PPC

What does it mean

PPC is an abbreviation for Pay-Per-Click, a type of internet advertising where the advertiser pays only for each clicked link on their ad.

More info

PPC ads are usually displayed on search engines, social networks, and other websites and are based on the customer paying only for users who click on their ad. They are usually displayed based on keywords. If a user enters a keyword related to the ad into the search engine, the ad will appear at the top or side of the search engine. The goal of PPC advertising is to get as many clicks as possible while increasing traffic to the advertising page. This form of advertising is advantageous because you only pay for clicks that someone actually makes and not for the number of ad impressions. This allows for precise tracking of the effectiveness of the advertising campaign and optimizing it to achieve the best results.

PPC advertising for the e-shop brand

A common concern about advertising in Google AdWords for keywords containing the advertiser's brand is that it is unnecessary. Advertising in Google AdWords for your own brand seems illogical. 

Why pay Google to show my page at the top position when I do it for free through SEO? There are several reasons:

• Assurance that customers looking for you will definitely find your e-shop in the top positions.
• Paid site-links under your PPC ad, unlike organic site-links, can be written by you and thus directly highlight your current promotions.
• The risk that the competition profits from advertising on your brand is smaller. Fewer opportunities to click on competitive sites mean more customers for you.
• The effectiveness of complex marketing activities with better visibility on Google increases. It is very likely that people who heard your brand on the radio or saw it on a billboard will subsequently search for it on Google. If they then click on a competitive link, it's a loss.
• Many people, even though they already know your e-shop, search for its name through Google instead of directly entering www.e-shop.sk into the search engine. It is more convenient for them. The impact of such searches can be determined by the share of brand words from the total traffic from Google - the share of such "brand" words from the total organic traffic can reach up to 50%.

Automation of PPC campaigns

A typical example is the automation of PPC campaigns (Google Adwords, Sklik, Heureka, ...).  In the design, production, and management of PPC campaigns, it makes sense to automate as much as possible. Automation of PPC campaigns saves time, money (credit), eliminates errors, and at the same time increases campaign performance.

Maintaining and managing campaigns is laborious, and manual management is inherently error-prone. This means that for activities where, in the case of manual management, a person uses some decision-making algorithm, it is reasonable to formulate and automate this algorithm.

It makes sense to start automating PPC campaigns right from the beginning. Because even in small shops, it is mostly about hundreds of products and thousands of keywords. We recommend automating the management of click prices for individual words, goals, and impressions (English real-time bidding - RTB) as soon as possible. An effective tool for optimal price management for CPC auction is the Slovak Magic Script, Google AdWords is testing its own Smart Bidding.