PPC advertising - what you need to know 

You’ve heard talk of PPC advertising, but may not know what it’s all about? Or you already know some, but you don’t know how it should start and whether it’s the right way for you to reach potential customers.

In this article, I’ll go through what PPC means and how you can start leveraging it to market your business.

What does PPC mean?

PPC comes from the term Pay-Per-Click. So PPC is the principle you pay for advertising. Google Ads works according to this principle and is the best known PPC advertising channel. Indeed, Google advertising is often referred to as synonymous with PPC advertising. PPC campaigning is often keyword advertising on a search engine such as Google but also on Microsoft’s Bing.

How Does PPC Advertising Work?

As I said before, in PPC advertising you pay for clicks. What does this mean in practice? For example, when you advertise on Google with the keywords you want, you don’t pay for your ad to appear in search results. You pay when someone clicks on your ad. Doesn’t that sound fair? With clicks, you get relevant visitors to your website and through that, customers. However, if your ad is not clicked, you have gained free visibility for your brand.

What is the role of auction in PPC advertising?

PPC pricing is based on an auction between all advertisers. For example, when you search on Google using the word “Electric bikes,” Google holds an auction in nanoseconds between advertisers campaigning on Google for that keyword. The auction is based on complex algorithms, but the main factors influencing the price are

• The relevance of the ad to that keyword
• The quality and accuracy of the ad’s landing page for the keyword (i.e. the advertiser’s website to which the ad is directed)
• Google’s estimated clickthrough rate compared to its competitors’ ads

Of course, the auction is also affected by the price offer, but PPC advertising alone will not succeed with a high bid. Google wants to show you the best possible search results, so the key factors that affect your price and the visibility of your ads are how relevant your ad is.

How do you get started?

Like advertising in general, PPC advertising should be carefully planned. The most important questions for PPC campaign planning are:

• What are the goals of the company?
• What are the goals of advertising?
• Who and who are the company’s target group?
• Can I track advertising results? Are you using a web tracking tool like Google Analytics?
• Is the business website in a position to direct visitors? Is the purchase path well thought out?

Google is the clearest channel to start advertising, as Google is the most used search engine in the world. So visibility there is absolutely essential for your business to be found. After all, it is said that if you are not on Google you will not exist.

If you are interested in PPC advertising and getting started, Kubla experts will be happy to help you. Get in touch and discuss how we can increase the productivity of your business together!

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