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The PPC or Pay-per-Click advertising is one of the most popular forms of online advertising and starts from the bottom. These PPC campaigns help small businesses to reach more people, reach specific target groups and save money. In addition, the power of PPC advertising for small businesses will increase in 2021 and is even more understandable than it is. Since more and more companies are moving to the online model, PPC in digital marketing is probably more important than it is.
The simple keywords and the ads are the basis of advertising. Your ads will be determined by the keywords that have been selected. Basically, you want your ad to appear every time someone searches for, for example, the word plumber in Google.
You must increase the awareness of your brand in such a small company to have success. If you want your customers to point to your website, you should make an effort to create it. Finding your objectives is the most important part of these efforts. With PPC advertising, you can do exactly this.
What is PPC (Pay Per Click) ?
PPC stands for Pay-Per-Click, a model of digital advertising, in which each advertiser who clicks on one of their ads receives a royalty. Essentially, you pay for the visits you make to your website (the site or application of the destination). When the PPC works correctly, the rates are insignificant, the click costs more than what has been paid.
PPC ads are available in different shapes and sizes (in the true sense of the term) and can consist of text, images, videos or a combination of these. Can appear in search engines, web sites, social networking platforms and more.
Search engine marketing (also known as paid search engine marketing or search engine marketing) is one of the most popular forms of PPC. This allows to carry out advertising, on the placement of advertisements on loads sponsored by the proposer in a search engine, when someone performs a search on loads with a commercial offer.
How does PPC advertising work?
PPC advertising is different from one platform to another, but in general, the process is as follows:
Firstly, select your campaign-type related to your objective.
Improve your settings and targeting (audiences, devices, locations, schedule, etc.).
Provide your budget and bidding strategy.
Input your destination URL (landing page).
Create your ad.
Why use PPC?
If you consider PPC as a marketing channel for your company, you would like to know its advantages and why you should invest your budget here and do not ask this question.
These are some of the most common reasons why PPC can be a good advertising channel for you:
You can start receiving clicks very quickly :
Once you have set up your advertising account and created an ad, you should usually cancel the registration of the platform, but this usually does not take more than a few hours.
Once your ad is online, it can start to operate very quickly (and get clicks, as long as the volume is available), if it is eligible, to appear in the niche and if the niche is high enough.
Compared to channels like SEO, you can see extremely fast returns with PPC; This is absolutely one of the reasons why it is popular among marketers.
PPC can easily be measured and tracked :
One of the main advantages of PPC in relation to traditional advertising channels is the ability to easily measure and track the income of the platform.
In all popular platforms, such as Google Ads and Bing Ads, you can track conversions, including orders or values from potential customers. They also allow us to see the return on investment not only of global accounts, but also of ad groups and specific keywords at a granular level.
This means that you can use the data and information to adjust the effectiveness and performance of a campaign over a long period of time, thus increasing the return on investment of the channels.
You are in full control of when ads run and how much you pay :
Need to just pause advertising during a busy period temporarily ? Want to run ads only when you have to generate new leads.
PPC is the ideal form of doing this, because you have total control over the timing at which your ads are sent (including daily and weekly), and can be activated and deactivated easily at your convenience. Although always recommending a powerful campaign, it should be used to stimulate greater commercial growth and not use the Stop-Start strategy.
You also have total control over how much you spend per day (or month) and how much you pay per click, in relation to other channels that do not offer you the same opportunity, thus reducing your cost and budget.
You can target your customers perfectly:
Unlike traditional advertising, with PPC, you can respond to your customers accurately based on their data and even combine offers based on devices used, time of day and location.
If you know your customers and know what they are looking for, you can use this information to reduce unnecessary advertising costs.
There are multiple ad formats available :
Run an E-Commerce store? You can use the shopping ads to show your products directly in the SERP in the first position.
Want to convert the basket abandoners into conversions? Use Display-Remarketing, to prepare an offer, to promote the desired action.
PPC encompasses a range of different advertising formats that can be used to increase the success of certain businesses and application scenarios.
What is a PPC Campaign?
A PPC campaign is a good method of advertising, which is developed to reach a specific goal, known as conversion. The more frequent the priorities of the transition, the more opportunities will be generated and the more consumers will buy.
Advertisers must create keywords, user search requests, and create ads for their ads in the results of search engines. If someone searches for words related to their products or services, their ad will be shown in the search list.You can develop, publish and spread your ads to a specific target group with the help of a PPC campaign on the advertising platform. Google and Bing are the main web sites of PPC-Marketing.
Benefits of PPC -
1. Use Attention Grabbing Ad Copy: In PPC, we have to make an ad copy including title, headlines, descriptions, keywords, images, videos. It should be unique, attractive and eye-catching so the audience visits our ad and our traffic will increase. Also if our ad copy is good then our ranking will increase on SERP.
2. Target The Right Audience: While making ads, we have to identify the audience, the segment of people to whom we want to show our ad. If we choose the right segment then we get more chances to get genuine leads and our profile visit will also increase.
3. Test And Refine Your Ads: The easiest way to test your pay per click ads is to run A/B tests. The A/B test is simply running two or more ads in the same ad group, each element modifying a variable, to see which one is performing the most. Now you can make sure that your PPC ads are placed in social networks, search engines or similar.
4. Use Negative Keywords: Before making a PPC campaign, we have to find a negative keywords list related to our website and add it in our campaign so that our ad will not show on negative keywords because we can get spam leads instead of genuine leads.
5. Optimize Your Landing Pages: After creating an ad, optimize the landing pages of the website link you add to the campaign. The target site optimization for PPC is the process of creating pages well designed for PPC search engines and the optimization of each element of the page, with the aim of maximizing the percentage of visitors that reach the desired target.
6. PPC Boosts Traffic To Your Website: It is best to have a well designed website but what if you don’t have traffic on it. That’s why PPC helps to increase traffic to your website. If your paid ad appears on the first page of search engine results, it increases your chances of being seen. By PPC campaign, it can be possible for you.
7. PPC Increases Sales: The online buyers are looking for the main product. A person looking for a certain product or a certain service, is more likely to purchase. Your PPC ads are directed to a target group, which increases the chances of closing a business. When online shoppers are satisfied with their service, they convert into habitual customers. Because of the use of PPC, you can gain new customers with great potential.
8. PPC Helps You Control Advertising Costs: Unlike some marketing strategies, you can pay as needed with PPC advertising. Can optimize or delay the performance of advertising campaigns.There are no fixed amounts to pay, no long-term commitments. You can activate an ad for a few days, a month or a year.
9. You Only Pay for Clicks: Another cost reduction measure that makes PPC an excellent business is that it doesn't pay when someone clicks on your ad.The key to a successful campaign lies in this, trying to avoid key words.
10. The Benefits of PPC Allows You to Analyze Ad Performance in Real Time: If you subscribe to a marketing company, you will immediately see the results of your campaign, one cell at a time. Opposite happens with the PPC campaign. The data in real time is at your disposal. With these steps, you can modify the order of the words, play with key words or integrate an announcement. Analytics can also display demographic data. This information will be useful for your marketing plan globally.
Pay Per Click Model-
As a general rule, the Pay Per Click-Verb rate is determined according to the Flat Rate model or the Bid-Based model.
Flat Rate Model - In the Flat Rate-Pay-per-Click model, an advertiser sends a fixed rate to an editor for each click. These editors usually maintain a list with different PPC rates that apply to different areas of their web site. Bear in mind that transfers are fundamentally open to price negotiation. It is most likely that an editor will pay the price of the festival if an advertiser proposes a long-term or high-value contract.
Bid Based Model - In the model based on the bidding, each advertiser receives an offer with a maximum amount, according to the amount that is available, to be paid for one advertisement. Then, an editor organizes a point of sale of automated tools. An auction is run whenever a visitor triggers the ad spot.
Keep in mind that the amount of money in a bidding is usually determined by the rank and not by the total amount of money in each auction. The color counts at the same time as the amount of money offered and the quality of the content offered by an advertiser. Therefore, the relevance of the content is as important as the offer.
Why is PPC important?
The PPC should be considered as an outlet and not as a marketing of results.
In 2022, the PPC will report an average of US$2 per US$ published, with a cost per click (CPC) of US$1,16 average. Although social networks have always been a popular place for advertising, 40% of advertising spending in 2020 will be devoted to search (73% of Google allies).
The PPC offers several advantages that cannot be found with SEO or social networks, in particular:
Quick Results: PPC advertising can quickly generate traffic to a web site, while referrals can take a certain amount of time before they show results. The platforms of generic ads usually follow having a single balance and offer a maximum instant presence. This can be a display of text in Google searches, a display of images in Instagram or even a video stream in YouTube. The use of multiple platforms in different formats can increase the visibility of your brand.
Reach Your Targeted Audience: PPC advertising allows advertising to be performed to attract certain demographic characteristics, interests and locations, which contributes to the appropriate target group to reach. Can even respond to people based on their behavior and their interests; Social networking websites such as Facebook can help you direct your ad to the group, which will likely convert into sales.
Measurable: PPC-Verb giving unordered results. Allows you to track marketers, conversions, return on investment (ROI) and other key performance indicators (KPIs).
Cost-Effective: PPC advertising can be more profitable than traditional advertising methods, such as television or corporate advertising, because advertisers do not pay when a user clicks on their ad and can set a budget for their campaign.
Branding: PPC advertising can help increase brand notoriety. Even if the user does not click on the advertisement, he can always see and remember the mark.
Complementing SEO: The PPC can be used to complement SEO combinations. While referencing focuses on increasing organic traffic, PPC can be used to generate instant traffic to a web site while the confusions of SEO are still ongoing.
Track Your Goals: Tools such as Google Analytics can help you track your goals. Visualize the performance of your ads in real time and decide what needs to be done to reach your goals in the most effective way.
Reputation Management: The PPC can be used to feed keywords that correspond to a reputation event and lead to an objective that deals directly with the event, so that it can control the calculations in a quick and professional manner.
In general, PPC advertising offers a profitable and measurable way to reach a target group, generate prospects and sales and, ultimately, increase brand notoriety.
What is important for PPC strategy and campaign planning?
When planning a PPC campaign, several important steps must be performed:
Define Your Target Audience: Identify the demographic characteristics of the people you wish to touch with your ads, including age, sex, location, centers of interest, etc.
Set Clear Goals: Determine what you want to achieve with your PPC campaign. The increase in traffic to the Web site, the increase in online consumption or the generation of prospects.
Research Keywords: Use Keyword-Research Tools to identify the words and expressions you are looking for in your target group and aggregate them with the texts of your ads and the content of your web site.
Create Compelling Ad Copy: Make the titles and descriptions of your ads seem attractive to what Internet users refer to when they click on your web site.
Choose The Right Ad Platforms: You have to decide on which platforms to announce. Google Ads, Microsoft Advertising, Meta Ads (for Facebook and Instagram), etc.
Monitor And Optimize Your Campaigns: Supervise the performance of your ads and make the necessary adjustments to optimize your campaign and achieve your objectives.
Test Different Ad Formats And Targeting Options: Test different ad formats (text, image and video) and experiment with different orientation options to see which works best for your campaign.
Set A Budget: You decide how much you want to spend on your campaign and respect your budget.
Managing your PPC Campaigns -
Once your new campaigns have been created, they must be administered regularly to ensure that they are always effective. In fact, regular account activity is one of the best predictors of account results.You should constantly analyze the performance of your accounts and make the following adjustments to optimize your campaigns:
Continuously Add PPC Keywords: Amplify the reach of your PPC campaigns by adding keywords relevant to your business.
Add Negative Keywords: Aggregate terms without conversion to exclude keywords to improve campaign relevance and reduce unnecessary costs.
Review Costly PPC Keywords: Verify your performance keywords and deactivate them if necessary.
Refine Landing Pages: Transmit the content and CTAs of your sites directed to individual search requests, which increases the conversion rates. No directs all your traffic to this page.
Split Ad Groups: Improve your click through rate (CTR) and quality factor by dividing your ad groups into smaller and more relevant ad groups, which will help create more specific ad texts and sites. More on account structure here.
Main PPC Platforms :
When working with a PPC, this generally means using one (or both) of the two main platforms; Google Ads and Bing Ads.
Let's take a look at the effect of these advertising platforms and others that you can use.
Google Ads - Google Ads (formerly known as Google AdWords) is an advertising platform that can serve search and purchase ads on Google, video ads on YouTube, Gmail ads and Google Red Display (GDN) ads.
This is, by the way, the most popular PPC platform and offers many opportunities for almost all companies to have success through the channel.
Microsoft Advertising (Bing Ads) - Bing Ads, also known as Microsoft Advertising, allows, like Google Ads, to spread ads on Bing, as well as on Yahoo and AOL.
From the management point of view, both platforms are very similar; The main difference lies in the size of the market and the potential rank.It is estimated that the market share of Google as of June 2020 is 87.71 %, Bing 6.99 %, Yahoo 3.44 %.
However, Bing Ads can still increase traffic and conversions, and the return on investment is often described as better than that of Google Ads, even at a lower volume.
Facebook Ads - The Facebook ads allow companies and organizations to advertise their products or services on the Facebook platform. The ads appear in the current feed of Facebook users, in the right column of the office site and in the "History" section on mobile devices.
Advertisers can create campaigns directed to certain demographic characteristics, centers of interest and locations. Facebook's algorithms use this information to show ads to users who are likely to be interested in the products or services advertised.
Instagram Ads - The ads of Instagram allow the companies and the individuals to advertise their products or services on the platform of Instagram. These ads are shown as sponsored posts, which are transparently integrated into the user's news sources and are similar to those of regular posts.
Advertisers can respond to certain target groups based on factors such as demographic characteristics, interests and behaviors. Ads on Instagram can be bought at cost per 1000 impressions (CPM) or cost per click (CPC), and the ad is charged each time it is viewed or clicked on it.
LinkedIn Ads - With LinkedIn advertising, companies and individuals can advertise their products or services on the LinkedIn platform. These ads are designed to reach a professional audience and are often used to generate leads, increase brand notoriety and publish job offers.
Advertisers can be directed to specific target groups based on factors such as demographics, professions, company size, sector, skills and attitudes. Ads from LinkedIn can be purchased at cost per click (CPC) or cost per 1000 impressions (CPM), and the advertiser is charged each time the ad is clicked or viewed.
LinkedIn also offers a free service platform for small and medium-sized companies and a managed service for large companies to administer their campaigns.
Twitter Ads - Twitter ads allow companies and individuals to advertise their products or services on the Twitter platform. These ads should reach a large audience and be used frequently to generate prospects, increase brand notoriety and increase traffic to the website.
Advertisers can respond to certain target groups based on factors such as demographic characteristics, interests and behaviors. Twitter ads can be bought at cost per engagement (CPE) or cost per click (CPC), and the advertiser is charged each time the ad is interacted with (directed, retweeted, responded to, etc.) or clicked on.
Twitter also offers a free service platform for small and medium-sized companies and a managed service for large companies to administer their campaigns.
What are the types of PPC Ads?
Search Ads- These pay-per-click ads are the most popular art form of PPC advertising. A search ad appears at the top of a search engine's results page (SERP) when a user enters a specific search query (keyword or expression) into a search engine (Google and Microsoft Bing are the most popular ). These ads are usually textual and are designed to respond to highly relevant user searches.
The advertising costs a lot every time a user clicks on one of their ads (the cost per click is called CPC or the cost per click). These ads are the most popular method for companies to advertise their products or services and drive traffic to their web sites.
Display Ads - Display advertising is an art of advertising that appears on web sites, applications and other digital platforms, usually in the form of posters or other graphic formats. The screens are designed to be optically responsive and can contain a variety of media, such as images, videos and interactive elements.
Graphic advertisements are often used to increase the notoriety of a brand, to publicize products or services, or to attract traffic to a web site. The ads that are shown are usually bought at cost per impressions (CPI) or cost per 1000 impressions (CPM), which means that the advertiser is paid per element if the ad shows a specific quantity of elements.
Video Ads - A video ad uses video content to advertise your product, your service or your brand. These advertisements can appear on various platforms, including social networks (rolls or posts), streaming services such as YouTube and web sites. Video ads on YouTube can be pre-roll, mid-roll or post-roll ads. Can appear before, during or after a video. Video ads may or may not be guardable.
Video ads are usually interactive and contain elements that can be clicked, such as calls to action, links or forms. In general, it is bought according to cost per view (CPV) or cost per click (CPC), and the advertiser pays for each element that is viewed or clicked on it.
Remarketing (or Retargeting) - Remarketing is a form of advertising that allows companies to spread advertisements to users who interact with their web site or mobile application. Remarketing ads are usually presented to users when they navigate to other websites or use mobile applications, and should attract users to the company and encourage them to return to the web site or application.
Remarketing advertisements can be provided in different formats such as, View ads, such as ads, video ads and social network ads. In general, they buy based on cost per click (CPC) or cost per 1000 impressions (CPM).
Remarketing campaigns are very specific and effective to increase conversions and sales. It functions by following users' behavior on a web site or a mobile application, and then uses this data to offer targeted advertisements when they navigate to other web sites or use other applications. This is produced when a cookie or a pixel is placed in the browser or device of the user, which is then used to identify and publish relevant ads.
Keywords :
These keywords open an ad in Google.
When a user performs a search on an expression, the keywords used in an advertising account do not correspond to the expression to show an ad.
There are different types of correspondence that can be used for keywords and those that control whether variations of a keyword activate or not the display of an ad. You can define a unique maximum CPC for each keyword in an ad group.
Keyword Match Types :
With match types, you can control the search keywords that fire your ads and the duration of the variants.
Keyword match types you can use -
Broad Match: They can define ads for search queries that may contain spelling errors, synonyms, associated search queries and other associated variants. A search for "women's clothing" results in an ad for "ladies’ clothing". This is the least control over the words that trigger an announcement.
Phrase Match: This will give place to a proliferation of ads for terms that may contain additional words before or after the keyword.
Exact Match: This does not show the exact keyword and very similar variants. This gives it a more strict control over the words that trigger an ad.
How to do effective PPC keyword research?
Finding keywords for PPC can take an enormous amount of time, but is also extremely important. The set of your PPC campaign is based on keywords, and the more successful Google Ads campaigns expand and refine your list of PPC keywords constantly. If you do this keyword research just once, when creating your first campaign, you will probably find hundreds of thousands of valuable, durable, profitable and highly relevant keywords that could drive traffic to your website every day.
You can check out our full guide to keyword research here, but in summary, a list of effective PPC keywords should read like this:
Relevant: Obviously, you don’t have to be paying for clicks that aren’t going to convert. That means the keywords you bid on should be very closely related to the offerings that you sell.
Exhaustive: Your search for keywords should not only contain the most popular and most frequently searched terms in your brain, but also the long training keywords. These are more specific and more rare, but they constitute the majority of these controlled traffic. Furthermore, they are less competitive and, therefore, less expensive.
Expansive: The PPC is iterative. Desire to continually refine and expand your campaigns and create an environment in which your list of keywords grows and adapts constantly.
If you want to find sector specific and high volume keywords for your PPC campaigns, you should consult our free keyword tool.
Negative Keywords -
With Exclude keywords, you can simply avoid showing an ad for searches that contain that term.
In combination with the information in these reports, this offers a high degree of control over keywords, which means you can avoid spreading your ads with terms that may be similar, but not relevant, or that will not generate conversions.
The use of the exclusion of keywords is an effective method, to avoid wasting the budget and the traffic, which is nothing relevant.
Conclusion:
I believe that this article has helped you to know more about the impact of drip marketing on digital platforms. If you have any doubt regarding this topic, please make sure to comment on your ideas. First Point Creations is one of the best PPC Marketing companies in India. We offer services in web development, website design & maintenance, branding, SEO optimization, and content marketing.
If you are looking for a trusted PPC Marketing company in Delhi, PPC marketing agency in India & PPC Marketing services company in Delhi to enhance your social presence including that of Instagram, please feel free to call us +91 987-16-888-00 or email us at sales@firstpointcreations.com and we'll be more than happy to assist!