Your business website helps increase your business’s visibility. You can use your website to define, establish, and promote your expertise and educate your target audience on your products/services. Having a website does not mean anything if you can’t attract visitors. Driving quality traffic to their website tops the priority list of SEO managers. Although an effective SEO strategy drives results, it is a time taking process. To get immediate results, digital marketers around the world adopt a pay per click advertising model.
What is PPC advertising?
Pay-per-click advertising or PPC is an internet marketing model in which an advertiser pays their publisher (can be a search engine, website, or a network of websites) every time a visitor clicks on their advertisement. You can consider PPC a targeted way of buying visits. While first-tier search engines invite bids from advertisers, content sites usually charge a fixed price per click.
Because the advertiser has to pay for every click on their advertisements, they need to be very careful when choosing their keywords. To get ROI from their ad spend, they must look for keywords relevant to their business. To achieve this objective, many businesses use tools designed to find the most suitable keywords that are expected to drive sales.
When building their PPC strategy, businesses need to consider AdWords rules and industry trends. Because both AdWords rules and industry trends keep on changing at regular intervals, you cannot just set your PPC strategy and forget it. To get the most out of your strategy, you need to revisit and tweak it regularly to ensure it aligns with the market’s needs.
How does PPC work?
Once an advertiser sets up ads in a search engine advertising platform and adds relevant keywords, they set bids. Businesses that want their advertisements to be displayed on the number one position on the first page of the search results are required to outbid their competitors.
In case a competitor of a business that is bidding for the first position also bids for the top spot, the advertising platform evaluates different factors such as quality score and ad extensions to understand which ad is more suited for the position.
Google Ads: An introduction
Google Ads is a popular advertising system. The platform allows businesses to create advertisements that appear on Google properties, including its search engine. Google Ads uses a pay-per-click model. Interested companies are required to bid for keywords and must pay every time a user clicks on their advertisements.
Every time a user initiates a search Google scans its pool of ads to choose a set of winners to appear in the ad space on its results search page. When selecting winners, Google analyzes many factors such as the relevance and quality of the keywords used and the size of the keyword bid.
PPC advertising benefits
Some top benefits of PPC advertising include:
- Allows you to advertise your business to people who are most likely to be interested in your products/services, helping increase your conversion rate.
- Measurable ROI
- Helps improve brand awareness
- Quick results
- Because you only have to pay when users click on your ads, you do not have to worry about whether your ad spend is being utilized properly.
- Helps reduce your daily ad spend. You can use your AdWords data to improve your budgeting.
- Target local customers or cater to an international audience, your choice.
PPC advertising setup: Tips for successfully launching your first PPC campaign
Research your target audience
Before starting to work on your AdWords campaign, you need to understand the needs of your target audience and their search patterns. If you are thinking of using random keywords, think again. If your customers aren’t using the same phrases as yours to search for products/services, your campaign will die an untimely death.
And if you target the wrong keywords, you will end up spending more without any results. To know what your customers really want, dig into your customer data, including detailed buyer personas. Your initial seed list must contain every keyword that you think is relevant.
Check the demand of your keywords
Once you have your initial seed of keywords, use Google AdWords Keyword Planner to get important data related to cost per click and important trends. The tool also suggests keywords. After plugging your keywords into the text field, set your targeting.
Organize your keywords
The next step involves organizing your keywords into the targeted group of keywords. To improve the relevance of your ad groups, introduce changes to your targeted keyword groups, and create more specific ads for each group.
Strip your keywords down
To get relevant set of keywords, ask important questions such as is your target audience searching your keywords? If yes, what’s the intent behind the search. Set a max cost per click for every keyword.
Research your competition
Go through any PPC advertising guide, and you’ll find one thing common among them, they all recommend analyzing competitors’ PPC campaigns. Use AdWords to find the number of businesses bidding for your keyword. Visit different platforms to learn about campaigns your competitors have run in the past.
Write an impactful ad copy
Your ad copies must include
- A compelling headline
- A comprehensive description, and
- Your display URL
Make sure your copy delivers your USP. Come up with an irresistible yet believable offer. Include keywords and guarantees (if possible) in your copies. Use actionable words in your CTA.
Take a look at Google AdWords Essentials – 5 Tips To Drive Revenue.