Pay per click (PPC) is a model of internet marketing. PPC is a form of online advertising in which advertisers pay the publisher, each time a potential customer clicks their ads. Pay per click is the best tool to attract qualified visitors to your website. PPC is simply known as buying visits to your website instead of organic search. The main purpose of PPC is to increase sales and promoting brand awareness.
Search engine ads are the best example of a PPC form of advertising. In PPC advertising, advertisers can bid for ad deployments in search engine's sponsored links when people search for a particular keyword. When a user clicks on the ads, the links direct the audience to the advertiser’s website.
At first, you need to decide your online marketing goals. Before you start the campaign you should address the following questions,
Having a clear goal is key to the PPC campaign. Identify your goal will help you to plan your Ad strategy.
PPC is simply known as buying visits to your website instead of organic search. The main purpose of PPC is to increase sales and promoting brand awareness.
After determining your goals it is time to decide your campaign budget. Before starting a PPC campaign calculating the potential ROI (return on investment) is one of the important things.
Budget = Traffic * Cost per click (CPC)
Budget = Cost per action (CPA) * conversion
Understand your target audience, this will help you to create a campaign structure. Audience data can be found in many places. In Google Analytics, you can find data on User Demographics, user Location, user behavior, and so on. This will help you to find your target audience.
There are several platforms available where you can choose to place your ads such as Google Adwords, Bing ads, and social media channels like Facebook.
Google Adwords - This is the most popular PPC platform because Google is the most widely used search engine in the world. It gives millions of consumers to access your website who are actively searching for your product or service. Google Adwords offers the most variety of keyword matching options which will help you to target the right audience. If you are willing to pay the highest rate for biding your ads can be moved to the top positions right away.
If you want to use AdWords you need a Google account. Go to the Google Adwords page. Click the “Start Now” button to continue. Google redirects you and asks for your email and website address. Fill in that information and click the “Continue” button to proceed.
Bing Ads – Bing is owned by Microsoft. Bing ads also allow you to show your ads in the search network and display network. Bing offers product ads. Product ads allow you to display your products on a results page. Elements of product ads include images, prices, and your company name. Bing ads have less competition.
Google Adwords allows two description lines with 35 characters each and Bing ads allow only one line with a maximum of 71 characters. Both Adwords and Bing offer keyword research tool.
PPC keyword research helps you to drive targeted traffic to your website. The first step is thinking about your keywords based on your products or services. Enter those keywords into the Google Keyword Tool to create a list of related phrases. You can find hundreds of keywords that people are using. This is a great way to get core words and phrases that describe your business.
Next check your competitor’s keywords which are working for them and driving the traffic to their sites. Now start narrowing down your keywords list based on relevance. Finally, you need to create a small keyword or phrases list which is highly relevant. You need to calculate how much you can bid on your chosen keywords. Bid on long-tail keywords that have less competition and more targeted.
When choosing the keywords, you need to pay special attention to the match types you are selecting.
Broad match - This is the default match type. Google will match your ad against the possible queries. Ads may show on searches that include synonyms and related searches. This type will give you the widest reach but it has the least relevance.
Broad match modifier - It prevents synonym matches. You can set a Broad match modifier keyword by adding a plus sign in front of your keywords. It locks the audience by putting ‘+’. Broad match modifier helps to control your ads can appear for closely related keywords. It targets a wide audience. It can help your keywords achieve a high click-through rate.
Phrase match - For setting a Phrase match keyword you put keywords in quotes. In this match type, the ad only shows when the search query includes a full phrase. Ads won't show if words in the phrase are reordered.
Exact match - In exact match putting the keyword in brackets sets. It is the most exact match which means all the words are present in the same order without any words before and after. Ads may show on searches that match the exact term. Exact match keywords provide the lowest reach but highest relevance.
Broad match keywords allow the maximum number of impressions and clicks.
Negative keywords are the opposite of your target keywords. Negative keywords prevent your ad from being triggered by a certain word or phrase. If you add negative keywords to your PPC campaigns, your ads will not show to a user who is searching for that phrase. This is also known as a negative match and excluded keywords.
One of the most common negative keywords is “free.” Most companies do not want to target users who are looking for free products or services.
Negative keywords help you to filter out unwanted traffic. It helps to save your money. It helps to improve your ad quality scores. Quality scores help you with bidding strategies by allowing you to bid less than a competitor.
Before you start your campaign, you need to find out the type of campaign. There are several types of campaigns in Adwords.
This is keyword-based advertising. A search network campaign allows you to show your text ads to your target audience. Ads will show to people who are actively seeking out information based on the keywords or phrases. The main purpose of a search network campaign is to drive traffic to your website.
The display network consists of millions of websites, blogs, and articles that accept to show text ads, banner ads, and video ads. In this type, ads are shown within the site’s content. In-display network campaign you can choose where you want your ads to show up and you can target your audiences who are more likely to be interested in your products or services. This can be achieved through demographics, placement, topics, and remarketing. This campaign will help to raise your brand awareness.
Shopping campaigns use product data, not keywords. It is also known as product listing ads. It helps you to promote your products. Shopping campaigns are typically used for e-commerce websites. It allows you to give detailed information about your product before the user even clicks your ad. The attributes include a photo of your product with the title, product category, price, brand, and more. This gives you more qualified leads.
Video campaigns allow you to display your video ads on YouTube search results or within other streaming videos.
Video ad formats include,
Compared to TV ads it is much cheaper.
PPC is an excellent way to drive targeted traffic to your site and boost sales. Ad text is very important in your campaign. Ad copy is a term that refers to the main text of a clickable advertisement.
Writing effective ad copy is not easy because you have to craft a compelling message in a small space. It takes some time. Writing ads require technical understanding. Your Ad copy must attract your customer to visit your website.
It has three parts,
The main purpose of the landing pages is conversion. Landing page optimization is important to increase the performance of your PPC campaign.
After giving enough time to grow your PPC campaign, now it is the time to review your KPIs. Analyze your campaign performance is a great way to look for areas that require improvement.
There are some metrics that you should monitor
Now you know the basics of PPC, you can plan your marketing strategy. Please note, PPC advertising requires a dynamic strategy. If it is implemented properly, it can help you to achieve your goals and increase your website traffic.
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