Everything you needed to know about Pay Per Click Advertising

Pay Per Click (PPC) advertising, through search engine giants like Google, can kickstart an influx of vital traffic to your company’s website. However, it’s a complicated art to master and can often be a far more powerful tool when a professional digital marketing agency, like KW Digital, are driving your PPC campaign for you.

What is PPC?

Pay per click (PPC), also known as cost per click or adwords, is an internet advertising model used to direct traffic to websites. Advertisers pay the publisher, typically a website owner, when the ad is clicked. In its simplest sense, it can be summed up as the amount spent to get an advertisement clicked.

With search engines, advertisers typically bid on keyword phrases relevant to their target market. Whereas content sites generally charge a fixed price per click rather than a bidding system. PPC ‘display’ advertisements, or ‘banner’ ads, are shown on web sites, or search engine results with related content, that have agreed to show ads.

The benefits of PPC for your company

Searchers click on paid search ads more often than any other form of digital advertising. This means that the vast majority of people are open to being advertised to, as long as the products and services advertised fit their needs. Because we use search engines when we’re looking for products and services, the results, including the ads, are normally relevant to what we’re looking for. Google has also developed a formula to ensure that PPC ads meet a user’s needs.

Google AdWords’ 1-10 Quality Score, reported for each keyword in your account, is an estimate of the quality of your ads and landing pages triggered by that keyword. A high-Quality Score means that Google’s systems think your ad and landing page are relevant and useful to someone looking at your ad.

Because searchers reveal their intent through their search query, advertisers can measure the quality of traffic that results from search engine clicks. So PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers make up the user-base, while the advertisers provide a revenue stream. Search engines want to provide relevant results, as a priority, as well as offer a targeted, profitable advertising channel.

Video: What is AdWords Quality Score and Why Does it Matter?

How can KW Digital help?

PPC cannot be addressed in silo – effective website design and SEO are essential components, to make sure that your PPC is as cost effective as possible. At KW Digital, we take an integrated approach to your PPC; we make sure your website is designed for optimum conversions and we make sure your on-page SEO works hard to improve your PPC Quality Score and reduce your PPC spend.

Our campaign set-up team listen carefully to your objectives, whether that is to reduce overall spend or target geographical areas. Our campaign management team monitor your keywords and ad positions carefully and track conversions closely so an accurate ROI figure can be given.

Our PPC services include:

  • Campaign set up and on-going management.
  • Geographical targeting of user-base to ensure optimum use of Adwords budget and increased click-through and conversions.
  • Extensive keyword research and keyword matching to ensure optimum use of Adwords budget.
  • Sophisticated Ad development and use of Dynamic Search Ads to encourage click through to landing page.
  • Conversion rate optimisation: optimisation of landing page to improve ‘quality score’ and conversion rate and to reduce cost per click and overall Adwords spend.
  • Sophisticated conversion tracking to accurately measure return on investment.
  • Monthly reporting on impressions, ad positions, click through’s and conversions.

Speak to KW Digital today, to find out more about our PPC and other services, by calling 08707 667778 or email enquiries@kwsltd.co.uk.Social Media




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