Thomas Coppen

What is PPC?

What is PPC? PPC (Pay Per Click) is the fastest growing digital marketing medium with current PPC users upping their budgets approximately 70% year on year. Although this is a strong indicator of how effective a PPC campaign is, only 6% of businesses actually use PPC with 94% relying solely on organic listings.

PPC works by businesses bidding against each other to achieve not necessarily the highest position but the most effective return on investment. You can have your ROI increased by 100s of % if you have a correctly managed and well strategic PPC campaign. Unfortunately a large proportion of these businesses are not managing the campaign to its full potential therefore actually making a loss.

AdWords always needs to be controlled manually to achieve the best result, there are tools available such as scale and efficiency and automated bidding tools. A competent marketing manager will have no use for these and will be aware manually managing a campaign will give you a strong, more effective and faster money making account.

PPC works for all types of businesses from SME to corporate, single accounts to large and multiple campaigns.

There are over 100 factors within a standard Google AdWords account to make sure the campaign is running at its best which means it takes years of training to achieve the best possible outcome. Just a few of these factors include, keywords, Ad copy’s, budget and bid adjustments.

A lot of these factors need to be managed on a daily basis making this time consuming. The results you will start to see if a campaign manager fails to commit to do this is action and punishment taken by Google itself which can severely damage your campaign resulting in a loss to business.

As well as text Ads which are commonly used though out the campaign there are also image or display Ads available such as Google shopping which is extremely effective in the e-commerce industries. These have proven immensely successful in creating new and returning business.

Within an AdWords campaign there is a tool available called conversion tracking. Conversion tracking works by showing you what happens after someone clicks on your Ad, weather they made a purchase, signed up for a newsletter or filled out a contact form. Measuring conversions is great for connecting your keywords and Ads to your business goals, seeing how potential custom interacts with your Ads over what devices, i.e. mobile, tablet ect and most importantly boosting you ROI.

Overall if you’re looking to build a successful, strong and effective online business a PPC campaign is the way forward! To find out more about PPC Management packages we can offer click here.

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