Optimising Engagement: Understanding PPC Marketing

Optimising Engagement: Understanding PPC Marketing

Digital marketing is vital for today's modern business. You need to have a strong internet presence if you want people to find you online. There are many ways to market your website or business online, including both free and paid methods. One of the techniques that perhaps is closest to some of the more traditional forms of advertising is pay per click marketing. Pay per click or PPC is one of the most popular forms of marketing online. If you want to promote your brand online, it's important to understand what PPC is and how it can help you.

What Is Pay Per Click Advertising?

Understanding what pay per click marketing is the first step that you need to take if you want to know how it can help you. As the name suggests, pay per click adverts are ads that cost money each time someone clicks on them. So an advert can be displayed hundreds of times on search engines or on websites, but you only have to pay if someone clicks on it.

The most well-known example of a PPC advertising network is Google Ads, which was previously called Google Adwords. When you use Google Ads to create a PPC campaign, you set up your adverts and choose which keywords and demographics you want to target. You can track things like how many impressions your ads get, how many times people click on them (and how much it costs you), as well as conversions.

Google Ads appear in search engine results at the top and bottom of the page. This is called the search network. Ads can also be displayed on websites and even on YouTube within videos.

How Does It Work?

When you use pay per click advertising, it works on a bidding system. You set the maximum price that you're willing to pay per click, and this affects when and where your ad will show. Using Google Ads and other platforms, you can also choose from some automatic bid strategies, depending on your goals. The keywords you choose to target also play a role in how successful your ads are. They need to be relevant to your website and to the ad that you write too. Finally, it's also important to target the right demographics, which might include location, device, age or language.

When you run a PPC ad, it will have some kind of score to tell you how relevant your ad is and how well it's likely to perform. In Google Ads, this is called Quality Score and is a number given out of a possible 10. On Facebook Ads, it's called Relevance Score. Improving this score is a key way to improve the performance of your ads. If the score is too low, your advert might not even be shown.

smartphone with letters ppc on the screen with various office items visible in the background

The Benefits of Using PPC

Pay per click advertising offers a range of benefits to businesses of all sizes. Even with a small budget, you can see positive results. It helps you reach a wider audience while still targeting the right people. Let's take a look at some of the benefits that PPC advertising offers.

Easy to Measure and Track

One of the best things about PPC is that you are able to measure and track how well your ads are performing. There's plenty of information to be gained from the ads themselves, and you can also look at how they help to generate leads, sales and other key metrics. You can use tools like Google Analytics to give you further insight into how people who click on your ads interact with your site. You should have a great deal of marketing data from your PPC campaigns, which can be very useful.

Get Started Quickly

Getting set up with pay per click advertising takes hardly any time at all. It might take a while to adjust your campaigns until they're working for you, but anyone can start advertising very quickly. It doesn't matter if you're a new business or an established one that's a bit behind. You can usually have your ads running within a day, and sometimes in only an hour or two.

Keep Control

It's easy to keep control over your PPC marketing, although you might want to get some expert help. You can choose from many different settings and options and set up your ads just as you want them. This makes it easy to control your spending, especially when you can set a daily budget, and you can scale up or down whenever you feel that you need to.

Combine PPC with Other Marketing Methods

Pay per click advertising is excellent for using with other forms of marketing too. It's a good choice to combine with content marketing because you can use your ads to link to your content. PPC can help you to improve your SEO too, giving you more insight into what keywords people are using and what they're searching for. Social media is another great marketing method to combine with PPC. You can use Facebook Ads and other social media networks to advertise to social media audiences and promote your page and posts.

Target the Right Audience

Pay per click advertising gives you lots of options to target the right audience. You can target people using demographics, interests and more to find the right audience.

Examples of PPC Networks

Google Ads

Google Ads (formerly Adwords) is the largest and most often used PPC network. It's a good one to start with if you want your ads to show in Google search results.

Facebook Ads

Facebook's advertising platform has PPC marketing options that help you find a new audience, as well as remarket to people who have already been to your site.

Bing Ads

For an alternative search engine PPC platform, Bing Ads offers ads on both Bing and Yahoo. It's the second largest network after Google.


AdRoll is a good choice for retargeting, targeting people who have visited your site as they browse other places online.

There are lots of other PPC networks to consider, including several other social media networks. Take a look at a few different ones to see what might be good for you.

Optimising Engagement With Style

Design With Style are an award wining web design agency based in Cambridge. Not only do we design and develop websites that are built to increase traffic and engagement from visitors - we also have an in house digital marketing team specialising in all areas of search engine optimisation and digital marketing.

Contact our friendly geniuses today to discover how we can work with you to take your business to the next level.