PPC AGENCY IN SYDNEY

Many people get PPC and SEM confused. SEM refers to Search Engine Marketing, which is an umbrella term for both SEO and PPC. PPC stands for Pay Per Click advertising—a form of online advertising. One popular example is Google Ads (formerly known as Google AdWords). Your ad is placed in search results and on other pages across the web, and you pay Google based on the number of clicks (rather than views) on your ad.

Good question! Although they are often talked about together and managed by the same agencies, they actually have little to do with each other. SEO refers to optimising a website to better rank in organic (that is, unpaid) search results. PPC is a form of online marketing which places ads in dedicated ad space in search results and on other websites.

They also serve somewhat different purposes. Pay Per Click advertising casts a very wide net and catches a lot of fish. It is very good at getting that large haul onto your website, but you have to pick through your catch to find the really juicy fish. SEO is more like dropping your lone fishing line into the area you know where the best fish live. You might only get one catch, but you’re sure it’ll be a good one. In other words, PPC gets lots of visitors, and SEO gets fewer but better visitors.

Probably, but not necessarily. PPC is designed to get your brand and product in front of a large volume of people—while targeting users who search for a keyword relevant to your product. So to know if PPC is relevant for your business, just ask if your business is interested in advertising. We find that the businesses most interested in online marketing are at either end of the business spectrum:

• Looking for that big dose of early exposure to gain brand awareness.
• Established businesses with advertising budgets, some of which is allocated to digital advertising.

There are obviously plenty of businesses in the middle of this spectrum, which benefit from PPC as well. Indeed, all would. But for those businesses, it’s more a question of what services to spend their budgets on, if they don’t have concrete monthly advertising spends.

Fair enough, let’s make this concrete. There are many types of Pay Per Click advertising, but here are some of the most common.

1. Paid Search Advertising
   These are text ads that appear at the top of your search result pages. For example, if you Google “migraine tablets”, you get something that looks like this:
   
   This is a paid search ad. Your PPC agency would provide ad copy, headlines, a landing page, and target keywords. Then, they would bid against other businesses in an automated online auction to determine which ad gets displayed to the user. You only pay when a user clicks your ad.
2. Display Advertising
   You know when you’re browsing a website and you see ads in certain spots around the page? These ads are often connected to products that you’ve searched for recently. These are display ads, run through the Google Display Network. These sites partner with Google by providing blank advertising space. Google then runs automatic online auctions to determine who gets to advertise in those spaces. These ads can be either text ads or banner ads: the content for which needs to be provided by your PPC agency. You only pay when a user clicks on your ad.
   
3. Social Media Marketing
   You would surely be familiar with the ads you get on Facebook, Twitter, and LinkedIn. These ads are run by the social media website rather than Google, and are placed in dedicated space on the social media feed. Note that this is different from a social media strategy, which involves organically posting on a social media platform. Social media advertising does not appear on your business’ profile—just in the display spaces of users’ feeds.
4. Remarketing Advertising
   This is a subset of Display or Social Advertising. It targets users who have already visited your site, or a certain part of your site (for example, making it part of the way through the sales funnel, but not converting). This means that if a user has recently visited your site, you can display ads for your site to that user specifically. Even better, you can display the exact product that they were looking at. These are especially high-converting ads, since it’s clear the user is ready to convert.

Call us biased, but PPC advertising is better than traditional advertising in every conceivable way. Just to name a few such ways:

• More conversions
  TV advertising targets people who watch TV at a certain time. Your bus shelter advertising targets people who see bus shelters. Your PPC advertising targets people who deliberately searched online for keywords that are relevant to your business. Want to guess which one produces a better conversion rate?
• Better measurement
  How do you measure the number of people who saw your TV ad and then visited your website? Seems doable, but really vague, right? In PPC, we can measure the exact click-through rate of your ads, the quality of your ads, the cost per click, cost per conversion, impression share, lifetime value… we could go on. Basically, we can measure a lot—all leading to more ROI on your digital marketing campaign.
• Your competitors are doing it
  Everybody is online now, including your competitors. You may have even seen ads for your competition on your work computer, since you likely Google terms related to your business. If you’re not even in the game, you are getting 0% of the revenue from this all-important channel.

Nothing, if you make that money back (and more).

Honestly, as much as you like. You set your own PPC budget, and then your online marketing agency manages that budget for you (you will also need to factor in the agency management fee). The lowest monthly budget that we typically work with is around $1000 per month. This is just about the minimum spend that we could honestly get return on investment for. However, unlike traditional advertising, there really is no ceiling on the amount you could spend, since you can always target new customer segments with digital advertising by just adding more budget. You can always grow your campaign if you have the advertising budget to work with.