What Is Pay-Per-Click?

Also commonly referred to as PPC, pay-per-click is a specific model of Internet marketing that allows advertisers (read: you) to essentially pay a fee every time one of your ads is clicked by a user. If no users click your ads, you don’t actually pay any money. If a lot of users click on your ads, the sheer volume of revenue that you’re generating will more than make up for the cost. However, the benefits of PPC campaigns extend far beyond just your ability to “buy” visits to your site rather than “earn” them organically.

PPC is one of the most popular forms of Internet marketing for a reason – it lets you laser-focus your efforts on specific keywords, trends and other topics that your ideal users are actively searching for. It removes a lot of guesswork from the equation and saves the need to cram your copy with as many relevant keywords as possible just for the sake of SEO.

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So if you’re an electronics dealer in Cleveland, you can pay for placement on the types of terms that your users would need to search for to find a business like yours, to find products like yours and more. So if someone performs a local search, suddenly your ad is right at the top of the page – above the organic listings on Google.

As for the fee, consider the following example. Say you had to pay $3 for a click on your ad with your current PPC campaign. You may initially balk at that price, but if the user who just visited your e-commerce site now makes a $250 purchase, you’ve made an incredible amount of profit in a very small amount of time. The fee essentially becomes a non-issue.

Now, let that same scenario play out hundreds or even thousands of times and you can begin to get an idea of why PPC is so essential for so many modern day digital campaigns.

Pay-Per-Click: Facts and Figures

In terms of generating the highest possible return on investment for your digital ad spend and increasing your awareness as much as you can, it’s hard to find a single technique more effective than pay-per-click. Consider the following statistics, all of which paint a pretty vivid picture about just how powerful PPC really is:

  • Income

    According to a study conducted by Google, small to medium-sized businesses in particular tend to average about $2 in income for every $1 they spend on the search giant’s AdWords service in particular.

  • Paid Ads

    For any given search that a user might perform on average, an amazing 41% of the clicks go to the top three paid ads on the search results page. This is according to a study conducted by Wordstream.

  • Placement

    Placement also matters in terms of PPC – perhaps more than ever. According to AccuraCast, the average click-through rate for an ad in the first position on a page is a healthy 7.94%. For the sake of comparison, the average click-through rate on a page is just 2%.

  • Intent

    PPC also matters where it counts the most: intent. According to Unbounce, visitors who arrived at a page via PPC techniques are literally 50% more likely to purchase something than visitors who arrived there via an organic search. 

So to briefly review, not only does pay-per-click allow you to better control the placement of your ads – which ultimately gives you complete control over who is viewing it, what impression they’re getting and more. It also brings with it the most important benefit of all – it helps to generate a larger number of qualified prospects, people who are looking for products and services just like yours and who are ready to spend some of their hard-earned money on the satisfaction they seek.

When you consider all of this information as a whole, you begin to wonder how you ever got along without pay-per-click in the first place. As with many other digital marketing techniques, however, PPC is a means to an end – it is not the end in and of itself. Your success will ultimately come down to how you choose to use it and this requires you to keep a few essential things in mind.

Important Considerations

Ultimately, the success of your PPC campaign for your e-commerce business will still come down to the quality of your ad copy. You could pay for the most objectively perfect placement in the world, but at the end of the day a boring ad is still a boring ad. Better ad copy goes a long way towards increasing your Quality Score on Google AdWords, increasing your click-through rate as a result.

You’ll also want to fine tune your approach by using extensions to increase your click-through rate even further. There are dozens of extensions available in Google AdWords in particular that make your ad more clickable and that help your ads stand out, thus increasing the likelihood that someone will click on them in the first place.

Using specific geolocation settings is also a great way to help with your PPC efforts. This won’t just allow you to get as specific as possible as far as search terms are concerned, but it will also put you in a better position to go after potential buyers from the specific areas that you’re operating in.

If all of this sounds on the complicated side, don’t worry – we’re here to help.

The C1 Partners Approach

At C1 Partners, we’re proud to act as the digital marketing experts you need when you need them the most. In addition to helping you craft customized and finely tuned PPC campaigns, we also offer general SEO services, social media marketing and more – all in an effort to increase your visibility, build brand awareness and increase your revenue as fast as possible.

If you’d like to find out more information about the effectiveness of pay-per-click campaigns, or if you have any other essential questions that you’d like to get answers to, please don’t delay – contact us today. We can’t wait to hear from you.

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