In short, yes. You might not have heard the term before, but there’s a very high chance that as an everyday internet user, you’ve experienced and used it.
PPC marketing is a way of generating traffic from a search engine results page (SERP) to your website via paid advertising.
Here are examples of PPC ads on a Google Search result:
For the search term “running shoes” I have four sponsored search ads at the top of the results page and a grid of nine shopping ads to the right.
Whenever somebody clicks on your ad and gets sent to your website or landing page you pay the search engine a fee (usually this fee is quite small). A campaign that has been correctly setup, continuously reviewed and optimised should provide you a positive return on ad spend (ROAS). For example, if your product sells for $300 and the click cost you is $5 to get that conversion, then PPC is a positive and profitable move for your business, and a strong solution for all involved.
Searchers - Google has developed an excellent method of delivering highly relevant ads to match the typed search queries. Digitally speaking, search ads are clicked on more times than any other form of advertising. As long as people are seeing displayed ads that are relevant to them and the searches they run, the data shows they are more receptive to being advertised to.
Advertisers - Through understanding user intent, advertisers can deliver highly relevant ads by targeting the search queries consumers use when looking for products and services. They are given a set of tools to create the ads, manage their campaigns and optimise for a range of different focuses. These include, but are not limited to, location, time of day and device used.
Search engines - Search engines want to deliver relevant results to their users and, through advertising, they can provide this plus generate revenue from the user’s clicks.
The clear way to make PPC work for your business is to continually monitor user intent. Through understanding the search queries they are typing and the results they are expecting, you can develop your campaign into a high performing sales/lead generation tool.
Here at Zimple we have a team of qualified professionals that are experts in demand generation, we can help you get started with PPC and get you quality traffic that will result in leads to your business. Contact us for more information.
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