PPC: How does Pay Per Click work in marketing and sales?

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If you work in marketing and/or sales and know the power of promoting your brand and its solutions on the internet, you need to know about PPC, which is a type of digital advertising.

Key takeaways from this article:
PPC or Pay Per Click is an online advertising method in which the advertiser pays only for each click received. It is widely used in search engines (Google, Bing), websites, blogs, platforms and social networks .
The PPC method works based on the use of good keywords that relate to the company and its audience and the appropriate structuring of each campaign. It is necessary to define bids and total budget before placing the ads online .
PPC helps increase website or app traffic, gain qualified leads , reach many more potential customers in a short time, strengthen business reputation, target campaigns and much more.
To use PPC in marketing and sales, you need to define a budget, know your audience, define objectives, choose keywords, analyze your audience , choose platforms and think carefully about attractive and strategic content.
Using a CRM system is ideal for correctly managing customer relationships and collecting data to analyze their behavior and characteristics to make PPC campaigns more effective.
Keep learning and download our free e-book: Guide: how to develop a sales process and its steps !
To get an idea of ​​the power of the internet to attract new customers, in the first half of 2023 alone, R$16.4 billion were invested in digital advertising in Brazil , according to a report by Digital AdSpend Brasil .

This value represents a 12% increase compared to the same period in the previous year, including investments in advertising on websites, portals, search engines and social networks.

And there is also the possibility of expanding the brand's reach through advertising aimed at mobile devices. Of all the money spent on ads in the first half of 2023, 76% was allocated to mobile.

What we want to show is the range of possibilities for growing your lead and customer base that the internet offers. And also to prove that the market is competitive and, therefore, it is crucial to know how advertising methods work.

To help, we have prepared this article explaining what PPC is, how it works in practice, its importance for selling more and how to use it in marketing and sales strategies. Enjoy reading!

What is PPC (Pay Per Click)?
PPC, which stands for Pay Per Click, is a type of digital advertising in which you only pay for the number of clicks you receive. Its goal is to attract new customers , increase the conversion rate of campaigns and generate traffic to your website or any other platform.

This advertising model uses search engines, such as Google, websites, platforms, portals, blogs, applications and social networks to show an advertisement to a specific audience that tends to be interested in the subject.

How does the PPC method work?
Its logic works as follows: an ad can be seen by thousands of people in just a few seconds, so if the person pays per “impression”, the price would be much higher. However, if they opt for the PPC method, they pay a fee for each click received on the ad .

However, this digital advertising method is more complex than it seems, as it has a different way of working, with several steps and tasks for paid traffic managers. Understand what they are:

keyword research : it is necessary to identify the keywords relevant to the company (those used by telemarketing leads, egypt telephone number data customers when searching for something on Google, for example);
creating ads : it is also important to create attractive and relevant ads for your potential customers, including CTA (call to action) and informative and persuasive content;
structuring campaigns and ads : next, it’s time to structure PPC campaigns to optimize ROI . To do this, create groups to organize ads and define your goals;
definition of bids and budgets : there is also the definition of bids (auction), which represent how much you want to pay per click for each keyword used, and the appropriate budgets, which are how much can be spent on the total campaigns;
Monitoring : PPC campaigns also need to be monitored regularly to assess their performance and, if necessary, make strategic adjustments to increase conversion .
Keep learning: How to increase B2B sales conversion rates

How does PPC bidding work?
A higher bid for a given keyword ensures that your ad will appear more often to your audience. However, this is not the only factor that influences PPC campaigns.

In fact, there are several factors that affect the creation and success of a PPC campaign, but not all of them are disclosed by platforms and social networks.

In any case, it is essential to pay attention to some details when investing in a good PPC ad:

quality of images and videos;
correct writing;
Strategic and attractive CTA;
relevant and persuasive content.
Forget about sensationalist headlines just to attract clicks. Each platform’s algorithms understand the quality and usefulness behind each ad offered.

How important is PPC?
PPC is a digital advertising method that offers significant and measurable results, just like any online campaign. In addition, it has other benefits, such as:

increase website or app traffic;
attract qualified leads ;
increase sales;
strengthen the brand image;
create targeted campaigns;
use different ad formats;
control the display time of an ad.
In B2B businesses , the technique is also important because it allows you to reach several customers in a short time. After all, it is not easy to prospect and win qualified corporate leads. Not to mention that it is possible to impact decision-makers and not just those HR or marketing contacts.

How to apply PPC in marketing and sales?
The first steps to starting PPC ads in your marketing and sales campaigns are:

set a budget according to the platforms you want to advertise on;
determine the objectives of the campaigns and understand whether they are compatible with the chosen websites;
Know your audience to target ads and be assertive in campaigns, increasing the chances of conversion rate. B2B audiences, for example, are more present on social networks like Linkedin and specific websites and blogs ;
choose your keywords carefully, do extensive research on short and long terms searched for by your potential customers;
choose the platforms that make the most sense for your audience, your objective, your keywords and, of course, your budget;
Think carefully about your content and the images you will use to attract potential customers, as well as the timing of your ads.
If you’re still trying to figure out who your target audience is, PPC can help! Simply define your ideal customer profile (persona) and focus on their habits, preferences, and behaviors to know where to find them.

Learn more: How to prospect clients on LinkedIn: step by step guide to approaching them

PPC Advertising Platforms
Google Ads;
Meta Ads (ex Facebook Ads);
Instagram Ads (which belongs to the company Meta);
Twitter Ads;
Linkedin Ads;
Pinterest Ads;
Bing Ads;
YouTube Ads;
Amazon Ads;
Yahoo! Gemini;
among other platforms!
It is essential to keep in mind that to be successful with Pay Per Click campaigns, it is crucial to segment your customer base and avoid generalizations . Multiple strategies are necessary to achieve consistent and profitable conversions.

How to increase PPC results?
The basis of PPC marketing and sales campaigns is in-depth knowledge of your potential consumers, known as personas. Creating and studying the profile of your ideal customers is essential to knowing where to find them, what to offer, when and how.

In short, knowledge is the biggest pillar for building your PPC marketing campaigns. And one of the most efficient ways to get to know in depth who your company does business with is by using the CRM system .

We are talking about a customer relationship management tool that can be integrated with several other platforms and software to collect and integrate data about your audience.

Agendor's CRM , for example, allows you to view the most used and profitable products/services, in addition to understanding the origin and sectors of those who do business with your company.

Discover all the features and solutions of Agendor's CRM and learn how it helps you create more effective and accurate marketing and sales campaigns!