Your Partner in Pay-Per-Click Management

Pay-Per-Click (PPC) advertising is a comprehensive term encompassing various advertising methods in which you pay the advertising platform each time a user clicks on your advertisements. Some examples of PPC advertising channels include Google Ads (formerly known as Google AdWords), YouTube ads, Google Shopping ads, Bing ads, and ads displayed on third-party websites.

PPC ads can be tailored to reach your target audience through various methods, but the two most prevalent approaches are:

1. Keyword-Based Targeting: In this method, you target potential customers based on their search queries. You achieve this by bidding on relevant keywords related to your business. For instance, if you sell trainers, you could bid on the keyword “new Nike trainers.” When someone searches for that term, your ad has the potential to appear, precisely when the individual is actively seeking new trainers.

2. Interest and Behavior-Based Targeting: This approach is commonly used on social media platforms and display advertising, as it doesn’t rely on keywords. Instead, you target your ads based on the interests and behaviors of your audience. You do this by leveraging your understanding of your target audience and existing customers. Demographic and interest-based criteria differ among platforms but often include factors such as age, interests, education, and job title or role.

In traditional advertising, such as newspapers, television, or radio, you pay for the space your ad occupies. In local magazines or newspapers, even a small two-inch rectangle can come with a hefty price tag, and billboard placements can cost thousands of pounds.

PPC (Pay-Per-Click) operates on a similar principle to traditional advertising but with a significant difference – your ads appear on search engines. This can lead some people to assume that you pay for this prime digital real estate, but that’s where one of the major advantages of PPC comes in – you don’t!

With PPC, you only pay platforms like Google, Bing, or Facebook when someone clicks on your ad. You’re not paying for the space your ad occupies on the search results page.

This approach makes PPC management highly cost-effective because you only incur costs when there’s a genuine potential for a sale or conversion. We use the term ‘serious potential’ because PPC ads are incredibly targeted. When someone clicks on one, they’re usually in a position where they’re ready to convert.