PPC or Pay Per Click is a type of online advertising used by businesses in order to attract new customers. The model is based on advertisers paying a fee every time an ad is clicked. This enables business owners to advertise their business, or specific products or services.
For businesses wanting to grow their audience or customer base PPC offers a fast effective way to meet their business growth goals. Without targeted advertising, businesses can be reliant on other avenues such as organic growth, word of mouth referrals which are slow and not predictable in the same way as effective advertising.
For example when a person or family moves to a new area, one item on their to do list will be to find new service providers, or if someone already has a company in mind and wants to choose other services they will probably search online.
Is your business missing out on new customers? Are you attracting all the customers you need to meet your business goals?
Generating clicks via PPC ad platforms such as Google allows businesses to purchase clicks to their site from customers who are looking for products or services. Other than paid search traffic accessed via the PPC model, traffic must be earned through organic visibility, which can take a long time to build, and is not predictable or controllable.
PPC offers speed and effectiveness for companies looking to build their customer base and market share for certain types of high value services or products. For this reason PPC is popular with businesses worldwide.
A business would create an ad with a link to their site, and bid on their chosen keywords such as:
Every time one of your ads is clicked, a fee is charged which is added to the business advertising account and charged according to preset payment terms. PPC is effective when the cost per click is lower than the resulting revenue from new customers gained. This can be measured on a customer basis or longer term customer value.
PPC is both an art and a science and considerable work can go into:
Landing page build
It is important to note that the cost per click – how much you pay for clicks is not equal and will vary considerably from one business to another in the same location, or from one location to another. This is due to multiple factors such as the quality score of your site and landing page, along with the level of effectiveness in reducing or eliminating wasted ad spend.
Search engines favour advertisers who create relevant and specific campaigns by charging them considerably less per click. If your ads and landing pages are seen as useful and of value to customers then Google will reduce the cost per click significantly. This will lead to higher profits or faster practice growth as you can effectively increase your ad spend budget at no additional cost.
Google Adwords is now known as Google Ads and is the leading PPC advertising platform in the world. Business owners are able to create ads for display on Google search and other Google properties including search partners.
Whenever a search is initiated in Google, Google will display a chosen set of ads relevant to the keyword or search term someone has entered. The ads which are displayed are chosen based on multiple factors including the quality and relevance of the keywords and ads, in addition to the bids placed by those advertisers.
The term which determines which ads are displayed and the cost of clicks via those ads is AdRank – a performance metric based on the keyword bid and the quality score which is based on the click through rate, relevancy and landing page quality.
The platform allows the chosen ads to be shown to potential customers for a specific price.
Many businesses choose to outsource their advertising so that they can focus on serving their patients and managing their surgery.
Launching and managing an effective campaign must include:
Keyword selection – effective keywords must be selected to attract your ideal customers and meet your business goals, this includes creating keyword groupings and negative keywords so that you are not paying for wasted ad spend on irrelevant keywords
Quality score – your landing pages must be focused, relevant and of value to visitors. Businesses with higher quality scores can spend less and get more clicks and new customers than businesses with low quality scores
Creatives – the ad copy must be of interest to customers, with a clear call to action. Google ads are text ads, but the display network includes other sites which can run image or video ads
During the research phase, the best most effective keywords must be selected in order to meet customer recruitment targets. Chosen keywords must be:
Relevant – businesses don’t want to pay for visitors who are not looking for a product or service, or who are looking for free offers or deals for example. Keywords must be targeted and customer focused – for example what are the words customers themselves use to describe a service or product? These words should be included, and irrelevant keywords must be excluded
Comprehensive – phrases should also be included as customers often type in a set of keywords, or a phrase when making a search for a company or product
Optimised – campaigns, keywords and landing pages should be refined and optimised to enhance results and attract more customers
Managing PPC Campaigns
After creating new campaigns, they will need to be tracked and managed on an ongoing basis to ensure effectiveness and success in customer recruitment. Campaign performance includes:
Ongoing research – to find and add relevant and effective keywords, and remove irrelevant keywords. Negative keywords must be identified and added in order to reduce wasted ad spend
Split-testing – ads and campaigns can be split tested in order to test different ad copy and headlines with customers to see which are most effective
Micro-managing – subdividing campaigns and ads into dedicated campaigns and ad groups for specific keywords or services, along with keyword focused ad copy and landing pages
Keyword review – review winning and losing keywords so that more new customers can be recruited for the same ad spend
Customer journey – review and refine landing pages and calls to action (CTAs) to ensure full alignment with customer search terms and expectations, in addition to motivation to effectively boost conversion rates.
No one size fits all – traffic should not all be sent to the same page. This would be a very expensive way to attract new customers as one page cannot be relevant to every type of search query – this will make costs very high and quality score very low
What are your business growth goals? How many customers are you looking to gain per month and for which services or products?