What Is PPC?

Defining PPC

I already touched on this in the snippet at the top but to reiterate it,

PPC is Pay-Per-Click advertising which means you run ads on a platform like Google Search or Bing Search and you only pay for the person clicking on your ad.

Not someone submitting a form, not someone turning into a job, just someone clicking on the ad . . .

Now that’s not a bad thing, it just changes your priorities since when it comes to running CPM ads on platforms like Meta where you basically pay per view, you’re selling the person to click on the landing page & turn into a lead

While with PPC on the other hand you’re selling someone who’s already there looking for your thing to submit the form & find you trustworthy enough to work with you

Two completely different games

How PPC Differs.

As mentioned PPC differs in the fact you’re paying only for the click on your ad but there’s different places to focus on,

When running any sort of search traffic your main goal isn’t to just get them to think your offer is amazing and convert, matter of fact I see the least use of offers on Google ads,

Rather you’re selling the person into thinking you’re trustworthy enough to work with and submitting the form since you’re working off of conversion rates.

When running PPC you need a dialed in landing page that can convert inbound traffic into real opportunities to sell home improvement projects when all you’ve got is someones attention for just 60s in some cases!

Not only that PPC means you don’t have some flashy video creative to be able to hook someone’s attention & yell at them to click below, rather you’ve got a single line of text to stand out

No offer & you’re playing on hard mode,

Also; if you give them no reason to click on you over the competition who has a more trusted brand and you’re suffering.

Intent Types

See a big difference in why some people may prefer PPC over Meta Ads is just because of the intent difference.

On Google you’re getting people landing on your landing page after looking up “Roofing Company Near Me” while on Meta . . .

You’re showing up at just the right time and visually think of it like this,

When running Google ads you’re standing right next to the bush that all of the butterflies (Your Leads) go,

While on Meta you’re running towards the butterflies looking to find the bush,

They may still find the bush to land on but if you found them first you might still be able to close them down before they even reach the bush.

And you may think that those types of people are unqualified but it’s also cheaper.

Who has the most amount of effort to find a lead (Meta), therefor doing the least amount of effort is going to be the most in-demand and the most sought out.

That’s why Google clicks cost $30-$100 per click, it’s because it’s the easiest.

What Platforms Support This

Everyone’s heard of the platforms that support this, it’s Google & Microsoft

They both have real traffic & bots, it just happens

While Microsoft is the cheaper source of traffic & still has wealthy people on it there is less competition & less costs

Google on the other hand is costs more because it’s just the easiest to get motivated prospects on.

Easiest to get, highest in demand. Demand beats supply & we see rising costs.

Final Thoughts On PPC

It’s an amazing ad biding type for someone with a good brand & a good team to build high converting landing pages with all of the information necessary about your company since without that you’ll pay the regular amount for clicks but what is a click without a conversion?