Have you ever wondered what ads appear alongside search results on Google and other search engines? Well, it is called pay-per-click, or PPC advertising – in short.
This article gives you a great start in the world of PPC. It touches on everything you’ll need to start or get into soon after launching your PPC accounts.
What Is Pay-Per-Click?
According to hubspot.com, Pay-per-click, or PPC, is a form of advertising that allows you to pay a fee to have your website on the search engine result page (SERP) when someone types in specific keywords or phrases to the search engine.
The SERP will display the ads you create to direct visitors to your site, and the fee you pay is based on whether people click your ad.
Pay-per-click marketing presents a significant opportunity for digital marketers to grow their traffic and conversion metrics. It is also called search engine marketing and involves paying for advertising placement on search engines, advertising networks, and other websites.
The idea of Pay Per Click can be counted from the famous proverb “you get what you pay for”. The advertiser only pays when a user clicks on the PPC advertising which eventually lands them on the advertiser’s website.
Whenever someone searches for any of the keywords relating to your product or service, your ad can appear in the sponsored links of the Search Engine Results Page (SERP).
Benefits Of Pay-Per-Click Advertising
PPC is a cost-effective advertising option for any business. It suits any budget and is scalable if you’re getting good returns on your investment.
1. PPC Brings Instant Results
PPC marketing is the fastest way to run an advertising campaign and get instant results. All that’s required is to have a website, create an AdWords account, set up your ads and run them in Google Network and start getting traffic.
2. PPC is Budget Friendly
With PPC, you can determine how much you are willing to spend and for how long.
Businesses who work with a marketing campaign budget find this very beneficial as it allows them to set their own budget. With PPC ads, you can advertise at a minimal cost, as low as $1.
3. You’re in Full Control
Unlike other marketing campaigns such as SEO, you can’t dictate to search engines where exactly you want your company to appear only.
But with PPC you’re in full control of your marketing campaign where you can determine only who you want to target, what country you want to target, how much you are willing to pay for your advertising campaign.
4. With PPC, You Reach The Right Audience
With PPC you can target the right audience that matters most to you. You can target other platforms where you think your target audience spends their time most on, allowing you to reach them any time and day.
5. It Helps to Acquire Local Customers
Pay per click helps you acquire more local customers. This is possible with its targeting option, you would be able to target customers based on location, and when customers in your targeted location search for products/services similar to yours, the placement of your ad shows up.
6. Create Brand Awareness
You can use PPC to target keywords related to your industry so that people searching for those keywords will constantly see your ads. Although general keywords will not generate more sales, indirectly they help you increase brand awareness and establish your business as an authority and leader in your industry.
7. Measurable Results
One of the best aspects of PPC advertising is that it is 100% measurable. You can track sales, leads, phone calls, website pages visited – anything that is meaningful to your business.
You’re always going to know exactly how well you’re doing, which is great for accountability.
There are many reports and KPIs that provide you with all the information you need about your campaign and how you can use that report for your next marketing campaign.
There are multiple platforms for pay-per-click marketing, but most digital marketers use Google Ads for their PPC search ad campaigns.
Google Ads, formerly Google Adwords is the most popular PPC search advertising provider.
Just because you know how to set up a pay-per-click marketing campaign doesn’t mean you should jump into Google Ads right away.
Like all good marketing strategies, you should start by looking at your goals and then choosing the best practices that will lead to your ideal end results. You can consult our company for your PPC campaign.
How Does Your Ad Get Selected?
We’ll look at this from the way Google Ads selects ads for their SERPs. When a user enters a search query, Google searches the pool of advertisers who are targeting that query and selects a set of winners to appear at the top of the SERP.
Winners are chosen according to the relevance of their keywords, the quality of their ad campaign and landing page, and the size of their bid.
Elements Of PPC Marketing
To make Pay-Per-Click marketing reach its full potential, these essential elements below must be integrated into it.
1. Keyword Selection
For running a pay-per-click marketing campaign, keyword selection is the most crucial step in refining your content for reaching the target customers.
By choosing the keywords most relevant to your business, you increase your chances of connecting with the users who are searching for the products or services promoted in your PPC advertising placement.
2. Keyword Bidding
The selection of keywords for the advertising campaign must be followed by bidding those keywords in your advertisement. In general, the higher the bid, the higher your PPC advertising will rank.
Bidding of keywords must be done according to the keyword competition and your pay-per-click marketing budget.
3. Targeted Copy
Remember quality is always better than quantity. Thus, when your copy addresses a targeted audience, the result is likely to be a decrease in the number of clicks but an increase in the quality.
This will further keep your pay-per-click advertising budget on track as click costs will go down while conversions by more qualified visitors will go up.
4. Landing Page
A Landing page is the most important element of PPC marketing. Customized pay-per-click landing pages give customers what they need without the hassle of going through your home page.
Pay per click has many benefits for businesses mainly because it can generate fast results by targeting the right people at the right time. PPC and SEO can work together for the best possible results as they are 2 major components of digital marketing.
5. Website Analysis
Website analysis is useful for monitoring the activities of the users who arrive at your website after a click-through. This analysis helps to identify problem areas and resolve issues that may be causing you to lose pay-per-click conversions.
Over To You
If you need help with your PPC campaign, visit us at LBDIGITAL to begin.