Frequently Asked Questions on PPC Marketing
What is PPC Marketing?
Google Ads PPC marketing is a pay-per-click advertising service provided by Google. Businesses can use Google Ads to run paid search ads on Google’s search results pages. PPC marketing can help your business to attract targeted customers from the search engines and increase leads, conversions and traffic. Since you are charged when a user clicks on your ad, it is called Pay per Click marketing.
How does Google Ads PPC Marketing work?
Google Ads is the most popular method of PPC marketing today.
Google Ads PPC marketing is based on selecting the right keywords that a customer might use to search for your products or services online.
When a customer performs an online search using keywords that are relevant to your business, your PPC Ads will be shown on the Google search results page (SERP) if it meets the Ad rank thresholds set by Google.
When the customer selects your Ad and clicks on it, he will be taken directly to the landing page on your website.
Since this is pay-per-click marketing, Google will charge you each time a customer clicks on your Ad. You are not charged for the number of times the Ads are shown on the search results (Ad impressions).
How long does a PPC Marketing Campaign take?
A PPC campaign is much faster to provide targeted leads than SEO. We will take a few weeks to research and set up your custom PPC marketing campaign with the right keywords, bids and Ads for your business. We will submit the Google Ads PPC campaign to Google for approval. Once the campaign is approved, the Google Ads will begin to show on Google search results for related search queries provided they meet Google’s Ad rank thresholds. A Google Ads PPC campaign may take about 30-45 days after the campaign is launched to begin to show results.
How does Google select which PPC Ads to display and the Ad positions?
Google’s search algorithms are complex and constantly changing. To provide their customers with the best user experience and most relevant information for their search, Google uses an Ad auction to pick relevant ads to show on a search results page.
When a customer searches for a specific keyword like “restaurants near me”, the Google search index will go through its directory of websites to identify all the websites that are relevant to this search term.
If there are 10 websites with corresponding PPC ads that are all relevant to the customer’s search term, Google will have to determine which ads to show on the first page of the search results.
To select the top ads, Google puts all the qualified ads in an Ad auction and grades them on Ad Rank and Quality Score. The ads with the highest Ad Rank gets shown on the top of all the other PPC ads for that search term.
The exact ad selection process can get pretty complicated, but factors that will influence your Ad Rank and if your ad is selected to be shown on the Google search results pages include:
Your bid – the maximum amount you are willing to pay for someone to click on your ad and go to your website.
Ad relevancy – how relevant your ad is to the customer’s search term.
Landing page experience – the experience provided by your website landing page when the customer clicks through to your website.
Expected CTR (click-through-rate)- this is based on historical information for your account collected by Google Ads.
Ad formats- the use of ad extensions in your PPC ads and how many ad extensions you use.
After going through this complex auction process, the winning ads will be shown above and below the organic search rankings on the search results pages(SERP).
For more information, read our detailed article explaining the Google Ads Auction on Moz.
How much will PPC marketing cost?
For PPC marketing to be successful, we recommend a minimum monthly ad spend of $1000 for local campaigns. Monthly ad spend of $1500 or more is recommended for a national campaign. We charge monthly PPC management fees to manage your campaign. Please contact us for a consultation to discuss the details.
PPC Management Service Areas
Our PPC agency provides PPC management and marketing services to local businesses in Plano, Frisco, McKinney, Allen, Richardson, Dallas, North Dallas and surrounding areas in the Dallas area. We also provide PPC services nationally to customers across the USA.
In addition to PPC Management services, we also specialize in SEO (search engine optimization) services, local SEO, Website development, Google Analytics, Digital Marketing Consulting services and more.
Related Articles on Google Ads PPC Marketing
To learn more about Google Ads, here are some of our articles:
- Gold Mango Design, What is Google Ads Pay-Per-Click Marketing and How It Helps Your Business
- Gold Mango Design, 8 Benefits of Google Ads Advertising
- Gold Mango Design, SEO and Google Ads: 15 Ways To Reach Target Customers
- Gold Mango Design, 11 Tips to Optimize Your Google Ads Landing Page For Conversions & Mobile
- SEO vs PPC: How to Use a Blended Search Marketing Strategy to Reach Customers