How Difficult Is It To Understand PPC?

Whether you have heard of PPC, looking into it as a new marketing channel, or are already using Google Ads as a marketing channel, you may be wondering if the knowledge level is a barrier to entry to do it yourself.

Following the steps set out by Google will make you believe it is a really simple process.  Just sign up, put in your website and a few lines to an advert and Google will do the rest.  This is a very fast way to lose your money!

Learning PPC is simple in theory, but in reality, there are many ways to get it wrong.  The secret to getting the best out of a PPC campaign is to not target everything.  Small, focussed campaigns will always work better than a ‘catch all’ campaign.

Google is promoting its services through Google business, with an emphasis on ease of use, with just a few clicks required to set up and run a campaign.  These ‘smart’ campaigns are indeed very simple to get set up.  But these campaigns are the essence of ‘catch all’,  meaning you will show one advert for many different keyword searches.

An ‘expert’ campaign set-up will give the best return on investment, but you would need to understand how Google Adwords works to use this effectively.

How Does PPC Work?

(Pay Per click) – PPC – works as an auction system. You will tell Google that you are willing to pay a certain amount of money for every click you receive on a keyword that you choose. Google will then place your advert in a top position on the first page of Google for the search term you have chosen.

The position you appear in depends on a few factors.

    1. How much your competition has declared they would be willing to pay per click.

 

  1. The quality score of the targeted keyword/advert /website, against the search term used.

If your competition declares that they would be willing to pay more per click than you, Google will move them higher up the SERPs (search engine results page), so it is more likely that they get the click and therefore Google gets more money per click.

Keyword quality score

Quality score is a relatively new feature from Google where they rank the search term your potential visitor is using against the keyword that you are targeting, the content in the advert that is appearing and the website landing page you would direct people to. The higher the quality score, the lower you would potentially pay per click.

The quality score is a way for Google to show the best results to Google users, rather than just the advertiser who is willing to pay the most for something that is not relevant.

You get a higher quality score for keywords that are the most relevant to the advert and the website people will see.

Check out this Google quality score article for more information and what it means to you.

What makes a good campaign?

A good campaign consists of a few different features that you will need to know to get the best results.  Spending the time to understand the what’s and the why’s will stand you in good stead for the future, if not to do it yourself, then to understand the reports that come back from your chosen PPC agency or freelancer.

Campaign Types

There are quite a few different campaigns that you may use, depending on your needs.

If you sell products direct, a shopping campaign may be the best option. If you are looking to raise awareness for a new product or service, display or YouTube video campaigns may work best.

For traditional text-based campaigns on Google, Search is the best campaign to use. The first step is understanding what you want to get out of it, then selecting the correct campaign to match.

Take a look here for more info on the different Google Adwords campaign types

Keyword Research

Getting the correct keyword and keyword types is one of the most crucial parts of a successful campaign.

Broad match

Broad match keywords cast the net out far and wide and show your advert for the keyword plus any synonyms, misspellings or related terms. This gets the most traffic, but also shows for terms that are unrelated to your core business. Find out more info on Broad match here.

Phrase match

Phrase match keywords offer more control and are only shown to people who search for the precise keywords you target but can form part of a larger sentence. Find more info on Phrase match here

Exact Match

Exact match keywords only show for the exact keywords you have selected for targeting. This is changing at the moment to be a bit more ‘broad’. Find more info on exact match here.

Advert Creation

The Advert is the visual part of the process that people see.  Here are the important parts to get correct!

Destination URL

Target the page that contains the information you are advertising. A common mistake is to send everyone to the home page. This is a no-no.

Headlines

Short and sweet.  At only 30 characters you have to work to get your message across here. Don’t forget to mention any USPs or special offers you have.

Description text

Here you have 90 characters to play with. Use this area to persuade people to click on you.  Why should they click on your advert and not your competitors?

Adwords / PPC Training

In our experience, bespoke PPC training is what works best as you get an opportunity to sit down with an experienced PPC operative on your own account to make changes and improvements. You can see what is needed and what is happening on your own account, rather than a ‘one-size fits all’ classroom-based training method.

There are tons of free online courses and help files that you can read through, but actually having an expert look at your account whilst sitting with you can make a huge difference.

If you would like a FREE Adwords review, please use the form underneath to get in touch. We will need some account details from you, but will happily take a look at your account and give you a rundown of where improvements can be made. We can either leave that with you, or we can arrange a training session to put them right together and show you the other aspects of your account. Or, you could employ us to make those changes for you and improve the campaign as part of a monthly maintenance retainer.

Customer Reviews

Here are some of the reviews our brilliant clients have left for us on Google. Have a read and get in touch with us to start your project.

Based on 38 reviews.
Stephen Ward
Stephen Ward
17/01/2022
Verified
We have really enjoyed and appreciated the support from Billy and Darren at InteractIT. We are getting good value results from Google Ads optimization, excellent WordPress support and training and exciting possibilities with the implementation of AI. Thanks Guys.
Joe Henderson
Joe Henderson
17/01/2022
Verified
The team are great, knowledgeable and professional. They understand that not everyone is SEO/PPC savvy and they work with and support through the learning curve. Billy has been a life saver and helped support me while I build my business. Great team, company and Highly recommended!
Scott Heywood- Bell
Scott Heywood- Bell
27/04/2021
Verified
I can't thank Billy enough. He has been an absolute inspiration from a technical point of view but always goes above and beyond. I would 100% recommend Interact IT.. Thanks Scott
KW Group Ltd
KW Group Ltd
29/03/2021
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Thanks to Billy and the team at Interact IT, working closely together and giving great advise along the way we successfully updated and launched the new improved website - long may this continue into the future. Many thanks, Craig.
Phill Berry
Phill Berry
18/12/2020
Verified
Huge thanks to the team, and especially Billy. Following your advice I have migrated all my customer sites to the recommended host and am receiving an impeccable service. Our current ongoing project with is looking sharp and your input has been invaluable, here's to many more!
Paul Ashworth
Paul Ashworth
10/11/2020
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Excellent zoom call this Morning with Billy discussing our website and looking at ways we can increase our search engine visibility and implementing a google shopping campaign
Katy Whittaker
Katy Whittaker
07/02/2020
Verified
I found the Introduction to Adwords course help and easy to understand, Billy explained things very clearly and was happy to go over any points that need further explanation. I felt the course was also very practical, I could use what I learnt straight away. Thank you!
Sarah Tinsley Counselling
Sarah Tinsley Counselling
06/02/2020
Verified
Really great training event. Friendly, relaxed, knowledgeable trainer. Responsive to the needs of all those in the room. Thanks so much.
AXIS Podiatry
AXIS Podiatry
24/01/2020
Verified
I have attended some web training with interact-it and it has been really useful for a small business owner like me. Billy explains everything really well in laymans terms and its meant I have been able to go away and improve and update my website myself with confidence.
Whitehead Howarth
Whitehead Howarth
13/12/2019
Verified
Thank you Interact-IT for a very informative seminar, Billy certainly knows his stuff

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