Ever wondered ‘what is PPC’ and if it’s the missing piece of the puzzle in your marketing strategy? You’re not alone! In fact, this type of advertising is one of the most effective ways to get your brand seen online. From the different ad types to staying compliant, there’s a lot to take in. But when done right, the rewards are lucrative.
In this blog, we’ll answer ‘what is PPC’, discuss exactly how it works and why so many businesses choose to invest in it…
What is PPC?
PPC stands for ‘Pay Per Click’ and is another term for advertising on search engines, like Google. It’s given this name as these adverts work in a different way to other advertising formats. You don’t pay just to show under certain search terms. Instead, you pay when people actually click on your advert and subsequently land on your website. Hence the name ‘pay per click’.
What Are the Benefits of PPC?
PPC has a myriad of benefits when used by the right brands, at the right time, and in the right way. These include (but aren’t limited to):
- Ultra-targeted: Ads can be targeted by a wide range of factors, including location, interests, or even job role. This helps you reach the right audience and reduces wasted ad spend.
- Cost-effective: You only pay when someone clicks, making your budget work harder.
- Remarketing: You’re able to remarket to those who have previously shown interest in your brand, meaning you can stay front of mind.
- Fast results: Unlike organic methods such as SEO, PPC campaigns can drive traffic almost instantly.
- Measurable: Every click, conversion, and pound spent can be tracked in real time. This allows for optimisation and a higher ROI.
- Flexible: Campaigns can be scaled up, paused, or adjusted at any moment, meaning you’re in control.
How Does it Work?
There are three main types of PPC advert – search, display, and shopping.
- Search ads: Text-based ads that appear in search engine results. They look like every other search result, but the word ‘sponsored’ appears above them.
- Display ads: Banner ads that appear across websites within the Google Display Network. They can be static or moving.
- Shopping ads: Product-based ads that appear in Google Shopping and search results for specific products.
Who Does PPC Work For
If you’re Googling ‘what is PPC’, chances are you’re curious as to whether it might be a worthwhile investment for your business. The good news? PPC is incredibly versatile and can be tailored to suit almost any industry or goal.
PPC works particularly well for:
- E-commerce brands: Shopping ads and remarketing campaigns are fantastic for driving sales, especially when customers are actively searching for your products.
- Service-based businesses: From law firms to plumbers, search ads help you appear at the very top of Google results when potential clients are urgently looking for help.
- Local businesses: PPC allows you to target ads geographically, making it ideal for restaurants, salons, and other companies looking to reach nearby customers.
- New businesses and start-ups: PPC offers almost instant visibility, helping you get noticed whilst your SEO builds momentum.
Ultimately, PPC is less about what type of business you are and more about who your audience is and how they behave online. For more information on whether PPC would be the right fit for your brand and customers, fill in our contact form by clicking here.
What You Need to Know About Compliance
When running PPC campaigns, it’s not just about the ads themselves. Your website also needs to be compliant. To track conversions, such as purchases or enquiries, tracking pixels or cookies must be used. Because of this, you’ll need a consent banner in place so that visitors can choose whether or not to allow tracking, keeping you in line with GDPR.
It’s also important to make sure your privacy policy is up to date and that it clearly explains how data is collected and used. On top of that, every advertising platform has its own guidelines which need to be followed; certain industries, like finance or healthcare, come with additional rules around what can and can’t be said in ads.
Compliance might sound daunting, but it doesn’t need to be. With the right setup and a team of experts behind you (that’s us!), you can track your results accurately and run campaigns confidently without running into problems.
Working with VerriBerri
No more guessing ‘what is PPC?’ When you work with our team, we’ll implement a strategy that’s tailored to your business and goals. We take the time to understand your audience, create compelling ad copy, and set up campaigns that maximise your budget. From building the initial framework to ongoing optimisation and reporting, we handle every stage so that you can focus on your business.
What sets VerriBerri apart is our transparent approach – you’ll always know where your money goes and how your ads perform. We provide clear updates, monthly reports, and honest advice every step of the way. Whether you’re looking to drive more sales, increase enquiries, or raise awareness of your brand, we’ll make sure your PPC campaigns deliver meaningful results.
Let’s Chat!
For more information about our PPC services, get in touch with our team by clicking here.