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September 8 2018
Tips and Tricks

What is PPC? An Introduction To Pay Per Click Advertising

PostedSaturday September 8th 2018

Last updated: September 2019

Just like its organic counterpart, Pay Per Click (PPC) advertising can be a great way to get your content to the top of search engine results. Although the procedure itself is quite different, the goal remains the same, which is why you will generally find that SEO and PPC are often combined for optimum efficiency.

PPC application relies heavily on the use of keywords, which act as the trigger for ads being displayed in search results. These keywords help to ensure that your promotions are reaching the right people, instead of wasting time, money and effort on leads that will not yield results.

How do I get the right  keywords?

Just like domain names, keywords can be searched for and purchased if they are available. The largest and most successful provider of keywords is Google Adwords and they function as somewhat of an auction house where people can come and bid for their preferences.  

Competition can be fierce as multiple advertisers look to claim the most popular keywords available. Luckily, Google has implemented a system that attempts to prevent big spenders from sweeping up all the best, most rewarding options.

As it is a bidding war, money itself is certainly a factor. However, as an extra level of protection, each user is given a quality score based on overall relevance and user experience. The weighting applied means that the quality score is the more valuable asset, as Google looks to reward those who focus on high levels of performance.

This reward comes not only in the form of winning the rights to the desired keyword, but grants your ad a lower cost-per-click, as well as boosting your favorability with Google Ad Rank.

Advantages of PPC

  • Operates on a pay per click basis, so you are not losing any money by simply running a PPC strategy
  • Helps you to effectively target the right customers
  • Easily measurable and allows you to calculate your return on investment (ROI)

Disadvantages of PPC

  • Highly competitive and can be expensive
  • Can be a time-consuming process
  • The general customer perception towards ads can turn them off clicking through

How can I get the best value from PPC?

There are a few areas you can work on to make sure that your PPC strategy is as influential as possible. For starters, you need to be directing your energy and money towards high-value keywords instead of wasting resources on those that aren’t the best fit for your brand.

Furthermore, the ads themselves need to be appealing. This means updating any language and visuals for your ads so that they can attract your target audience and generate that click-through both now and in the future.

Finally, one of the most important factors in achieving the right balance is finding the perfect blend between paid and organic methods. This means simultaneously building both your PPC and SEO strategies in order to capitalize on their complementary relationship.

Ultimately, the path you go down will be influenced by your available funds, knowledge and the actual business that you are running. Just like anything it is about getting the best out of your circumstances and making sure that the option you go with is adding value to your operations.


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Angelo is the co-CEO and one of VentraIP Australia's co-founders. His passion for the industry is only rivalled by his d...
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