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In the “Know” – Digital Advice from Dreamscape

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by Adam Tilston

A lot of people ask us “what is PPC advertising and how will it benefit my business”?

In its simplest form, Pay Per Click (PPC) advertising appears at the top of a search engine results page in a text format. Text ads are normally the first 4 results that will appear after you have entered your search query into Google.

How does PPC work?

The logistics are quite simple. Advertisers bid on a search term that they feel is relevant to their business offering in the hope that they show up in the very top spot of Google. If someone then clicks on your advert and visits your website, you then pay a fee to the search engine.

Normally, if you know what you’re doing, the fee that you pay to Google or Bing becomes rather insignificant, as the ‘conversion’ you have received off the back of it is worth more than what you paid for it. For example, if you pay £3 for a click and it leads to a £100 sale, then you’ve made a good profit.
However, do not underestimate how easy this sounds. Getting your Pay Per Click campaign working correctly and making you money takes experience, expertise and a real focus on detail. And if you don’t do it well, you’ll essentially pay more and achieve less.

Also, search engines will either reward or punish you based on how well your campaigns are running. By creating relevant and intelligently targeted campaigns, Google and Bing will start charging you less for the ad click than a competitor with a poorly ran campaign.

Why you should be using PPC

1. Research has shown that people searching through Google & Bing click on paid adverts more often than any other form of digital advertising.
2. It is a cost-effective way to drive relevant traffic to your website as the people who will see your advert are already searching for your products or service.
3. By putting your brand at the top of Google’s search results, you’re limiting the chance of that customer going to a competitor.

There’s no argument that PPC is a valuable marketing channel for any business. With over 2 million 3rd party websites on the Google network, 90% of internet coverage, and the largest search engine in the world, you are sure to get the most impressions and clicks to your ads.

If you are already using Google Ads but you’re not sure that you’re getting the best return on investment, we’re happy to conduct a FREE audit of your account. Visit https://www.dreamscape-design.co.uk/Marketing or call 01925 755 960 to speak with the team.

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