Keywords need to be bid on. This involves telling the advertising platform (be it Google, Facebook, TikTok or something else) how much you're willing to pay for each click.
This, too, requires care. It's important to bid on the right keywords and to do so within your budget. The alternative is to indulge in wishful thinking and get a measly return on your spend.
Then your ad goes live. And when a user clicks on it, you pay the amount you agreed to the platform hosting the ad.
A key benefit of PPC advertising is that it's easy to track your ad's performance. This is part of what gives it an edge over traditional forms of advertising.
The platform you use to advertise your business will give you data on impressions, clicks and cost per click (CPC). This lets you adjust and optimise as you go.
What are the benefits?
In our view, PPC advertising has four main benefits: cost-effectiveness, measurability, targeting capabilities and agility.
If you're worried about your advertising budget, PPC can be a sound investment. This is because you
only
pay for results as represented by clicks. This is potentially far more cost-effective than printing posters or flyers, say, where you have to make an upfront payment for an uncertain return.
PPC advertising is measurable. You set yourself a target and are given data that shows whether you're on track. If you're not, you can make adjustments to optimise your ad's performance.
Crucially, PPC makes targeting easier than ever. By bidding on keywords and targeting selected demographics, your ad can reach your desired audience.
This means you have the ability to speak directly to people who are ready to buy your products and services. It eliminates guesswork and ups your chances of making a positive impression on customers.
And finally, PPC is as agile as a cheetah in trainers. With PPC's search counterpart, SEO, you need to work hard and play the waiting game to appear in search results. But with PPC, you can guarantee instant visibility – provided you can cough up the cash.
What to watch out for
When running a PPC campaign on Google, you should be mindful of the platform's AI system. This automates your ads and charges you accordingly.
In our opinion, this system isn't developed enough to be trusted with your hard-earned cash. If AI decides to spend a grand in a day, you have no right to reply. Far better to put your ads in the hands of digital marketing professionals who will make sure everything stays within budget.
Frequently asked questions
