While organic search results, or results you don’t have to pay for, are often the most effective way to increase your visibility, there are other ways to advertise your business. Pay-per-click advertising, often shortened to PPC, is a common way to drive traffic to your site through sponsored ads on search engines or other platforms.
What is Pay-Per-Click Advertising?
Pay-per-click advertising is a model in which you promote your business through sponsored links and pay a fee every time someone clicks on the ad. There are many different types of PPC ads, depending on which platform the ads are placed.
One of the most common types of PPC advertising is sponsored results on search engines. Whenever someone searches for a business or product, the first few results are marked with a tag either reading “ad” or “sponsored.” Those webpages are using PPC advertising.
Other forms of pay-per-click ads include banner ads on social media platforms. While this form of advertising can generate more traffic to your site then can also be incredibly costly. It is crucial to understand when it is beneficial to use PPC ads and when it may have a negative impact on your business.
How Does Pay-Per-Click Advertising Work?
While the concept of pay-per-click advertising may seem simple and straightforward, there are things to consider before moving forward. For example, if multiple companies in your industry are using PPC ads, how do you know which one will rank highest? It might seem that the company that pays the most will be the highest. That is not the case.
Search engines such as Google use a system called the Ad Auction. This is a system used to purchase ads on specific keywords used within your website and content. It is important to have a full understanding of this process before buying ads to avoid costly mistakes.
At Transparent Strategies, we offer a free consultation to see what options may be best suited for advertising your business. Reach out to us today to learn more about PPC ads and see if they would be a good fit for your company.
How Much Does Pay-Per-Click Advertising Cost?
The cost of PPC ads depends entirely on the circumstances involved in your business, industry, and platform used. Using Google’s Ad Auction is a helpful and necessary tool in implementing a pay-per-click strategy, but the automated system is also incredibly complex. Several factors need to be measured before an estimated cost can be calculated.
The three factors that play the most considerable role in determining the cost of a PPC ad are 1:
- Your maximum bid in the Ad Auction.
- The quality score of your site.
- The ad rank of the company below you
At Transparent Strategies, we can guide you through this process so that your PPC ads cost you the lowest possible amount.
The best option to focus on to lower your ads’ cost is your website’s quality score. To improve your website’s quality score, it is essential to implement a strategy focusing on web redesign, SEO, and content marketing. At Transparent Strategies, we can offer plans that focus on improving the user experience on your website and generating more traffic, leading to more affordable PPC ads over time.
Why Use Pay Per-Click-Advertising?
While PPC advertising can be a useful marketing tool, it is not for everyone. Any company should operate with caution if a marketing agency claims that pay-per-click ads are suitable for anyone, regardless of the situation.
Other digital marketing agencies may put a larger focus on PPC ads than we do. These agencies do this because it offers the fastest results possible and therefore gets them paid quicker with less work involved. However, if your company is not set up to benefit from PPC advertising, it may be a waste of both your valuable time and money.
Our name says it all. At Transparent Strategies, we focus on clarity, honesty, and ethical marketing to help grow your business. If your business is expanding rapidly, the money you reinvest into advertising will be well worth your money. However, if you are only looking to advertise to a new demographic or slightly expand your target market, PPC ads could cost you more money than they bring in.
At Transparent Strategies, we will only suggest PPC advertising as an option if we believe it makes sense for your business and industry. Other agencies may not warn you about the potential pitfalls of PPC advertising because they are more focused on their profit margins and not yours.
Our goal is to find the best way to help any business and be open and upfront about those methods so there are no surprises in the future. We use the methods that will work best for you and make the most financial sense for your situation. Contact us today for a free site audit and consultation on the potential benefits of pay-per-click advertising.
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