85% of consumers search their product before purchasing which shows the importance of pay per click management (PPC). PPC management involves the planning, execution and optimization of the paid search campaigns. Advertisers bid on the keywords to display ads on the search engines and partner sites. The advertiser pays a fee when the users click on these ads and hence the term “pay-per-click.”. The benefits for PPC management are targeted traffic, cost control and measurable results.

How does PPC works?

PPC works on an auction-based system where the advertisers bid on the keywords which are relevant to their target audience. When a user searches for a term the search engines like Google display ads according to factors like bid amount, ad relevance and Quality Score. Each click on your ad will costs a predetermined amount also known as cost per click (CPC). The main goal of a PPC campaign is to increase high-quality traffic to your website and manage costs effectively. This system will help the businesses to reach the potential customers quickly and adjust strategies in real-time.

What is an example of PPC?

Consider an example where local bakery wants to attract more customers to its shop. The bakery could use PPC management to target keywords like “best bakery near me” “freshly baked bread” or “custom cakes”. The ad of the bakery can appear at the top of the search results by bidding on these keywords through platforms like Google Ads when potential customers are searching for bakery services. When someone clicks on the ad the bakery will pay a fee if the click leads to increased website engagement or in-store visits. This approach will make sure that the marketing budget is used efficiently by focusing on the potential customers who are already interested in what the bakery offers.

How to maximise the money

To maximize your PPC budget there are many key strategies. First, perform a detailed keyword research to select high intent keywords that are in line with the user search queries. Use the negative keywords to filter out the irrelevant traffic and reduce the wasted spend. Second, create a compelling ad copy which have strong calls-to-action (CTAs) which encourages clicks and conversions. Third, optimize the landing pages to improve the user experience and conversion rates. Regularly review the performance metrics such as CTR, CPC and conversion rate to make data-driven decision for your campaign. Finally, using an automated bidding strategies to efficiently manage the bids and budget allocation. This PPC strategy will make sure that every dollar spent will improve the visibility, higher engagement and better overall ROI in your digital marketing efforts.