PPC, or “pay per click” is common in Google search results and is the shortest, easiest, and fastest way to reach the top spot and gain a huge online exposure. However, once you have already acquired this exposure and one more user clicks on your Google ad, it will cost you money, of course. Now you are probably getting the point behind the name “PPC”; so far so simple, right? But there are still other important things you need to know so let us break it down for you:
PPC works like a kind of like an auction and for each key word in every city, there is a price that will be set according to the competition demand and the global monthly searches. Based on this criteria, you will set your bid which basically will show how much you are willing to pay per click. If your bid is competitive enough for the first page, your ads will show in the desired spot considering all other campaign setup is legit. Confused? Don’t be! To run a PPC campaign requires analyzing and pre-planning. At the same time, daily monitoring in real time is also a must in order to make the right adjustments to maximize the results and get the best return for your money.
For instance, let’s assume that we are looking for a dentist in Denver Colorado. We know that there are between five to ten spots for Google ads in each first page after we clicked “search” results. Pages pop up with eight dentists shown in the AdWords section but we know for sure that there are more than eight dentists running PPC campaigns. But the eight dentists that showed up on the first page probably had the highest bid from all the dentists that targeted the keyword. All of the eight dentists had won the chance to show on the first page— meaning they got one first page impression. The question now is which one will get one click and here, your ad presentation is extremely important to encourage the user to click on your ad.
- Fast lane to the first page
- Fast traffic booster into your website
- Risky
- Short term investment
- Requires constant daily monitoring
- In some cases, it can turn to be a waste of money