Pay-Per-Click (PPC)

Pay-Per-Click Campaign Management

Pay-Per-Click (PPC) campaigns are the top advertising platform for generating leads. Google search ads alone are viewed by 90% of the internet population. These advertisements show up during internet searches, while you are browsing your favorite sites, and even when streaming videos. Millions of people see PPC ads and they often do not realize it. This is because many people have no idea what PPC means. Below, we explain this term and how MediaSmack provides services that help businesses make the most out of their pay-per-click campaign management.

What Is Pay Per Click?

Pay per click, also known as PPC, is a form of digital advertising that allows advertisers to pay a fee whenever someone clicks their ad (the advertiser PAYS per CLICK). These ads are often distributed across the internet on sites such as search engines, social media platforms and streaming services. Since advertisers are only charged when someone clicks their ad, they can reduce ad spend using this cost per click method of advertising. Other forms of PPC include banner ads and remarketing campaigns.

How Does Pay Per Click Work?

Different platforms have different methods for displaying their PPC ads. Google uses a bidding system/auction that allows advertisers to buy certain keywords for a period of time. Once the advertiser wins that auction, their ad will appear at the top of the page whenever someone searches for that keyword. So, if someone searches for “auto accident lawyer near me,” and your law firm won the bid for that keyword, your ad will show up in one of the first spots on Google. The next two runners up in the auction will show up below your ad, so you also do not have to win in order to appear in the top spots on Google. This increases the likelihood that someone will click through to your site. You can also advertise in a similar fashion on YouTube, Bing and other platforms.

How Effective Is PPC Advertising?

Understanding how to use pay-per-click advertising is an important part of ensuring an effective PPC campaign. Several factors come into play when properly managing these campaigns, such as:

  • Targeting keywords that potential customers are searching for.
  • Selecting the optimum timeframe for your ads to display.
  • Creating clickable ad copy that encourages conversions.
  • Outbidding your competitors for highly desirable keywords.
  • Consistently monitoring paid search and analyzing data from your campaigns.
  • Creating a flexible strategy that can adapt to changing trends.

Is Google AdWords PPC?

Yes, it is the platform that Google uses to let advertisers bid on keywords they want to trigger their clickable ads. Now called Google Ads, this system considers the quality of your ad (Quality Score) and how much you are willing to pay per click.

How Much Is Google Pay-Per-Click Advertising?

Google Ads is very flexible. You can start, stop, pause and adjust campaigns as often as you need. The cost can be controlled by a daily budget, so you are in charge of what you want to spend. But what you pay to place your ad on Google will vary depending on these factors:

  • How many competitors are bidding on the keywords you are bidding on.
  • How popular your target keywords are.
  • What type of ad you wish to run.
  • Where on Google’s network do you want your ad to appear.

Very generally speaking, on the Google Search Network, prices can range from $1 to $2 a click. On Google Display Network, prices can be lower than $1. Return on investment (ROI) for Google ads can be as much as $8 per every $1 spent.

How Much Should I Pay Per Click on Google Ads?

To determine what you should pay for your PPC campaign, you will need to research the numbers and your customers. If you can find a highly searched keyword phrase that your competitors have not learned about yet, ad spend could be relatively cheap. If one particular keyword is driving most of the traffic for a particular service or product, you may wish to spend more. The worst thing you could do is set a fixed price and then refuse to adapt to the needs of your market. So, you must pay close attention to your market. How many people clicked your last ad? Did you set up multiple ads and then monitor which was more effective? Are you doing keyword research to find out just what your customers are searching for? At MediaSmack, we do this leg work, so you do not have to. We align your goals with our pay-per-click management.

Are Facebook Ads Pay Per Click?

Yes, Facebook Ads are pay per click. This means you will pay money every time someone clicks your sponsored Facebook post. However, unlike other PPC platforms, Facebook does not use keywords to determine where your ads show up. Generally, you can define the audience for your ads using demographics. This means you can focus your ads on specific groups such as car enthusiasts or women age 25-40 who live in a specific area or city. An internet marketing team that understands your needs can set these groups up to ensure your ad gets to those who will most appreciate it.

Are Pay-Per-Click Campaigns Worth the Cost?

Generally, PPC campaigns pay for themselves when the fee for each click is less than the amount of sales that are generated. By sending visitors to your website that might not have been able to find it otherwise, companies are able to broaden their client base and increase sales.

Pay-Per-Click Campaign Management

Building a successful PPC campaign is complicated. There is a lot that goes into a great campaign. Research, selecting the appropriate keywords, and designing a great landing page are all vitally important to a successful PPC campaign whether it is Google ads for lawyers or Facebook advertising for your business. At MediaSmack, our web development team builds optimized landing pages used solely for our clients’ pay-per-click campaigns. Here is an example of one our landing pages:

Google Ads and other major search engines reward well-designed PPC campaigns by charging them less. Plus, these platforms are always coming up with new methods, services or angles. For example, Google Local Services Ads (LSAs) are a great way for lawyers and other professionals to help build up your credibility and trust with Google – at a price, of course.

PPC campaigns are a great way to advertise your business digitally, generate new customers, and increase sales. There are many digital advertising companies that specialize in pay-per-click campaign management. However, you need a digital marketing agency that know how to properly utilize PPC. Creating and running a successful PPC campaign requires an understanding of trends and the customers you are trying to attract.

Hiring a professional who can help you save time and resources on your pay-per-click campaign management is key. At MediaSmack, our award-winning optimization and SEO services can help you build an effective campaign. Call us today at (888) 530-2935. Our team of SEO and PPC experts are ready to be the marketing department your business needs.

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Pay-per-click (PPC) is a form of online advertising that allows advertisers to place ads on the search engine results page and/or other places to target your audience. Search, display, social media and video ads are all important types of ads to consider to reach more leads for your firm. Have you seen Google ads for lawyers or other businesses? This is how many businesses increase their online visibility.
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