As one of the simpler elements of digital marketing, PPC is very easy to get started with if you are willing to put in a bit of research, and it’s all managed centrally through Google AdWords.
So long as you plan your PPC marketing campaign so that it targets relevant keywords (through keyword research) and your target market, you can utilise it to deliver simple, measurable results over time.
On this page, I am going to cover the basics of PPC marketing, why it’s so important and how you can get started.
For the last ten years, I have been working as a digital marketing consultant and have ran fully managed PPC campaigns for a range of large and small clients.
In addition to this, I work as an SEO professional and website developer which enables me to provide a bespoke and comprehensive range of services to everybody with whom I work.
I consistently deliver strong and measurable results for my clients, and have worked with many people to take them from having zero web presence to having a professionally designed and optimised website to which traffic is driven through strong digital marketing and SEO.
When you work with me and my team, you get a full range of professional digital marketing services under one roof. This not only saves you money and promotes efficiency, but lets
This page is an introduction to PPC and display advertising, and there are many aspects of it which I cannot delve into here. Instead, below you will find all the areas where I can provide professional services and their relevant pages where you can learn more.
Feel free to reach out to me via email if whilst reading this page you would like any information clarified or feel as if you could benefit from my professional services.
How I Can Help
I recommend giving PPC advertising a stab yourself before consulting a professional such as myself. Once you have got the basics down and have done some research, it is quite easy to get the ball rolling.
Regardless, I am here to help should you need it. Although there are lots of useful resources both on my website and blog and on the wider internet, it is sometimes more viable to bring in the professionals straight away.
Whether you simply want a little bit of guidance or want to outsource your entire digital marketing initiative, me and my team are ready to step in and deliver the results you need for growth.
With our experience not only in digital marketing but SEO, web design and a whole range of other areas, we are well-equipped to help you efficiently and quickly achieve your goals with strong, measurable results.
How PPC Advertising Works
Getting your site ranking highly on Google requires a lot of work, however, PPC is the very first step you should be taking with digital marketing in-order to do this.
With PPC, you pay Google (or other providers such as Bing, but Google is your best bet) an amount determined by you to have them list your advertisements at the top and to the right of organic search results.
If somebody then clicks on one of your advertisements and is taken to your website, you pay Google the cost-per-click as defined in your budget. When your budget has been used up, Google takes your advertisement down until you add more funds.
Whilst PPC is technically easy to get going with, you should not dive straight in and start rushing the process if you do not have the basics down.
Take your time to read through this page and my other resources to get a firm understanding of PPC before you start experimenting with real paid advertisements.
Google AdWords and Google Analytics
Google AdWords is by far the largest PPC platform available and should be the first (and in many cases only) one you use for your PPC marketing. AdWords runs its advertisements on Google itself, but also search partner websites (of which there are many) and display network websites, too.
Launched all the way back in 2000, Google AdWords is the most advanced, simplest to use and best value for money PPC platform available on the market. It has gone through several developments over the last two decades and it is the industry standard for PPC.
AdWords can be used alongside Google Analytics to provide real-time information about your advertisements’ post-click behaviour and used to track people when they click your advertisement. This way, you can see how effective it is and what the majority of people are doing.
When used together, AdWords and Analytics have the potential to deliver a very simple yet powerful digital marketing solution which can deliver measurable results.
This is why I recommend Google AdWords over and above all other PPC platforms.
How AdWords (and PPC) Impact Organic Search Results
Although Google AdWords does have an impact on organic results, it does not correlate with the amount spent on PPC. This is a common misconception and it is important to know – spending more does not mean automatic organic traffic.
There are, however, many indirect ways beyond the control of Google which causes PPC advertising to have an impact on organic results.
Searchers are more likely to click organic listings after seeing an ad
End-users carrying out searches who see an advertisement for your business are more likely to click on your organic listing, or vice-versa. Why? Because the two together establish trust and give off the impression that you are reputable and worth looking at.
Searchers who are re-exposed to ads are more likely to convert
When somebody comes across your advertisement two, three, four times over, they start learning more about you and your name, brand, product or service sticks in their mind. Later down the line, should these people come across you organically through search results, they are going to be more inclined to clickthrough to you, regardless of whether they engaged with your advertisement before or not.
PPC ad clicks can lead to higher social sharing, mentions and coverage
And this improves your search engine rankings organically. If somebody clicks through to your site and like what they see, they are more likely to spread the word through social media, introduce your brand to their friends or provide coverage somewhere else. All these directly and indirectly improve your organic rankings.
So, although PPC does not directly rank you highly no matter how much you bid on an advertisement, it can indirectly influence your organic rankings, especially if your ad leads to a quality website, engaging content or exciting product.
3 Tips for Getting Started Successfully with PPC Advertising
As I said above, rushing into PPC advertising is a recipe for disaster! You can do more harm than good by diving straight in instead of taking your time to research and plan things. With that in mind, here are three tips to get ahead straight away with PPC:
Think about your goals and plan accordingly
What do you want from your PPC advertising? Higher traffic, of course, but what do you want this traffic to do? Make a purchase? Subscribe to a newsletter? Understanding what you want helps you target your PPC adverts better.
Who are you targeting?
Your PPC advertisements need to be tailored towards those you are targeting, and by keeping this in mind you can choose keywords and write ad copy which will best appeal to these people and encourage them to click through.
What outcome do you want?
Again, know what outcome you want from each person who clicks through. Sure, not everybody will make a sale but if a sale is your end-goal then your call to action in the advertisement should reflect this.
How will you measure success?
You need to know how your PPC ad(s) are performing, so ensure you have a means of measuring this before you launch them. Learning how to measure your PPC ad success is key.
Keep your campaign structure simple and manageable
You do this in two ways: relevance; and simplicity.
Keep your PPC ad relevant by creating ads which are niched down as much as possible and very tightly themed. Target small keyword groups and ensure that your ad’s written copy is relevant to the keyword being used.
Also, keep it simple. PPC in the early stages, especially when you are new to it, requires daily management and you can make this process a whole lot easier with an intuitive campaign structure where you can easily measure efficiencies and success.
Optimise your PPC settings in Google AdWords
As a default setting, Google AdWords displays your advertisements across all of Google’s real estate, including Google and partner site such as AOL and Ask.
If you are only just getting started, I recommend opting out of the entire Google Display Network in your settings. Why? Because the Display Network is huge, and your ads will end up displaying across thousands of websites.
Although this may sound ideal, this can very quickly drain your budget and prevent you from displaying as much on Google itself which is exactly where you want your ads to be appearing during your early days of PPC marketing.
Instead, optimise your settings so your advertisements display on Google directly. For bonus points, configure your settings so your ads display in a local area if you only operate locally or in a select few locations. By default, ads display nationally.
By taking these three steps into consideration before you dive into PPC marketing, you set yourself in good stead for early success and avoid lots of unnecessary problems.
How I Can Help with Your PPC and Display Advertising
Although PPC is a relatively simple area of digital marketing once you get your head around it, there is a lot involved with getting going.
My many years’ worth of experience in the industry have enabled me to develop a methodical approach when it comes to setting up and executing PPC and display advertising campaigns. There are many areas where I can be of assistance as a result, including:
PPC Market Research
Before you can begin to plan your PPC ads and create them, you need to know exactly who you will (and should) be targeting. You need to know who these people are, what they want and what they are typing into search engines.
Like I have already mentioned, PPC ads work best when they are highly targeted, and you need to drill right down to the specific demographics of your target market in-order to convert the most traffic into sales.
With several decades’ worth of experience between us, me and my team can instantly get down to business with PPC market research and quickly determine where your PPC budget will be best utilised for the highest CPC and CPA possible.
Learn more about PPC Market Research.
Setting Up Google AdWords
Google AdWords pretty much works right out of the box, but in-order to get the best possible results you need to properly set up and optimise your account.
I can help you not only create your AdWords account, but configure it according to your industry and target market, carry out keyword research, create and deploy PPC ads and then track them and deliver the results directly to you.
Learn more about setting up Google Adwords.
Keyword Research for PPC
The keywords which you use on your website do not necessarily reflect the keywords you should be targeting in your PPC ads. As a result, keyword research is one of the most important parts of any PPC marketing strategy.
Properly researching and choosing the most valuable keywords increases your clickthrough rate and potential conversions. With my experience and tools, I can perform efficient keyword research which ensures your PPC ads show up where they are most likely to be engaged with.
Learn more about PPC Keyword research
PPC Account Maintenance
Google AdWords accounts require regular maintenance. Although the ads themselves can run without much intervention, you still need to regularly check on things and ensure that your ads are performing as they should be.
Checking your account is one thing, but maintaining it is another. PPC accounts need to be maintained: keyword management, ad positions, keyword trends, performance reviews and bidding are all necessary parts of the process which I can handle.
Learn more about PPC Account Maintenance.