PPC advertising is a marketing model where you run an ad and only pay once a member of your target audience clicks on your link to visit your site.
When it comes to boosting web traffic, it’s one of the most effective ways to do it without turning to exhaustive SEO and try to get results organically.
PPC ads can be run on different platforms, but by far the most popular of all is Google.
What’s Google PPC?
Google Adwords is Google’s own paid advertising tool that includes the pay-per-click model. With it, you can leverage Google’s immense reach to a wide, global audience, by either running ads that appear on the search engine result page or another website, app or digital product part of Google’s Display Network.
In both cases, your ads will only charge your account the moment a user clicks on them. So, if your ad is shown 50 times, but only clicked 5 times, then you will only pay for those 5 clicks.
There are two main options for running Google PPC campaigns:
1. Search Network Ads
These are ads that appear directly on the SERP when a user types a keyword you include in your ad bidding. The beauty of these ads lies in the user’s intent. The fact that they are already interested in what you have to offer, gives you an advantage in reaching them.
Let’s say you create an ad to get people on your site to read an article about Chinese herbs. You’ll bid on a few keywords that reflect that article, such as “Chinese herbs, ” “best Chinese herbs, ” “Chinese medicine,” and so on.
For a user to see your ad (or ads), they have to type those keywords, or something similar. That means that they have a high interest in the content you have. Because of that, they are more likely to click on your link, even if it’s an ad, to get what they’re looking for.
2. Display Network Ads
The Google Display Network (GDN) is a group of two million websites, apps, or products you can use to “host” ads for your website. These ads allow you to leverage an established audience of another website or product and redirect them directly to your website to boost traffic.
These ads are a lot more creative than the search engine ones, which for the most part look like a regular SERP result. With GDN ads, you need to catch the user’s attention, meaning you need to focus a lot more on:
- Compelling copy
- High-quality, engaging photos or videos.
Start Boosting Your Traffic Today
Google’s PPC tools can drive great results, but only if you manage to choose the right audience to target. It’s the audience most likely to be interested in your business and what you have to offer. Unless you can tap into it, you likely won’t get the desired results.
But once you do, you can start running Google PPC campaigns to get a lot more traffic to your website, by leveraging Google’s own established audiences.