PPC Marketing – Is It Right for Your Business?


Pay-per-click campaigns are a great way to attract traffic to your website through search engine advertising. You see PPC ads all the time. These are the sponsored results that show up at the top of Google’s SERPs marked with the yellow label. Adwords is Google’s Pay-Per-Click advertising model. It is also the most successful PPC program. With a market so large, and an advertise base so enormous, PPC is a service offered by many digital marketing agencies.
Across a host of big cities in North America – be it New York City, Chicago, San Francisco, Dallas or Toronto, PPC agencies can help you get your campaigns off the ground.

How does PPC marketing work?

The beauty of PPC Marketing is that you pay only when a searcher clicks on your ad. The search engine wouldn’t charge you a fee for showing your ad. A well-designed PPC campaign will benefit your business immensely. And if you are targeting the right keywords and attracting the right visitors, the fee you pay for the click is negligible. For example, consider this situation. If you are paying $5 for a click, and that click leads to a $200 sale, it’s a definite bargain.

PPC marketing benefits everyone. Studies have shown that PPC ads have a good click through rate.

Need help with launching a PPC campaign? Take a moment to check out listings of Pay-per-click companies in Ontario, on Credibase, the network for companies and professionals to discover business opportunities.

PPC benefits advertisers

PPC campaigns allow advertisers to reach customers who are actively searching for their product. Since PPC ads are context based, searchers are more likely to click on them. Adwords, for example, is good at showing ads that meet the needs of the user.

PPC benefits search engines

For Google, their biggest source of income is their advertising program called Adwords. Since the Adwords ads are always relevant to what the user is searching for, they improve the overall search experience and keep their users happy.

PPC marketing follows a bidding model. Advertisers bid for ad space. Now you might assume that the highest bidder will get the topmost slot but this does not always happen. Yes, Google and other PPC ad networks reward highest bidders. They also reward highest quality ads. If your ad enjoys good click-through-rates, you will probably be able to show up at the number one slot even if you aren’t the highest bidder. That is because the value of your bid is only one of the several factors that Google considers to determine your position. Where your ad appears depends on your Ad Rank. This is a metric that Google calculates by multiplying 2 key factors – your Quality Score and your CPC bid. The CPC bid is the highest amount you are ready to pay for a click. Your Quality Score depends on a variety of factors including your CTR, the relevance of your ad, and the quality of your landing page. The higher your Quality Score, the lower your cost per click.

Is PPC Marketing right for your business?

Pay-Per-Click campaigns generate traffic instantly. In this way, they are better than SEO because SEO takes weeks or even months to produce results. By contrast, if you launch an Adwords campaign today, you will start receiving visitors right away. That is definitely a big draw for many businesses.

The advantage of using PPC Marketing is that it allows you to reach customers who are actively searching for products or services offered by your business. This is a great opportunity to expand your customer base. If your ad is relevant and enjoys good click through rates, the actual amount you pay for a click will be much lower than your CPC bid. This is a great way to generate quality leads at a low cost.

There are many pay-per-click companies in Toronto that can monitor your campaign and ensure its success. Check out our listings and you’ll find them.

PPC marketing works for all kinds of businesses. The key is launching an excellent campaign. Here are a few things to consider while launching a PPC campaign.

Keyword research

Keyword research is crucial to the success of any PPC campaign. You have to grow and refine your keyword list on a regular basis. If you only do this at the beginning of your campaign, you will miss out on several low cost and high-quality keywords that have the potential to drive traffic to your website.

Make sure that all keywords in your list are relevant. You do not want to pay for traffic that is not interested in your product or service. Choose inexpensive keywords that are more likely to get clicks. You can ensure this by bidding on only those keywords that are closely related to your business.

Don’t just focus on the most popular keywords. They are the most competitive and hence the costliest. Long tail keywords, on the other hand, are more specific, less competitive, and hence less expensive. By focusing on these keywords, you will be able to attract traffic at comparatively low costs.

Constant monitoring is essential to the success of a PPC campaign. If you need help, contact one of our pay-per-click companies in Toronto.

You also need to discover negative keywords. When you add a keyword as a negative keyword, your ad will not show up when someone searches for it. This way, you can rule out irrelevant keywords that are likely to reduce your CTR.

Managing your campaign

After launching your campaign, you have to monitor it regularly to ensure that it is effective. Adjust the campaign regularly to make it more profitable. Here are a few ways to do this.

  • Increase the reach of your campaign by adding new and relevant keywords regularly.
  • Non-converting keywords should be labeled as negative keywords. This way you can improve your Quality Score and Ad Rank and reduce your costs.
  • Remove expensive keywords that don’t perform well.
  • Improve the quality of your landing page to boost your conversion rates. Make changes to your content and add calls-to-action wherever necessary.

If you need help managing your PPC campaigns, just go through our listings and select the right company. If your PPC marketing campaign is continuously optimized, it will attract more visitors and increase your ROI.
A Pay-Per-Click campaign should be monitored regularly because poorly managed campaigns will burn your money. Keep in mind that the goal of a PPC campaign should be attracting relevant traffic to your website. If your visitors don’t convert, there is no point in attracting them in the first place. So choose the right keywords.

Credibase helps you discover the best digital marketing agencies offering PPC and other related marketing services. If you are an agency offering PPC and other digital services, claim your profile, or get listed in a matter of minutes.