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What is pay-per-click advertising? (PPC)

PPC is the acronym for pay-per-click. It is a form of paid advertising where you pay for every click on your ads (you do not pay when someone simply sees your ad). Since search engines are intent-based, we can develop a very granular and focused ad campaign using PPC advertising. So, if you have an idea of your target market, we can really capture their interest in a very targeted way. Google’s advertising network is the largest in Africa, with their Display Network reaching more than 90% of internet users. Facebook and Instagram come in as the second largest advertising networks. 

Do you need PPC?

If you’re looking for a quick and straightforward way to get traffic, sales and leads quickly, then PPC is definitely worth considering. That being said, we encourage clients to bundle some SEO work into their PPC strategy, or at the very least, have a roadmap for introducing SEO into their marketing mix.

Essentially, PPC is a way to get targeted traffic to your website by bidding against competitors targeting the same keywords or consumer profile as you.

Search engine advertising is one of the most popular fors of PPC. It allows you to bid for ad placement in a search engine’s sponsored links area when someone searches for a keyword that you are targeting. Ads will only show for keywords that we are specifically bidding on, or that are directly related to the copy on your website. This way, you only get traffic that is relevant to your business, product or service.

Paid ads are a valuable tool in our marketing arsenal. The general process goes like this:

  • Understand your product or service
  • Understand your business goals and marketing targets
  • Determine the target market / customer profile
  • Write and edit the ad copy
  • Launch the campaign and monitor, making adjustments as needed
  • Report and reflect on the results

We’ve been doing PPC for quite some time, so we’re able to develop and deploy a PPC strategy within a few days. We also provide real time analytics reporting using live KPI dashboards, which gives clients access to valuable data as they need it.

Formerly known as Google AdWords, Google Ads is by far the biggest PPC advertising system in South Africa. It allows us to create targeted ads for your existing customers as well as acquire new customers and leads. As specialists in Google Ads, we employ this tool to bring your business leads and sales in the short term. 

Google Ads is the platform we use to display paid ads across Google’s massive network. Different ad formats exist, such as:

  • Search ads: text or image ads on Google search results
  • Display ads: image or video ads on websites or YouTube
  • Video ads: video ads on YouTube
  • Shopping: ads for product listings on Google Shopping
  • App: text, image or video ads that appear in apps and mobile games
  • Local: text or image ads that appear based on physical location and interest
  • Discovery: image ads that appear on personalised Google feeds 

Google Ads works primarily on a pay-per-click basis where we bid on a group of keywords (ad group) and when an ad is clicked, our bid for that keyword gets deducted. Every time a search is performed on Google, Google digs into the pool of advertisers and chooses a set of ads to appear in the ad spaces (sponsored links area) on that specific search terms results page. The selected ads are chosen based on a few factors, namely the quality and relevance of the keywords relative to the ad campaigns and, naturally, the keyword bid amount.

For example: If you search for “nike shoes” you will see a whole bunch of competitors bidding against each other for the high-visibility ad placements in Google’s results page. Ad placements can get highly competitive depending on the group of keywords you are targeting. 

To take it a bit further, the ads that get selected to appear on search results page is based on the advertiser’s Ad Rank. Read more on Ad Rank.

Short answer: because the Google Ads network is MASSIVE.

Long answer: we utilise the Google Ads network to capitalise on its tremendous reach.

Even longer answer: Google Ads allows us to reach new and existing customers at a cost that fits your budget. It’s essentially a highly customisable auction to reach a targeted audience online.

The Benefits of Google Ads

  • Get targeted leads to your website as soon ass your ad is active
  • Easily measure your return on investment (ROI)
  • Get your name out there, your competitors probably have already!
  • Dominate your niche

As you can see, the chances are very high that you will gain a click if you have a top Google ad placement and a high organic listing. With PPC, you also have alot of control over how you would like your ad to appear. It is important to have compelling call-to-actions  If your business has a slogan, great! We will incorporate your slogan and brand voice into your Google Ads campaigns.

PPC marketing is an effective short term solution. To succeed in the digital space in the long run, SEO is needed. Here’s someone who agrees that SEO and PPC are equally important.

 

It depends on the type of business, your specific goals and the type of customers you have. Younger audiences tend to gravitate towards social media, so Facebook and Instagram ads might be a good option. Older audiences and professionals are more likely to convert from LinkedIn ads or from the Google Ads network. We’ll use our experience and knowledge of the industry to shape and deliver an effective PPC strategy for whatever your business needs.

Let's chat

Learn About PPC With These Short Videos:

 

What Is Pay-Per-Click or PPC Advertising

If you haven’t already familiarised yourself with PPC advertising, you’ve come to the right place!

PPC is the acronym for pay-per-click, it is a way in which advertisers pay each time one of their ads are clicked.

Learn about PPC marketing

In Plain English

Essentially, PPC it is a way to get targeted traffic to your website by bidding against competitors targeting the same keywords or consumer profile as you.  For optimum results, it is always best practice to incorporate SEO into your PPC campaigns.

Search engine advertising is one of the most popular forms of PPC. It allows you to bid for ad placement in a search engine’s sponsored links area when someone searches for a keyword that you are targeting that is related to your advert.

For example: If you search for “Nike Shoes,” you will see a whole bunch of competitors bidding against each other for high/visible ad placements in Google’s results page. Ad placements can get highly competitive depending on the group of keywords you are targeting. I offer an experience driven approach to maximise your search engine advertising ROI..

What is Google AdWords?

Google AdWords is by far the most popular PPC advertising system in South Africa. This is what I specialise in and it’s the tool that will bring your business leads/sales in the short term. AdWords allows us to create ads for your business.

Google AdWords primarily works on a pay-per-click basis where we bid on a group of keywords (ad group) and when an ad is clicked, our bid gets deducted. Every time a search is performed on Google, Google digs into the pool of advertisers and chooses a set of ads to appear in the ad spaces (sponsored links area) on that specific search terms results page. The selected ads are chosen based on a few factors, namely the quality and relevance of the keywords relative to the ad campaigns and obviously the keyword bid amount.

To take it a bit further, the ads that get selected to appear on search results page is based on the advertiser’s Ad Rank. Read more on Ad Rank.

Why Use Google AdWords?

Google Adwords allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially an auction to reach a targeted audience online.

The benefits of AdWords

  • Get targeted leads to your website as soon as your ad is active
  • Easily measure your ROI
  • Get your name out there, your competitors probably have already!
  • Dominate your niche

Below is what Google Ads look like relative to an organic listing achieved by professional SEO services:

As you can see, the chances are very high that you will gain a click if you have a top Google ad placement and a high organic listing. With PPC, you also have alot of control over how you would like your ad to appear. It is important to have compelling call-to-actions, if your business has a slogan, great. we will incorporate that into your first AdWords branding campaign.

PPC marketing is an effective short term solution. To succeed in the digital space in the long run, SEO is needed. Here’s someone who agrees that SEO and PPC are equally important.

Let's chat

Learn About PPC With These Short Videos: