Pay-per-click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. PPC allows for instant exposure to a large audience, but costs are determined by how many people click on the ad, rather than how many people see it. PPC Management Company in Dubai, PPC Dubai, PPC Management Dubai, PPC Agency in Dubai

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Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

Search engine advertising, also called pay-per-click advertising, typically refers to advertisements placed on search engines. Search engine advertising usually refers to advertisements placed on first-tier search engines (such as Google AdWords and Microsoft Bing Ads). The ads are usually listed under a specific keyword phrase relevant to the advertiser’s target market. Content sites commonly charge a fixed price per click rather than use a bidding system. In contrast, banner ads are commonly referred to as “display” advertisements because they appear on pages with related content; banner ads are often not pay-per-click advertising. Social networks like Facebook and Twitter have also adopted pay-per-click as one of their advertising models.

However, websites can allow for the use of pay-per-click ads. The website owner will then choose keywords that will trigger the display of an advertisement when someone searches for those terms. These ads will appear at the top or bottom of the search engine results page or on the side of a web page if the site owner chooses. They are also referred to as sponsored links or sponsored ads.

PPC marketing is a great way to get your business the exposure it needs. However, it can be tricky to get right. The fact that anyone can create a PPC ad means you’re bound to encounter some bad ones along the way. However, allow us to take you on the way to creating effective ads in no time!

First, let’s look at PPC and how it works.

What is PPC?

Pay-per-click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. The idea behind PPC is that it allows you to focus on getting visitors to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of pay-per-click (PPC) advertising. It allows advertisers to pay for their ad to appear at the top of a search engine results page, where people are most likely to see it when searching on a related keyword. For example, if we pay to have our ad shown on the results page when someone searches for “PPC software,” our ad might be displayed as the very first listing on Google’s search results page.

Each time our ad is clicked, sending a visitor to our website, we pay a small fee to the search engine. When PPC is working correctly, the fee is trivial because the visit is worth more than what we pay for it. In other words, if we pay $3 for a click and the click results in a $300 sale, then we’ve made a hefty profit.

Pay-per-click (PPC) advertising is a form of online marketing that enables companies to generate web traffic by purchasing ad space from search engines. The price charged by a search engine depends on the relevance of the ad to the search terms, which are known as keywords. The more relevant and specific your ad copy and landing page are, the lower your PPC costs will be. This is because PPC is an auction model: The more likely users are to click on an ad, the higher its rank in the auction and thus the lower its cost per click (CPC).

What is Google AdWords?

Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

  • Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
  • Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
  • Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

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PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

An effective PPC keyword list should be:

  • Relevant – Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
  • Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
  • Expansive – PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.

Managing Your PPC Campaigns

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:

  • Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
  • Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
  • Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
  • Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
  • Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

You’ll learn more about all of these elements of PPC campaign management as you move forward through the coursework in PPC University.

If you’re ready to get started with PPC, skip ahead to learn how to set up an AdWords account.

Never pay over the odds

Lone companies bidding at prices much higher than the norm – either to ensure the absolute pole position on the SERP or, more frequently, due to a lack of good pay-per-click management – can lead to considerable price gaps between competitors’ bids.

As your bid only needs to be 1p more than the closest bid to win the higher position on the SERP, it makes good financial sense to bid slightly over the lower of two bids placed by your competitors and still achieve a premium position on the SERP, than it does to try to outbid the lone competitor who is paying way over the odds in a fight for the absolute top spot.

Stay one step ahead

This intelligent approach to PPC bid management will maximise the efficiency of your marketing budget and make this medium a low-cost acquisition and branding tool for your online business.

Give your company a competitive advantage in this marketplace by getting in touch with one of our pay-per-click consultants today.

Pay Per Click Advertising FAQ’s

PPC advertising, or pay-per-click advertising, allows you to promote your company across the web. You can place ads in search results, on websites, and even on social media platforms. Text, images, and even video are allowed in PPC ads.
PPC ads also offer multiple targeting options, such as promoting your business in search results only or targeting people who have subscribed to your updates on social media. A few examples include:
– Device
– Location
– Interests

Pay-per-click advertising, or PPC, is a form of internet advertising that charges advertisers each time one of their ads receives a click. This contrasts with traditional forms of advertising, where advertisers pay for their advertisement before it appears on the medium.

An ad network is a framework for delivering your ads to users. Google Ads, formerly known as Google AdWords, is a popular ad network that you can use to deliver ads.

To create PPC ads, advertisers use ad networks like Google Ads, Facebook and Microsoft Advertising.
Ad networks can connect you with different audiences and provide unique targeting options. For example, Microsoft Advertising lets you promote your business across Bing and websites affiliated with Microsoft.
Facebook allows you to reach its massive user base.

Advertising spend is a type of budget that refers to the amount an advertiser is willing to spend with ad networks. Advertisers usually use this term to refer to their monthly budget.
As an example, consider the budget of a company with a $5000 monthly ad spend:

– Total monthly ad spend: $5000
– Facebook ad spend: $800
– Google Ads ad spend: $2500
– Instagram ad spend: $800
– Microsoft Advertising ad spend: $900

With pay-per-click advertising, you can create an ad budget that meets the needs of your business and audience. Whether you want to dedicate your entire budget to one network, such as Google Ads, or multiple networks, you have full control over your ad spend. If you’re unsure about where to invest your budget (or even how much to spend), our team can help guide you in the right direction.

Our team of experts has managed more than 650 PPC campaigns, and we can recommend a reasonable ad spend for your business when investing in our professional PPC management services.

You can advertise across the Internet with PPC ads. The most popular locations include:
– Search results
– Third-party websites
– Social media

When advertising online, most businesses will focus on specific platforms, like:
– Google
– Bing
– Facebook
– Twitter
– LinkedIn
– Instagram
– YouTube

When creating a PPC campaign, businesses should focus on the most valuable channels for their audience. For example, if Facebook is more popular with a business’s customers than Twitter, it makes sense to devote more of the budget to Facebook. Researching your audience and polling current customers can help determine where you should focus your PPC efforts.

Online ads in search results earn 45% more page clicks than ads that do not appear in search results.

People who click on ads are twice as likely to make a purchase than someone who visits your site organically (without clicking an ad). PPC ads can help you reach people who are ready to buy, making an immediate impact on sales numbers. Plus, PPC ads deliver an average return on investment (ROI) of $2 for every $1 invested.

For advertisers using Google Ads, the cost per click is $8. Not only do people click on online ads, but they also act on them—in this case, by making a purchase.

The cost to run a PPC ad campaign varies depending on many factors, including your business size, industry, and strategy. The average for small-to-midsize companies is $9000 to $10,000 per month. This price includes your ad spend as well as management services from a PPC agency.

With PPC, what you pay per click depends on several factors, including:
– Bid: In PPC, your bid is how much you’re willing to pay for someone to click on your ad. While you may pay less than your bid (depending on the ad auction) you won’t pay more than your bid.
– Targeting: Targeting, from keywords to demographics, can also influence your PPC costs. Bidding on a competitive keyword like “consumers insurance agency,” for instance, can result in higher costs because it features a higher cost-per-click (CPC).
– Ad quality: Quality score also matters in pay-per-click advertising. Big brands can’t pay-to-win in PPC because ad networks, like Google Ads, look at the quality and relevance of ads. Often, high-quality ads can maintain lower costs than low-quality ads.

When creating ads, focus on creating ads with high-quality, low-cost components. Before launching an ad campaign, think about the user experience: Are you creating ads that will make people curious enough to click? Is your landing page an engaging experience once someone has clicked on your ad?

Partnering with a PPC management agency is important, but it’s good to have an agency that will appreciate your budget concerns. EDS makes sure that we manage your PPC campaign in the most cost-effective way possible.

Advertising with PPC ads offers your business several advantages in the marketplace, including:
– Set a custom budget that you can change at any time
– Access useful targeting options unavailable in traditional advertising
– Receive insightful audience and campaign data
– Respond to campaign performance in real-time to maximize performance
– Show up above organic results in online searches
– Outrank competitors
– Accomplish various goals, from brand awareness to purchases
– Reach people when they’re looking for you
– Support other digital marketing initiatives, like search engine optimization (SEO)

The ROI of PPC is high, making it an attractive option for online advertising. If you want to grow your business and compete with top competitors, PPC can help you accomplish those goals.

Any business can use PPC advertising. A few examples include:
– Franchises
– Restaurants
– HVAC companies
– Insurance agencies
– Ecommerce stores
– Manufacturers
– Dentists
– Heavy equipment dealers
– And more

If you search for your products or services, you may find that pay-per-click advertising is a must-have strategy for your industry. If you don’t find any ads related to your business, that doesn’t mean PPC isn’t worth your company’s time. If anything, it reveals a massive opportunity for you to use it.

If you decide to work with an agency for your pay-per-click (PPC) campaigns, make sure it has experience in your market. For example, EDS, a company that manages more than 650 PPC accounts, has experience working in the marketing industry.

The Google auction system uses an automated bidding process to determine how much to charge for your ad based on bid prices and your maximum bid. Here are a few other points to keep in mind:
– A user makes a search on a search engine like Google
– Google launches the ad auction, compiling all relevant ads and their Quality Scores
– The auction looks at each ad’s bid, quality, and potential impact to assign an Ad Rank
– Google delivers the ads in order of highest Ad Rank to lowest Ad Rank

During the ad auction, Google also calculates your CPC with the following formula:
CPC = Ad Rank of the ad below you / Your Quality Score + $0.01
PPC consultants and agencies prioritize writing high-quality ads because they know that a high Quality Score can lead to lower costs and an improved Ad Rank.

While most companies do not check their PPC campaigns for over a month, you should do so weekly. For best results, experts recommend checking your ads every week.

If you’d like to monitor your brand-new campaigns more proactively, but can’t, EDS can help. We can provide daily monitoring or customized reports to meet your needs.
– Tracking your PPC campaign performance
– Making strategic updates to your bids
– Discovering new, high-opportunity keywords to target

Monitoring your campaign on a regular basis will help you identify areas of improvement. For example, if you notice that mobile users are more likely to click through but less likely to convert on your site, you can remove them from the audience. Or, if you notice that users have difficulty navigating your site on a mobile device, you can optimize your landing page to provide a better experience for those visitors.

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