What is Pay Per Click (PPC)
PPC is an online advertising model in which advertisers pay each time users click on one of their online ads.
One of the most popular forms of pay per click ads is search engine advertising. This is when an advertiser pays for ad placement in a search engine’s sponsored links. This works when someone searches for a keyword related to their business.
These ads appear when people search for things online using a search engine like Google. (Especially when they are performing commercial searches.) Meaning that they’re looking for something to buy.
PPC advertising is a great marketing option for your business. It’s a simple, effective digital marketing technique to promote your products, drive traffic to your website, and ultimately, increase your sales.
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- PPC ads come in all different shapes and sizes (literally) and can be made up of text, images, videos, or a combination.
- They can appear on search engines, websites, social media platforms, and more. Search engine advertising (also known as paid search or search engine marketing) is one of the most popular.
- When PPC campaigns are working correctly, the fee is trivial because the click is worth more than what you pay for it.
How Does Pay-Per-Click Advertising Work?
It’s not as simple as just paying for the clicks and gaining traffic. There need to be a lot of thought to put together a strong PPC campaign.
Choosing the right keywords, and arranging those keywords into well-organised campaigns and ad groups. And most importantly, setting up PPC landing pages that are optimised for conversions.
It’s important to learn the best ways to conduct a PPC campaign, as the more relevant, well-targeted PPC campaigns will be rewarded by search engines with lower-costing ad clicks.
For ads to appear alongside the results on a search engine (commonly known as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads.
Instead, ads are subject to what is known as the Ad Auction. This is an entirely automated process that Google and other major search engines use to determine their relevance.
Ad Spend ROAS
If PPC is working properly, the return on ad spend (ROAS) should be high, as a visit to your website is worth more than what you pay for it.
What is a Search Engine Results Page?
The page that a search engine displays as a result of a user’s search query is known as the search engine results page (SERP). They will typically feature paid ads and pay-per-click (PPC) advertisements in addition to organic search results.
What are Ad Extensions?
Ad Extensions are additional links and details that show supplementary information about your business to enhance the basic PPC ads. Certain ad extensions are manual choices, which you can control.
Search engines may also automatically generate some ad extensions. The main advantage of ad extensions is that they help improve the click-thru-rate (CTR) of the paid ad headline because the ads are larger in size.
Google Ads
With billions of searches per day on Google, you can use Search ads to make sure potential customers notice your brand, consider your offerings and take action.
The Google Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Every time a search is triggered, Google digs into the pool of ads and chooses a set of winners to appear on that search engine results page. The “winners” are chosen based on a combination of factors. The quality and relevance of their keywords and ad campaigns and the size of their keyword bids.
PPC offers you an opportunity to reach your target audience when they are looking for a business like yours while gaining data insights to help you improve the efficiency of your website over time.
Paid advertising is a big business. It is reported that Google earns more than $162 billion per year through their ad platforms.
Google is the most used search engine. Therefore, using Google Ads will get you the most impressions.
Take into consideration the following factors when creating your PPC campaign through Google Ads:
- Ensure your keywords are relevant, popular, and likely to be searched
- Have a high-quality landing page that looks appealing and has a clear message
- Better quality scores get more ad clicks at lower costs.
Improve your Quality Score
Google rates the quality and relevancy of your keywords, landing sites, and PPC campaigns using a Quality Score. Advertisers with higher Quality Scores receive more clicks on their ads while paying less. You will also need to Pique interest. When running display or social ads, enticing ad language and eye-catching ad creativity are both essential.
At first, it will give you a Quality Score from one to 10 based on your ad’s relevance to the keyword, your expected click-through rate, and landing page quality.
It will then multiply your Quality Score by your maximum bid (the budget you’re willing to pay for a click on that ad) to determine your Ad Rank.
The ads with the highest Ad Rank scores are the ones that show on search engine result pages. This system allows winning advertisers to reach potential customers at a cost that fits their budget.
Keyword Research and Competitor Analysis for PPC Campaigns
Successful PPC campaigns are not launched blindly.
The key to driving a significant ROI from the channel is to spend your time doing research to understand the following:
- Which keywords you should be bidding on and how much will this cost you?
- What your competitors are running ads on
- What is the message they are portraying?
How Keywords Work in Pay-Per-Click Advertising (PPC ads)
The Ad Auction is a system for placing bids. The terms on which marketers want to “trigger” or display their adverts must be bid upon to do so. These words are referred to as keywords.
PPC Ad Copy Bidding on targeted keywords will get your ad in front of the right people. A good ad copy will get those people to click on your ad. Your keywords need to solve the intent of the searcher. Therefore, you need to give the searcher exactly what they’re looking for and for your content to have a high-quality score.
How to do effective PPC keyword research
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords. The most successful Google Ads advertisers continuously grow and refine their keyword research to keep their ad full of relevant keywords.
It is best that you seek out a digital marketing company to perform thorough research with their SEO tools. Zero Three Digital Marketing can help you with this.
Negative Keywords
Advertisers can decide whether they prefer a perfect match of keywords and search queries or allow for variances like altered word placement, alternative spellings, or additional words. You can add negative keywords can also be used to avoid irrelevant traffic by preventing ads from being triggered by search queries containing those terms.
Need help with your PPC ad campaigns?
Contact us at Zero Three Digital Marketing. We can help you get the most out of your PPC marketing.
PPC is an acronym for pay-per-click.
Pay Per Click, or PPC, is an internet marketing strategy where advertisers are charged every time one of their ads is clicked. When the user search requirements and the keywords associated with adverts match, the advertisement shows.
A Pay-Per-Click Executive will ensure that the company’s pay-per-click and social media advertising campaigns are developed, and managed. They’ll make sure that they meet performance and revenue goals in accordance with the overall marketing strategy and budget.
By making your website more relevant to visitors, SEO can help your website rank better on Google Search. Whereas PPC ads, such as Google Ads, are compensated online adverts that enable businesses and website owners to compete for the opportunity to appear next to searches on Google.
