PPC Advertising: The Basics

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Would you like to bring more traffic to your website? Wondering if you’re missing out on sales that are going to your competitors instead? One way to drive traffic to your website online is through Pay-Per-Click advertising (PPC). PPC advertising is a great way to get visitors to your website quickly, but in order to receive a high return on investment, your campaign needs to be managed well.

In this article we will highlight the high level ins-and-outs of PPC advertising and reveal a few tricks to determine if PPC is right for your business.

What is PPC Advertising

In a nut shell, you pay Google / Bing each time a searcher clicks your ad and they will be directed to your website or a specific landing page.

The paid ads are sold in auction. There are several factors that come into play for ranking high in the paid ad category. Your bid for each click, and your website’s quality score.

You will see in the diagram below which search results are paid, and which ones are organic.



Organic search results are free, however, it can be very competitive and challenging to rank on the first few pages of Google in the organic search, and it can take months. Ideally you would like to rank in the organic rankings as well as PPC by making sure your site is well optimized, however there are some real benefits to PPC advertising that organic results can’t get you such as instant and very targeted traffic.

Is It Right For You?

One quick and simple way to get an idea of the PPC landscape in your industry is to type in a few keywords relating to your business into Google. For example, if you sell dog clothes, type in dog clothes and pay attention to the ads that come up. If your competitors are advertising, that is a great indication it could be profitable for you as well.

Also, with pay per click advertising, you can run short sales campaigns, and then run the numbers. Your longer term goal would be to bid on keywords that will yield you a return on your investment and this will allow you to determine how cost effective this type of advertising is for your business.

Other Benefits

  • PPC ads can be a great way to generate a buzz for your business by running a blitz campaign. It quickly generates leads.
  • If you have an online store, sending targeted customers to your website can be very profitable.
  • If you have a niche business, you can often find cheap keywords which can result in the most cost effective form of advertising.
  • If your business has seasonal sales, you can run PPC ads during those busy seasons to attract more sales
  • PPC advertising will bring you instant brand visibility.

PPC advertising is really a numbers game at the end of the day and there are many tricks to ensure that your campaign is performing well. Knowing how to manage your campaigns is the difference between success and failure and it can be a steep learning curve.

Oracast is proud to be a certified Google partner. Our team is trained in managing PPC ad campaigns and we’re here to help!