PPC or pay per click is a type of internet marketing so called because it places ads on search engine results pages and the company who placed the ad pays every time it is clicked. AdWords is Google’s method of organising and creating these ads and is a great way for businesses and companies to target their desired audiences and clients that may potentially want and be interested in their services or product.
PPC involves a lot of managing and that is why many prominent companies use a top PPC advertising agency to take control of their PPC accounts in order for them to thrive and be successful, dedicating their time and expert knowledge to several PPC campaigns. While a PPC campaign is relatively easy to set up, it is the monitoring of it and ensuring that a company is receiving the best Return on Investment that often calls for a specialist creative digital agency.
AdWords
Google AdWords is the most commonly used service by PPC agencies as it stands as the most widely used search engine — and website for that matter — in the world (as of February 2014), with Yahoo and Microsoft’s combined offering of Bing and BingAds in second after they joined forces in 2010. AdWords is also how Google makes the majority of its revenue, which amounted to $42.5 billion in 2012.
AdWords works by offering advertisers a platform on which to place ads on Google search results pages and through this it also offers a way for advertising companies to monitor and structure these ad campaigns. Companies and businesses often turn to specialist digital advertising companies for their PPC services as they can better manage and structure these campaigns which not only produce better results for their ads, placing them at a higher ad rank in the results page, leading to hopefully a higher click through rate, but also reduce the cost of keywords.
Keywords
These keywords are bid on so that they cannot be used in another company’s campaign. Keywords are basically search queries often typed in by prospective clients into search engines — for example, ‘cheap holidays’. This is another reason why a digital advertising company is a good choice when it comes to a PPC account, as they are equipped with the skills and knowledge to choose keywords that will work for their client and know how to get keywords at a low price.
Google’s Keyword Planner replaced the Keyword Tool in AdWords and allows campaign managers to effectively monitor keywords in a campaign. Alongside being experienced in using such services they can also produce a good structure for a PPC campaign, which involves the campaign, ad groups, keywords and then the ads themselves. This structure is often highly organised and is something that those not experienced in digital advertising would find hard to grasp and make work for their company.
They also work to improve a company’s ad rank which is determined by the bid and the Quality Score. An agency works hard to improve the Quality Score by creating expert copy for the ad, making it as relevant as possible and improving the landing page which the ad leads to; this is done by making the landing page as relevant to the ad as possible, with any deals advertised also clear on the landing page.
A good agency can pick the right keywords, as well as recommend good landing pages and changes that would make the whole ad better quality and allow it to rank higher in Google’s results.
These ads are small, with a 25 character headline and a couple of lines of 35 characters following it, and will appear in the right hand side and top of the search results page.
To make PPC work for your company, simply choose a digital advertising company that is experienced in AdWords and PPC.
Originally published at www.accordgroup.co.uk.
