PPC or Pay Per Click is traditionally associated with search engines such as Google Ads and Microsoft Advertising (formerly Bing Ads) but now can include any advertisement that you pay for to get exposure and clicks such as banner ads and social media (Facebook, Instagram, LinkedIn etc…) advertising.
PPC works on a bidding system and is used to get in front of your customers as quickly as possible. Because of that, the price you pay may be extremely high when you bid for competitive keywords or operate in a competitive market. We’re here to fix that.
Many small businesses (incorrectly) believe that if you throw enough money on PPC campaigns, you will always come up on top or that if you bid higher then you always get more exposure. This is incorrect.
You see, the position of a bid is not influenced by the amount you bid but also the quality of your ad. If the quality of your ad is low then you need to bid a lot higher in order to be shown.
Large companies often have enough money to bid for everything but as a small or medium sized business, you have to be a lot more savvy. For PPC, it’s extremely easy to waste a lot of money and not see results.
In order to lower the cost of your bid while retaining the same exposure requires that you provide the best possible ad to your client that exactly matches what they are searching for. To do this, you need to increase the quality of your ad and it’s associated landing page.
To improve the quality of a PPC campaign you generally need to improve on:
- Ad copy
- Landing page experience