Basics of Pay Per Click (PPC) Advertising

Nowadays, it seems every business needs to know how to scale their organisation or enterprise through advertising on search engines such as Google. But, this isn’t knowledge we’re all born with and running a business can leave very little time for anything else. With this in mind, we’ve put together this handy little article to help explain how to effectively scale your business through advertising on search engines such as Google.
So, let’s jump straight in!
To start with, you’ll need to understand what it is you want to achieve through Pay-Per-Click (PPC) advertising, and that means understanding what PPC advertising is, so let’s start there and briefly summarise what pay-per-click advertising is.

What Is PPC?

Pay-per-click advertising, sometimes known as cost-per-click advertising, is an internet-based advertising model designed to attract visitors and traffic to a website, which will then pay when the advert receives a click. One of the most commonly used pay-per-click platforms is Google AdWords and businesses and organisations across the world are trying to get in on this and the other various PPC platforms available.
Pay-per-click advertising is also one of the metrics used to measure the effective of online marketing and advertising. Alongside cost-per-impression and cost-per-order, PPC is preferable to both as it also provides an insight into how effective a certain advertising campaign was. PPC revenue is usually worked out by dividing the advertising costs by the number of clicks generated by an advertisement, however, there are a small number of variations to this formula that are also used for working out ROI.

Key Considerations when engaging in PPC Marketing

Now that we have understood what PPC advertising is, let’s take a look at five key considerations to take into account when it comes to scaling your business through advertising on Google.

1. Develop Your Objectives

As with any task, in order to achieve the best results, you’ll need a clear idea of what you want to get out of it before you set off. When it comes to scaling your business through online advertising, making it up as you go along isn’t much better than having no plan at all. Plan out what your goals and objectives beforehand so as to make it much easier to achieve them.

2. Plan Your Approach

Do you know which keywords to use in your ad? Is your copy enhanced with SEO techniques? Are you making it easier or harder for yourself? Without a solid plan of action, you’ll never know! Knowing what you want to achieve is one thing, however, knowing how to get there is quite another. Planning out your Google advertising approach can help you gain a clearer idea of where your campaigns need to go and where they’ll most likely work best.

3. Know Your Budget

Knowing your limits can get your far in life, the same is true in internet advertising. It’s all well and good planning out the most elaborate ad campaign you can possibly think of, but if you don’t have the financial resources to execute it, it’ll go nowhere. Budgeting is essential in order to make the most out of PPC ad campaigns as planning a budget beforehand can greatly reduce the likelihood of overspending on underperforming ads and better financial management will usually mean better results in the long run.

4. Paint Your Target

Once you’ve planned out an approach that suits your budget and fits your objectives, you’ll need to think about who it is your ads are looking to target and how best to attract that specific audience. What words are they likely to use when looking for something? How are they going to go about looking? What will most likely catch their eye? These questions will need to be considered in order to develop a comprehensive Google advertising campaign that will get the attention of your target audience. For example, the website Electricity Monster will want to target Australians looking for a website for comparing electricity prices. Knowing who to target is a must!

5. Test Your Ideas

Once you’ve developed your ad campaign, it’s time to test the waters! Without constant testing and tweaking of certain aspects of your campaigns, you’ll be unable to truly see what works well and what doesn’t. This is essential for pinning down what it is that attracts your target audience and also gaining an insight into what is likely to attract them in the future. Testing and auditing ideas is a great way of experimenting in order to discover the right combination for your specific Google advertisements.
For more great advice on how to scale your business through advertising on Google, check out these additional sources of information by clicking on the links provided here and here.

Digital Squad is a specialist b2b marketing agency Auckland specialising in growing business through inbound organic leads and traffic. Talk to our team today about your digital marketing needs! Whether that be SEO services, Facebook marketing Auckland, LinkedIn marketing, or  AdWords management agency Auckland, we are here every step of the way.