{"id":276273,"date":"2015-05-28T06:37:17","date_gmt":"2015-05-27T20:37:17","guid":{"rendered":"https:\/\/content.easyweddings.com\/au\/pro-education\/making-sense-clicks-conversion\/"},"modified":"2015-05-28T06:37:17","modified_gmt":"2015-05-27T20:37:17","slug":"making-sense-clicks-conversion","status":"publish","type":"au-pro-education","link":"https:\/\/www.easyweddings.com.au\/pro-education\/making-sense-clicks-conversion\/","title":{"rendered":"Making sense of clicks and conversion: PPC vs. CPC"},"content":{"rendered":"
\"PPC<\/a><\/div>\n

As if there weren’t\u00a0enough acronyms in the online marketing world between\u00a0ROI, SEM, CTA and SEO,\u00a0when\u00a0PPC and\u00a0CPC appeared on the scene. Similar in appearance, the two\u00a0are often confused by\u00a0businesses seeking\u00a0to increase exposure and garner clicks from\u00a0digital\u00a0advertising platforms\u00a0like\u00a0Google Ads and social media – and, of course, your Easy Weddings advertising.<\/p>\n

If you’re\u00a0looking to boost\u00a0brand awareness\u00a0or drive traffic to your\u00a0website, here’s\u00a0a closer look at the functions of PPC and CPC, their intimate relationship and their vital roles in today’s digital marketing space.<\/p>\n

What is PPC?<\/h2>\n

PPC, or pay-per-click<\/em> is an online advertising model<\/span>\u00a0designed\u00a0to drive traffic to a website or landing page <\/a>from\u00a0search engines like Google<\/a> or Bing. It involves\u00a0advertisers\u00a0assigning keywords<\/a>\u00a0to their ads\u00a0and selecting\u00a0either a flat rate or nominated maximum bid\u00a0for\u00a0ad positions<\/a>\u00a0in a competition with other advertisers. Once the advertiser’s maximum daily spend is reached, the ad stops appearing and gives way to other businesses vying for that hot spot.<\/p>\n

“Ultimately, the greater the number of viewers who click on an ad, the higher the relevance score assigned to the ad,” says Easy Weddings National Sales Manager, Ryan Jenkins. “Good performance is rewarded, and the lower the cost\u00a0to acquire each click\u00a0becomes.”<\/p>\n

The PPC model also exists on Easy Weddings and in social media advertising, allowing\u00a0businesses on Facebook<\/a> and LinkedIn<\/a> to compete for clicks with ad targeting based on\u00a0a range of demographic and psychographic information.<\/p>\n

Still perplexed by the PPC bidding and auction process? Google’s Chief Economist Hal does a pretty mean job of breaking it down….Take it away, Hal!<\/p>\n

https:\/\/www.youtube.com\/watch?t=112&v=PjOHTFRaBWA<\/p>\n

\n

So what’s\u00a0CPC then?<\/h2>\n

CPC, or cost-per-click<\/em>, is the method used for calculating the success of online advertising activities like PPC.<\/p>\n

“The lower the\u00a0CPC the better,” says Ryan, “and keeping this figure\u00a0down can be achieved through optimisation of things like compelling titles, relevant descriptions, strong imagery and clear calls to action, all of which contribute to\u00a0an ad’s Quality Score<\/a>. Advertisers’ CPC will either be below or equivalent to their maximum bid\u00a0and\u00a0is\u00a0calculated over time based on the bid average of competitors in the\u00a0auction<\/a> process.”<\/p>\n

As the auction is repeated for every single Google search, you can expect to see regular fluctuations in your ad’s position.<\/p>\n

What about CPM?<\/h2>\n<\/div>\n

CPM, or costs-per-mille<\/em>, is offered\u00a0through\u00a0search engine and social media advertising such as\u00a0Facebook, Twitter, Instagram and LinkedIn to describe the cost per every 1000 impressions or views an ad receives. This style of advertising is designed for businesses focussed on building brand awareness. If your goal is\u00a0to drive traffic to your website, PPC is considered a far more\u00a0appropriate choice of ‘engagement’\u00a0advertising.<\/p>\n

But what\u00a0happened to organic?<\/h2>\n

Or-what? Organic,\u00a0meaning\u00a0the number of\u00a0people you can reach for free on social media by posting updates and images on\u00a0your\u00a0page or profile. In short, Facebook says<\/a> it\u2019s doing your customers a favour by deciding on their behalf the type of content they want to see, causing many businesses to question, “Why is Facebook no longer working for me<\/a>?”<\/p>\n

Unfortunately, if you now want to get noticed on Facebook (and inevitably other social media platforms when they’re content with the size of their empires), you will need to pay for any kind of meaningful reach.<\/p>\n

At a minimum, wedding businesses who want to be taken seriously amongst competition should be listing with a reputable wedding site<\/a> that attracts 330,000+\u00a0qualified visitors each month, like\u00a0Easy Weddings. As the No.1 wedding site on Google,\u00a0our listings enjoys an\u00a0average conversion rate of between 8-10 per cent; considerably high when compared with other sites typically\u00a0generating anything as low as two per cent.<\/div>\n
<\/div>\n
How can we offer such great results? “It’s simple,” says Ryan, “we help you generate direct traffic from your\u00a0perfect demographic. Easy Weddings visitors know exactly what they want and they’re ready to buy.”<\/div>\n
<\/div>\n
But like all good marketing, the only way to really<\/em> know if something will work is to test and measure. When you’re ready to explore the benefits of an Easy Weddings listing<\/a>, contact our experienced team of marketing professionals to discuss how we can get your business clicked by brides and grooms searching for your products and services\u00a0on Australia’s No.1 wedding website.<\/div>\n
Click here to learn more about advertising on Easy Weddings or call 1800 155 122. <\/a><\/div>\n
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