Pay
Per
Click

What is PPC?

PPC stands for "Per Per Click"It is defined as a type of internet marketing where advertisers pay a fee each time someone clicks on their ad.

It is essentially a way of buying visits to your site rather than relying purely on organic reach.
PPC usually works on a bidding basis, where the most relevant ads will be shown first.

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Benefits of PPC

There are a number of ways B2B companies can benefit from PPC marketing. Below are the main benefits of PPC marketing for B2B businesses:

  • Speed traffic generation
  • You have control over keywords and placements
  • You have control of your spending
  • PPC can be set up to target your business goals
  • PPC offers high-level performance tracking

PPC Ad Types

There many different PPC ad types so it can often be overwhelming trying to find the right fit for your business. Below is a list of the most popular types of PPC ads.

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Paid Search Advertising

Paid search involves the process of businesses advertising within sponsored listings on a search engine or partner site. The business pays every time someone clicks on their ad.

Display Ads

Display advertising is defined as graphic or text banner ads that appear in specially designated areas of a website or social media platform.

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Remarketing/
Retargeting

Remarketing and retargeting involves targeting users that have interacted with your site in certain ways. Once a user clicks on something such as a product on your site, a cookie is set in their browser which you can use to remarket that same product to them via an ad.

YouTube Marketing

YouTube is the second largest search engine on the web today.
Having a YouTube channel can improve your SEO and your overall brand presence. You can also run advertising campaigns directly through in order to drive traffic to your site.

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Digital Marketing Agency Service for SEO, search engine optimisation

Google Shopping

Google shopping allows consumers to search for and shop for products from a variety of retailers. Google shopping ads involves paying to have your products advertised in this area of Google.

Pricing

There are a number of things to keep in mind in terms of PPC ad pricing for B2B businesses. Below is a list of some pricing elements that you should be aware of:
There are a number of things to keep in mind in terms of PPC ad pricing for B2B businesses. Below is a list of some pricing elements that you should be aware of.

  • The average cost per click
    for Google ads is between $1 and $2
  • Google ads is based on an auction system which rewards businesses that have the best quality ad campaigns with the lowest pricing and better ad placements
  • The average spend for small businesses using Google ads is between $9000-$1000 per month or $100,000-$120,000 per year
  • Large retailers can spend
    upwards of $50million per year on Google ads
  • The most expensive keywords on Google ads can cost over $50 per click
  • You can have tight control over your ads budget by using tactics such as geotargeting, device targeting, and scheduling your ads
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Google Ad Bidding

When a user inputs a search query, Google will determine if the query includes any keywords that advertisers are currently bidding on.
If some advertisers have bid on some of the keywords in the search query, Google will then determine the ad ranks based on the advertiser’s maximum bid* and their quality score** combined.

Once this formula has been calculated, Google uses the data to determine how much you will pay per click on your ad.
The advertiser that has the best result in the maximum bid and quality score formulation is the one that is most likely to be shown first to the user and will land in the best ad placements on the site.

*  Maximum bid - The maximum bid you have specified for that keyword
** Quality score – A metric used to determine how relevant and useful your ad is to the user for their query. The higher your quality score is, the better.

Benefits of PPC

Pay-per-click works extremely well with your other methods of marketing because you can easily target a specific audience that is likely to become engaged with your business.
Paid ads can bring people to your website where they will see your blogs, social media sites, and other marketing tools that they can follow and become engaged with. With this in mind, the user is likely to start seeing your business more and more online and this is the best way to generate sales.

PPC campaigns also provide analytics in which you can see a lot of detailed information about the people who are visiting your site, why they are visiting your site, some details about them such as their age range and location, and their behaviour on your site. This information can be incredibly useful when creating content for your other marketing approaches.

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Digital Marketing Agency Service for Website Design

PPC and our clients

Below is a list of ways in which we work with PPC and our clients:

  • Set strategy, keyword research, budgets with clients
  • Continually optimise to maximise budget and lead generation
  • Leveraging AI and automation to minimise PPC management costs
  • Transparent workflow so our client always knows what goals we are currently working towards
  • We understand the revenue opportunity of Sales-Marketing department alignment and accordingly, direct our efforts to target a client’s buyer personas, increase acquisition and create targeted ads that are symbiotic with sales department goals
  • Custom monthly macro (executive level) & micro (advertising level) reports
  • Monthly strategy meetings to empower clients to apply PPC learnings to SEO, email, SoMe and other campaigns in their marketing mix

Final Words

As you can see, PPC marketing for B2B businesses is very effective and advantageous in generating traffic to your website. We have listed some of the ways in which we can help your B2B business create successful campaigns that draw in visits to your website and essentially close sales.

If you would like any more information on what we do or how we may be able to help your specific business, please get in touch today!

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