Back to Basics: A Guide to Pay Per Click (PPC) Marketing
By: Socreate
Tags: Digital Marketing, PPC Marketing, Marketing

What is Pay Per Click Marketing?

Pay Per Click (PPC) marketing is a form of internet marketing to drive traffic to websites, where an advertiser pays a fee for each click. It is a way of buying visits to your business’s website as opposed to Search Engine Optimisation (SEO) which gains site visits organically.

PPC marketing is most prominently used on search engines such as Google Ads. Advertisers bid for keywords that are relevant to their products or target audience and pay when their advertisement is clicked on. The amount paid by advertisers is based on two factors:

The quality of the advertisement The maximum bid the advertiser is willing to pay for a click for that specific keyword

How is PPC different from Search Engine Optimisation (SEO)?

We have covered Search Engine Optimisation (SEO) marketing in our blog previously, which is the practice of optimizing content so that your site will appear as one of the top results for searches. You might ask, what is the difference between SEO and PPC since they both involve search engines?

There are 3 key differences between SEO and PPC, as summarised in the infographic above. Firstly, traffic and clicks from SEO is free, whereas traffic from PPC has a cost for each click. Secondly, in terms of time frame, PPC has a more immediate effect while driving traffic organically through SEO will take a longer time. Lastly, the goal of PPC is more sales and leads focused, while SEO helps to build brand and customer loyalty.

How is PPC marketing useful for my business?

PPC marketing is important because paid ads from PPC appear at the top of the search page, above the organic listings influenced by SEO. For example, when one searches “online shopping singapore”, the top result is a paid ad by ASOS, while the first organic search result, Lazada, appears below. Adopting PPC enhances your business’s visibility, especially for small businesses just starting out.

Moreover, PPC has much faster results compared to SEO, allowing you to boost your brand’s exposure. In contrast for SEO, your business would have to compete with various large businesses who dominate the market.

Even for budget-conscious businesses, PPC allows you to plan and estimate the cost of advertising. Your business is able to set your own ad budget and determine the amount of money you want to bid on each keyword.

How can I utilise PPC marketing for my social enterprise?

In order to pay a lower price for PPC and to maximise traffic on your site, here are three ways your social enterprise can improve on the quality of your advertisement and website.

Effective ad copywriting:

Include the search terms in your description

Sell your product’s benefits and value proposition

Call to action to visit your site or purchase your social enterprise’s product

2. Target relevant keywords:

Consider which keywords and queries would be frequently searched by your target audience and their interests. For example, your keywords could target a particular social cause that your social enterprise is known for.

Keywords should be relevant to your business to ensure a higher click-through rate.

3. Improving the quality of your landing page:

Ensure that your site’s landing page is user-friendly and easy to navigate.

Additionally, your landing page should be able to provide what the user is searching for, whether its a product, service or query.

Interested in utilising PPC marketing to drive traffic to your social enterprise? Drop us an email at socreate.sg@gmail.com today to find out more about how we can help you!