What Is PPC Advertising? How to Leverage The Pay-Per-Click Model
Updated: May 2
Don’t optimize for conversations, optimize for revenue. – Neil Patel
Many clients come to us come to us asking “What is PPC Advertising? And How Do We Leverage It?”
PPC stands for Pay-Per-Click and is a model of advertising where businesses pay a fee each time one of their ads is clicked, on a number of platforms.
Google AdWords and Facebook are probably the two most popular PPC advertising platforms today. They have a huge user base and offer sophisticated means to target potential customers.
Many business owners today are aware of the PPC model for creating awareness, and engagement as an alternative to traditional advertising methods.
The power of Facebook advertising (a platform with over 1 billion daily active users) is quite robust.
It allows marketers the ability to really focus on who they want their ad to be shown to, specifying age, gender, location, income bracket, interests, and a whole number of advanced tactics to narrow in on a core target market.
For 10+ years we have been helping businesses of all industries leverage the power of strategic planning, brand development, and digital marketing to grow their businesses.
Along the way, we have developed some key relationships with some of the best business services providers in the industry, and they are helping us share some key insights into the models, strategies, and tactics they have used to generate millions of dollars in revenue for clients.
WHAT IS PPC ADVERTISING? IT STARTS WITH A SOUND STRATEGIC PLAN
It may not come as a surprise to most of our readers, but it’s seriously important to understand the direction you are going to be allocating resources.
Create a plan.
You can download our one-page strategic plan template which is an excellent resource for aligning company goals and understanding what your business should be focused on.
Once you have that it’s time to start building your funnel.
WHAT IS PPC ADVERTISING? KEYWORD RESEARCH (GOOGLE ADWORDS)
You know what products/services your business wants to be selling, now what terms are people searching for to actually purchase these products?
There are some basic tools out there, such as Google AdWords keyword planner, but to save time and have more effective results, invest in experts that utilize the top technologies.
Grouping is another less utilized strategy out there when it comes to getting results.
Usually, there are a few keywords that potential clients might use to identify businesses they are looking to purchase from. Grouping your Keywords can dramatically increase the results of your PPC advertising efforts.
WHAT IS PPC ADVERTISING? AD RELEVANCE
Both Google and Facebook have algorithms that will indicate how relevant your ad is based on your targeting and copywriting on a 0-10 scale.
Obviously, it is imperative you ensure your PPC ad relevance is as high as possible.
Ad Relevance means the likelihood of potential customers who see your ad and the likelihood of them actually clicking the advertisement because it is relevant to them.
WHAT IS PPC ADVERTISING? CAMPAIGN SETTINGS
Through the due diligence you have done in your strategic plan, you should have some insights into when and where your audience is likely to take action. You can adjust a lot of parameters through both Google and Facebook.
For instance, the time during the day your ads are delivered; whether or not they are displayed on 3rd parties; or which format they are displayed in; your maximum spend per click and the devices you are targeting.
The right PPC advertising agency will be able to maximize your ad spend by designing a campaign that targets customers during peak engagement hours.
WHAT IS PPC ADVERTISING? UNIQUE SELLING PROPOSITION
What separates a campaign that doesn’t generate any clicks and the ones that generate thousands of clicks with a respectable Cost-Per-Click ratio is one with a great unique selling proposition or value proposition.
What is the main reason your target customers will want to convert from a lead into a customer?
Again, the right strategic plan that outlines this proposition and the right PPC marketing firm will ensure you are maximizing your efforts.
WHAT IS PPC ADVERTISING? CALL-TO-ACTION
It’s one thing to write great copy that addresses the fundamental need of your target customer, to convert, you have to find the right way of asking them to take a specific action.
Great marketers will experiment with split testing to ask potential customers to take these actions while refocusing resources on winning strategies.
WHAT IS PPC ADVERTISING? SPLIT-TESTING
As mentioned in the previous paragraph, great marketers test ideas against themselves. A smart strategy is to build 3 versions of the same PPC Ad and run a small budget toward them and track the results.
Based on your initial data, you should have some insights to make your PPC campaign more effective.
WHAT IS PPC ADVERTISING? EFFECTIVE LANDING PAGES
We have walked you through the process of building an effective PPC campaign.
The next question is where are you sending the traffic? To your homepage? Generally, this is not a practical place to send traffic.
For most businesses, the homepage tends to have been broad and unfocused. You should consider building a landing page that is specifically geared towards the product or service you are selling.
Then run a series of split testing on these pages in conjunction with your PPC Advertising to narrow in on a strategy that converts traffic into customers.
WHAT IS PPC ADVERTISING? CONCLUSION
If you are a business that has been investing some money on a monthly basis into PPC advertising and learning to maximize the return on your dollars. Take these lessons and apply them to your future campaigns.
For all the readers that realize that it may be wise to invest in hiring a PPC expert.
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