An Introduction to PPC | Primeria Global Marketing

Pay Per Click marketing is a structure of online advertising where advertisers collect costs when users click their ads.

Pay Per Click marketing is all about relevance to keyword searches. Advertisers have the potential to show a targeted advert at the exact instant this search takes place.

PPC is generally used to increase sales, generate leads and promote brand awareness. Added to this are the benefits of gaining rapid exposure, having the ability of extreme targeting and becoming more competitive within your industry.

Although there are many platforms such as Bing, Yahoo and DuckDuckGo that advertisers can use,  with over 90% market share Google is the go-to platform for advertisers to reach their audience.

This kind of marketing works best for industries that have high customer lifetime values. These include but are not limited to Dentists, Doctors, Colleges, online courses, real estate and service providers. It also seems to favour high margins and hard to find products. Other areas that have benefited from paid search campaigns are seasonal based products and events, e-commerce and retailers that have a diverse range of products.

If this doesn’t sound like you, don't worry. If you are looking for low-cost high impact solutions there is a bid strategy for every industry. We will learn more about bid strategies as this series continues, but until then, It is essential to understand that paid search essentially is an auction. Here's how it works.

Your bid - As soon as you set your bid, you're telling the platform the maximum amount you are wanting to pay for a click on your advert.

Quality - How relevant is your advert to the keywords you are using and how relevant are the keywords you are using to your website.

In saying that, an important part of successful paid search campaigns is writing effective creative. At this stage, it is important to think about the experience a customer is having from query, to ad copy, to landing .

There is no general-purpose guide to writing successful ad copy but best practices include.

Leveraging keywords - Using your search keywords at the top of your landing page tells your customer they are in the right place! Adding keywords to ad copy is quite simple but it is paramount that they are being used well. In saying that, don't just cram in as many keywords as you can. An advert that is filled with keywords likely does not convey your message.

Specificity - Be as specific as possible, every time a person searches, their query holds a certain level of specificity. If users are not too specific you can keep your copy relatively broad and cover the basics, if their searches are specific, it is important to match exactly what they are searching for.

While it all sounds like rainbows and silver linings it is important to note that a lot goes into running successful search campaigns. These campaigns require day to day management to ensure competitors aren’t out ranking you.

If you would like to know what it will take to put your company in the spotlight contact us today!