As a digital marketing consultant at 4M Digital, I recently had the pleasure of joining the Monday Morning Marketing Podcast to discuss one of the most effective tools in online advertising: Pay-Per-Click (PPC). Whether you're new to PPC or looking to refine your existing campaigns, I shared practical tips and insights to help business owners make the most of this powerful strategy. Here, I’ll recap some of the key points we discussed during the episode. For a more in-depth discussion, be sure to check out the full podcast!
What Exactly is PPC?
PPC is one of those marketing terms that often gets thrown around, but it’s simpler than it seems. In a nutshell, PPC is a form of online advertising where businesses pay each time someone clicks on their ad. These ads can appear in a variety of places including Google search results, display networks, and even social media platforms like Facebook and LinkedIn.
Here are the most common types of PPC ads:
Text Ads: The ones you see at the top of search results on platforms like Google.
Display Ads: Visual ads (banners) that show up across websites.
Video Ads: Often seen on platforms like YouTube before or during content.
Shopping Ads: The visual images of a product are usually at the top of the search results.
PPC allows you to put your brand in front of your target audience exactly when they’re searching for services or products like yours.
Understanding the PPC Pricing Models
One of the great things about PPC is its flexibility when it comes to how you pay for your ads. In the podcast, I talked about the main pricing models:
Cost Per Click (CPC): You pay each time someone clicks on your ad. This is the best way to drive traffic to your website.
Cost Per Thousand Impressions (CPM): You pay based on how many times your ad is shown. This model is great for brand awareness.
Cost Per View (CPV): Used mainly for video ads, you pay when someone watches a specific portion of your video (usually 30 seconds).
Each model serves different campaign goals, so knowing what works best for your objectives is key.
It’s Not Just About Google Ads
When most people think of PPC, they immediately think of Google Ads. While Google is a major player, don’t overlook Microsoft Ads (formerly Bing Ads). Microsoft Ads tend to have lower competition and costs, making them a great option for businesses with tighter budgets. Plus, Microsoft’s search network attracts a more affluent audience.
Platforms like Google and Microsoft also have search partners—other search engines or smaller platforms that show your ads. For example, an eco-friendly search engine like Ecosia (which plants trees for every search) partners with Google to display ads. This can expand your reach without dramatically increasing your costs.
Starting Out: How Much Should You Budget for PPC?
One of the biggest questions I get asked is, “How much should I spend on PPC?” The answer depends on your industry and competition.
However, remember, consistency is key—running a single campaign once a quarter won’t generate long-term results. Keep testing and adjusting as you go.
The Importance of Keyword Research
Keyword research is essential for any PPC campaign. It’s how you figure out which terms your audience is searching for and how much it will cost you to bid on them. I recommend using Google Keyword Planner to find the most relevant keywords for your business. Keep in mind that highly competitive keywords are often more expensive, so it’s important to balance between popular terms and those that are more affordable but still relevant.
Avoiding Common PPC Pitfalls
PPC can be incredibly effective, but only if it’s done right. During the podcast, I talked about some of the most common mistakes I’ve seen over the years:
Improper Setup: If your PPC campaigns aren’t set up correctly from the start, you’re at risk of wasting money. I always recommend getting an expert to handle the setup, so you’re targeting the right audience and making the most of your budget.
Over-Monitoring: It’s tempting to check your campaigns constantly, but over-monitoring and optimising can sometimes hurt performance. Platforms like Google Ads use automation and AI to optimize your ads, so give them time to work.
Ignoring Changes: Google and other PPC platforms frequently update their systems, which can impact your campaign. Make sure to check in regularly (every 6 months is a good rule) to adjust to any changes.
Combining PPC with SEO for Maximum Impact
Some people ask if they can just rely on PPC and skip SEO. While PPC can drive quick results, SEO (Search Engine Optimisation) plays a crucial role in building long-term organic visibility. In fact, PPC and SEO work hand in hand—running a great PPC campaign can get you immediate traffic, while solid SEO ensures that your site ranks organically for relevant searches over time.
Want to Learn More About PPC?
This blog post only scratches the surface of what we covered in the podcast. PPC can be a game-changer for your business if you take the time to understand it and set it up properly. For a deeper dive into these topics and to hear more tips on how to succeed with PPC, I encourage you to listen to the full episode of the Monday Morning Marketing Podcast
If you have any questions or need help starting your PPC campaigns, feel free to reach out to me on LinkedIn or via the contact form on our website.
4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 13 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.
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