Getting a pay per click campaign off the ground not as easy as it sounds. Some of my clients have tried their hands in carrying out their own campaigns, only to be overwhelmed by the time it takes to manage their campaigns, as well as the frustration of not really knowing how to make their campaigns work. They eventually landed up knocking on our door, needing us to take up their campaigns & make it work for them.
So, if you are interested in running your own PPC campaign, then you need to do the initial work, to ensure that you know what you are dealing with. In this article, I will introduce the basics of pay per click campaign to you, where you will need a good understanding to start. For consistency, I will refer to Google Adwords which is a Google PPC product.
Image Source: Google
How do Google AdWords campaign work?
Assuming that you have successfully created a Google AdWords account, advertising & keyword list, the process is as follows:
- User, who is someone out there looking for something related to your ad on Google, will type one of your keywords on the search bar
- Google will then get the search results relevant to search requests. Organic List” is a search result found on the left side of the page. These results appear there naturally & we cannot pay Google to place it there.
- “Paid list” is what appears on the top left & right side of the page. Google refers to this result as a ‘sponsored link’. This is the result we are interested in. One of these results will be the ad you make using Google Adwords.
- They are referred to as ‘sponsored links’ because advertisers pay so that they appear there every time the relevant keyword is sought by the user.
- Okay, so now someone has searched for one of your keywords, your ad is now staring at him right on the face.
- Your ad seems to be able to provide answers to their questions, so they click it.
- After your ad is clicked, the user is then directed to the page on your website. When you create your ad, you will enter the URL for one of your web pages into an ad known as “Destination URL”. Users will be directed to this page.
- After the user arrives on this web page, they will start to see your website to see if they can find what they are looking for.
- The user will then “convert” from website visitors to the actual customer / client, depending on whether they have found what they are looking for in your landing page or not.
Every time one of your ads is clicked, Google will charge you a fee, hence the term ‘cost-per-click’ (cpc). You will have a good idea of what Google charges per click, because you would have set a maximum cpc bid for each your keywords. This means that you would have determined what the maximum amount is that you are willing to pay per click, for each keyword.