What is Pay Per Click Marketing?

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Pay Per Click (PPC) Marketing can be a complicated beast, with it seeming to be far simpler from the outside: “How hard can it be?” jumps immediately to mind. As a matter of fact, pay per click marketing is an incredibly useful tool when used right, but the wrong implementation or setup can cause a catastrophe. At Bulletpoint Marketing, we understand PPC, so we thought we’d offer an insight into how the practice works.

What is pay per click marketing?

In essence, pay per click marketing is paying Google for an advert in order to improve your website traffic, and then in turn your business. You (or your business) will set up a budget for your ‘account’, which is to be used up for your campaign. Each time someone clicks on your advert, which will appear at the top of the search results (in most applications), you will be charged for the current Cost Per Click (CPC) rate of that keyword. The CPC for a keyword can range wildly from £0.01 to £100+. Once your budget has depleted, your advert will then be suspended until it is replenished.

The keyword is vital in PPC. You will choose a specific keyword for your campaign, which is the only search term that can bring up your advert in the search results.

Is it right for my business?

There are a variety of factors that must be taken into consideration when deciding on whether or not to employ a PPC campaign. The following factors are just a few that should be taken into consideration:

Choosing the right keyword is imperative. You need to find the right price for your budget and consider the properties of that keyword in relation to your business. For example, choosing a keyword that is too precise will drive the price down, but might not be effective. On the other hand, choosing a more general term could lead to more traffic, but it then might not be relevant and you will effectively be paying for nothing as the conversation rate of your traffic is dire.

Another important factor to converting traffic into sales/customers is the quality of a website. A poor website will lead to a high bounce rate, which means customers are clicking on your advert and immediately leaving because your business seems illegitimate or ‘less attractive’ than if it were to have been well designed, with users in mind.

You’ll also need to track the results of your PPC campaign, otherwise you may be paying for a futile service that is not worth your money or it may just not work for your business. Return on investment (ROI) is something to be constantly considered throughout a campaign.

Other things to consider

There are a myriad of different factors that might influence your PPC campaign and that could cause detrimental effects onto your business, should your settings have been set up incorrectly. A simple example of this would be forgetting to uncheck ‘Google Display’; doing so would lead to your advert being sent to thousands of websites and your budget depleting immediately.

There are a whole host of things to consider with pay per click marketing, then. You must have the right website, the right keyword, the right budget and then take into consideration many other factors that are beyond the conceivable scope for one that is not in the business of marketing.

Since pay per click marketing is so sensitive, and relates to factors including website design and an adequately SEO-optimised website. If you’d like to hear more about the services we provide, which include SEO, website design and PPC, please get in touch. You can call us on 01706 361708 or fill out our simple contact form.

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