Advice Centre

Get Inspired! Check the latest industry expertise and read insider tips from our vetted tradespeople.

Review a Trade

Have you completed a project recently? Let your tradesperson know how they did.

Search For A Trade

We interview and vet all our tradespeople to ensure they meet our high standards.

Trade Advice Centre

Grow your business! Check out top tips and expert advice for boosting your reputation online.

Join Checkatrade

Join us and benefit from the millions of potential customers who use Checkatrade to find reliable tradespeople.

Login to Your Account

Edit your profile, view callback requests and ask for feedback from customers.

How does Google PPC work?

January 16, 2020

Welcome back, we’ve recently launched our series on how to perform an SEO audit for your website, and now we’re back with the basics of running PPC campaigns.

Before we can jump in and start our campaign, it’s essential to know how the system works so that we know how to manage our budgets best, and what we’re actually paying for. PPC stands for Pay Per Click, that is, when somebody clicks on your ad, you get charged. The Cost Per Click (CPC) will vary depending on a wide range of factors;

  • Your bid
  • Your competitors’ bids
  • Landing Page Quality Score

How it works is relatively simple. You pick a keyword, continuing with our Window Experts company, the keyword example we’ll use is Window Fitting Portsmouth. We want our ad to show up first for this result, and thanks to our SEO efforts we also come first organically for this listing. So why do we need to pay for this ad as well? By seeing your ad & organic listing in the results, you build trust and authority with searchers, and you also increase your potential traffic from that search term.

The average cost per click for the keyword ‘Window Fitting Portsmouth’ is currently £1, with the ‘top of page’ bid costing £1.50. Ideally, for our fake company, we want to be the very first ad that appears, so we’re going to put our ‘bid’ for £1.51.

When somebody searches for the keyword, all the advertisers bidding for it go into an auction, several different factors are taken into consideration when choosing the winners. Obviously the CPC bid, the quality score, relevance, ad copy, and depending on how your campaign is set up, the likelihood of a conversion. The winners are then sorted into which position they will show up.

Skilled tradespeople get your business started

Join Checkatrade today

For our Window Experts company, we have the highest bid, a very relevant ad & great quality score for the landing page. So we win the auction and are the very first ad to appear on the page.

Relevance is determined by the ad copy and landing page copy of the ad to the keyword. So if you bid onWindow Fitting Portsmouth’ the ad copy and landing page copy should be about Window Fitting in Portsmouth. If your copy is not relevant, the searcher is very likely not to press your ad. You should try, wherever possible, to include the keyword within the ad copy & landing page.

It’s not just keywords you can use, Window Fitting Portsmouth is actually a Search Term or ‘phrase.’ You can also tailor your campaigns to include ‘broad match’ variations of the keyword, so when people misspell the keyword like Window Fittin Portsmouth, our ad will show up! It also works for closely related Window Installation Portsmouth for example. This isn’t always a good thing, of course, imagine somebody has searched for ‘Windows 10 Installation.’ This searcher is looking for somebody to install an operating system on their computer, but because we have ‘Broad Match’ variations, our PPC ads might show up for this person, and what’s worse is, they may click it and cost you money.

How do we stop that from happening? We use negative keywords to stop our ads from showing. They work in a number of ways, and we could either add simply ‘10’ and our ads won’t show up for searches that include the number, or you can add the entire phrase ‘Windows 10 Installation’. The second way, however, still leaves the possibility that we will still show up for other variations such as ‘Installation of Windows 10’. It still broadly matches our keyword, but it isn’t a negative keyword. It’s vital to remember, negative keywords are NOT broad match – they are an exact match, meaning you have to add the broad match variations yourself.

The final thing we need to know is budgeting. You set a daily budget for your campaigns. This can be, however much you want, but it quickly ads up. Even a £20 a day budget is £620 a month! Let’s say that your clicks cost £1 for that campaign, you will only get 20 clicks a day, so it’s really important that you’re spending that money wisely. Which is why we’re writing these articles for you!

  • Was this Helpful?
  • YesNo

Search through our 38,000 recommended, vetted and monitored trades and service providers for free

Search now

More in this category

growing your brand

TradeTrade News

Grow your brand giveaway: Win an outdoor board or new business cards

Want the chance to win an outside advertising board or set of business cards? One of the simplest marketing tactics to help keep your business in the minds of potential customers is to promote your business offline using a combination of outdoor boards (if appropriate) or handing out business cards when you meet new people....

Continue reading
tradesman invoicing on phone

TradeTrade News

How to invoice quickly and on-the-go

Preparing and sending invoices is one of the most important parts of being self-employed. This is how you are paid for your work and you want to make sure your invoices say everything they need to and can be prepared and dispatched efficiently. At Crunch, we know compiling invoices can be a confusing task if...

Continue reading
An image of a worksite guarded by a gate, with a red sign saying 'CAUTION SITE ENTRANCE' to display site security


The importance of construction site security

Construction site security is an essential measure. A secure site is a vital component of health and safety regulation, delivering a seamless service and protecting a project from costly damage or losses. Crimes occur all too often on construction sites. A site that falls victim to theft or vandalism leads to increased costs, delayed projects...

Continue reading