What is a PPC campaign?

Pay Per Click (PPC) advertising is a form of online marketing in which advertisers pay a fee each time one of their ads is clicked. This often takes the form of search engine results or website banner ads, but there are many different types and formats to choose from depending on your industry and what you want to achieve through your PPC campaign.

The most common form of PPC is paid search such as Google Adwords. This means that the ads will appear in relation to a relevant search typed into a search engine to find products or services. While Google Adwords is the most popular, you can of course also run PPC campaigns on other search engines such as Bing as well as social channels like Facebook, Instagram or LinkedIn.

Paid ads work by having a small advertisement appearing next to or above organic (unpaid) search results. The idea is that you will only pay when someone clicks on your advert, so the aim is to get potential customers interested in what products or services you are selling which can help them make better decisions about their purchases.

What is the difference between PPC and SEO?

Paid search ads are different from organic results on a search engine. Organic results are free to appear in the search engines but have to get enough clicks naturally – meaning that there are no guarantees of appearing on the first page of a search engine, or even at all. Paid advertising offers exposure of your ad to targeted customers who are actively searching for similar products or services.

Creating your ads

When someone searches a search engine, paid ads appear in a list of results. In Google they will appear at the top of the page above the organic search results. They are clearly marked as “Ad” and if you click the link then this is what you will have to pay for.

When you create your ad think of targeted keywords that you want to be found for in search and add these to your ads. Utilise the ‘ad strength’ guide when you create your ads to make sure that headlines and descriptions are well rated.

Create responsive search ads which enables Google technology to create the best combination of title and text into the ad based on which is performing well.  

Add specific locations to your ads so that it targets people looking for jobs in that area.

It is worth noting that paid advertising doesn’t guarantee getting a sale or conversion on your website, but it can boost your sales if done correctly.

Unlike a traditional advertising campaign, you can continually change online ads to reflect analysis. For instance, with Google Ads you can review regular recommendations for tailoring your ads even further. This means you can add or remove keywords or negative keywords. You can change the content of ads to help optimise performance. Insight also includes number of impressions, click through rate, conversions and cost per acquisition to measure return on investment.

Google AdWords certified 

Each year at Smart Cow Marketing we ensure that we are Google AdWords certified. We are now a Google Certified Partner. While gaining the AdWords certification qualification year on year highlights our in-depth knowledge and expertise on the fundamentals of setting up and managing successful AdWords campaigns, being a Partner shows that Google trusts us even more with the support we offer clients.

PPC agency Croydon

Whether you’re looking to promote your services or launch of a new product to your target audience, a Pay Per Click ads agency (PPC) can help your firm be found and to stand out in local search results.