PPC-Google-Ads

We heard from you. You want more “give it to me straight” explanations of this ever-changing landscape we call digital marketing. Now that you better understand Google Analytics KPIs, you’re ready to tackle PPC Google Ads. So here’s your cut-to-the-chase guide.

What Are PPC Google Ads, Anyway?

PPC (aka Pay-Per-Click) is paid online advertising. Google Ads is Google’s version of PPC. It’s all part of a larger category of digital marketing called Search Engine Marketing. (aka SEM, if you want to impress your friends.) PPC is mostly used in Search Engine Results Pages. (aka SERP. See? You’ve already learned three new acronyms!)

To put it visually, when you google 'Tuna Traffic', PPC ads show up before and/or to the right of your organic search results.

PPC Google Ads - Ad Example

Get The Biggest Bang Out Of Your Digital Advertising Buck.

Schedule a Virtual Meeting with a Digital Marketing Expert

Contact Us Short - PPC Google Ads

Sud_Tuna

Sud

VP of Client Solutions

Lisa Dodd<br>
Senior Creative Lead

Lisa

Senior Creative Lead

How Are PPC Google Ads Important To My Marketing?

Two words - quality leads. PPC Google Ads, when done correctly, get your brand in front of customers when they’re searching for businesses just like yours. Meaning, when Joe Customer googles a company that offers your service or a product that you sell, voila, you appear right before their eyes. You’re instantly reaching the right customers at the right time. That translates into significant ROI.

What Terms Do I Need To Know?

1. Clicks (Interactions)

PPC Google Ads - Clicks
  • Clicks: The number of times an ad is clicked on.

Why Is This Important?

Google counts the clicks on your ads and charges you for each click.

2. Impressions

PPC Google Ads - Impressions
  • Impressions: The number of times an ad is visible on a page.

The number of impressions is independent of who sees it. Meaning, one person could see the ad more than once and have multiple impressions.

Why Is This Important?

Like the number of clicks, Google counts the number of impressions to determine how much you pay.

3. Click-Through Rate (Interaction Rate)

PPC Google Ads - Click Through Rate
  • Click-Through Rate: The percentage of visitors who click on your ad after seeing it.

Click-Through Rate (aka CTR, add that to your acronym collection) is calculated by the number of clicks divided by the number of impressions.

Clicks ÷ Impressions = CTR

Why Is This Important?

Click-through rates are a solid measure of which ads are working well and which aren’t. A high CTR means your ad is resonating with the right target audience, and they’re clicking on it. Conversely, a low CTR means your ad is not a good match for your target audience.

4. Cost-Per-Click

PPC Google Ads - Cost Per Click
  • Cost-Per-Click: How much it costs on average to get one click from a visitor.

Why Is This Important?

Cost-Per-Click (aka CPC, you’re really an acronym pro now) determines how much you pay for your advertising. The most common way for an advertiser to purchase Google Ads is through an auction-style process of bidding on the cost of a click.

5. Conversion

PPC Google Ads - Conversions
  • Conversion: The desired action a visitor takes as a result of an ad.

Typically, a conversion is a new lead or a sale. But, depending on your marketing goals, a conversion could be almost anything, such as filling out a form, calling your business, downloading a document, following on Twitter, or liking on FaceBook, etc.

Why Is This Important?

Every conversion brings a visitor one step closer to completing a sale. That’s the whole point of running ads to begin with, right?

6. Conversion Rate

PPC Google Ads - Conversion Rate
  • Conversion Rate: The percentage of visitors to your website or landing page that convert.

Conversion Rate is calculated by taking the total number of conversions and dividing it by the total number of visitors.

Total conversions ÷ Total visitors = Conversion Rate

Why Is This Important?

Conversion Rate is an excellent metric for evaluating your ad’s performance. Remember, getting clicks is essential, but if those clicks don’t lead to conversions, then it’s time to do something differently.

I Feel A Little Smarter But Still Don’t Quite Get It

We get it. There’s a lot to think about here. PPC Google Ads are powerful, performance-based tools that can reach your target customer like nothing else. But, the reality is, there’s a whole lot more that goes into growing your bottom line with PPC Google Ads. Results-driven digital advertising requires strategic thinking, as well as active monitoring and management. Lucky for you, that’s our jam.

Reach The Right Customers And Convert Them

Schedule a Virtual Meeting with a Digital Marketing Expert

Contact Us Short - PPC Google Ads

Sud_Tuna

Sud

VP of Client Solutions

Lisa Dodd<br>
Senior Creative Lead

Lisa

Senior Creative Lead