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What Is Pay Per Click (PPC) And What Is It For?

Pay per Click is an advertising or internet marketing model where you as an advertiser pay to place ads on any platform.

The most common PPC platforms are LinkedIn Ads , Google Ad words and Facebook Ads .

This type of advertising allows you to drive traffic from search engines to your website.

When the ads are related to search engines, it is known as SEM (Search Engine Marketing) and Google Adwords and Bing Ads are the most used.

PPC helps to reach potential customers who don't know your brand but are looking for your services /products.

PPC is also used in social networks where you pay to appear on platforms such as Facebook , Instagram , YouTube and LinkedIn , these being the most relevant.

Combining PPC with SEO you can:

  • Generate short-term prospects .
  • Strengthen your marketing strategies .
  • Have a precise focus on the customers most related to your brand or service.
  • Measure the performance of your campaigns and optimize them.

In Pay Per Click you are in control of how you spend your marketing budget .

What is pay per click?

More than once you must have asked yourself what PPC is . A term that comes from English, pay per click . These acronyms refer to a very targeted Internet advertising model in which you pay for each click .

In this type of advertising, you as an advertiser pay to place your ads on a website, search engines, social networks or some other digital platform. Every time a person clicks on your ad, they will be directed to the web page related to the ad.

Pay per Click or PPC has three forms of payment:

  • Cost per click : You as an advertiser only pay when someone clicks on your ad.
  • Cost per impression : You as an advertiser pay a fee for the number of times your ad is published.
  • Cost per conversion : You as an advertiser only pay when someone meets a predefined goal.

PPC is a very useful Marketing strategy to generate traffic and attract new prospects or potential customers with demographic characteristics and interests related to your product or service or simply to make them aware of your brand.

The key is to generate relevant ads for a target segment of potential customers and optimize the landing page on your website so that users see the content related to the ad but in a deeper way and then take some action .

Image description
" PPC or Pay Per Click generates qualified traffic from prospects to your site ."

What is Pay Per Click or PPC for?

PPC is used as a fundamental part of any digital marketing strategy. The objectives of pay per click can be several, however the most common are:

  • Generate traffic to your site with minimal investment of money.
  • Build or promote your brand by making it known to new users who did not know your company.
  • Generate qualified prospects to whom you can sell products or services.
  • Increase your sales by promoting products or services to customers who already know you.

What are the benefits of Pay Per Click?

The benefits of pay per click are many, but mainly we can summarize them in 9 main ones that will make it clear to you why you should invest money in PPC:

1. You advertise directly in front of people looking for a business like yours.

Pay Per Click ads allow you to access a whole new audience.

No matter what platform you advertise on, you can get your ad in front of the people who are most likely to be interested in what you offer.

For example, Google AdWords gives you access to the large audience that Google has and allows you to direct these people to your website.

AdWords delivers the best results simply because people who are actively searching for a product or service will find your brand, product or service.

You can make your audience as specific as you need, allowing you to target specific customers or users and tailor your ad based on what they're looking for.

And if you are a small or medium business, Google Ads has many specific benefits for an SME like yours.

2. Targeted advertising

Pay Per Click ads allow you to choose specific terms or interests so you can target your perfect audience.

Google AdWords allows you to choose specific keywords that people will search for and send them to a relevant landing page on your site, for the best chance of conversion . Choosing these keywords requires some research, but the results of targeting the right audience are worth the effort.

You can also target those who have already expressed interest in what you offer. This is due to the fact that people do not have to be convinced initially but they already know your brand from having interacted with it in some way previously.

Image description
" Pay Per Click can target a specific audience of search engines for your product or service ."

3. Reach the right people at the right time

Because you can target people based on the keywords they're searching for , Google AdWords offers much more than just finding the right people for your brand.

Basically, you can make sure that your business is found by potential customers on Google at the very moment they are looking for what you offer.

Of course, Google is not the only option. In fact, Bing can often be a great value alternative.

However, Google is used for more than 80% of searches.

4. Instantly measurable ROI: what is Pay Per Click

PPC advertising gives you the option to measure ROI (return on investment), which allows you to see exactly what you get from the ads.

You can measure the impressions and number of clicks each ad receives, and compare this to your sales and revenue.

Measuring ROI couldn't be easier and it's also in real time.

5. Brand exposure

You can promote your brand and your reason for existing in front of people who otherwise might not even know your business exists.

Google AdWords puts you at the top of search results, which means anyone searching for keywords you determine will be exposed to your brand and what you have to say about it.

6. Immediate impact

SEO is an incredibly important strategy for any business with a web presence. However, many businesses get impatient, as it can take several months to appear in organic search results for particular keywords.

Google AdWords PPC ads give you immediate impact, allowing you to appear at the top of search results for the terms you want in a matter of hours.

Of course, PPC costs money, while SEO costs nothing (apart from the investment of time and advice from an SEO expert), but it can be a lucrative investment when an expert organizes your Pay Per Click campaign. PPC allows you to see the results of your campaigns in a matter of days, not months or even years like organic SEO.

That is not to say that SEO is not worth it. SEO is a fundamental and necessary part of having a successful website that generates income, but PPC advertising is always a great help to convert more potential customers and find new audiences quickly.

7. Pay only when people click

The name says it all, but PPC ads mean that you only have to pay money when someone actually clicks on your ad.

Anyone who comes across your ad is likely already interested in what you offer, so paying when they click on your ad is usually worth it, because they'll land on a page with more information relevant to them.

8. Limit your spending

In PPC campaigns you will not receive unexpected bills, since you can limit your daily spending on advertising.

You can access AdWords data and see exactly how your budget is being spent and improve or optimize your budget on better performing ads.

9. Advertise locally or globally

Google AdWords allows you to reach potential customers based on their location.

This means you can find customers within a few miles of your business, if your target audience is local, or advertise to people in other countries or regions of the world.

All ads can be tailored to appeal to very specific audiences.

What is Pay Per Click and its campaign phases?

1. What is PPC: account creation

The first step you must complete is to create your account in order to post ads. It depends on which channel you will use, Google Ads, Facebook Ads or Linked In Ads, you must have an account in which you program your campaigns and ads, pay for clicks and see performance reports.

Your account is your central Dashboard for your PPC campaigns.

2. What is PPC: keyword research

While we're all on our toes with Google algorithm updates, one thing has been pretty consistent for those who implement Inbound Marketing, PPC and want to optimize their websites: spend some effort on keyword research.

Every company needs to have a research process whose final result is a list of terms that they want to position.

In this way, you will be able to establish and execute a strong PPC strategy that will support your SEO efforts and help potential customers find you for the search terms that really matter to you.

Follow these steps to generate your best Keywords:

Step 1: Make a list of the relevant topics about your business

Step 2: Supplement topics with keywords

Step 3: Research terms related to your Keywords

Step 4: Check if there is a good mix of expressions and keywords in each topic

Step 5: See how competitors are ranking for these keywords

Step 6: Use the Google AdWords Planner

3. What is PPC: ad creation

Nobody is perfect. Neither is a Google Ads , Facebook Ad or LinkedIn Ad. However, with the right notions about the platform, knowing the needs of our target audience well and following precise guidelines , we can create (almost) perfect ads.

But what does perfection mean for an ad? What distinguishes a good ad from one "of the bunch" is the ability to impact the audience . How do we achieve this? Follow these key points and you will be on the right track:

  • Take advantage to differentiate yourself
  • Use your keywords in the ad
  • Use capital letters but carefully
  • Add a period at the end of the first description line
  • Make an attractive offer
  • End your ad with a resounding call to action
  • Take users to a relevant and conversion-oriented landing page
  • Make use of your creativity
  • Try different ads over and over again

4. What is PPC: creation of Landing Pages

A landing page is a single page of your website that seeks to convert a visitor into a lead , that is, a user who has clicked on your ad and therefore becomes a registration possibility for your database. data, making it possible for the company to continue interacting with it.

A fundamental characteristic of landing pages is their simplicity . In general, they include only the essential elements and are focused on a single function: capturing users who have clicked on a PPC ad for a certain offer, getting attendees at an event, etc.

The important thing is that a Landing Page closely matches the content of the ad on which the user clicked. The content of a Landing Page should arouse even more the interest or curiosity of your possible project, so that they are willing to request more information in exchange for their email or telephone number.

When that happens you will have obtained a prospect.

5. What is PPC: validation, tracking and testing

Once you have created your campaign and the different ads that make it up, you must ensure that you have everything configured to measure conversions.

In addition to reporting clicks and impressions on your PPC account dashboards, the most important thing is to measure whether your ads are working.

This means how many leads you are generating, that is, you must measure your conversions.

A conversion could be the filling of a form, the subscription to a newsletter, the download of a document or a phone call.

Which conversion you use depends on your campaign goals.

The important thing is that whatever your objective is, you must verify that you are measuring it.

In this way you will be able to make decisions and improve campaigns or ads that are not performing well and support those that are generating leads with more resources.

6. What is PPC: campaign launch

Once everything is well configured, your ads created and ready and everything ready to measure and obtain the metrics that interest you, it is time to launch your campaign.

PPC campaigns take a few days to mature, and algorithms from Google, Facebook, and LinkedIn connect your ads to the audiences you specified. The more time passes, the more accurate the metrics will be.

This is the time to move on to the next step.

7. What is PPC: performance monitoring

After launching your campaigns, it's time to start analyzing the performance of each campaign, ad, keyword or audience.

Observe all the metrics so that you can make informed decisions and according to the metrics of your interest.

8. What is PPC: campaign evaluation

As time progresses with your online campaign, a lot of data is generated.

Now it's time to compare your expected goals with the performance of your campaign. If you are not getting the expected results, it is time to analyze why.

Check all the variables of audience, cost, conversions, competition, etc. to know where you have to make adjustments.

9. What is the PPC: analysis and rectification

This step is perhaps one of the most important because it involves making the necessary adjustments to get the most out of your investment.

If you have ads that aren't generating clicks, it may be that the copy or offer isn't connecting with your audience.

In the previous step you evaluated the performance of each of the campaigns. It is time to eliminate what is not useful, modify what can be improved and push what is working.

Make the necessary adjustments and continually check if your corrections improve your metrics.

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