How to master Pay Per Click advertising

How to master Pay Per Click advertising

One of the 'big 5' in digital marketing techniques, Pay Per Click (PPC) or Cost Per Click (CPC) advertising is climbing up the ranks in marketing efficiency. The key to mastering this marketing model is to understand the ins-and-outs of how it works. We run through what exactly PPC is with some tips on how to get the most out of this SEO tool.

What is Pay Per Click?

Pay Per Click advertising is a marketing system in which advertisers pay a fee each time their ad is clicked. Ecommerce web designers use it as an effective way of buying visitors to your site through targeted keywords or topics.

Popular forms of PPC advertising

  • Google AdWords: Google AdWords is an advertising model in which companies bid on relevant keywords in order to be shown in search results.

  • Social advertising: A form of PPC that is shown on social platforms such as Facebook, with ads targeted to demographics and topics gathered from the site's analytics.

  • Display advertising: Display advertising shows your products or services on another website. Display advertising can be in the form of audio, video or images.

  • Re-Targeting: Around only 2% of first-time visitors to your website translate to a sale. This advertising technique targets visitors to your page who left without making a purchase.

Utilising keywords

At the core of PPC advertising is a strong keyword strategy. Think like your customers - use terms that are relevant and encompass the entirety of your target market with an exhaustive scope.

  • Be relevant - Tailor landing pages so that they are closely linked to what you're selling. A smart Brisbane web design agency will ensure that the direct link is to a specific category, and not the services as a whole.
  • List different variations - Expand your terms to include synonyms like store vs shop.
  • Understand keyword matching - 'Broad matching' has a wider scope but risks losing relevance, 'phrase matching' will narrow the results, focusing on the specific target market, and 'exact matching' will only deliver results that use the specific keyword(s).

Boosting profitability

When you're setting up your PPC campaign, be smart about your bids. A $3 fee for a click that results in a $500 sale is a great profit.

Constantly recap

Review efficiency to remove words, refine landing pages and improve call-to-actions.

Mistakes to avoid with PPC

  • Beat 'Click Fraud' by using advertising platforms such as Google that have screening processes for invalid activity.
  • Sending visitors to a home or contact page is irrelevant to their searches - link to a page that matches the search word as closely as possible.
  • Not using negative keywords which prevent ads from showing when particular words are searched, e.g. barring the word 'free' if you are offering a paid product or service.

iFactory has grown to become one of Brisbane’s leading digital agencies. With a team made up of web developers, designers and digital marketing specialists, we are a full-service digital agency which can tailor our services to your specific needs.

Get the most out of your advertising by getting in touch with us today.

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