What is PPC, and how can you use it to help your business in Fredericksburg VA.
You’ve heard the terms thrown around, PPC, SEM, SEO, Google AdWords, CPM, but what do they all mean. “Search Engine Marketing” or SEM, was once was used as an umbrella term to encompass both SEO (search engine optimization) and paid search activities PPC. Over time, the industry has adopted the SEM acronym to refer solely to paid search.
At BH Digital Marketing Services, we generally use SEM and/or “PPC” to refer to paid listings, with the term of search marketing being used to encompass both SEO and SEM. We have also listed some of the most common terms also used to refer to SEM activities:
- Paid search ads
- Paid search advertising
- PPC (pay-per-click) *
- PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone.
- CPC (cost-per-click) *
- CPM (cost-per-thousand impressions) *
- Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a CPM basis.
PPC stands for pay-per-click, a form of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, you are buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored area when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “Digital Marketing Fredericksburg,” our ad might show up in the very top spot on the Google results page.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
What is Google Adwords Exactly?
Google AdWords (PPC) is the most popular paid search platform used by search marketers and here at BH Digital, followed by Bing Ads, which also serves a significant portion of ads on Yahoo. Each platform offers its own getting started guides and helpful tutorials, but can be cumbersome to follow to make the best impact for your business if you do not know how to use the platform.
AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
More specifically, who gets to appear on the page is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction.
Managing Your PPC Campaigns With BH Digital Marketing.
BH Digital in Fredericksburg VA has Google Certified individuals that are trained specifically in optimizing and running PPC campaigns. No matter if you want to target a certain zip code, or an entire region, we can get you in front of those people. WE manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:
- Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
- Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
- Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
- Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
- Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.
When you’re ready to get started driving customers to your business, give BH Digital Services a call at 402-444-1002, and we will get you moving forward. You can also read more about PPC on our PPC Page. We service all areas around Fredericksburg.
Berkshire Hathaway Media Group is the parent company to BH Digital Marketing Services. BH Digital Marketing helps small business owners understand all the digital and marketing options available to them. We will consult and create internet marketing solutions, including websites, mobile, display, SEO, social media, Google Adwords, search engine marketing (PPC), e-mail marketing to programmatic, geo-targeting and retargeting options. BH digital Marketing offers Digital Service throughout the entire United States, with offices in New Jersey, Virginia, North Carolina, South Carolina, Alabama, Florida, Texas, Oklahoma, Nebraska and Iowa.