Pay per click is the most common form of digital advertising under the broad umbrella of Search Engine Marketing and has been around for a number of years. It is a model of internet marketing that allows an advertiser (most typically a website owner) to pay a fee each time one of their ads is clicked. In contrast to SEO which is a way or organically improving your rankings within a search engine results page, PPC essentially allows you to buy visitors to your site rather than earn them.
There is no ‘typical’ when it comes to setting up a PPC campaign and your cost per click (CPC) can vary massively depending on the sector you are based in and the competition for those keywords. That is why it is crucial to carry out an exhaustive keyword research exercise before the start of any PPC campaign to decide on the keywords which are going to drive the most relevant traffic at the lowest possible cost.
Terms that are highly sought after tend to have a lot of companies bidding in them and it becomes a case of whoever has the biggest budget gets the best ranking. In Google’s PPC model, your advert can be placed in different areas of the page depending on the amount you are willing to bid. Getting sucked into bidding wars in order to rank in the top three results can quickly deplete your budget so planning is crucial.
As with SEO, exhaustive research is crucial to ensuring you maximise your PPC budget. Identifying those terms which are most commonly searched for is important and if you have a big budget, then of course appearing in the top three results for that term if going to drive traffic to your site. If you want to stretch your budget however, it is a good idea to research the longer tail search terms which indicate a high degree of user intent. These terms are often found in the latter stages of the search query, when a user has refined their initial query and is now in a position where they want to find a website that stocks the exact product they are looking for. Although the search volume is usually a lot lower for these terms, they are much more likely to convert so are worth considering as part of your overall strategy.