Your 101 guide to PPC campaigns
A Drumbeat 101 on Pay Per Click campaigns and how they can sweat your marketing budget harder than a Joe Wicks workout!
The new normal
So the world’s gone crazy and for the foreseeable future at least, we all have to run our lives online. Business meetings in our kitchens, pub quizzes in our pjs and the joy of discovering a grocery delivery slot before Christmas. With many businesses now relying on their online presence until life gets back to normal, now might be a good time to consider a PPC campaign to raise your game and stand out from the digital crowd.
A PP what?
Search for almost anything online and your results will feature ads at the top of the page before anything else – and they’re usually the first thing you click on. These are paid ads set up as part of a pay per click (PPC) campaign. As the average length of people’s attention span is only 8 seconds, making your ad the first thing they see highly increases the chances of them clicking through to your site before they get distracted by a squirrel in the garden.
How does it work?
Essentially, setting up a campaign means setting a budget, identifying your audience and setting keywords you expect them to be using in their search. You then agree to pay a set amount every time someone clicks on one of your ads. Sounds simple, but in reality, having professionals manage your campaign is the way forward. You could have a go yourself, but, like cutting your own hair, it’s probably not going to go well.
Quality not (necessarily) quantity
PPC campaigns can be a lot to take on by yourself. Google gives your ads a quality score based on: the price you're willing to bid for a click, how relevant your ads are to search terms and how well your landing page is set up. These all need constant tracking, evaluation and optimisation as ads with higher quality scores pay less per click, receive more impressions and typically see a higher conversion. So if you want more bang for your buck, it’ll pay to leave the DIY till the weekend and engage an agency.
So why bother?
In a word, well two, it works! If you want to bring people who are actively searching for your products or services to your website – it’s the most effective and efficient lead engine you can deploy. Don't just take our word for it, here’s a snapshot of a current Drumbeat client campaign.
1,216
— times our ads have appeared at the top of the page
285
— number of clicks on our ads
So if you’re wondering how to make your marketing budget go further in these uncertain times, it’s definitely worth considering PPC – a well-built campaign will sweat that budget harder than a Joe Wicks workout, and if you work with the right team it’ll be all gains no pains. In the meantime, stay home, stay safe and remember, this too shall pass.
