What is PPC marketing?
Pay-per-click (PPC) marketing is a type of digital advertising where [like the name suggests] you only pay a fee each time your ad is clicked on. Rather than paying a blanket fee for setting up and running the ads, you just pay for the engagement they receive. This also means you’re receiving targeted visits rather than generic traffic.
How does PPC marketing work?
PPC marketing, also known as paid search, involves keywords bidding to target audiences and strategically placing your ads in front of them.
You can place paid ads on both search engines and platforms like YouTube. For the latter, visual ads are displayed alongside relevant videos your target audience is viewing.
The aim of these paid ads is to reach your target audience almost immediately and when they’re likely to convert. Placing your products and services exactly where they’re browsing cuts out the middleman to generate a lead. In this instance, mobile-friendly websites are incredibly important.
You can adjust your bids in response to the engagement they receive.
What type of paid ads are there?
Search ads
You’ll find these on Google search results as text preview ads. They provide a brief introduction to your products and services.
Shopping ads
These are shown on Google searches related to what your potential leads are browsing and offer more detailed information about specific products and services.
Display ads
Present your products and services in more visually engaging campaigns across the Google display network.
What are the benefits of PPC marketing?
Paid search benefits your wider marketing strategy in several areas.
Attract qualified leads
PPC marketing takes the guesswork out of knowing whether your customers are the right fit for your business.
Boost website traffic
You receive qualified leads who are genuinely interested in your products or services, making a conversion more likely.
Optimise budget
PPC is particularly effective when budgets are restricted but measurable growth is still needed.
Drive business goals
PPC campaigns can be tailored to a range of objectives in line with your business goals.
Nurture leads
Remarketing ads allow you to nurture leads until they’re ready to convert, so you don’t run the risk of them going cold. You can also track conversion goals to know how effectively your ads are meeting your business objectives.
What should you look for in a PPC agency?
If you’re looking for an agency to manage your Google Ads, it’s [obviously] important that it’s an approved Google Partner.
They should also have a strong portfolio of effective PPC marketing campaigns for clients with positive results.
You also want an agency that can offer transparent reporting and regular reviews.
At Ketchup, we tick all three of those important boxes. We’re an approved Google Partner with a track record of delivering impressive PPC results for brands like Dufrain – just take a look at the case study.