Whether you’ve heard a little about PPC marketing and are curious to know more, or you already know that you want to use PPC to market and grow your business, but don’t know where to start, you’ve come to the right place!
First, we will need to define PPC and establish a basic understanding of how PPC advertising works.
What is PPC?
PPC stands for pay-per-click. A digital marketing model where advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way to buy visits to your site, rather than trying to “earn” those visits organically ( SEO ).
Advertising on search engines is one of the most popular forms of PPC. It allows advertisers to bid on placement of ads on sponsored links. By a search engine when someone searches for a keyword related to their commercial offering. For example, if we bid on the keyword ” SEO Agency “, our ad may appear in the first place on the Google results page.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords. To organizing those keywords into well-organized campaigns and ad groups. To creating PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant and intelligently targeted pay-per-click campaigns. By charging them less for advertising clicks. If your ads and landing pages are useful and satisfying to users. Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it correctly. You can get in touch with Best PPC Agency in London
What Are Google PPC Ads?
Google Ads is the most popular PPC advertising system in the world. The ad platform allows companies to create ads that appear on Google’s search engine and other Google properties. If you want to dominate search engines organically. We recommend talking to one of our SEO consultants for a free analysis of your business.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their ads. Each time a search is initiated, Google analyzes the list of Ads advertisers. Chooses a set of winners to appear in the valuable ad space on your search results page. “Winners” are chosen based on a combination of factors. Including the quality and relevance of your keywords and advertising campaigns. The size of your keyword proposals.
More specifically, who appears on the page is based on an advertiser’s Ad Rank. A metric calculated by multiplying two key factors. CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It is essentially a kind of auction. The infographic below illustrates how this auction system works.
Conducting PPC marketing through Google ads is particularly valuable. As the most popular search engine, Google receives a high volume of traffic and therefore provides the most impressions and clicks on your ads. How often your PPC ads appear depends on the keywords and match types you select. While a number of factors will determine the success of your PPC ad campaign, a lot can be achieved by focusing on:
- Keyword Relevance– Develop lists of relevant PPC keywords, tight keyword groups, and appropriate advertising copy.
- Landing Page Quality– Create optimized landing pages with persuasive, relevant content and a clear call to action tailored to specific search queries.
- Quality Score– The Quality Score is Google’s ranking for the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
- Creativity– It is vital to attract ad copy; and if you’re advertising on the exposure network, you can use tools to create designer-quality ads that will require clicks.
Keyword Research for PPC
Keyword research for PPC can be incredibly time consuming, but it’s also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continually grow and refine their PPC keyword list. If you do keyword research just once when creating your first campaign, you are likely to be missing out on hundreds of thousands of valuable, long, low-cost, and highly relevant keywords that could be driving traffic to your site.
An effective PPC keyword list should be:
- Relevant – Of course you don’t want to pay for web traffic that has nothing to do with your business. You want to find targeted keywords. That lead to a higher PPC click through rate, effective cost per click, and increased profits. This means that the keywords you bid for must be closely related to the offers you sell.
- Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also longer ones. Long keywords are more specific and less common. But they account for the majority of search traffic. In addition, they are less competitive, and therefore less expensive.
PPC Campaign Management
Once your new campaigns are created. You will need to manage them regularly to ensure they continue to be effective. In fact, regular accounting activity is one of the best predictors of account success. You should continually analyze the performance of your account. Make the following adjustments to optimize your campaigns:
- Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
- Add Negative Keywords: Add unconverted terms as negative keywords to improve campaign relevance and reduce wasted spend.
- Split ad groups: Improve click through rate and Quality Score by splitting your ad groups into smaller, more relevant groups that help you create more targeted text pages and landing pages.
- Review Most Expensive PPC Keywords: Evaluate expensive and underperforming keywords and remove them if necessary.
- Refine Landing Pages: Modify the content and calls to action (CTAs) of your landing pages to align with individual search queries to increase conversion rates. Don’t send all your traffic to the same page.