Every customer who strolls by your storefront is a missed opportunity for making a sale. So what about all the would-be customers who scroll past your website?
According to Forbes, 89 percent of North America’s population is online. Every single person who searches for your product or service online is an opportunity, and you can make sure they don’t scroll beyond your reach.
Digital marketing strategies have changed the way we reach customers today and B2B vs B2C marketing car vary greatly. You might have even heard about a few, like PPC, SEO, and SEM.
What does PPC stand for, you ask? Keep reading for our complete guide to all things PPC to find out!
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What Does PPC Mean?
So, what does PPC stand for? PPC, or pay-per-click, means exactly that—you only pay when someone clicks on your ads.
These ads display on search engines like Google and Bing, social media platforms like Facebook and LinkedIn, and across websites that display visual ads.
Each of these ads shows based on a keyword you choose to bid for. Depending on your bid and budget, you can reach the top of a search results page, helping you reach more customers.
So whether you sell B2B software, high heels, or cleaning services, you can reach people as they’re searching for you.
Ultimately, PPC campaigns help you reach more people, direct them to your website, and turn those visitors into paying customers.
The Benefits of PPC Campaign Management
So now that you know what PPC stands for, let’s discuss how it can help your business. Here are seven ways PPC management services can help boost business growth!
1. You’re In Control
A pay-per-click program like Google Ads ( previously Google Adwords) allows you to set up and adjust even the smallest details.
That means you decide how much money you want to spend each day, when you want those ads to run, and who they show to.
With location targeting, audience targeting, and device settings, you control it all.
This helps you control where you spend your advertising budget. It also allows you to give more attention to certain campaigns, keywords, or buyer personas depending on who you want to target most.
2. Optimize Anywhere
All of that control also means making changes is easy. Your PPC agent can help pinpoint areas where you’re excelling—as well as where your campaigns need improvement.
Then, they can optimize your campaigns to produce the ultimate results!
With a PPC campaign management expert, you don’t have to worry about waiting a week to improve your campaigns. Unlike traditional marketing methods, PPC gives you results continuously.
That means you don’t have to burn your budget to figure out what’s working—and what’s not.
3. Reach Your Customers
As we mentioned before, PPC advertising allows you to narrow down your target audience. How narrow and precise you make that targeting depends on you.
Unlike print advertising like billboards—which display to anyone who drives by—PPC allows you to narrow your audience with demographic targeting. This includes the age, household income, gender, and even the interests of your target customers.
By displaying your ads to a specified audience group, you can target the people most likely to become paying customers. As a result, you can limit wasted advertising spend.
With precise targeting, you get the most bang for your buck by focusing on the people most likely to buy!
4. SEO Support
Creating PPC advertising campaigns can also support your search engine optimization (SEO) strategies!
As more customers click on your PPC ads, your website gains a boost in website visitors. This increase in website traffic shows Google your website content is relevant to those searched keywords.
As customers visit your website through PPC ads, they’re also likely to explore your website. Google also recognizes other analytics such as how much time people spend on your website and how often they complete an action on each page.
These interactions can help boost your organic SEO ranking, even though the web visitor originated from a PPC ad.
5. Show Up on Social Media
PPC ads can also increase your social media presence.
Social media platforms like LinkedIn, Instagram, and Facebook have their own pay-per-click programs.
With a social media marketing agency, you can create a targeted PPC campaign across your social media platforms to reach even more potential customers.
According to Facebook, the social media platform had 2.32 billion monthly active users as of December 2018.
That’s an entire audience of potential buyers just waiting for a company like yours! Plus, advertising on social media platforms helps increase your brand awareness.
That way, more customers can recognize your brand by sight alone.
6. Keep Up Conversions
The main goal of PPC advertising is to get visitors to your website and encourage those visitors to buy.
With targeted ads, precise ad and landing page language, and strong user experience, you can convert website visitors into paying customers.
Which leads us to our last PPC advertising benefit.
7. Ramp Up RIO
With PPC advertising, you gain the money spent on your advertising campaigns—and then some.
A PPC marketing company can help you find the best bid strategy for your industry. Once you set your bid and budget, you can make adjustments to optimize for the best possible cost per acquisition.
As a result, you can determine how much you want to spend on each conversion, then adjust your PPC campaigns for those results.
Now you’re getting the best bang for your buck!
How We Make the Most Out of PPC Marketing
Ready to apply those seven benefits of PPC marketing to your own advertising strategy? Here are eight ways we can help you make the most out of your PPC marketing.
1. Define Your Goals
What does PPC stand for again? Pay-per-click! Since every click means money spent, it’s essential to define the goal for each of your campaigns.
That way your PPC marketing company can optimize your campaigns to get the most clicks at the lowest price.
There are numerous goals you can set your campaigns to. These include increasing conversions (such as phone calls and form submissions), sales, or boosting your brand awareness with display ads.
Check out this post by Google to learn more about goal-based campaigns.
2. Check Out the Competition
PPC advertising is based on bidding with other companies in your industry. When they bid high on specific keywords, that raises your cost-per-click, too.
Check out what the competition is up to. This includes their ad language, call-to-action, their landing page, and the ad extensions they’re using.
Determine your competitive advantage, then use it to set your company apart from the rest. Feature the benefits you can offer customers in your ads and landing pages.
Bidding higher than the competition can also get your ads to position higher on search engine results pages.
A PPC marketing agency that offers PPC campaign management can help you determine the most effective strategies for beating the competition.
3. Make Your Keywords Count
Think about your target audience. What words or phrases are they using when searching for your product or service?
The right combination of keywords can either make your targeting too tight or too broad. Google Ads used match types to help you adjust which searches you want your keywords to display for.
Once you choose your keywords, group and organize them by campaigns. This will help when you need to determine what changes to make when certain keywords perform well—or under-perform.
4. Add Excitement to Your Ads
Your ads should be compelling, engaging, and eye-catching. Using strong verbs in your call-to-action (CTA) is also encouraging.
Your CTA should focus on a specific action. “Buy Now!” “Launch Your New Website Today!” and “Chat With Us Here,” are specific enough to keep website visitors focused on the action you want them to complete.
5. Leap to the Landing Page
Your landing page should reflect the decisions you made for your keywords and ad language. By using the same keywords and CTA, you can keep website visitors from one step to the next.
Customers are more likely to convert when you give them one clear action. That way, you don’t confuse them.
Make sure your landing page is user-friendly, too. That way customers won’t leap off the page due to slow load times or unclear images.
Google Ads perform better when your keyword is on the landing page. This tells Google that your page is relevant to the website visitor’s initial search.
Make sure your keyword displays in an H1 as well as the body text. That way customers visit a page that reflects the search they made on the first page.
6. Negative Out
Not every search is a perfect match for your product or service. By adding negative keywords, you can filter out these unwanted searches.
Negative keywords also keep you from paying for searches that aren’t the perfect match.
It helps to explore what customers are searching for that leads them to click on your ad. These searches, called “search terms,” can give you a list of keywords to negative out of your campaigns.
With a thorough negative keyword list, you can avoid wasted ad spend and focus your budget where it’s bound to make the most money back!
7. Just Keep Optimizing
Campaigns aren’t perfect from the get-go. Every industry, company, and set of keywords requires adjustments for the duration of the campaign.
With a PPC campaign management company, you don’t have to worry about weeding out negative keywords or making constant adjustments.
Instead, we use data-proven strategies to optimize your campaign so you can focus on your business.
Sometimes keywords are too broad—or too narrow. A target audience can also be too small, or keywords can have a low search volume each month.
Once the right settings and strategies are determined, your campaigns need fine-tuning to keep them running at their optimal level.
Negative keywords should be updated regularly. We can also explore the search terms for your campaigns to uncover which searches lead to conversions.
The longer your campaigns run, the more data there is to learn from. This data helps us make informed decisions to ensure your campaigns are working at their best.
In addition to making sure you’re getting the most conversions possible, optimizing also allows us to make sure you’re getting the most conversions at the lowest bids.
That way, you’re still improving your return on investment without blowing through your advertising budget each month.
8. Reach Out—Again!
According to Fit Small Business, it takes five to seven impressions for brand awareness to sink in.
PPC allows you to implement a retargeting, or remarketing strategy. When someone visits your website, only to leave without submitting a form or making a purchase, you don’t want to lose them.
Remarketing displays your ads to these website visitors to remind them about your business. This PPC strategy can even show photos of the specific product the visitor was interested in.
That way, you can entice them to return to your website—and this time, make a purchase.
Remarketing also improves your cost per acquisition. With remarketing, you don’t have to worry about all the website visitors who clicked on your ads and didn’t convert.
Instead, you can reach out to these customers a second time and get a second chance!
As visitors see your remarketing ads, they’re also more likely to remember and recognize you. Of course, it takes a strong company brand strategy to set you apart from your competitors.
What Does PPC Stand For? Your Expert Guide to Pay-Per-Click
Now that we’ve answered the question “what does PPC stand for?” you can start implementing pay-per-click strategies for your own business! Our guide to pay-per-click marketing is just the tip of the iceberg.
Check out our digital marketing services to learn more ways we can help your business stand out from the crowd.
As the all-in-one PPC marketing company, we can help boost your business with our hassle-free strategies for less than the cost of in-house marketing!