What Is PPC (Pay Per Click)?

PPC (Pay Per Click) is Google Ads, a simple tool that allows businesses and organisations to advertise specific services or products on Google. PPC ads are different to normal, organic search results, and will feature an ‘ad’ tag displayed in the corner. The ads will feature at the top of the Google search for a chosen keyword. This means that businesses who are willing to pay competitive rates for advertising will be featured more prominently by the search engine, resulting in more warm leads for you.

How Do Google Ads Work?

Google Ads work by having you bid against other marketers on how much you’re willing to pay every time a searcher clicks on your Google ad. If you have the most relevant ad, your advert will be shown. Google Ads is a pay per click model, so you only pay when a searcher clicks, not when you show up. Your advert will be displayed on Google searches that match the keywords you have paid for. Optimised PPC (Pay Per Click) ads will perform much better and cost far less than basic Google ads.

To help you understand what we mean, we have an example campaign to show you. This is a Google Ads campaign created and managed by AdExtra for a company called Archway Business Solutions. This business sells and services printers and photocopiers, and so one of their main keyword phrases is ‘photocopier repair Reading,’. Our Google PPC campaign for them ranks the ad in the 1st position on desktop searches, and the second position for mobiles, so it is the first thing people see when they search for ‘photocopier repair Reading’.

Desktops Ads

The desktop ad for Archway is very specific to the search terms. For example:

  • The headline matches the search text
  • The second part of the headline gives a personal, local touch
  • The URL relates to the search
  • The ad text is relevant and includes the search text
  • The USP’s are highlighted
  • The services offered are highlighted clearly

The ad, once clicked goes to a specific landing page on the Archway Business Solutions website and we track all the actions taken through Google Analytics.

Mobile Ads

The mobile ad is also specific to the search, but structured slightly differently to fit the format. So instead, here we see:

  • The headline corresponds to the search text
  • The second part of the headline gives the personal, local touch
  • The URL relates to the search
  • The ad text is relevant and include the search text
  • The USP’s are highlighted
  • The call button is the call to action

Notice the difference in the search text on a mobile. It has become the norm to search without a town name since your device already knows where you are.

The ad, once clicked goes to a specific landing page on the Archway Business Solutions website and we track all the actions taken through Google Analytics.