Search Engine Marketing with Pay Per Click

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Search Engine Marketing with Pay…

With Pay-Per-Click (PPC) you can buy your way to dominate Search Engine Result Pages (SERPs). PPC can generate visitors for your website as soon as to turn on your Ad campaign. As opposed to SEO which takes much longer to deliver benefits, PPC gives instant results bringing visibility for your products or services faster and with greater degree of control and certainty.

With Google being the predominant Search Engine today, its search advertising service called Google Adwords is hugely popular for PPC advertising. Besides Google’s own Search Listing it gives you the capability to advertise on millions of other partner websites that are part of the Google Display Network.

Thus Search Marketing using PPC is an effective means to get immediate ROI of your advertising spend.

How does the PPC System work

While appearance of Paid Ads on the top and right panel of the SERPs may appear simple to the search engine user, its a fairly complicated system which works behind the scenes to determine which Ad gets placed where and how the advertiser is ultimately billed. In a nutshell, here’s how the PPC system in Google Adwords works –

Advertisers identify the Keywords they want to bid on, how much they wish to spend for each bid and how much budget to spend collectively on a grouping of keywords called Ad Groups. Bids are also referred to as maximum Cost per Click (CPC)
Advertisers also have a write their Ad Copy in limited words along with the URL of the target web page they want the searcher to land on after clicking their Ad
Google determines the Ad Rank i.e. the position of the Ad on its search listing based on the bid specified and on the Quality Score of the Ad. Which is a metric that determines how useful and relevant your ad will be to user that is searching
If your Ad is clicked, you pay Google the actual CPC which is determined by a formulation of Quality Score, Max CPC and other factors. Actual CPC is usually less than the max CPC
Your Ads get displayed whenever a user types in a query containing your keyword or its variations in the search bar, provided you have budget in your Adwords Account.

Key metrics to track effectiveness of your PPC

Marketing with PPC allows you to monitor how your campaign is performing, in real time. Analysing the available metrics and KPIs gives you data driven insights to take the right action and succeed in your marketing efforts. You may study these core metrics which are readily available in your Adwords account –

Impressions – the number of times the Ad is displayed on being triggered by the relevant search query
Clicks – the number of times your Ad was clicked
CPC (Cost Per Click) – there’s a maximum CPC that you bid, actual CPC that you will pay Google, and the average CPC which is the average taken across multiple clicks of your Ad
CTR (Click Thru Rate) – Ratio of Clicks to the number of Impressions
Conversion – Completion of the desired action such as a purchase or sign-up on your website after the Ad get clicked

There’s a host of other metrics built-in or custom defined that can be tracked and analysed.

Why go for Search Marketing using PPC

While there are many options available to advertise and promote on the internet, PPC based Search Engine Marketing using an advertising program such as Google AdWords provides some unique benefits –

Timely & Targeted

Allows you to be visible before a target audience searching with a commercial intent. You can advertise your product & service at the precise moment someone is searching for it.

Flexibility of Spend

Gives you full flexibility in deciding how much or how little you want to spend and how long you want to run your campaign.

High degree of Control

Tremendous amount of control that you can exert for running your marketing campaign like –

Location to target your Ads in
Day and time to schedule your Ads for
Increase or decrease budget on the fly
Control the search queries or variations you wish to advertise for
Choice of Ad formats – Text, Ad Extensions, Images and Video

Tracking and Analysis

Provides the ability to analyse campaign performance in real time and take corrective action to tweak and improve your advertising.

Options for Online Marketing in Singapore

When to use PPC advertising

Search Engines are the prevalent medium to find service providers and product vendors in today’s information age. A majority of the buying decision happens before the actual buying while researching and consuming information. In Singapore, this is particularly widespread since online commerce and internet usage is well established.

Paid Search Marketing is ideal when you wish to launch your site, introduce a new product offering, announce promotions/discounts and so on. PPC works hand in hand with SEO efforts for organic ranking. While PPC can bring about immediate ROI, SEO delivers benefits over time and is more of a long term strategy. So, they both complement each other.

WebSell Value Proposition for PPC

At WebSell we are specialise in both – PPC as well as SEO. We devise and manage AdWord Campaigns that integrate with your long term SEO strategy. Whether it’s a new launch that you’d want to do with a bang or an on-going PPC campaign that you’d want to stretch with a limited budget; we have proven game plans for all scenarios. We have managed budgets big and small to generate traffic and leads for our clients, helping them make the most of their advertising dollars.

Request a Case Study

Want to know how WebSell helped a Maintenance Services Business advertise and gain ROI of multiple times for their new service offering using Google AdWords? Request this Case Study that we’ll be happy to share.