PPC is a service offered by Google within their core product, which is called Google Adwords. PPC simply stands for Pay-Per-Click, and it makes it possible for users to own a piece of real estate within the first page of Google. So basically, it is an advert, an opportunity to advertise your products and services on the first page of Google. It is a very quick service that allows you to advertise your products and services literally within 24 hours of creating the advertisement.
The advertisement is created surrounding the keywords relative to your service. So if we consider real estate and off-plan properties, the name of the project will be considered a keyword and your ad will show for that particular keyword.
The way PPC works is that you are charged an amount of money every time a user clicks on your advert. The process involves bidding on keywords. Normally, there are a number of companies or people bidding for the same keyword. So what Google does is that it will offer you a position on the first page, either right on the top or at the bottom, which is relevant to the amount of money that you are bidding for. Generally, by investing a considerable amount of money and by being the top bidder, you will have your ad shown at the top of the first page.
For the best results, it is necessary for the adverts to be optimized. Google offers support and has a how-to guide on the Adwords platform, which assists users to create, set up and optimize their PPC campaigns. There is always an element of optimization, which must be done continuously, and what this does is that over time it reduces the costs per click. So by having the ad fully optimized, the user will actually pay a smaller amount of money as compared to the competitors while enjoying an equal presence, right at the top.
Now, we at United SEO take on ONLY PPC clients as well, and this is actually recommended for certain industries. This includes events as these are generally, or in some cases, a one-time thing. For example, the Expo 2021 – once it finishes, there is no need to continue advertising for it. So this could be something that is setup very quickly and ended the same way. In short, for some of our clients and certain industries, PPC is the way to go for sure.