What is PPC and does your company need it?

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The world of paid advertising can be a tricky one to navigate. You might have heard of terms such as SEO and PPC but not fully understand what they are or how your business might benefit from using them. Many companies are opting to outsource PPC management Melbourne wide or seek out SEO services Melbourne located and beyond.

Some decide to go down the route of managing things in-house, which might be a good option if you have members of your team who have in-depth knowledge about the online advertising world, but because this is a niche skill it’s often better to outsource so that you can guarantee quality and gain access to expert advice and knowledge. It might save you a lot of hassle and also be great for your business. We’ll dive in and take a look at what PPC is and why it might be a good idea for your company to utilise it.

What is PPC and how does it work?

PPC stands for pay-per-click and is a paid advertising model that sits under search engine marketing (SEM). With PPC, an advertiser will only pay when visitors interact with their ad through clicks and impressions. With PPC ad management, you can either choose to manage your campaigns in-house if you have the budget and resources or outsource to an external agency to handle on your behalf. There are benefits to doing it either way, but for some companies it’s not feasible to hire PPC experts or marketers and media buyers in-house, so which option you go for will be down to you and what suits your business best.

The benefit of using PPC rather than organically reaching your audience through SEO is that keywords have become increasingly competitive and there are so many companies and businesses out there trying to do the same thing. However, any paid advertising that you do as a business should not be in lieu of SEO marketing, but instead both should complement one another.

What tasks are involved?

Regardless of whether you outsource work to a third-party or not, a PPC expert will usually take care of these tasks:

  • Target channels: This requires being selective of the paid media channels that you want to go after and can include social media advertising, Google Ads, and other search engine ads as well as display networks.
  • Keyword research: Delve into what specific keywords your target audience is searching for online and analyse specific trends and key terms.
  • Campaign optimisation and monitoring: Monitoring keywords and search terms as well as campaign structure and optimising based on the top-performing data. Also important to keep track of and report on metrics in order to assess whether PPC is yielding a positive ROI. Keeping an eye on this means you can use it as a guideline to inform your PPC process.
  • Split testing: A great method for optimising PPC ROI, this involves testing different parts of your ad so that you are confident that you’re pushing out an optimal version of your PPC ad. There’s constant A/B testing of landing pages and new ads and experimentation will often yield positive results.
  • Competitive analysis: Keep track of what your competitors are doing with regards to what sort of ads they’re creating and what keywords and audiences they are targeting. This is useful not just for your own practice and campaigns but might also highlight any areas that your business might be able to jump into to fill any gaps.

Potential goals

Before you get started, it’s important for you to establish why you are pursuing PPC advertising and what you hope to gain from these types of campaigns. Possible goals could include generating more leads, increasing the number and volume of purchases (the number one goal for those in ecommerce or retail), and achieving brand awareness.

Having strategic and revenue goals in mind can help shape your campaigns and approach to PPC, and although you might have to be prepared to go through some of your budgets early on because of vigorous testing, this will hopefully be reversed once you’ve got going and you’ll be able to make all of that back through positive ROI.