If you want to expand your reach online and share your amazing products and services with the world, you must include PPC in your campaigns.
Pay-per-click is part
of an online marketing strategy that aims to help you expand your customer
base.
Unlike free organic
reach that gets smaller and smaller as time passes, PPC consists of ads you pay
to get your brand in front of your target audience.
Simply put, PPC
buys visits to your website in the SERPs. Even when doing a Google search,
you've likely come across many ads of this type, right?
This happens because
companies are betting more and more on this model since, in the SERPs, the
ads are generally shown above or to the right of the results, thus calling
users' attention so that they click on said links.
Under this system, the
advertiser pays each time an interested party clicks on his ad.
When executed
properly, PPC:
- generate qualified leads;
- create a successful customer journey;
- provides an impressive return on investment (ROI).
It's a pay-to-play
scenario, and it works!
Note that it appears
when we search for the word "jeans" in Google. Millions of results;
however, the ads at the top of the results are the ones that get your
attention.
The tech giant Google
commands more than 90% of the market share of all search engines worldwide and
receives an average of more than 63,000 searches per second daily.
Are you beginning to
understand the essence of PPC? Without a doubt, it is an excellent idea!
PPC vs. CPC: Understand the difference
Although they seem
analogous concepts and are used fluently in marketing campaigns, PPC marketing services and CPC are not synonymous.
As we have previously
pointed out, PPC is a paid advertising model in which advertisers pay
a certain amount each time a user clicks on their ad.
On the other
hand, CPC serves as a financial indicator to measure the total cost
of each ad click in the campaign.
What are PPC models?
Paid search engine ads
have become an extraordinary resource for small business awareness.
In general terms, you
should consider the existence of 2 types of PPC models. But beware! It is
impossible to say that one model is better than the other because its
effectiveness is closely related to the following:
- solutions that the company sells;
- marketing strategy;
- budget available for this purpose.
Fixed fee model
Under this system, you
work with the search engines by negotiating and agreeing to a fixed dollar
amount for each click they make on your ad.
Search engines usually
publish a rate schedule for keywords. However, it is worth remembering that
keywords are expressions and phrases that we enter into engines to find what we
are looking for.
In short, the
fixed fee model consists of an online popularity contest whose most
relevant or searched keywords will cost more per click than those with fewer
searches.
That said, it's clear
that you need to research keywords in your field, right?
Model by auction
Also known as the bid
model, it is based on a real-time auction where the highest bidder gets the
most popular keyword.
In this model, the
potential buyer sets the maximum price they are willing to pay each time
someone searches using a relevant keyword.
The auction determines
who wins and which ad will appear higher up the page. This is called ad rank.
Take a look at the main factors that go into the bid-based PPC model below:
- quality of the landing page of your website where the
customer is directed;
- expected click-through rate;
- ad relevance.
Each factor is based
on the keywords that have been used.
In short, the fixed
rate model is interesting when the company needs to keep the budget within a
certain amount, prioritizing constancy and predictability.
On the other hand, the
auction model is the best alternative when you aim to develop your brand and
expand your customer base.
We at Mavenup Creatives offer best digital marketing services and ppc
services all over the USA.
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