What Is Pay-Per-Click?

Pay-per-click (PPC) is a business model where an advertiser only pays for each impression or click.

This model will help you create a more seamless user experience that can increase not only the quantity but the quality of your leads, and you only have to pay for the results! Most commonly used on search engines, you can find these ads at the top of the SERP, listed before the highest ranking sites.

PPC ads offer more than just a great price. While traditional methods of getting your site seen and attracting organic traffic are key components of your website, PPC ads can give you that extra boost to attract more relevant leads.

Getting to the top of a SERP is essential if you want to attract organic traffic to your site, and 46% of clicks go to the top three paid ads. Just utilizing paid search ads can increase brand awareness by 80%!

Luckily, Google makes creating and profiting from PPC simple.

3 Perks of PPC

Boost Organic Search Visibility

For search engines like Google, you can't pay to increase your ranking. Where you appear on a SERP is based on factors like relevancy to the query and authority of the source. While there is no way to pay to improve your search ranking, PPC ads can still impact how many people see your site.

Google’s ranking system ensures users that they are getting suggestions to the best, most relevant option as opposed to the highest bidder. The algorithm reassures people that the top ranking sites are closest to what they are looking for, so the higher you rank, the more likely you are to be visited. People are more skeptical of paid results and prefer to trust the algorithm, but having your name at the top of the SERP is a great way to increase your visibility. When people see your name they will begin to recognize your brand and associate it with their query.

Once viewers see your ad at the top of the SERP, they are more likely to click the organic search result further down on the page, below the ads. Even if your organic result is not well ranked, the exposure of your paid ad at the top is always a plus. Also, seeing your ad appear with your organic listing will inform viewers that Google agrees that your brand is one of the most relevant answers to their query.

Search Optimization Has Changed

In the early days of internet searching, basic SEO was the only means of improving your ranking, focused mainly on page content, relevance, HTML tags, and internal and external links. In those early days, keywords were the trick to attracting the crowd, but this led to spamming keywords and irrelevant sites ranking in the highest positions.

Google recognized this issue and began judging the quality of links as well as the quantity, and sites began to focus more on links and less on keywords. Changes to how results would be ranked led to an emphasis on quality over quantity to avoid ranking spam sites highest. Today, much of the trust in Google search results comes from this algorithm that gives viewers the most relevant results to their search queries.

How ranking has evolved gives context to how viewers perceive search results. Users believe they can trust Google to provide the best answers regardless of how much a site pays, which forces companies in return to value quality information and resources over spamming keywords and links.

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Control Landing Pages

When a viewer clicks on an organic search results, they are most likely to be directed to the homepage of your website. Attracting organic traffic like this is a great way to introduce your brand to new visitors, but it can be easy for viewers to struggle to find exactly what they needed beyond the homepage.

When a viewer clicks on an ad, you can bring them directly to a landing page related to their search query, showing them exactly what they were interested in without having to further navigate your site from the homepage.

Giving your visitors a clear path to follow will increase the chances of converting the lead as you minimize opportunity for them to become distracted or confused along the way. Using CTAs will tell the viewer what action they should take next to help guide them through the sales cycle. Bringing the viewer to a specific page related to their query will prevent the user from losing the information they originally sought and encourage the user to take action that furthers the sales process or collects information from the user.

Specific PPC Text

Just like you want to bring viewers to specific landing pages, you also want to provide specific information in the ad they initially see. Google allows you to provide more detailed information relevant to the query to give context to your ad.

Google has some guidelines for structuring snippets:

Headers

Using headers, Google will algorithmically decide which combination of headers you’ve chosen will work best for the query to give the searcher more information about what your brand is offering.

You must choose headers from the list below-

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

Values

With values, you are highlighting the specific products or services you are offering related to your selected headers.

These snippets differ from callouts, which are used to highlight unique features of your business. Structured snippets instead give more information about a particular product or service relevant to the query.

For example, if you are an online retailer, your chosen headers might include Brands, Styles, and Types, but your values would include “Steve Madden,” “boots,” “women’s fashion,” and “fall apparel.”

Because the algorithm will choose the best combination of your chosen headers and values based on the query, it is best to select all relevant headers and values to ensure you are capturing all potential audiences.

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Leading search engines like Google have become a staple of online searching and advertising. Frequent updates intend to provide users with the best possible experience to ensure that users are finding exactly the information they seek. To make sure your brand doesn’t get left behind, it is important to always update your advertising strategy to maintain a high-performance digital marketing strategy.

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