pay per click ads

How Does Pay Per Click Work?

Google pay per click is a powerful web marketing tool to get more traffic to your website and to increase your sales. Pay per click ads can make your phone ring, give directions to your business, entice people to fill out lead forms, and much more. How to use PPC ads the right way to give your business an edge depends on understanding how it works.

No matter if you are using Google, Bing, Facebook, Twitter, or LinkedIn PPC ads, they all have the same basic setup and function. It all starts with the concept of your online ad campaign, meaning what you want to advertise and its target audience(s). This will determine the type of competition your ad will face. The more competition, the more you will have to pay the platform to compete for either the top ad spot or just the chance to be shown to your ad campaign’s target audience. This cost is usually cost per click or cost per impression. Cost per click means you pay when the user clicks on your ad while cost per impression means you pay for when the ad is viewed a certain amount of times. Such as paying a certain amount for every 1,000 views of your ad.

Now there are clever ways to reduce the cost of your advertising campaigns. That is where an online ad expert can build your campaigns the right way using the right PPC strategies. If you choose to try this yourself, just be mindful of your ad spend and make sure you are getting the results you want from your ads. The good news is these campaigns can be turned off anytime with no fees.

So you have your product/service and target audience you want to advertise to using PPC, now you can decide what is the best platform to use to reach your audience. You have to research who uses each online platform and the kind of ad campaigns you can run on them. For instance, if you have a B2B service then LinkedIn ads would be wonderful for your ad campaign because of the user demographic. Now you can research the ad options on LinkedIn. Video ads less than 30 seconds work great on LinkedIn. Why?

Videos are not as common as other media on LinkedIn, people prefer to view information, and just like other sponsored content you can target videos directly to the audience you want such as decision makers in the industries you serve. The most important piece besides choosing the right demographic to show your ad to is to create the media as enticing as it is concise. No matter if it is video or just a text ad, the overall message needs to be clear and without any marketing fluff. You are not just competing against other businesses for the ad spot, but also for the target user’s attention.

The architecture of a PPC campaign is typically like this: text ads consist of a campaign broken into one or more ad groups, each ad group has their own specific ads and keywords. A campaign is like a book and the ad groups are its chapters. For instance the text ad campaign for a local mechanic shop has three ad groups: one about engine repair, one about suspension repair, and one about exhaust repair. Each ad group has its own unique ads with keywords. The keywords terms that users type into the platform, such as Google, to search for those car services. Campaigns broken down this way means better ad targeting and higher conversions. Especially when you send ad traffic to specific web pages designed for each car service. You typically pay per click with text campaigns.

Multimedia ads can be take many forms depending on the platform. For instance, Facebook allows single photo ads with text, gallery ads with text, video ads and more, especially since you can also advertise through Facebook on Instagram. Depending on the platform such as Google you can break down image and video ads like text ads with ad groups. On platforms like LinkedIn you don’t use ad groups, but a single campaign can have multiple ads. You can pay per click or per view depending on what that platform allows.

Understanding your target audience all the way to their habits will lead to strong online ad performances since you can control so many different targeting factors. It is easy to go into the pay per click campaign’s settings to change the ad schedule, ad location, audience demographics, budget, and more. If you know your business typically gets phone calls or foot traffic Mondays through Wednesdays from 9am to 2pm then you can set your ads to only show then. As the campaign runs, you will receive data on how the target audience(s) interacted with the ads. You want to continue to make ad campaign adjustments around that data to increase your success.

Please ask us anything about PPC ads. At Leads Bringer, we are always happy to help.