Hey, we hope you learned something new!
Let the Parkyd Digital team help you to grow your business, we are just a call away.
Home > Industry Insights > Pay Per Click Advertising - What Is PPC Marketing & How it Works?
PPC or pay-per-click is a technique of digital marketing where sponsors pay a certain charge every time one of their advertisements gets a click. Basically, it's a great way to buy visits to your website, instead of endeavoring to acquire them naturally. Search engine ads are amongst the most popular types of PPC marketing. It enables marketers to bid for advertisement placement within the sponsored links in search engines when somebody looks for a keyword relevant to your products/services.
Here are 5 unmatched benefits of PPC advertising that you should know about!
A great deal goes into building a triumphant PPC campaign: from investigating and choosing the right keywords to arranging them into efficient ad groups and campaigns, to creating PPC landing pages optimally tweaked for conversions. Popular search engines like Google charge less for every ad click if your pay-per-click campaigns are intelligently targeted and relevant enough. If your promotions & landing pages are helpful and satisfying to clients, Google charges you comparatively less for each click, prompting higher benefits for your business. So if you have any desire to begin utilizing PPC, it's critical to figure out how to do it correctly.
Check out our 5-point optimization checklist for PPC advertising!
Google Ads is the most famous pay-per-click advertising tool available out there. It empowers organizations to curate promotions that show up on the search engine as well as other properties of Google.
Google Ads works on a model of pay for every click, where users bid on specific keywords and pay only for the clicks they receive on their ads. Each time a search is conducted, Google dives into the pool of Ads sponsors and picks a bunch of the best ones to show up in the precious advertisement space, usually visible on the top and bottom of search results pages. The best campaigns are picked according to various factors, including the relevance and quality of ad campaigns and keywords, and also the size of keyword bids.
Using Google Ads for pay-per-click advertising is especially important in light of the fact that, as the most well-known web search tool, Google gets gigantic measures of traffic and therefore, drives the most clicks and impressions to ads. How frequently your PPC promotions show up will depend upon which match types and keywords you choose. While multiple elements decide how fruitful your PPC marketing effort will be, you can accomplish a great deal by paying attention to the:
Relevance of keywords - Find relevant keywords and make a list, and create suitable text for your ad copies.
Quality of landing page - Make sure that the landing page has been optimized with relevant and persuasive content along with a proper call-to-action, customized according to specific searches.
Quality score - Quality Score is the rating that Google provides for the relevance & quality of your keywords, PPC campaigns, and landing pages. Marketers with a high Quality Score get more clicks at lesser costs.
PPC Keyword Research
PPC keyword research can be pretty tedious, however, it is likewise extremely vital. Your whole PPC marketing campaign is based upon keywords, and the best Google Ads marketers persistently develop and refine their keyword list for PPC. If you do keyword research just once, at the time of creating your initial campaign, you are most likely passing up on a huge number of significant, long-tail, low-expense, and exceptionally relevant key phrases that could be directing people to your website.
A good list of PPC campaign keywords ought to be:
Relevant - Obviously, you would rather not be paying for traffic that doesn't have anything to do with your business. You need to acquire targeted keywords that will prompt a higher click-through rate for your PPC campaign, low cost for each click, and expanded benefits. It implies that your keywords must be related very closely to the products/services of your business.
Exhaustive - Your research for keywords must incorporate not just the most frequently searched keywords in your industry, but also long-tail phrases. Long-tail keywords are more tailored and uncommon, yet they amount to represent most of the search-driven traffic. Likewise, they are less cutthroat, and hence more affordable.
Expansive - You need to continuously refine and extend your PPC marketing campaign after it has been launched, and establish an environment where your list of keywords is developing and adjusting constantly.
Handling your pay-per-click advertising campaigns
When you are done creating the first pay-per-click advertising campaign for your business, you'll have to oversee it routinely to ensure that it continues to be worth the investment. You ought to be persistently assessing your account’s performance and making these adjustments to your campaign:
Adding keywords - Expand the span of your PPC marketing campaign by adding keywords that are applicable to your business.
Adding negative keywords - Using non-converting phrases in your campaign can help enhance its relevancy and lessen wasted spend.
Divide your ad groups - Augment your click-through rate as well as Quality Score by separating your PPC ad groups into minuscule groups that are more targeted for the desired clicks.
Assess expensive keywords - Review your PPC keywords to find the most expensive ones and pause them if needed.
Fine-tune your landing pages - Adjust the content and CTAs within your landing page to synchronize them with individual searches for ramping up conversion rates. Avoid directing all of the traffic to one single page.
We hope this guide proves to be useful in helping you set up your first PPC marketing campaign. If you need more professional expertise to steer through the technicalities of PPC ads, our team will be happy to discuss your requirements and provide the right assistance.
We are a B2B digital marketing agency focused on delivering innovative, strategic and cost-effective solutions that align with your sales and marketing goals. Through an ROI-driven approach, proven data-driven techniques and over a decade of experience, we help you generate high-quality leads, optimize your conversion rate and build customer loyalty.