PPC Google Advertising in a nutshell
There aren’t many options for advertising where you are the one to set the rules. With Google Ads you decide at what times your ads will show, how much you want to pay for particular keywords that will trigger your ads and where your ads will be shown. If you are interested in putting your brand in front of customers at the late stage of their decision making process and you want to be able to measure the results of your campaign on the same day — PPC has it all!
What is PPC advertising?
The PPC acronym stands for Pay Per Click which describes the payment model that Google ads use. Advertisers are charged only per click on their ad, not each time the ad is shown. Thanks to that, measuring your return on investment (ROI) couldn’t be simpler! Google gives you all the information you need to understand how much each sale/lead costs you. AdWords interface also allows you to see which keywords triggered clicks, impressions and resulted in conversion. Furthermore, Google network gives you access to information about where exactly the ads have been published and which adverts have been most successful. When setting up a PPC campaign, you choose if you want your ads to be shown only on the Google Search network or on the Google Display network or both. The first option will result in your ads showing when a person performs a search in Google search engine for a specific keyword that has been targeted by you. Text ads appear on the top and right hand side of the natural search results. Google Display network contains a lot of partners websites such as NZ Herald, YouTube etc. This part of AdWords allows you to use text ads along with banners.
Everything sounds too good to be true? Yes you are right, there are obstacles to look out for in PPC but in my opinion they are all minor if you consider how much you can get out of advertising with Google. All potential advertisers should remember that PPC campaigns need to be set up properly and optimised to get the highest return on investment. It’s a time consuming process and it takes time to test and find out what works best for your business. A simple solution might be to outsource the management of PPC. Even though that will come with additional cost it will save you time on studying AdWords interface and will give you insight knowledge and expertise.
Tough nut to crack on but worth the reward!
If you are not sure if you should be running PPC ads for your business, my advice would be to do a quick search on Google to see how many of your competitors are already using the advantages of this advertising method. Trust me you will be surprised! Remember that PPC allows you to reach customers in a very targeted way and at the same time gives you the possibility to present your products/services to customers at the final stages of their buying process. Google ads are very powerful and can have big potential, you simply need to make sure that you set your campaigns properly and keep a close eye on them to make sure you are achieving return on investment.