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WHAT IS PAY-PER-CLICK ADVERTISING? (PPC)

Maybe you’ve heard of PPC advertising, maybe you haven’t, but take it from a PPC agency, it’s not as complicated as it looks. Pay-per-click is an online advertising model used to direct traffic to websites, in which advertisers pay the publisher (in this case Google) when an ad is clicked.

 

Put simply, PPC allows businesses to advertise through search engines like Google and Bing by bidding on specific keywords related to your business. Ads will then be displayed above other results when customers search for your product or service. 

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HOW DOES PPC
WORK?

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When PPC campaigns are set up correctly and the ads are effective, it is one of the most powerful marketing tools available in digital advertising. PPC campaigns can be tailored to your business goals - whether that’s increasing brand awareness, improving website conversions or driving more sales. 

PPC works by requiring businesses to bid on specific keywords related to the business and the product or service it is advertising. When someone searches for one of these keywords, an ad from that PPC campaign will appear at the top of the SERP. As a result, people searching for your product or service will be more likely to click on your website. 
 

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IS PPC RIGHT FOR MY BUSINESS?

The short answer is yes! PPC can be an effective way for businesses to reach more potential customers and increase their visibility online, but it does require a lot of research and understanding of how PPC campaigns work. Ultimately, when done correctly, PPC can benefit businesses of all sizes, from small local businesses to large global enterprises. 


Whether you’re just getting started with PPC or are an experienced digital marketer, it’s important to have a good understanding of how it works in order to get the best out of any PPC campaign. It’s also worth considering working with a professional PPC agency like Phoenix Marketing. Our PPC expert consultants can help create and manage your campaigns for you. With the right approach, PPC can be a great addition to your online marketing strategy.

HOW PPC BENEFITS BUSINESSES
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Refined Targeting of Potential Customers
PPC allows businesses to target potential customers more precisely than other methods, such as organic search engine optimisation (SEO). With PPC, you can bid on keywords that are most relevant to your business and target people based on demographic information, interests, location, past behaviours and more. This helps to ensure that the people seeing your ads are those who may be interested in your product or service. Therefore, increasing the likelihood of generating leads. 

Faster Results 
Unlike many other marketing strategies that require patience for results over time, PPC campaigns can deliver faster results since they put ads directly in front of potential customers. Depending on how effective the campaign is, it’s not uncommon to see a return on investment within days or even hours of launching an ad campaign. However, it is important to understand that unless you keep spending money, PPC alone will not help you drive visitors to your website. Therefore, it is often employed as part of an SEO campaign. 

Various Platforms Available
In addition to Google Ads, there are numerous other platforms for PPC campaigns. This includes Facebook Ads, LinkedIn Ads and Twitter Ads. Each platform allows you to target different audiences in various ways, giving you the ability to reach even more potential customers. It is important to understand the type of customer that you are targeting. This allows PPC specialists to tailor their adverts and messaging accordingly. 

Preserving Your Marketing Budget

As the name would suggest, PPC is modelled towards a ‘pay-per-click’ structure. This means that businesses only pay when someone clicks on the advert. Therefore, budgets can be managed more efficiently and effectively, as opposed to other marketing methods where you are paying for impressions or engagements without a guarantee of generating leads. Furthermore, PPC campaigns can be ramped up or down depending on factors such as seasonality, budget restrictions and customer behaviour. Whilst it can be an expensive marketing strategy, PPC campaigns can be incredibly effective in generating leads and increasing sales with a carefully planned budget. 
 

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ARE THERE ANY DRAWBACKS OF PPC?

PPC Doesn't Suit Every Business
No two businesses are the same. Therefore, not everyone will benefit from a PPC campaign. Depending on the type of business model, there may be better ways of generating leads and increasing sales. Alternatively, not every business has the budget to spend masses in highly saturated markets. For example, for some businesses, SEO and developing a strong, consistent presence online may be more suitable than PPC campaigns. As a result, we often see PPC and SEO employed as part of comprehensive marketing campaigns. 

Set Up Cost and Time Consumption 
Setting up a PPC campaign requires time and resources to research keywords, create adverts and analyse the results. Furthermore, it can be difficult to come up with an effective budget that works for your business model and marketing strategy. It is important to work with experienced professionals who understand how to maximise budgets whilst maintaining a healthy return on investment (ROI). 

Expensive if Done Incorrectly
Without understanding how to use PPC campaigns effectively, businesses can end up wasting money on ineffective ad campaigns or targeting the wrong audience. This is why it is important to work with experienced PPC expert consultants who understand effective and efficient techniques for driving leads and increasing sales. 

It's Not a Solve-All Solution
PPC campaigns can be incredibly effective for a range of businesses. Many business owners may just believe that if they throw money at PPC, it will improve their website and overall marketing practices. However, it is important to understand that PPC does not solve all marketing problems. As mentioned above, PPC alone will not help with the health and authority of your website and bring in visitors organically for sustained periods of time. Therefore, it should be employed as part of an overall strategy which includes SEO, content marketing and more. 
 

WHAT ARE THE DIFFERENT TYPES OF PPC?
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Paid Search Advertising: Paid Search Advertising is when businesses pay for the ads to appear on the search engine pages when someone searches for certain keywords. Your PPC ad will show up at the top of a SERP (Search Engine Results Page) with an indication that it’s an advert. However, not every person searching on Google will realise this. 

 

Display Advertising: Display advertising allows businesses to display PPC ads across multiple websites, videos and apps that are part of the Google Display Network. These kinds of PPC campaigns reach people who may not use a search engine but have still shown an interest in products or services similar to what you might be selling. 

 

Remarketing Ads: If you’re running PPC campaigns, remarketing can help to increase conversions by targeting audiences who have already visited your website or purchased from you. Remarketing PPC ads can be used to remind those customers of what they were looking at and how it might benefit them. As customers will likely remember visiting the website, these PPC adverts can stand out more. 

 

Social Media PPC: Platforms such as Facebook, Twitter and Instagram offer PPC campaigns to help businesses reach more potential customers. With an extensive range of targeting options, businesses can use these platforms to target their ads for specific audiences. This is particularly effective when targeting a niche audience in a highly saturated market. 

 

Affiliate Marketing: Affiliate marketing is more focused on performance-based marketing. This involves business owners setting up programmes with affiliates and giving them a commission when they successfully drive customers to their website or product. Affiliate marketers can create campaigns that target very specific audiences and this is often a great way to generate leads and sales.

 

Price-Comparison Sites: Price comparison sites can also be used to help businesses advertise their products and services. These sites allow customers to search for the best deals, often offering discounts on certain items. By paying to feature on price-comparison sites, businesses can ensure that their products are seen by potential customers who are specifically looking for the best deals. 

 

Video Ads: Video ads are becoming increasingly popular as more people spend time watching videos online. So, marketers create adverts to play before a video on platforms such as YouTube. By creating engaging video content, businesses can acquire the attention of customers immediately. This is an effective way to reach a large audience and get your message across quickly and effectively. Like most PPC adverts, Video ads allow customers to click on the ad and be taken directly to a website or product. These adverts target potential customers depending on their interests and consumer habits, rather than being tailored to keywords. This means that in theory, campaigns should be able to target the exact customer that businesses want to target. 
 

WORKING WITH PHOENIX MARKETING'S PPC EXPERTS

OBJECTIVES

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This includes researching competitive keywords related to your product or service, setting realistic goals based on previous performance metrics, and determining the budget you have available for the campaign. 

AD CREATION

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This includes writing ad copy and creating visuals that appeals to your target audience. Every element of the ad should work together to draw attention to the product or service and prompt viewers to take action.

OPTIMISATION

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This involves analysing performance metrics such as click-through rate (CTR), cost per click (CPC), conversion rate, ROI and other KPI’s in order to determine what changes can be made for better results.

ANALYSIS

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REPORTING

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Compile detailed reports that track the overall performance of campaigns, analyse the data to identify trends, and using this information to make informed decisions about future strategy. Taking the time to review campaigns regularly will help you optimise for better results over time.

Managed End-to-End
We understand that PPC campaigns can be complicated and time-consuming. That’s why we offer managed end-to-end solutions to ensure that your campaigns are running as efficiently and effectively as possible. Our team of experts will take care of everything from keyword research, ad copywriting and testing, to budgeting and reporting - so you don't have to worry about a thing! 

Bespoke Marketing Strategies
We value every single client. That's why we always create bespoke marketing strategies tailored to the individual needs of each business. By strategising and tailoring our solutions, we make sure that every campaign is as effective as possible so you're not wasting money on ineffective ads. 

In-Depth Research
We don't believe in guesswork or assumptions. That's why we always carry out in-depth research before launching any PPC campaigns. Our team of PPC experts use a range of analytical tools and market research to build comprehensive plans based on data-driven insights. We research and find the best keywords for your business to ensure that every PPC campaign targets the correct customer. Additionally, we research your competitors to spot where they are performing well, as well as identifying opportunities and gaps in the market for us to take advantage of. 

Expert PPC Ad Design
We understand the importance of creating expertly designed PPC adverts that stand out from the crowd. Our team of talented designers use the latest techniques to craft ads that are visually appealing and capture people's attention - so potential customers take notice! Whether we employ a search campaign, opt for display ads, or anything else, we guarantee every advert is designed and branded perfectly for you. 

Regular Reporting
Being open and honest is the key to any professional relationship. So, we always keep our clients up-to-date with regular reporting. This means we can keep track of the success of your campaigns, analyse how they are performing and make necessary changes to ensure you're getting the best results possible and maximising the return on your investment. 

Flexibility
We understand that every business is different, and has its own unique needs. So, we always strive to remain flexible and adjust our strategies to ensure our solutions are as effective as possible for each individual client. Whether you're looking for a short-term campaign or a long-term relationship, we guarantee that our PPC campaigns will be tailor-made for your business goals.
 

CONTACT OUR PPC CONSULTANTS

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If you're looking for an experienced and knowledgeable PPC agency, look no further than the team at Phoenix Marketing. Our PPC experts will work with you to create campaigns that are designed to reach your target audience, maximise ROI and ensure that your business is getting the most out of its advertising budget. Contact us today on 01444 523105 or hello@phoenixmarketing.uk to get started.

Frequently Asked Questions 

  1. What is PPC advertising, and how does it work? Answer: PPC, or pay-per-click, advertising is a form of online advertising where advertisers pay a fee each time a user clicks on one of their ads. These ads are typically displayed on search engine results pages or on other websites. The goal of PPC advertising is to drive targeted traffic to a website and generate conversions.

  2. How can I create effective PPC ads? Answer: To create effective PPC ads, you need to understand your target audience and their needs. Use compelling ad copy and visual elements to grab users' attention and encourage them to click through to your website. Focus on your unique value proposition and highlight the benefits of your product or service.

  3. How can I optimize my PPC campaigns for maximum ROI? Answer: To optimize your PPC campaigns for maximum ROI, you need to continually monitor and adjust your campaigns based on performance data. Use tools like Google Analytics to track conversions and adjust your bidding strategies based on ROI. Test different ad copy and targeting options to find what works best for your audience.

  4. What is Quality Score, and how does it affect my PPC campaigns? Answer: Quality Score is a metric used by search engines like Google to evaluate the quality and relevance of your ads and landing pages. A high Quality Score can lead to lower costs and better ad placement in search results. To improve your Quality Score, focus on creating relevant ad copy and landing pages that match your target keywords.

  5. How can I target the right audience with my PPC campaigns? Answer: To target the right audience with your PPC campaigns, you need to understand your target customer and their search behavior. Use tools like Google Keyword Planner to research relevant keywords, and target your ads based on factors like location, device, and time of day. Test different targeting options to find what works best for your audience.

  6. How can I measure the success of my PPC campaigns? Answer: To measure the success of your PPC campaigns, you need to track key metrics like click-through rate, conversion rate, and cost per conversion. Use tools like Google Analytics to track these metrics and adjust your campaigns based on performance data. Focus on optimizing for ROI rather than just clicks or impressions.

  7. What are some common mistakes to avoid when running PPC campaigns? Answer: Common mistakes in PPC advertising include targeting the wrong audience, using irrelevant ad copy or landing pages, and failing to track and adjust campaigns based on performance data. To avoid these mistakes, take a data-driven approach to your campaigns and continually test and optimize based on performance data.

  8. How can I stay competitive in a crowded PPC landscape? Answer: To stay competitive in a crowded PPC landscape, you need to continually test and optimize your campaigns based on performance data. Focus on creating high-quality ad copy and landing pages that provide value to your target audience. Use ad extensions and other features to stand out from the competition and improve your ad performance.

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