PPC stands for Pay Per Click and it is a form of advertising where the advertiser pays for each click that a user makes to their web site. It is therefore different to SEO (search engine optimisation) and CPM (cost per mille) marketing and as advertisers are only being charged when people visit their web site theoretically it should provide great value for money.
Hold on a minute though…it’s not quite as simple as that…
Bing (Microsoft) are offering great deals at the moment to encourage usage but with about 85% market share in the UK and US Google Ads (previously AdWords) is synonymous with PPC in the UK and USA.
The truth is that the Google Ads system is designed and optimised to maximise your SPEND not your RETURN ON INVESTMENT.
Unless you work with people like GRO.TEAM PPC is a great way of spending money very quickly and even driving traffic to your site that will not actually buy your product ¦ service and achieve the commercial results you want and need…
When you create a new Google Ads campaign you will be encouraged to use a “Smart” campaign using Broad Match and the Display Network.
Both of those options take away your ability to target intent and should be avoided.
Broad match means your target phrase is matched against a broad set of phrases that include your phrase so a broad match of “umbrella” might be “umbrella insurance cover” for instance. Exact Match (where the target phrase has to match the search query 100%) needs to be used to target intent effectively.
The Google Display Network provides the text ads you see on high traffic web sites around the web and obviously visiting a web page implies very little intent.
The Search Network is the channel to be used to target intent.
PPC can work but it takes a lot of experience and skill to avoid pointlessly adding your hard earned money to Google’s revenue ($139 billion in 2019).
Anecdotally across the industry it appears that only about 10% of PPC campaigns have a positive ROI (they generate more additional profit than they cost) but at GRO.TEAM 100% of our PPC campaigns have a positive ROI…otherwise we stop doing them.
We have pioneered and developed competitive advantage in the creation and use of Google’s new Target CPA campaigns. Our approach has had remarkable success training the Google Ads engine across the learning period for 10-15 conversions in 30 days.
It takes a lot of work end-to-end to make PPC campaigns work…the right key phrases need to targeted…the ads need to be very carefully constructed…the landing pages that the ads send the visitors to need to be very carefully constructed and optimised…
It takes a lot of experience to take Google searchers all the way along that chain without losing them somewhere…
Give GRO.TEAM a call…we’re been there and done this…we only run profitable campaigns.
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