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Pay Per Click (PPC)

What is Pay Per Click (PPC) 

Pay per click is a system through which you are able to bid on a set of keywords to have your website or assets shown at the top of search engine results.

To appear in the search engine results pages (SERPs), you have two options. First, you could focus on SEO and build up your organic ranking for your assets. Second, you have the option to use paid advertising. This will make sure that your website or online assets are appearing online for targeted keywords.

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How PPC Works For Google Ads 

The pay per click bidding system is more complex than it seems. There is a full blog post to explain this system in detail for those who are interested. The system allows an individual to bid on keywords and the most suitable bidder will have the top position in the ad space. Clearly, looking at how the bids are calculated is where it becomes more complicated. 

To calculate the ad position in the ad space the short equations are as follows:

Ad rank or Ad position = Maximum bid x Quality Score 

Quality Score = Relevance + User Experience 

Relevance is the summation of Domain Authority, Keywords and Your Add

User Experience = Bounce rate + User interaction + Conversions (dedicated, monitored user interactions)

Your Bid Price = (The ad rank of the person below you / your quality score) + $0.01 

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PPC Management 

Pay Per Click management is a service we offer. It involves creating, testing and maintaining your pay per click advertising. 

This includes generating reports for your perusal. Additionally, one on one consultation is encouraged to better assess your needs. Obviously, no one knows your services better than you. Therefore, we don’t intend on missing out on the wealth of knowledge you can provide to aid our efforts.  

It should be noted, we have a very passionate stance on ownership of the online accounts. The advertising accounts belong to you, you will be given full access to these accounts and the raw data. We would also recommend being sceptical of anyone that is trying to withhold this type of information from you.

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Is Pay Per Click Advertising Alone A Good Solution?

Pay per click is a solution to your advertising needs. Although, as you can see in the second section of this page, user experience and performance of previous ads can yield a costly process.  

A high bounce rate, or non-optimised keyword content on your website can cost more than is required, and a lot more than your competitors pay. Naturally, this causes a flow-on effect, you are then able to run less ads in the long term, generate less data for analysis and lose advertising position.

What is the solution for this? Have someone go through your online assets and generate a report of current position with some suggestions for improvement.

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Can I Manage My Own PPC?

Yes, absolutely you can self-manage and would encourage those that are interested to do so. 

Where to start? 

Assuming you have a website and a business, then go ahead and create your Google Ads account. You should be able to continue with the forms to create your first campaign. From there you can start working on split targeting campaigns. After a few weeks, you should start to see what is working and what keywords are not converting for your business.

If you are looking for consultation on this topic please don’t hesitate to get in touch.

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