Pay Per Click Advertising
Published On: May 16, 2020 Revised On: August 14, 2023

What is Pay Per Click Advertising? Here’s Everything You Need to Know

Pay-per-click advertising, aka PPC marketing, is a digital marketing model that allows businesses to target potential customers by displaying ads in search engines and other web properties. By leveraging the power of keywords and relevant content, PPC can direct users to websites, landing pages, blog articles and other digital assets that contain the information they’re looking for.

The most popular form of PPC marketing today is Google Ads, which operates on a bidding system where users submit bids for terms related to their product or service. The highest bidder receives top positions on the search engine results page. If a searcher clicks on one of the advertisements, the advertiser will pay the bid amount for that specific term.
This makes PPC advertising an extremely efficient way to build brand awareness and drive new leads and customers. Fortunately, anyone can learn the basics of Pay-Per-Click Marketing with no prior experience – all it takes is understanding how keywords affect display ads and researching how to set up campaigns within platforms like Google Ads.

Difference between Paid Search and Paid Social

Paid search and paid social are two types of online advertising that allow businesses in Singapore to promote their products or services to potential customers. While both involve paying for advertising, they differ in the platforms on which they appear and how they target audiences.

Paid search advertising, or search engine marketing (SEM), involves placing display ads on search engine results pages (SERPs). These ads typically appear above or below the organic search results, and advertisers pay a fee every time a user clicks on their ad. Paid search ads are targeted based on the keywords that users search for, and advertisers can use various targeting options, such as location and device, to reach specific audiences.

On the other hand, paid social advertising involves placing ads on social network platforms such as Facebook, LinkedIn, Twitter, and Instagram. These ads can appear in a user’s feed, sidebar, or other platform areas. Advertisers can target users based on demographic data, interests, behaviours, and other factors, which allows for very specific audience targeting.

Difference between PPC and SEO

The difference between PPC and SEO is that pay-per-click marketing involves paying for display ads on search engine results pages (SERPs) or other online platforms, such as social media. PPC can drive traffic to a website quickly and is a good option for businesses that want immediate results. However, the cost of PPC can be high, requiring ongoing investment to maintain results.

Conversely, search engine optimization involves optimising a website and its content to rank higher on SERPs organically. This involves using relevant keywords, creating high-quality content, optimising meta tags and descriptions, building backlinks, and ensuring the website is mobile-friendly and has a good user experience. SEO takes longer to see results, but it can drive long-term organic traffic and is a more cost-effective option over time.

How much does PPC Ads cost in Singapore?

When it comes to PPC ads, the cost can vary greatly. Google Ads typically average around $2 per click, while Facebook Ads usually average $1.86 per click. However, they can range from as low as one dollar up to over thirty dollars per click. The rate depends on the platform, keywords or audience targeted, industry, competition level, and ad quality. This is because the Ad Rank is calculated based on the maximum CPC bid multiplied by the ad’s quality score plus a fixed amount of one cent. For example, if the Ad Rank of the competitor is eight and your Quality Score is four, then you will pay $2.01 for each click; however, if both values are higher, then so too will be the average cost per click.

How to Build a PPC Campaign?

PPC campaigns require careful planning to be successful. First, determine the campaign objectives and scope before deciding on a type of PPC campaign. Once the type of campaign is chosen, refine the settings and targeting features to create an ad that reaches the target audiences and devices, including locations, age ranges, schedules, etc. Next, set a daily budget and bidding strategy, taking into account how much to pay per click or impression. Lastly, input the destination URL, the landing page or the website where visitors will be directed once they click on the ad.

What is Google Ads?

Google Ads is a search engine marketing model offered by Google that allows marketers to create and serve ads that will appear on Google’s search engine and other Google properties when specific searches are typed in. Every time a search is conducted, Google selects a few winning ads based on factors such as keyword bids, quality of the keywords used, and relevance of the ad campaigns. A larger bid means a business’s ad has a better chance of appearing higher in the search results.

A successful Google Ads campaign depends on several factors, including the relevance of keywords and ad campaigns and their bids. Each time someone initiates a search query related to any given keyword on Google, its system sorts through multiple bidders’ ads and chooses the selection that will appear in the SERP according to set criteria. The advertiser with the highest bid per click or impression may sometimes receive the top position on a SERP. At the same time, other times, a lower-ranking ad may be chosen based on its relevancy or quality score compared to other competitors.

How does Google Ads Function?

PPC campaign example

Advertisers can achieve higher Quality Scores with Google Ads by setting bids based on keyword relevancy and targeted landing pages. The Quality Score is a number from 1 to 10 that determines how likely the ad is to be seen by potential customers. It’s calculated using the ad’s relevance to the keyword, expected click-through rate, and landing page quality.

Once the ad Validity score has been analysed, it’s multiplied by the maximum bid (the most to pay for a click), which determines the Ad Rank score that decides if the ad shows up. Ultimately, PPC allows one to get more out of display advertising dollars with Google Ads and leverage high-Quality Scores for better Ad Ranks to work!

Why use PPC with Google Ads?

PPC marketing through Google Ads can be highly effective and cost-efficient in driving targeted traffic. As the largest and most popular web search engine, Google gets incredibly high traffic levels and can deliver more impressions and clicks.

Getting started requires selecting the right keyword match type so that the ad appears in front of users when they search for related solutions like yours. Setting up tight keyword groups and creating ad copy relevant to the queries those keywords represent is essential. Landing page quality is also crucial – persuasive content tailored to specific search queries with a strong call-to-action should be part of any successful PPC strategy.

How to do PPC keyword research?

When it comes to PPC keyword research, build a comprehensive list of relevant keywords to target the right audience and receive quality traffic from the ads that have a greater chance of converting. It is important to constantly refine and grow the PPC keyword list to optimise reach as much as possible.  Start with a wide range of keywords related to the product or service offerings.

Next, refine the list to only highly relevant and targeted words. In addition to relevancy, make sure the keywords are not overly competitive. Consider going beyond targeting head terms by including more long-tail variations to access niche markets instead of battling titans in expensive auction scenarios–which might result in mediocre results due to the amount spent on ads outweighing their return. Use free tools like Google Keyword Planner (GKP) to sort through potentials based on information such as regional search volume, related phrases and keyword visibility.

What is a Landing Page?

website landing page exampleA landing page is a specific page on a website that a user is directed to after clicking on a paid search advertisement. Overall, a well-designed landing page is integral to a successful PPC campaign. By optimising the landing page, advertisers can improve conversion rates, increase relevance, provide better tracking and analytics, and aid in split testing to maximise the ROI of the campaign.

How to manage PPC campaigns?

Managing PPC campaigns regularly by studying the campaign’s performance and making necessary adjustments essential. To improve reach, add relevant keywords to widen the scope of the campaign. Add negative keywords to prevent non-converting traffic from appearing in the campaigns.

Check on higher-priced key phrases that don’t perform well and adjust or remove them if needed. Experiment with various elements to check what works best for your campaign by testing multiple ad creatives, different offers and landing pages offered on other search engines and tracking the results of each addition or change before scaling up accordingly.

The latest trend in 2023

TikTok has rapidly grown in popularity and has become one of the world’s most downloaded social media apps. It has a unique and engaging format that encourages users to create and share short-form videos, often with music and special effects. The app has a young and active user base, making it an attractive platform for businesses looking to reach younger audiences.

TikTok’s algorithm is also designed to surface content likely to interest individual users based on their behaviour and engagement on the platform. This makes it an effective platform for businesses to reach their target audiences with relevant and engaging content.

In addition, TikTok offers a range of advertising options that allow businesses to reach users with different types of content, including in-feed ads, brand takeovers, and sponsored hashtags. These ads can be targeted based on age, gender, location, and interests, giving businesses a high degree of control over their advertising campaigns.

Overall, TikTok’s unique format, engaged user base, and effective advertising options make it a popular platform for businesses to use for PPC advertising. While it is difficult to predict future marketing technologies, TikTok’s continued growth and popularity will likely remain a valuable platform for marketers in the coming years.

Conclusion

In conclusion, Pay Per Click (PPC) advertising emerges as a dynamic and versatile strategy, propelling businesses into the digital spotlight. From its fundamental workings to the intricacies of keyword targeting and ad optimization, the comprehensive landscape of PPC is unveiled. Marketers can confidently navigate this marketing tool with a solid understanding of how PPC functions, its benefits, and the strategies to excel.

ARCC specializes in comprehensive Pay Per Click (PPC) management services designed to optimize your digital advertising campaigns for maximum results. Our marketing team takes a data-driven approach, meticulously crafting and managing PPC campaigns across platforms like Google Ads and social media.

With a focus on delivering measurable ROI, we handle every aspect of your PPC campaign, from keyword research and ad creation to bid management and performance tracking. Our tailored strategies ensure your ads reach the right audience at the right time, driving targeted traffic and conversions. To learn more about search engine marketing, feel free to contact our marketing consultants to schedule a no-obligation appointment. We’re here to assist you.