PPC (Pay-Per-Click) marketing is an internet advertising model in which traffic is directed to your website from ads that appear on the results’ pages of search engines such as Google, Bing and Yahoo or on their network of websites. Advertisers bid on keywords relating to their businesses, and the ads are placed according to keyword searches and the bids. If your bid is successful, your advertisement appears in the ad section of the search page or on one of the websites in the search engine’s network. You pay each time a prospect clicks on your ad.
Your competitors use PPC, and you need to get your slice of the pie too. You only pay when your ad directs someone to your website, AND you drive leads using industry-specific keywords. Double whammy!
AdWords is owned by Google and is the most widely used PPC publisher in Australia.
Here’s the nitty-gritty:
A significantly large proportion of Google’s revenue comes from AdWords, which indicates a lot of businesses are using it as an effective way to drive traffic and increase sales. It is reported that businesses make an average of $2 for every $1 spent on AdWords, and it is not hard to see why – ads in the best positions on page one have an average 7.94% click-through rate.
With AdWords, the first search engine result isn’t necessarily the one with the highest bid. Google applies a set of metrics to determine a quality score that can be increased by properly optimising your AdWords campaign and website.