What is PPC Marketing? A Practical Guide to Ads on Search Engines

No matter what kind of business you run, it’s hard to get more customers without growing your online presence. Pay-per-click (PPC) marketing is one of the most effective strategies for bringing more traffic to your website and reaching potential customers. But what exactly is PPC marketing, and how does it benefit your business?

This practical guide will break down the basics of PPC marketing and explain why it’s worth your time. We also provide tips on getting started, including advice on when it makes sense to hire a marketing agency to help.

How PPC Marketing Brings In Customers

Pay-per-click (PPC) marketing is a form of online advertising where advertisers pay a small fee each time someone clicks on one of their ads. Search engines like Google are the most common platforms for PPC ads, but social media networks like Facebook and LinkedIn also offer PPC options.

PPC advertisers typically bid on specific keywords relevant to their service or target audience. When a user searches for those keywords, the search engine displays the most relevant ads based on factors like bid amount and ad quality. If a user clicks on an ad, the advertiser pays the bid amount, hence the term “pay-per-click.”

Essentially, PPC is a way of buying visits to your website. The right keywords will bring in website visitors who are thinking about buying something you sell. You don’t have to “earn” these visits organically like with SEO, so you can get results fairly quickly.

Why You Should Try PPC Marketing

There are three main reasons for most businesses to do PPC marketing:

• Instant Traffic. Unlike SEO, which can take months to show results, PPC can drive traffic to your website almost immediately.
• Targeted Audience. PPC allows you to target specific locations, demographics, and even times of day. That means you can ensure your ads reach people who are likely to be interested in your services.
• Measurable Results. PPC platforms provide detailed analytics, enabling you to measure the effectiveness of your campaigns and adjust them for better performance.

How Does PPC Work? A Step-by-Step Breakdown

1. Keyword Research. The foundation of any PPC campaign is identifying the right keywords. These are the search terms your target audience uses when looking for products or services like yours. Tools like Google Keyword Planner can help you identify high-value keywords.
2. Ad Creation. Once you’ve selected your keywords, you’ll create ads that will appear in search results or on social media platforms. Effective ads are clear and concise. Don’t forget to include a strong call to action (CTA), such as “Get 50% Off” or “Get a Free Quote.”
3. Bidding Strategy. Decide how much you’re willing to pay for each click on your ad. This bid amount, combined with your ad’s quality score (a metric used by platforms like Google to measure the relevance of your ad), will determine where your ad shows up on a web page.
4. Campaign Launch. After setting your budget, targeting options, and ad schedule, you can launch your campaign. From here, it’s crucial to monitor your campaign’s performance regularly.
5. Optimization and Management. PPC campaigns require continuous monitoring and optimization. This includes adjusting bids, updating keywords, and refining ads to improve performance. Many PPC marketers use A/B testing to see if small word differences and other changes get better results.

Should You Hire a PPC Agency?

Managing a PPC campaign can be time-consuming. It requires a deep understanding of digital marketing principles.

If you’re confident in your PPC marketing skills and have time to continuously work on your campaigns, it might make sense to do your own PPC marketing. On the other hand, if you’re not experienced in PPC or simply don’t have the time to manage campaigns, hiring a PPC agency might be the right move.

An agency can bring expertise, advanced tools, and a strategic approach to your PPC efforts. They can help you achieve better results while freeing up your time to focus on other aspects of your business. If you’re hoping to do your own PPC marketing, you can ask an agency to help you with the initial setup and strategy.

Get Started With PPC Marketing Today

PPC marketing offers a powerful way to drive targeted traffic to your website and achieve your business goals. While it can be a cost-effective way to bring in more customers, it requires ongoing management to deliver the best results.

If you’re unsure where to start or need help optimizing your campaigns, consider consulting with a PPC agency like Rocketship. We help local service businesses grow with PPC and other digital marketing strategies. Our agency team has a track record of success in bringing clients more website traffic and sales.

Ready to see how PPC marketing can benefit your business? Schedule a consultation with our PPC experts today and get personalized advice tailored to your needs.