The very basics of PPC

The world of PPC can be quite confusing especially if you’re a small business or a start-up working your way into the industry.

We’ve put together this ‘simple-terms’ guide that can help you to begin to understand the process of PPC and how it can be beneficial for you and your business. If you aren’t too sure, PPC stands for Pay-Per-Click. This is a marketing method to create adverts for your business and then placing those adverts online for potential customers to see and to click.

This process starts with a few set-up steps, all of which make the entire process much easier if this is done correctly. We’re going to be using Google Adwords in this example.

The first step is to think about and choose what kind of campaign you’d like to create, this can depend on your work sector. ‘Search’ campaigns are one of the most common types as the general idea of these are to drive traffic and potential customers to your website or shop.

Another key element of this is thinking about your campaign ‘budget’. The main idea of PPC is each time somebody clicks on one of your adverts, it will take a small portion of the pre-determined budget away. So if at the start of your campaign you deposit £200 worth of advertising, somebody may click on your advert and it could detract £1.00 from that budget leaving you with £199. The higher the competition for your keyword, the more you’re likely to pay for a click, The less competition the less you’re going to pay for a click.

Here’s a practical example:

1. Let’s say you’re a florist and you’d like to boost your online presence, and you choose to use Adwords to do this. You’d start by picking your campaign type and then move onto the ‘keywords’ that are going to trigger the adverts you’re going to set up.

2. If you want to promote the fact you’re a florist who specialises in roses or daffodils, you could pick keywords such as ‘red roses’, ‘white daffodils’, ‘specialist florist’ which will then be the triggers for your advert to appear when people are searching for things online.

Going one step further, you can even set up your adverts in a pre-set location or radius so you can promote business in your local area.

3. After you’ve picked your keywords, you can then create the adverts you’re going to use to entice your customers in. This will look very similar to a Google web listing, and will contain 2 lines of your chosen text, a link to your website, call extensions where you can put your company number etc.

4. Then you’re ready to go! Assuming all goes well you’re good to go, people will hopefully start clicking your adverts and you’ll hopefully start to see more traffic coming to your website and a spike in enquiries.

This is the very basic premise of PPC and Google Adwords inparticular, the process goes much much deeper than this and this is where companies like us come in! We have a strong understanding of Adwords and how we can use this to boost your online presence as a business and would gladly give you a hand in doing so.

Get in touch if this is something that would interest you and we can talk about this more in depth over the phone or by you coming down for a visit.

Have an awesome day,

Luke ‘The Marketing Dynamo’ Dangerfield.

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