Raleigh PPC Management Agency

What is Google Pay Per Click?

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by

Jake St. Peter
in

What is Google Pay Per Click? A Raleigh Business Guide

In the fast paced digital world of Raleigh, North Carolina businesses are always looking for ways to reach their target market. One of the most powerful tools in your arsenal is Google Pay Per Click (PPC) advertising. But what is Google PPC and how can it help your Raleigh business? Let’s get started.

What is Google Pay Per Click

Google Pay Per Click, also known as Google Ads (formerly Google AdWords), is an online advertising platform that allows businesses to show ads on Google’s search engine results pages (SERPs) and across it’s network.

The “Pay Per Click” model is exactly what it sounds like: you only pay when someone clicks on your ad. This makes it a cost effective option for businesses of all sizes, from local Raleigh startups to larger businesses serving the entire Triangle area.

How Google PPC Works

  1. Keyword Bidding: Advertisers bid on keywords related to their business. For example a Raleigh based pizza restaurant might bid on keywords like “best pizza in Raleigh” or “pizza delivery downtown Raleigh.”
  2. Ad Auction: When a user searches for a keyword you’ve bid on, Google runs an instant auction to determine which ads will show and in what order.
  3. Ad Rank: Your ad’s position is determined by your bid amount and your Quality Score, which takes into account factors like ad relevance, expected click-through rate and landing page experience.
  4. User Interaction: Your ad is shown to the user. If they click on it, you’re charged the amount you bid (or less, depending on the auction).
  5. Performance Tracking: Google provides detailed analytics on your ad performance so you can measure your return on investment (ROI) and optimize your campaigns.

Types of Google PPC Ads

  1. Search Ads: Text ads that show on Google SERPs.
  2. Display Ads: Visual ads that show on websites within Google’s Display Network.
  3. Shopping Ads: Product listings that show in Google Shopping and search results.
  4. Video Ads: Ads that play before or during YouTube videos.
  5. App Promotion Ads: Ads designed to drive app installations or engagement.

Why Google PPC for Raleigh Businesses

  1. Targeted Reach: You can target users in specific locations (like Raleigh and surrounding areas), at certain times of day or based on demographics and interests.
  2. Immediate Results: Unlike SEO which can take months to show results, PPC can drive traffic to your site almost instantly.
  3. Budget Control: You set your own budget and can adjust it at any time. Perfect for Raleigh businesses of all sizes.
  4. Measurable ROI: Google provides detailed analytics so you can track your ad performance and calculate your return on investment.
  5. Brand Awareness: Even if users don’t click on your ad, seeing your business at the top of search results can increase brand recognition in the Raleigh market.
  6. Competitive Advantage: PPC allows you to compete with larger businesses for top positions in search results, levels the playing field for smaller Raleigh businesses.

Getting Started with Google PPC in Raleigh

  1. Set Your Goals: Determine what you want to achieve with your PPC campaigns (e.g. increase website traffic, generate leads, boost sales).
  2. Keyword Research: Use Google Keyword Planner to find keywords for your Raleigh business. Include local terms to target your specific market.
  3. Write Compelling Ads: Write clear and concise ad copy that highlights your unique value proposition and includes a call-to-action.
  4. Design Landing Pages: Make sure your landing pages are relevant to your ads and optimized for conversions.
  5. Set Up Conversion Tracking: Implement Google’s conversion tracking to measure your campaigns.
  6. Start Small and Scale: Start with a small budget and a few targeted campaigns. As you learn what works for your Raleigh market you can scale up.

Google PPC Best Practices

  1. Local Keyword Optimization: Use location specific keywords to attract Raleigh customers.
  2. Mobile Optimization: Make sure your ads and landing pages are mobile friendly as many local searches are done on mobile.
  3. Negative Keywords: Use negative keywords to stop your ads from showing for irrelevant searches.
  4. Ad Extensions: Use ad extensions to add more information and increase click through rates.
  5. Regular Monitoring and Optimization: Continuously monitor your campaign performance and make data driven changes.
  6. A/B Testing: Test different ad variations to see what works best for your Raleigh audience.

Wrap Up

Google Pay Per Click advertising is a powerful tool for Raleigh businesses to increase visibility, drive targeted traffic and achieve their marketing goals. By understanding the basics of Google PPC and following best practices you can create campaigns that resonate with your local audience and deliver results.

Whether you’re a small local business or a larger company in the Triangle area, Google PPC can help you reach your target market. But managing successful PPC campaigns takes time, expertise and constant attention. If you’re new to Google PPC or looking to improve your current campaigns consider partnering with a Raleigh based PPC specialist to get the most out of your ad spend and grow your business in the competitive NC market.