Google PPC and Adwords
Wouldn’t it be great if you could place an advert, target your specific audience and track its exact results showing you what you are receiving for your money? With Google Adwords and PPC you can.
In the last century, the tools for marketing your company has changed dramatically. Some of the older conventional advertising methods, such as newspaper advertising, still applies and still gives results but they are difficult to track ROI.
Why Use Google PPC / Adwords?
Sometimes people ask, "Why would I pay to appear on Google when I can get my site to show up for free?" The answer is, it's not as easy to drive "free traffic" as you think.
Google's algorithms are designed to only reward the highest-quality sites with organic rankings, and it can take a lot of time, effort and cost to achieve organic rankings on the keywords you want to rank for.
Going the PPC route is often faster, and in addition, gives you more control over the appearance of your listing in the search results.
What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically through SEO.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay R50 for a click, but the click results in a R2,000 sale, then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign:
- Knowing your target audience.
- Researching and selecting the right keywords.
- Organising those keywords into well-organised campaigns and ad groups.
- Selecting the right bid.
- Setting up PPC landing pages that are optimised for conversions.
Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business.