Did you know that 93% of online experiences start with a search engine?
This means your business has a huge opportunity for visibility, especially if your current marketing strategy isn’t giving you good results.
And given that SEO can take months (and sometimes years) to see meaningful growth, PPC is the perfect solution to finding your ideal clients immediately.
So how does PPC work? And how can a PPC campaign benefit your business? Keep reading to find out!
What Is PPC?
PPC is also called pay-per-click marketing. In this type of digital marketing, you buy ads that will appear at the top of search engine results pages (also called SERPs).
When someone clicks on your ad, they’ll be redirected to your website. You’ll then be charged a fee for each click (look here for more on “What is paid media in marketing?”).
And since you’re only charged for each click, this marketing method can often be a lot more cost-effective than methods like banner ads.
The Benefits of PPC
One of the top benefits of PPC is that your ideal customers are already searching for your product or service.
Another benefit is that you can test which marketing strategies are working and which aren’t.
Two important metrics you should track are click-through rate (CTR) and conversion rate.
CTR shows you how effective or enticing your ad is at getting people to click on it. The conversion rate shows you how successful your website is at converting visitors into customers.
By experimenting with different calls to action, landing pages, and headlines, you can see which messaging resonates with your audience the most.
How Does PPC Work?
To create a PPC campaign, you first need to identify keywords that are relevant to your business.
Next, you’ll want to create ads that target these keywords.
Each keyword has a cost associated with it, depending on how competitive it is. This is why it’s important to set a budget for how much you are willing to spend on each click.
Once your campaign is live, your ads will appear on SERPs whenever a user searches for one of your targeted keywords.
And when a user clicks on your ad, they will be redirected to your website or the landing page you’ve specified.
The Main Objectives of PPC
There are three main objectives of PPC, and you can either incorporate them yourself or hire PPC services to help you.
These objectives are:
- Lead generation
- Brand awareness
Even if a website visitor clicks on your ad but doesn’t buy anything, they can still be a valuable lead for the future.
Now they know about your brand, and you might be top of mind next time that person searches for the same keyword.
Ready to Start a PPC Campaign for Your Business?
We hope this blog post answers your question “How does PPC work?”
Now that you know how PPC works, it’s time to start a campaign for your business!
By targeting relevant keywords and creating ads that resonate with your audience, you might find that PPC is your new favorite marketing strategy.
For even more helpful marketing and business tips, be sure to check out the rest of our site today!