Pay per click (PPC) is an online advertising method whereby you pay search engines like Google or Bing to get users to visit your website. You pay the search engines each time a user clicks on an advert that leads visitors to your website. The primary purpose of PPC is to get users onto your site and turn them into customers or sales. A well-optimised website can generate sales easily through PPC advertising.
The type of advertising you need can depend on the kind of business you run. Google AdWords, Bing Ads, Facebook, Instagram and Twitter can all work if you're pitching the right products, services and ideas. The best thing to do as a business is to test each platform with a small budget and then look at the ROI generated by each channel. Alternatively, you can get a PPC consultant to look at monthly search volume for your product or services to help you decide whether paid search is a good investment or not.
PPC Management is the process of hiring an agency or AdWords certified professional to manage your paid search (PPC/pay per click) advertising on a month to month basis. Typically, you will front the PPC advertising budget and pay the manager a fixed fee to manage your account to attract new business. Other payment methods include: per qualified lead (meaning you pay for each enquiry that gets qualified over the phone and turns into a sale), profit share (usually a percentage of monthly campaign profits) or a fixed management fee which is the most desirable as it offers flexibility and scalability as your business grows.
A PPC advertising campaign is how you drive traffic to your businesses website. Organised into themed keyword groups your PPC campaign enables your business to target search engine traffic in a bid to get users clicking through to your site. A PPC campaign is made up of: keywords, text adverts, display adverts, audience remarketing, advert extensions, location targeting and demographic targeting. For example: if your business offers building services, you would have a PPC campaign called 'Builders - Location'. Within this campaign, you would target search terms like 'builders in Suffolk' to attract the right sort of customers to your business.
Control. PPC platforms like Google AdWords enable you to target users based on what they are looking for on search engines like Google and Bing. You can also target users based on geographical location to help you get highly localised messages in front of an intent-ready target audience. By targeting the right audience, you enable them to act on the information provided on your website - this means customers are more likely to make a purchase, book an appointment or request your services as a result of your PPC advertising campaign.
Search engine optimisation (SEO) is the process of increasing the visibility and position that your website appears on search engines like Google and Bing. SEO results get listed below Google's paid adverts which get displayed at the top of the page.
The easiest way to check this is to search for your brand or website name in Google and see if you appear at the top of the search results page. If you can't find your site, try searching for the service you would look for and see if you appear then as well. If your website doesn't perform, there may be underlying problems with your on-page optimisations that are preventing you from being listed on Google.
In short: have a well-optimised website that provides the visitor with answers relating to the search they carried out. If your site sells cupcakes, it makes sense that the first thing the user reads would be something to do with cupcakes. In addition to this, there are technical optimisations that need to be made to help you rank higher for user searches.
It can take anywhere between one month and upward for you to see improvements in your search rankings. There are multiple variables which impact your ability to show up in search results; niche, competitiveness, backlinks, on-page optimisations and technical aspects all factor in when Google decides to display your site atop the results page.
Creating website goals in Google Analytics is one way you can attribute and measure the success of your website's SEO. Another way to garner an idea of how successful your SEO is would be to look through your Google Search Console account and look through the 'Search Analytics' report to see the type of keywords your site may be appearing for.