Frequently Asked PPC Questions Guide

Get the answers to your Pay per Click questions with this PPC in Miami FAQ guide from Sunset Marketing Works, the home of affordable PPC solutions in Miami.

PPC in Miami FAQ

What is pay per click and how does it work?

Pay per Click (or PPC) advertising allows you to pay to place your ad on a search engine results page, social media feed, or on an ad network-affiliated website.

Ads don’t appear at random, though.  Keywords, audiences, and interest groups are designated by the advertiser so that your ad gets on the screen of the audience you select.

To put it simply, PPC campaigns are a way to pay for traffic to your website or landing page.

Why should I do pay per click?

Businesses and individuals start PPC campaigns to drive business and increase revenue.  Whether you’re a B2B sales organization who needs more leads, an ecommerce site who needs more sales, or anything in between- there is a PPC playbook that we can use to help your business grow.

What does a PPC agency do?

A PPC agency in Miami, like Sunset Marketing Works, removes all of the complexity from PPC campaigning- it’s all done for you!

  • Developing landing pages
  • Making compelling visuals for display ads
  • Writing effective ad copy
  • Setting up and executing campaigns within the ad platform (Google, Bing, Facebook/Instagram, LinkedIn, etc)
  • Fine tuning in-production campaigns to minimize spend while maximizing results
  • Reporting on PPC activity

How much do PPC services cost?

One of the most popular ways PPC services are paid for is as a percentage of ad spend which is paid to the agency.  For example, a business who starts a PPC campaign will incur fees due to the ad platform, like Google or Facebook or otherwise.  PPC services would then cost a percent of that monthly ad spend, usually that percent is between 10% and 20%.  Obviously that’s just a rule of thumb- there are a variety of factors that go into ensuring the relationship is equitable.

Other ways to price PPC services can be commission based, only paying when referred leads become customers, or Cost per Lead, CPL, where the business does not incur ad spend but simply pays the agency for each lead referred.

How much do I pay for every PPC ad click?

With PPC, a lot of the answers can be “it depends.”  The ad platforms treat the process as an auction.  So, if you’re willing to pay more than the next guy, your ad will be shown.  Other factors come in to play here like, too, like “ad quality” but at the end of the day this is an auction.  Certain goods and services are more competitive than others which will drive up the price of each click.

Is PPC marketing affordable?

PPC marketing is very affordable when it’s intelligently deployed and managed by trustworthy agencies.  People and business can get into trouble and waste their money trying to manage their own PPC campaigns if they aren’t detail oriented or become overwhelmed by the complexity of the platform.

The number 1 issue you see with homegrown PPC campaigns is with the final URL destination- you’ve paid money for the click, traffic arrives at the page, and then there is a mismatch in expectation or the landing page doesn’t fully serve the business’ purpose.  That is literally money down the drain as the traffic instantly bounces from the page.

For those who love to boost their posts on Facebook I have bad news for you.  Doing so is less effective than utilizing the full suite of Facebook Ads.

Are AdWords and PPC the same thing?

AdWords (now just called Google Ads) and PPC aren’t quite the same thing.  Google Ads offers Pay per Click advertising.  So do Bing, Facebook/Instagram, LinkedIn, and others.  PPC is a way to advertise.  Google Ads is the ad platform.

What’s the difference between paid search, paid social, and PPC?

The answer here is similar to how Google Ads and PPC aren’t exactly the same thing.  Paid Search means advertising with a search engine like Google or Bing.  Paid Social is advertising on a social media network.  The opposite of Paid Search, if there really is one, is SEO.  The opposite of Paid Social is Organic Social.  The key feature of the opposites here is that clicks are free as opposed to PPC where each click is not free.

Should I do PPC or SEO?

The short answer here is “Yes.”  Remember that PPC is literally paying for visitors to your website or landing page.  SEO, or Search Engine Optimization, is when your content ranks highly on a search engine results page and the visitors are free.

In a perfect world, your website and content would rank highly for all of the keywords you want it to- which would take care of the SEO angle.  PPC efforts could then be focused on taking business from competitors, remarketing, and generally expanding your organization’s footprint.

One mental model that may be useful about PPC and SEO is that PPC can get you clicks on a short time horizon and SEO efforts can take longer to get results.

How do I manage a PPC agency as a client?

Effectively managing a relationship with a PPC agency from the client side is as easy as being able to do 2 things:

  1. Communicate effectively on topics like your budget and expectations
  2. Have an understanding of the arena in which you compete

That’s it.

Can a small business in Miami afford a PPC agency?

Small and midsize businesses (SMBs) in Miami can absolutely afford a PPC agency!  With a variety of payment arrangements available, Sunset Marketing Works can help your business leverage technology to grow.

Have a PPC related question?  Click through to use the contact form.