PPC to help you dominate the search engines
Friendly & professional service
We pride ourselves in our professionalism. All of our staff are experienced in their own specialist field and eager to learn new techniques. We will always come to you with new ideas to strengthen your online presence and help to make your business more successful
100% Reliability
We are committed to delivering oustanding service. We can respond quickly to your needs and will never let you down
