PPC, Rogue Digital

What The Hell Is PPC?

We all use Google, most of us love Google and we’re all familiar with the paid ads appearing in our search results.

Those ads offer something unique for businesses, the ability to advertise DIRECTLY with consumers who are searching for them or a term related to their offering. The potential is incredible, yet small businesses still don’t take advantage of the opportunity.


People are searching right now for your products and services. Pay Per Click (PPC) offers you a fast and flexible way to reach these potential customers.


Big business is all over Pay Per Click (PPC) click advertising, so where can you start?

What is Pay Per Click (PPC?)


Google’s PPC ads are any adverts you see in your search results with (Ad) next to it. They can appear in a variety of ways throughout the Google network and are constantly evolving as Google assesses what works and what doesn’t.


The ads work in a real-time auction in which you bid on searches you wish your ads to appear in. When a keyword is searched, the ads of you and your competitors are displayed.


For example; a lettings agency may bid on keywords such as ‘property to let’ and ‘letting agencies in Edinburgh’.


The order of the displayed ads, known as the ranking, is decided by Google as a result of who bids the most and the most relevant ad copy and landing page for the keywords being searched. You only ever have to pay for an ad if the user clicks on it, which allows for subconscious acknowledgement of your brand among users, even if they don’t initially click.


What can PPC do for you?

Every business has unique needs and their PPC strategy should reflect this. But in general terms PPC can offer you;


  • Immediate exposure – Your brand/website/product can be seen immediately by your target audience.

  • Qualified leads – Your keywords should be chosen as to only attract those leads that are searching for what you offer. Meaning you have a direct access to your target audience.

  • Instant and controllable traffic – You have the power to control the flow of the tap. Need more website visitors? Increase your spend. Sold out of your product? Switch of your ads until your stock is replenished.

  • Budget control – As above, if you need to watch your cash-flow for a few days, you can control your daily spend.

  • Test the profitability of different keywords and ad copy – allowing for a more scientific approach than standard ‘guesswork’ advertising.

  • Target different languages, regions, cities, interests. – the opportunities for the specification of to where geographically and to whom your ad shows are incredible.


Oh and most importantly – the Return On Investment (ROI) is much higher and more immediate than traditional advertising methods. Is it clear that we’re a little in love with PPC?  

How do I get PPC to work for me?


We would always recommend working with a professional agency if your resources in-house are limited but many small businesses manage PPC campaigns that work for them.


So if you are looking at dipping your toes in the PPC pool, here’s our little checklist of success;


  1. To begin with you’ll need to create a Google Adwords Account – their onsite wizard will talk you through the process

  2. Figure out your budget – you can set your daily budget immediately. We would recommend starting small and increasingly slowly when you see what works. Remember there are saturation points for advertising.

  3. Find what keywords work for you – it’s your business, you know your customers better than anyone. What are the terms they are searching for to find you? If you’re stuck for ideas Google free keyword tool on the AdWords dashboard will help you. It’s an incredible piece of kit.

  4. Segment – Once you have your keywords segment them so each segment can have different bid strategies, ad copy and landing pages.

  5. Talking of ad copy and landing pages – Google will only display your ad if the ad copy and landing page are relevant to the user. For instance a restaurant couldn’t place ads on keywords for ‘groceries’, as Google would deem it irrelevant for the user. Make sure your ad copy is relevant for the user and link the ad to a relevant landing page, not just your home page. Need inspiration? Check out LeadPages.com

  6. Test, Test, Optimise – Try a variety of ad copy and landing page copy and see what works best. Not only does this increase the user experience but it also increases conversions. Saving you money.

  7. Geo target your ads – Only serving Europe? Only serving Edinburgh? Google allows you to geo-target your ads. Meaning your ads are only displayed in the areas you serve.

  8. Limit the times you ads are shown – If your business is time sensitive, advertise only at the times that suit you.

  9. Measure everything – measure your results using Google analytics to learn what works and what doesn’t. PPC can be incredibly rewarding but it can also be an easy way to burn cash with little return.


I hope the above has helped, PPC can bring you instant traffic and results. But, beware! If you don’t know what you’re doing, PPC can take all of your money for little return.

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Dale Hornidge

MD of Rogue Digital.