The PPC Algorithm

Mark Covert

PPC Strategist

The Importance of PPC for Increasing Your Business

PPC is definitely a mixed bag. Some marketers love it, others hate it. The only thing that we’ve seen to be consistent is that those who love pay per click have success with it and those who are frustrated with it don’t see much, if any, results from it.

We’re here to tell you that PPC really is beneficial for your business. In fact, it’s an essential component for a complete digital marketing campaign that should not be overlooked. What’s important is that you understand how the algorithm works and what you should be doing to capitalize on what the PPC model can bring to your business. Whether you plan on using Google Adwords, Bing Ads or Facebook Ads, pay per click is a fast and easy way to promote your products and reach potential customers fast.

What is Pay Per Click Advertising?

It’s always good to do a quick briefing on what PPC is so that you better understand how it fits into the picture. PPC is part of search engine marketing. Together with SEO, they are the main ways of targeting people using the search engines.

When PPC was new, the model was relatively simple. Every time a person clicked on an ad, the marketer would pay. But as you can imagine, this model wasn’t always fair. It wasn’t uncommon for competitors to click on ads multiple times to run up the company’s ad budget for the day. Over the years, this model has evolved and many PPC campaigns use other pricing models such as CPM or CPA, which is pay per thousand impressions or pay when the ad leads to a conversion, respectively.

The purpose of PPC is to help your brand reach a targeted audience and then pay only when someone performs an action, whether it’s signing up for your newsletter, visiting your website or buying your product.

Now let’s talk a bit about why PPC works when it comes to increasing business.

It’s a fast and effective way to target visitors.

It’s important to bring traffic to your website, but not just any traffic. You want targeted traffic that is most likely to convert. SEO is obviously the best long-term way to bring this targeted traffic to your website, but it takes time and work. Sometimes, you need this traffic right away rather than waiting around months or years for it to evolve. That’s where PPC comes in.

PPC brings in targeted traffic fast. Using Google Adwords, you can choose the keywords you want your ads to show for, and these ads will then show up at the top of the search results. Facebook Ads is a bit different. It allows you to define your target audience based on the demographic features that are available. Whichever platform you choose, you can see increased traffic almost immediately.

It works well with other marketing strategies.

PPC is an important part of your overall digital marketing strategy and it works well with your other marketing channels. Using dynamic search ad campaigns, PPC can tell you which keywords are a good fit for your website. You can then use PPC to test the effectiveness of different keywords that can be used in SEO.

In addition to finding good keywords, PPC can also help with boosting mobile app installs, email signups and local SEO optimization.

It’s awesome for retargeting.

By now you probably know that retargeting is a great way to advertise to people who have visited your website but didn’t actually convert. If you have a product that takes some time to buy, you can show your ads to visitors to remind them of your brand and what you have to offer. In order to make the most of retargeting, you’ll need to create campaigns that target these visitors and offer them incentives for revisiting your site and completing the purchase. PPC is great for this.

It’s a great budget marketing tool.

Some marketers think that PPC is a waste of money and they shouldn’t be using it, but that couldn’t be further from the truth. PPC is actually cost-effective when you do it right. Of course, you’ll need to pay attention to your budget and apply it smartly, but there are easy ways to do this.

To begin with, start with a small campaign and look at how your numbers are coming in. How many clicks are you getting? Are people visiting your website? Are you getting conversions? Make sure you’re studying these numbers before you throw any more money into the mix.

When you find campaigns that work, slowly increase the money you put into them. Don’t put any more money into campaigns that are not profitable. Some people think that they should add more money to make them successful, but it’s best to stick to the campaigns that show a profit. The same is true with keywords. Only spend money on keywords that are effective.

Conclusion

We don’t expect you to understand all the ins and outs of PPC. That’s what the pros are for. What we do want you to realize is that pay per click is an important component to your overall digital marketing strategy. It’s not something that you should underestimate or ignore altogether just because it hasn’t worked for you in the past. At the very least, hire a PPC expert who can get you off on the right foot creating campaigns that bring in a profit. It won’t be long before you’re sold on the power of PPC.

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About the Author: Mark Covert

Mark has joined the SEM Geeks team as a PPC Strategist in early 2015. Mark graduated from East Stroudsburg University with a Bachelor’s of Science in Sports Management and a minor in Business. Mark started out early on in his career from freelancing web design, which ultimately evolved into marketing clients websites to create a great user experience and the best possible results for both parties. Prior to joining the Geeks, he has worked for DNA marketing, managing several large Fortune 500 paid search clients, while continuing to refine his skills and knowledge within the industry.

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