A Guide to PPC & How it Drives ROI for Businesses

A Guide to PPC & How it Drives ROI for Businesses

Category: Digital Marketing

PPC (pay-per-click) marketing, also known as search engine marketing (SEM), is a digital marketing strategy in which advertisers pay each time a user clicks on one of their ads. In PPC marketing, advertisers bid on specific keywords related to their business or industry, and their ads are displayed in search engine results pages (SERPs) when users search for matching keywords. Ads appear above or below the organic search results and are marked as "Sponsored" or "Ad". 

PPC Google Ads Screenshot

Setting Your Budget

The amount an advertiser pays per click is determined by their maximum bid for a keyword. The cost-per-click can vary depending on competition for that keyword. Advertisers can set a daily or monthly budget for their campaigns, and once that budget is reached, ads are no longer displayed until the next period begins. This means that you can easily control your budget.

Where to Run Your PPC campaign

PPC advertising can be done on various platforms, including:

Search Engines

Search engines such as Google and Bing offer advertising through their platforms, known as Google Ads and Bing Ads, respectively. Advertisers can bid on keywords related to their business or industry, and their ads will appear in the search results when users search for those keywords.

Social Media

Popular social media platforms like Facebook, Instagram, Twitter, and LinkedIn also offer PPC advertising options. Advertisers can create ads that target specific demographics, interests, behaviours, and locations, making it a highly targeted form of advertising.

Display Networks

Advertisers can also use display networks to place ads on third-party websites. These ads can be in the form of text, images, or video.

Video Sharing Sites

Video-sharing sites like YouTube and Vimeo also offer PPC advertising. Advertisers can create and target their ads based on the content of the videos being watched, as well as user demographics.

Your Return on Investment (ROI) Expectations

The ROI generated by PPC advertising can be very rewarding, but the rewards vary depending on various factors such as industry, keyword competition, the effectiveness of the ads, and the quality of the landing page experience.

In general, businesses that invest in PPC advertising can expect to see a positive ROI. Studies show an average return of £2 for every £1 spent on Google Ads. However, it's essential to keep in mind that PPC advertising is not a one-size-fits-all solution and that ROI can vary, so it’s important to forecast spend vs potential conversions.

What Should my PPC Ads Say?

PPC ads should be compelling, relevant, and persuasive to encourage people to visit your website and engage with your brand.

Overall, PPC ads should be tailored to your target audience, communicate your value proposition quickly and clearly, and provide a clear call-to-action. It's also essential to optimise and maintain your campaign regularly to control spend and improve ongoing performance.

Why Keyword Research is Important

Keyword research is a critical component of PPC advertising as it helps advertisers identify a set of relevant keywords to use to reach their target audience. It can also inform advertisers on what their ‘click budget’ should be and in forecasting what their potential ROI could be.

How Big Red Digital Can Help With Your PPC Requirements

Big Red Digital can help with your requirements by providing a comprehensive PPC service that is tailored to your business needs. It will comprise:

  1. PPC Strategy: We can help you develop a PPC strategy that aligns with your business goals and target audience. We'll conduct keyword research, competitor analysis, and audience targeting to ensure that your PPC campaigns are effective and relevant.
  2. Campaign Setup and Management: We can set up your PPC campaigns, including ad creation, targeting, bidding, and tracking. We'll continuously monitor and optimise your campaigns to ensure that you achieve the best possible ROI.
  3. Ad Copywriting: Our experienced copywriters can create compelling ad copy that drives clicks and conversions. We'll ensure that your ads are relevant, persuasive, and tailored to your target audience.
  4. Landing Page Optimisation: We can help optimise your landing pages to improve the user experience, increase conversions, and reduce bounce rates. We'll ensure that your landing pages are relevant to your ad copy and provide a clear call-to-action.
  5. Performance Reporting: We'll provide regular performance reports that highlight the key metrics of your PPC campaigns, including click-through rates, conversion rates, and cost per acquisition.

With our expertise in PPC advertising, you can be confident that your campaigns are in good hands, and you'll achieve the best possible ROI. It all starts with a simple click, so click here to get in touch and we’ll take care of the rest.

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About The Author

Hi, thanks for reading this article. I'm Big Red Digital's Managing Director and have been with the company since 2012. After starting my career in one of Glasgow's busiest advertising and design agencies, I made the natural shift to web design and digital marketing. I'm passionate about getting the very best results for our clients.

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