What is Google PPC?
Google PPC (Pay-Per-Click) refers to an online advertising model where businesses can display ads on Google’s search engine results pages or across Google’s advertising network, including YouTube, Google Display Network, and more. Advertisers only pay when someone clicks on the ad.
How Google PPC Works:
Keyword Targeting: Businesses bid on specific keywords related to their products or services. When someone searches for these keywords, ads are shown at the top or bottom of the search results.
Ad Auction: Google uses an auction system to determine which ads appear and in what order. Factors include the bid amount, ad quality, and relevance.
Ad Placement: Ads can appear in different formats, including text ads on search results, display ads on partner websites, video ads on YouTube, and more.
Cost: The cost per click (CPC) or cost per impression (CPM) varies depending on the competitiveness of the keywords. You only pay when someone clicks on your ad, not for impressions or views.
Why Use Google PPC for Small Business?
Targeted Reach: PPC allows small businesses to target specific audiences based on keywords, location, demographics, interests, and more. This precision targeting helps ensure that ads are shown to potential customers who are more likely to be interested in the business’s offerings.
Cost Control: Small businesses can set a budget that suits their financial capabilities. With Google PPC, you can control how much you’re willing to spend per day, per click, or per campaign. You chose your budget.
Measurable Results: Google PPC provides detailed analytics and performance data, allowing businesses to track the success of their campaigns in real-time. Metrics like click-through rates (CTR), conversion rates, and ROI help businesses fine-tune their strategies.
Quick Results: Unlike SEO, which can take months to show results, PPC can drive immediate traffic to a website. This is particularly beneficial for small businesses looking to generate leads or sales quickly.
Flexibility: PPC campaigns can be adjusted at any time. You can pause, stop, or modify ads, keywords, and budgets based on what is or isn’t working.
Brand Visibility: Even if users don’t click on the ad, it still contributes to brand visibility. Seeing your brand name at the top of search results increases awareness and can lead to future interactions.
Competitiveness: For small businesses competing with larger companies, PPC offers a way to level the playing field. With a well-optimised campaign, a small business can outrank larger competitors on relevant search terms.
Paid search is a great way to achieve your goals, also Microsoft (BING) PPC, display advertising, Google Shopping and many more.