Pay Per Click(PPC) marketing is a form of digital advertising in which advertisers pay a small fee when users click on their advertisements. Advertisers place a bid on the perceived value of a click about platforms, audience type and keywords from which it originates.
The advertisement’s main goal is to lead the users clicking on the ads to the advertiser’s website, where the user can purchase a product or service. Search engines are quite popular platforms for PPC marketing because they allow advertisers to display advertisements relevant to what the users search for on the search engine. Advertising services such as Microsoft ads and Google ads operate with RTB (real-time bidding). Real-time data is used to sell advertising inventory in a private automated auction.
How does PPC marketing work?
Pay Per Click marketing is a broad category that includes a variety of mediums and platforms. However, most of the PPC advertising campaigns can be divided into two categories: social media advertising and Google ads.
- Google Ads
You must be wondering how Pay Per Clickmarketing works on Google ads. When you launch a PPC campaign, you have to pay Google as much as you want to make them list advertisements for your website at the top and right side of the organic SERPs. When a user clicks on your ad, you have to pay the cost per click from your designated budget. Once all of your budgets is finished, Google stops running your ads until you renew your fund. There are different types of Google ads, including local search ads, search ads, remarketing and display ads.
How can you get the most out of PPC marketing?
Implementing PPC can be easy, but if you rush into the process without knowing the basics, it can turn into a huge disaster and a wastage of money.
Look at the tips below to launch a successful Pay Per Click campaign for effective marketing:
- Set goals for your Pay Per Click campaign:
Many marketing teams and companies invest in PPC marketing without having any clarity about their expectations and goals. That can lead to significant frustration and a huge time and money loss. To avoid such a disaster, ask your marketing team the following questions before starting any PPC campaign.
- Who is your target?
It’s essential to know who you are aiming to reach with PPC marketing. When you create the ad copy or choose keywords, select phrases or words that your audience is likely to search for and create an ad that caters to their needs. Always make sure that your landing page content aligns logically with the ad text and keywords to maximise your ROI and ensure a smooth user experience.
- What outcome are you expecting?
Determine what you would want the users to do after clicking on your ad? Write your goal in the text as a call to action. That will drive visitors to your website’s landing page, and you’ll be able to achieve your goal. Your outcome also decided the type of as you want to run. For example, Facebook advertisements are designed to drive more traffic to the landing page. However, others maximise visibility but offer low conversion rates.
- Establish a campaign structure that is easy to use:
You need to keep two words in mind: Relevant and simple.
In social media and Google PPC ads, you have the choice to group ads together. You might get tempted to get as much message as you can into the ad, but it’s important to stay focused. That way, you will provide relevant information to your audience and get the most out of all your targeting options. You’ll get a better response if the relevance is higher.
A PPC campaign is only a part of your marketing, but it’s crucial to monitor and manage it daily. Ensure that the structure of your campaign is manageable and intuitive so that you can monitor it effectively. It will also allow your marketing team to identify inefficiencies and efficiencies. If your campaign is too complex, likely, your team might not have the bandwidth to keep up, and you will miss out on a lot of potential ROI.
- Understand the factors that will help your campaign be more successful:
No matter how established your company is, if you want to incorporate PPC advertising into your marketing strategy, you must understand what factors will make your campaign successful. That will help you set appropriate goals and make necessary adjustments.
Here are four crucial factors that can affect how your advertisements are displayed and how effectively they will reach your goal:
- Ad relevance and keywords:
It’s pivotal that you select your ad language and keywords keeping your target audience in mind. If you’re choosing Google search ads, there has to be a close connection between your targeted keywords and your ad copy. To succeed in Pay Per Click marketing, you need to make sure you are bidding on the right keywords. Your keywords’ relevance decides where your ad will show up and what will be your cost per click. Try to bid on long-tail keywords and incorporate your keywords in the headings of your ad text. You should conduct your keyword research extensively so that your ad campaign is effective and can lead to increased conversions and ROI.
- Landing page:
We have already discussed PPC ads’ nature, but it’s even more important to focus on where such advertisements direct traffic. You need to ensure that your landing page is optimised to be related to your ad clearly. It should also have a relevant and direct call to action. Since there are many devices available nowadays, your content needs to be optimised for a wide variety of devices.
- Quality score:
This factor is only for Google ads, but it’s crucial and needs to be highlighted. Quality score refers to the rating of Google for the relevance and quality of all parts of your ad campaign. That includes ad copy, keywords and landing pages. The higher your quality score, the more ad clicks you will get at low costs.
You have to consider your budget, and at the same time, you need to keep a check on your competitors’ potential budget. That is crucial whenever the display process involves bidding. For example, while using Google ads, the keywords cost less or more, depending on their demand. If you bid on highly valuable keywords in the industry, you’re likely to have a high cost per click. If your competitors have a larger budget, they will outbid you every time.
When it comes to PPC marketing, you need to have a deep understanding of your target audience. It’s crucial to create an ad campaign that will serve to be the best asset to your marketing.