PPC is one of the core arms of any successful digital marketing strategy, as it has the potential to help companies generate high numbers of high-quality leads.
We are often asked what the average cost per click (CPC) for a PPC campaign is, and this can be hard to answer as it varies due to a multitude of factors, including the level of awareness of your audience, the competitiveness of your industry, and how effective your campaign manager is (amongst other things).
Research has shown, however, that, on average, legal and consumer services businesses tend to pay the most per click (around $8.46 in 2023). In contrast, for health-related companies, it is much lower (around £2.55) thanks to a lack of competition.
What is PPC advertising?
PPC advertising is an online advertising model where we run adverts for your company on ad platforms like Google Ads. Every time a user clicks on the advert, you will pay a fee to the ad platform.
You can identify PPC adverts on the search engine results pages as they appear at the top or the bottom of the page and have the word “Ad” next to them.
The benefit of these highly targeted ads is that if someone clicks through to your website, most of the clicks should be from people genuinely interested in what you have to sell – be it a product or service.
Let’s break it down a bit.
You have a new service you want to promote and ask us to run a PPC campaign for it.
- We create an advert with compelling copy, including the keywords people will use to find your service.
- We then publish the advert, and within 24 hours, it should appear at the top of page one of Google for the targeted keyword.
- Users click on the advert, which takes them to the related services page on your website.
- Once the user has landed on the specific page, Google will charge you a fee – for directing that user to your website.
Obviously, its more complicated than this in real life!
As you can see, therefore, PPC is the fastest way to achieve great exposure to potential customers almost overnight – particularly for B2B audiences like life science companies.
Why aren’t more life science companies using PPC effectively?
We have shown that PPC is an excellent way to quickly generate a large amount of traffic to your website, so why aren’t more companies using it effectively?
Firstly, they aren’t using keywords effectively. One of the most common mistakes is not considering how specific terms could be taken out of context. It is essential to include phrases that describe your product or service rather than just individual words, so we can capture clicks from people looking to buy your particular service. This is why we use broad, exact matching and negative keywords for your PPC ad campaign.
Another mistake companies make is not keeping a close eye on their PPC campaign. You set your ad campaign up at a time when the average cost per click (CPC) is £1. Your service costs £1000, so you only need to make one sale every thousand clicks to break even. But then your competitors get wise to what you are doing, and the cost of your keyword increases, but you aren’t monitoring your PPC campaign. Suddenly the CPC goes up to £50, meaning that you must make a sale every twenty clicks to break even. This is why we work hard at keyword analysis and quality scoring before launching a PPC campaign and monitor it closely once it runs.
Not creating specific landing pages for PPC ads is another mistake many companies make. Let’s say you have created a great PPC ad sitting at the top of the SERPs (search engine results pages), and it is appealing to many customers. However, after they click on the ad, they get taken to your home page, which signposts everything you have to sell, rather than a page dedicated to the item/service they were looking at. Most of these users will bounce right back off your website as they want to avoid having to search for what they were looking for. This is why dedicated landing pages are a necessity for every PPC campaign.
More and more companies within the life science sector are choosing to work with us on a PPC campaign, as it is an area where they can dominate their market when we focus their marketing efforts on them.
To learn more about how we can help you to make the most out of a PPC campaign by capturing high-quality leads and boosting sales, please get in touch at 01625 238 770 or at [email protected]
How we help life science companies make the most out of PPC
Digital Life Science PPC / Apr 17, 2023
PPC is one of the core arms of any successful digital marketing strategy, as it has the potential to help companies generate high numbers of high-quality leads.
We are often asked what the average cost per click (CPC) for a PPC campaign is, and this can be hard to answer as it varies due to a multitude of factors, including the level of awareness of your audience, the competitiveness of your industry, and how effective your campaign manager is (amongst other things).
Research has shown, however, that, on average, legal and consumer services businesses tend to pay the most per click (around $8.46 in 2023). In contrast, for health-related companies, it is much lower (around £2.55) thanks to a lack of competition.
What is PPC advertising?
PPC advertising is an online advertising model where we run adverts for your company on ad platforms like Google Ads. Every time a user clicks on the advert, you will pay a fee to the ad platform.
You can identify PPC adverts on the search engine results pages as they appear at the top or the bottom of the page and have the word “Ad” next to them.
The benefit of these highly targeted ads is that if someone clicks through to your website, most of the clicks should be from people genuinely interested in what you have to sell – be it a product or service.
Let’s break it down a bit.
You have a new service you want to promote and ask us to run a PPC campaign for it.
- We create an advert with compelling copy, including the keywords people will use to find your service.
- We then publish the advert, and within 24 hours, it should appear at the top of page one of Google for the targeted keyword.
- Users click on the advert, which takes them to the related services page on your website.
- Once the user has landed on the specific page, Google will charge you a fee – for directing that user to your website.
Obviously, its more complicated than this in real life!
As you can see, therefore, PPC is the fastest way to achieve great exposure to potential customers almost overnight – particularly for B2B audiences like life science companies.
Why aren’t more life science companies using PPC effectively?
We have shown that PPC is an excellent way to quickly generate a large amount of traffic to your website, so why aren’t more companies using it effectively?
Firstly, they aren’t using keywords effectively. One of the most common mistakes is not considering how specific terms could be taken out of context. It is essential to include phrases that describe your product or service rather than just individual words, so we can capture clicks from people looking to buy your particular service. This is why we use broad, exact matching and negative keywords for your PPC ad campaign.
Another mistake companies make is not keeping a close eye on their PPC campaign. You set your ad campaign up at a time when the average cost per click (CPC) is £1. Your service costs £1000, so you only need to make one sale every thousand clicks to break even. But then your competitors get wise to what you are doing, and the cost of your keyword increases, but you aren’t monitoring your PPC campaign. Suddenly the CPC goes up to £50, meaning that you must make a sale every twenty clicks to break even. This is why we work hard at keyword analysis and quality scoring before launching a PPC campaign and monitor it closely once it runs.
Not creating specific landing pages for PPC ads is another mistake many companies make. Let’s say you have created a great PPC ad sitting at the top of the SERPs (search engine results pages), and it is appealing to many customers. However, after they click on the ad, they get taken to your home page, which signposts everything you have to sell, rather than a page dedicated to the item/service they were looking at. Most of these users will bounce right back off your website as they want to avoid having to search for what they were looking for. This is why dedicated landing pages are a necessity for every PPC campaign.
More and more companies within the life science sector are choosing to work with us on a PPC campaign, as it is an area where they can dominate their market when we focus their marketing efforts on them.
To learn more about how we can help you to make the most out of a PPC campaign by capturing high-quality leads and boosting sales, please get in touch at 01625 238 770 or at [email protected]
