Preston Snyder 0:00
Hello, I’m Preston and today we’re going to talk about Pay-Per-Click advertising!
Pay-Per-Click advertising, or as we like to call it, “PPC,” is a form of advertising in which you bid competitively on various platforms with ads, and you get charged every time you click, hence the name, Pay-Per-Click. Some of the most common platforms that you may have heard that run this are Google Ads, Bing Ads, Facebook Ads, and Instagram. Google Ads is the most common platform, so we will focus there today. What we’re trying to create most commonly- there’s a lot of things we can do anything from video to display- but by far the most common is the text ad. When you make a text ad, you’re going to try and accomplish really three things upfront. The first thing is that you’re going to want a pool of keywords available that’s relevant to what you’re doing.
So for example, if you’re going to sell men’s boots, you don’t want a keyword section that’s full of things like hoses, pants, or high heels; it’s men’s boots, we want it to be relevant. The second thing that we’re going to want to accomplish, is that we want the actual text in the text ad to be clear. So if you’re doing a 10% discount on men’s boots, we want to know that that’s what’s going to happen. So we want to know about the discount, we want about the product, why we should go. That way when it’s clicked, nobody’s caught off guard by what happens next.
The third thing that we want to accomplish with a text ad is that the destination or the landing page, we want that to be crystal clear as to exactly what’s going on. What you see text ad is what you get. So we want the landing page to be the next logical step of what’s going to happen in the process. So now that we’ve kind of talked about what we’re looking for in the ads itself, let’s kind of talk about the mechanics of how things work. Google Ads works on a bidding system, you’re using your allocated budget, mixed with your keywords, and you are bidding on those keywords for your ad to show up as close to the top of the page as possible. However, if you’re doing just the most broad form of a keyword, like sweat pants, you could be in the market with a lot of people, other local retailers let’s say, or even a big giant like Walmart.
Where we want to go through is to make sure we’re showing it to specific people, or groups that we know are likely to purchase. And keywords that more specifically tailored or locally tailored for us. It is competitive and it’s okay if we want to show up second or third. It’s not always worth it to get the top spot, especially if you’re working at a loss. That said, we’ve just kind of scratched the very top of the surface of what Pay-Per-Click advertising is all about. If you have any questions about how to run, manage, or just generally curious about PPC, feel free to let us know in the comments, or you can reach out to us at PullmanMarketing.com
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