What is Pay Per Click?
To gain an insight into the importance of PPC Marketing it is essential to grasp what Pay Per Click (PPC) is.
A good way of doing this is to tap the phrase Pay Per Click into a reputable search engine (Google or Bing will do but there are others).
The bulk of the left-hand side of the computer screen you are looking at will show search results generated by ‘organic’ Search Engine Optimisation. (Sites can’t pay money to search engines for the privilege of appearing high up the search results part of this page – the order is determined by SEO ranking factors which are closely-guarded secrets.)
If you look at the top of the opening page of a search results list, and also on the right-hand side of the opening page, you will see search results under the heading ‘Sponsored Links’.
Sites pay for the right to appear on the sponsored links’ list through a system called Pay Per Click which charges the company a fee each time somebody clicks on the link provided – the cash generated going into the coffers of the search engine company.
Quality Scores and how they determine PPC Search List order
The object of the game for good PPC strategists is to come up with a Pay Per Click campaign which generates far more revenue than it costs.
And you don’t always have to spend a vast amount of your budget through PPC to appear high-up the right-hand side of the search results page. Google, which has a 80 per cent share of the search market in the UK, doesn’t want the highest bidder to appear at the top of its PPC results list; since it charges a fee for each click it would make less money this way!
Instead it wants to display an ad with a combination of a high-bid and a high-click appeal. ‘How relevant is your site to our search-engine browsers?’ is the question it asks of bidders.
Quality Score Factors
Google will award a quality score to determine the prominence it gives to PPC customers by examining factors such as a landing page’s relevance to the keyword which has been tapped into a search engine. Click-through rates, bounce rate and cost-per-click can also result in more relevant websites ranking higher than less relevant ones, even if they’ve paid less money for the honour!
How we save money on well-targeted Pay Per Click campaigns
No Pork Pies’ research methods will save you money by making sure you only bid on relevant search terms. If you are paying for irrelevant search terms you might just blow your budget on terms with little click-through appeal and low quality scores, terms which search engines will place low down their search results pages.
The service we offer is different to that offered by many digital marketing companies in that we integrate PPC with SEO. We’ll also reduce the need for PPC costs through improving your SEO positions.
Contact us to find out how we can help with you Pay-Per-Click campaign