Click. Click. Click. These are leads being generated by ads every day online. Your ad pops up on your website, social media, search results, or wherever you have it posted. You go to sleep at night knowing your ad is out there. Getting clicks. Leading customers to your products. Or is it?
For all you know, your online ad is out there in cyberspace doing nothing. Not drawing in the right customers. Sure, you’ve paid for your ad to be visible on popular sites. The thing is, no one clicks and you still pay. Pay-Per-Click (PPC) is when you pay for the clicks you get on your ads. What is pay-per-click and how does it work? Let’s delve deeper into this.
How PPC is Different
Most paid ads you come across let you select where you want your ad to be. You then leave it out there, which costs you money. Others will give you a certain number of times a day your ad shows up, still costing you money. Are they working? Is your ad generating new customers? Paid ads are viewed by an audience who isn’t interested in your products and move on. Pay-per-click ads allow you to only pay for the clicks your ads get.
Pay-per-clicks let you generate a keyword list. A keyword list lets you select words relevant to your product, service, or campaign. A select list of words can refine the target market looking for your product. You discover new words related to your product people commonly use or unique words that narrow down the audience you want.
Your Target Audience
Your target market is who sees your pay-per-click ads. You bid on keywords related to your ad and the search engine places that ad in a viewable position at the top of the page. The only time you pay for an ad is when a person clicks on the ad.
If you’re wondering where your pay-per-click ads are seen, you can find them either at the top or on the right side of the Search Engine Results Page (SERP). You can’t pay more for your ad to be at the top. You can also pay other sites to display your ads.
Depending on the relevance and the keywords used, your ad can appear as a display card or a link with the word ‘Ad’ in a box. These are pay-per-click ads that generate leads. SERPs use algorithms to determine what ad goes on top based on recorded data from past information.
You can get your site ready as much as you want for organic searches, but organic marketing takes time. Search engines won’t visit your site right away – which means people won’t find your website when they search for info. PPC ads draw in traffic immediately, giving you a jump start on your marketing plan. Pay-per-click also generates qualified leads so people who are looking for you can find you fast. The results are measurable. Searches can be localized. You only pay when someone clicks on your ad, saving you time and money.
How a PPC Ad Works
Google and other search engines have algorithms to determine if your ad is relevant or not. If a person is looking for puppy training gear they’re not going to want to see something for a fish tank. They will see a row of ads displaying puppy food, toys, treats, and other related items at the top of the search results page. When that person clicks on something or yours they like, it allows you to turn the click into a conversation and then a conversion. Ads that are displayed without being clicked on do not result in a charge.
Directing Your Ads with PPC Targeting
Google Ads is a major pay-per-clicks system. You can bid on keywords used to target specific customers when they use search engines to find your products. To direct where, and by who, your ads are seen, you need a keyword. Keywords are what a customer uses to search for specific products. As advertisers, you can bid on specific words used to describe your product. Those keywords then display ads relevant to what the customer is looking for.
When Do You Pay
You pay for each click – or impression. An impression is a way of letting advertisers know who is looking at which ad. This helps you measure the data on how effective an ad is.
Filter Who Sees Your Ads
This is where keywords come in for pay-per-clicks. PPC can be more complicated than a regular SEO keyword search. Advertisers can bid as much as they want on certain keywords – words that describe the specific information of a product or service. The keywords you select should be closely related to what you’re advertising. Adding keywords can help increase clicks, generating more sales.
Google Ads offers device and location targeting. Device targeting allows you to select what devices can display your ads while location targeting allows for specific areas to be selected.
Do you have questions about how to implement PPC campaigns into your marketing strategy? Art Unlimited is here to help! Connect with us today to learn more about how we can help your marketing succeed.