A PPC Agency that Drives ROI

Pay-per-click (or PPC) is an online advertising model that drives traffic to a website. When an ad is clicked upon, the advertiser will pay a specific fee to the platform’s publisher. This means the amount of money an advertiser will spend on a PPC advertisement will depend on the amount of clicks it gets.

PPC ads can be found in most corners of the web, including search engine result pages, YouTube videos, web pages, social media, and mobile or desktop apps. In the same way it can exist in countless online spaces, PPC also takes numerous forms: a graphic playing before a compilation of cat videos on YouTube, a snazzy banner above a web page dedicated to cake recipes, or a box of text in a Google search engine results page.

Chances are, if you go online, you’re going to be exposed to PPC ads. PPC advertising is an extremely popular form of digital marketing for this very reason. It is considered one of the most effective components of a digital strategy in Sydney and across the world, with most online businesses already involved in some form of PPC advertising.

As with most areas of digital marketing: the answer really depends on your business.

If your business has the time and resources to invest in high-quality, data-driven PPC then the answer is a definite yes. 

PPC ads are typically considered to be worthwhile as the cost of the ‘click’ will ideally be considerably less than the profit generated from the click’s sales. Of course, this outlook assumes that every click will convert into a sale, which is often not the case. However, one thing is for certain: the more targeted a campaign is, the more likely a click will convert into a sale or a lead. 

A research and data-driven approach to PPC can make all the difference in outranking your competitors and securing your business that enviable number 1 placement in a Google search engine results page.

PPC is also a delicate science that must be treated with ongoing care. If you can’t spare the time or resources to support a comprehensive PPC campaign, your business runs a considerable risk of wasting money on irrelevant or under-performing keywords. In this case, it may be a better idea to consider other online marketing methods that aren’t so dependent on consistent monitoring.

Again, there isn’t a straightforward answer or a one-size-fits-all PPC objective that all businesses should strive towards. Every business will require a different approach to PPC that aligns with their goals and the products or services they provide.

In any case, no other digital marketing method can compare with PPC when generating fast, meaningful results. PPC means a business can, hypothetically, climb to the top of a Google search engine results page almost instantaneously. By catching the eye of your target audience as they browse the internet, your website will attract more traffic. Website traffic is a precursor to meeting your online marketing goals: whether that is growing sales, increasing business visibility or improving quality leads.

At the risk of sounding like a broken record: it depends on your business. 

All industries have different benchmarks of what constitutes a ‘good’ CTR. The average across all industries is around 2% for search ads and approximately 0.4% for display ads. Anything that exceeds these percentages would most likely be considered ‘good’.

However, it’s important to note that a ‘good’ CTR may be higher or lower than these percentages, depending on your industry.

PPC ad campaigns require you to have in-depth knowledge about ad platforms like Google Ads and Bing ads, Google Analytics, landing pages, web design, tracking and more. Mastering these ad management skills is exceptionally time-consuming for in-house marketers that are already juggling competing priorities. This is why working with PPC experts is best.