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How can cost per click advertising help my business?

Antonella Saravia

3 years ago



Have you ever ordered a sampler and disliked it all by one thing? It makes you wish you only had to pay for that. Well, not everything can work that way, but CPC advertising does.

For anyone looking to control their spending, PPC is the ideal method of advertising. It has the potential to boost business, increase awareness, and reduce unnecessarily. The catch is that it’s tricky to master, but you don’t have to worry about that just yet. First, let’s cover the basics so you can understand how it can serve your business and help you reach your goals.

Cost-per-click (CPC) bidding is advertising where you only pay for the ads that users click. This method allows advertisers to take a chance at reaching their audiences within their means.

If only sampler appetizers were as fair, let’s stay focused on CPC since they are not.

Understanding Cost per Click (CPC)

If you are new to cost per click, we’re happy to walk you through it to get you started.

As we were mentioning above, advertisers and businesses set a daily budget for a campaign. These bidding campaigns allow advertisers to set budgets. This feature will help budget management as it caps the price you’ll spend on each bid.

Once you’ve reached the spend you are comfortable with, ads are removed from rotation for the rest of the billing cycle.

There’s a common formula behind this process, shown below.

How to calculate CPC

Depending on the price of your ad and how often it’s clicked, you’ll get your CPC. This is the fee that the publisher charges when your ad is clicked.

Clicks to Conversions

Jumping back to our appetizer example, conversions refer to how many people end up trying your sampler. It refers to the percentage of users that ended up making a purchase after clicking an ad.

Leading up to conversions, PPC audits will provide you with a heap of information on performance. You’ll know what’s going on with your ads and you can use this information to strategize for more conversions.

One of these contributors will be your audience.

Understanding Your Audience

One of the greatest benefits of online marketing is that you are able to target your audience. As opposed to a billboard which is more of a guess, the targeting features available to you are phenomenal. You can focus on demographics, location, and interests.

Understanding your audience can help segment your groups, increasing the likelihood of a conversion per click.

Location, Location, Location

Understanding your audience will lead you to know where they can be found. With that information, you can work to place your ads where and when they are searching. You can feature your ads on different platforms, at specific dates and times.

Together, all of these factors come together to form your strategy. A good, well-thought strategy leverages all the features to your advantage and increases visibility to the people who are interested in your products and services.

Some examples of placements include:

  • Search Engines. Your ads are triggered by keywords. When someone searches for “Laundry in Charleston” your local laundry service ad can be shown. Working with keywords will ensure that you don’t waste time on someone searching for laundry services in New York City.
  • Social Networks. These ads are highly segmented given all the information that these platforms have on their users.
  • Display Ads on. Display ads websites in the form of banners.

As you can see, you can connect with your ideal audience without leaving your computer or going over your budget.

The Benefits of CPC

Though the post above doesn’t cover everything related to CPC, it’s a good starting point to how it works and how it serves your business.

Many don’t try PPC because they are intimidated by it. Others have bad experiences with agencies who are struggling to understand it themselves.

The real benefits of PPC come in honing in on who needs your products and services. You are able to cut through the crowds and speak directly to John who is searching for you.

Hiring a PPC Company

With all its benefits, we know that the world of PPC can take time to understand and master. You can reach the benefits quicker with experts by your side.

PPC can be tricky for everyone – even businesses that have experience with these processes.

PPC agencies like White Shark Media work closely with companies to exercise all the points we’ve mentioned above. Target your audience, stay within your budget, and boost conversions via technology. We can provide the support you need to set up campaigns, make adjustments, and implement the most innovative strategies.

Learn about our Enterprise PPC solution. This custom program is designed to help you achieve your business needs. We work with your in-house team to deliver the very best results.