Understanding Google Pay Per Click
Google’s version of Pay Per Click advertising was first introduced in the year 2002, this was two years after the release of the Google AdWords online advertising tool in October 2000 that allows advertisers to create text ads which can be placed within the Google search engine. The Google AdWords advertising tool is a powerful piece of kit and it was launched ten months after Google first started search engine advertising in December 1999.
Google Pay Per Click otherwise known as PPC or referred to as paid search advertising or search marketing is a specific type of online marketing that allows you to purchase sponsored links on search engine results pages, websites, content sites or blogs. The cost of the PPC advertisements are calculated by a formula using a mixture a factors including the number of impressions and clicks; this can be a highly effective way to generate traffic quickly towards your site showing immediate results.
Google PPC can often seem overwhelming and sometimes complicated to new users however, a well-managed PPC campaign can be a cost-effective form of advertising with high returns on investment. PPC has been designed in a particular way to target individual site visitors who have already expressed an interest in a product or service usually by selecting and clicking on specific advertisements and searching for particular keywords.
There are many reasons why you should use pay per click campaigns, a few of them are:
1. Speed to Market
Organic search engine optimisation can be a highly competitive market, it all depends on the nature of your business and how niche your keyword selection is. Pay Per Click advertisements can combat this, as they are launched quickly and gain you a sponsored position at the top of search engine results; they help generate targeted traffic and qualified leads.
Your target audience can be carefully selected; you can limit your PPC campaigns to certain geographical locations i.e. Towns, Counties and Countries etc. This can be particularly useful if you have an e-commerce website for example and wish to target UK customers.
3. Targeted Website Traffic
Aside from limiting your traffic reach to certain geographical locations you can also set up your campaigns to target particular demographic groups, this is useful if you’re pushing a product which should convert better depending on the age of your audience.
4. Testing Abilities
Campaigns can be a cheaper method of testing keywords as you can limit your budget enabling you to have a play around with different advertising methods to see what works best for you.
5. Maximising Return on Investment
It is important to constantly measure your Google Pay Per Click campaign, not only by investigating the stats that Google provides such as your click through rate and cost per click but also your conversions, cost per conversion and most importantly cost per sale. You can carefully tweak your campaign and achieve your overall goal, which is to get as many actions as possible for as low cost as possible, be careful not to be fooled by Google as their goal is completely opposite, their goal is to get as many clicks as possible at the highest price possible.
Google Pay Per Click is a quick and effective way to immediately display your products within search engine results pages, websites etc. A well-managed campaign can see great results and return on investment. Remember to be careful using Google’s Tools as they can sometimes be misleading in order to entice you into buying more clicks at a higher price.
If you are still unsure about Google Pay Per Click Advertising, you can contact us for help and advice here: Contact Thomas Cole Here