Pay Per Click (PPC)

What about Pay-Per-Click (PPC) Advertising?

Along with questions about SEO and SEM, PPC is something we commonly see people misunderstand. Research shows that 81 percent of shoppers conduct research online before making a purchase, which makes search engine marketing campaigns highly effective at driving traffic.

By placing ads in front of users who are searching for intent-based keywords, you increase your chances of generating awareness and capturing leads. In this way, PPC helps give your ideal audiences what they are looking for.

PPC criteria or variables can include:
PPC criteria or variables can include:
- Age
- Gender
- Parental or marital status
- Household income
- Time of day or week
- Education level
- Homeownership status
- Device type (mobile, desktop, tablet)

Paid search campaigns generate the highest click-through rates of any digital marketing tactic, so it only makes sense to include PPC advertising as part of your media buying and planning process. A successful PPC campaign follows a three-step process:

- ID the goals, objectives and targeting metrics
- ID priority keywords & create ads that entice your ideal audiences to click
- Run PPC campaigns to maximize traffic to your landing pages

When buying search keywords almost everyone starts with Google Ads. Consider a Bing strategy to supplement your Google campaign. Although Google has the majority share of internet searches worldwide, Bing still results in 25% of the US’s searches and the pricing is significantly lower. According to ReportGarden the average CPC on Bing is $7.99 compared to $20.99 on Google.
As the campaign progresses, monitor and optimize daily to increase conversions and decrease the cost of conversion.