Pay per click advertising (otherwise known as PPC) is a type of paid digital marketing where advertisers pay a fee every time their advert is clicked on. This is a way of purchasing visits to your site rather than getting them organically through searching for your website.
As search engines are the most popular way for customers to find your business placing an ad on Google is a highly effective way of driving more traffic to your site. Companies can bid to place an advert on a search engine’s sponsored links section so that it comes up when someone types in a keyword relevant to their business. For example, if you search for ‘custom web development services’ an advert for Webential might be come up as the first result on Google. Pay per click advertising in London also applies to ads on social media sites such as Facebook, Twitter and LinkedIn. However, for most businesses the most important to start with is Google’s Adwords function (also known as Google Ads) which boosts your adverts up the search engine rankings helping more customers find you faster.
It’s important to work out early on whether you think PPC advertising will work for your business and whether the cost is worth it. Custom web development services can help you manage the process or you can do it yourself through Google. Questions that you’ll need to consider include, do you have a budget for advertising or do you want to build on your organic reach? Once you’ve set aside a budget for advertising it’s worth thinking about whether you want to spend your whole budget on PPC or if you want to use other strategies. PPC is a good option if you want to reach people who are actively seeking out terms related to your business. If you want to create a PPC campaign, the amount you’ll need to spend vary according to your budget, audience, competition and the types of products or services that you’re selling.
Google’s Ad function allows businesses to be discovered by your target audience based on specific terms which are relevant to your products, brand and content. It’s important to note that before you start a campaign you should consider setting a daily budget as it can be easy to exceed this.
The Google Display Network (GDN) is made up of over 2 million websites, videos, and apps where your Google Ads can appear. It allows you to display your advert to the right person at the right time, and on the right sections of relevant websites. While Google ads are displayed to potential customers when they search Google for keywords relating to your business, Display ads are shown when people are visiting sites across the Google Display Network. Other benefits include:
It can be complicated navigating the ever evolving world of PPC advertising, however at Webential we offer a range of paid advertising and custom web development services.
Get in touch to find out how we can help your business grow and thrive with pay per click.