What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

How Does it Work?

Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors — CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction.

Optimizing Pay Per Click

Optimizing your Cost Per Click (CPC) is where Allegra’s model will help you get the most bang for your buck. Optimization takes time, and over the first 60 days of your campaign, we monitor many facets of the activity on your account to quickly get your CPC down and your traffic up. As part of our ongoing maintenance of your campaign, we continually monitor your traffic, CPC, ROI, and provide detailed reports regarding changes we’ve deployed to improve your return on investment.

ROI Calculator

Download this Google Ads Budget Calculator to estimate how many leads and sales you can generate using Google Ads.

Getting Prepared

Getting prepared for a campaign involves a little work, but can be very easy if you follow these steps, and we’ll do the heavy lifting for you:

  1. Identify your target geography. We can pinpoint geography by city, state, zip code, radius around an address, or draw out a custom geography for you. When starting a campaign for the first time, we recommend starting small, and expanding later once return rate is known.
  2. Identify your prospects. The more you know about them the better, such as age, gender, income, interests, home ownership etc. This will help us with your keywording.
  3. Identify keywords. This can be a daunting task, but we have tools to help you expand on keywords to identify key phrases, and variations on keywords. Negative keywords are another area where we can apply filtering to ads to bring the best prospects to your doorstep. For example, if you’re a bank looking for people searching for banks, then we may include a negative key word set such as Power Bank, which refers to a batter pack for tech toys. Therefore anyone who searches for Power Bank, will not be shown the ad from your bank.

Keywords, Ads, Expected Results… AND HOW TO DEAL WITH THEM.

Keywords are the most important part of the success of any PPC campaign. Ad writing, and types of ads are important, but if they aren’t shown to the right search prospects, then results can be poor. We work to ensure that your keyword list is sensible, concise, accurate, and targeted to people searching for you products and services. Our keyword generator and analysis tools will help us identify the top search terms with the lowest CPCs available to you, in turn maximizing your ROI.