Why is PPC Advertising so important?

If you have ever come across an ad appearing alongside search results on Google and other engines, chances are you are familiar with pay per click (PPC) advertising. PPC Advertising is a model of online advertising under which an advertiser pays for every click on their ads. Usually, commercial searches lead a consumer to such an ad. Examples could be looking up a nearby grocery store to searching for a high-end gadget.

Both marketers and publications are said to benefit from the PPC approach. The strategy is beneficial to advertisers because it allows them to advertise products or services to a specific audience that is actively looking for similar content or products.

The pay-per-click model is a major source of revenue for publications. Consider Google and Facebook, both of which offer free services to their users. Using online advertising, particularly the PPC model, internet businesses can monetise such free offerings.

Types of PPC Ads

PPC Ads are a branch of Search Engine Marketing. These ads most usually appear on search engines like Google and Bing. There are three main kinds of PPC Ads.

1. Text Ads

Google Expands Your Search Ads AGAIN! What You Need to Know | WordStreamThey are composed of texts from the advertiser and usually appear on search engines.

A particular text PPC reaches you via the means of keywords common between your search and the text.

A sample has been attached for your reference.

2. Display Ads

As the name suggests, display ads are composed of images or motion graphics. These ads usually reach a user via a website on the internet. Most websites have a space reserved to be sold to advertisers to put up display ads.

Advertisers are required to adhere to certain content and image size specifications issued by the website they post their ad to.

For example –

What Is Display Advertising? (The Definitive Display Ads Guide)

3. Shopping Ads

These ads are inclusive of an image of a product, its price and various details like colour, size, dimensions etc. They get displayed on a search engine or a shopping engine when certain keywords by the users match the words in the ad.

For example –

Did you know you can advertise on Google Shopping Ads for free?

How does a PPC advertising model work?

Keywords lay the foundation of the PPC model. These advertisements end up getting displayed in search engines only when someone searches for a keyword relating to the offered product or service. If you are looking to use pay-per-click advertising models, you must thoroughly research and analyse the most relevant keywords. Investing in suitable keywords can result in more clicks and, ultimately, better revenues.

However, researching keywords is not all. Instead, Google and other major search engines employ a fully automated method known as the Ad Auction to decide the relevancy and legitimacy of ads that appear on their SERPs.

An Ad Auction is a bidding system. This means that marketers must bid on the keywords for which they want their ads to be “triggered,” or displayed. Now if you are a business selling lipsticks, your users might enter keywords like makeup or cosmetics posts which the engine will run its algorithm based upon the Auction and will thus, display the most relevant ads.

It’s worth noting that the winner of an auction is usually chosen by the “rank” in which the money is offered. The ranking takes into account the quantity of money being paid as well as the quality of the content being offered by the advertiser. As a result, the content’s quality and relevance are just as important as the bid. Using statistics goes a very long way in boosting your ad’s appearance. Hence, the importance of content marketing is unprecedented.

How to make the best of PPC Ads?

Because you must pay for each ad click, it’s critical that you only bid on keywords that are relevant to your organisation. We do not want to spend more than the returns we can expect from these ads. Look out for the following to ensure great ROIs.

1. Using a Keyword Tool

The internet is home to many tools that offer insights into the keywords that will surely work for you. Some of these include – WordStream, Keyword Tool, Found etc.

These tools also assist you in looking out for tempting negative keywords. Negative keywords, if used, will prevent your ad from displaying. Make a separate list, if needed, for both negative keywords and those keywords that perform poorly.

2. Keeping track of your ad’s performance

Conversions can be tracked on all popular platforms, such as Google Ads and Bing Ads. They also allow you to monitor the ROI of not only the total account but also specific ad groups and keywords at a granular level.

This means you may use data and insights to improve the efficiency and efficacy of a campaign over time, hence increasing the channel’s ROI.

3. Maintaining a PPC Budget Sheet

You need to establish the amount of money you are willing to invest in an ad. Your monthly budget is 30/31 times your daily budget. However, maintain a tracking sheet and input the returns realised gradually as you invest more money.

4. Knowing your competitors

Doing a Google search for the phrases you’re contemplating on targeting is the simplest approach to find out who your competitors are. Additionally, you can target up to eight keyword phrases if you scroll to the bottom of the search results page. Checking all of them for commercial intent will boost your ad conversion rate.

To assist you with the further nitty-gritty of analysing your competitors, there are many tools that provide the service. Some of them include – KeywordCompetitor, SpyFu, SE Ranking etc.

5. Maintaining a comprehensive ad schedule

It is a well-known fact that visitors to your website are more likely to convert at various times of the day and not at all points.

Ad scheduling allows you to change bids (or completely cease bidding) based on the time of day and establish an ad schedule in advance to avoid wasting money on non-converting clicks.

6. Paying attention to your landing page

A landing page is a follow up to what your ad talked about. Your landing page allows you to make a trade, a special offer, a piece of information, or a bargain. Optimising a focused landing page is critical to the success of your PPC as it should be able to sell the product or service you’re promoting successfully. Make sure it is easy to navigate without distracting or intimidating the customer. It should necessarily feature a good call to action (CTA) and a thank you note.

Conclusion

PPC can and should be a profitable marketing channel for any and every organisation. It comes with a long list of advantages that other platforms lack. It is also pretty simple to set up on the most prominent platforms.

Knowing the ABCs of PPC advertising is essential before diving into platforms like Google Ads or Bing Ads. Take the time to learn how to properly launch and optimise a campaign, as well as how to create goals and track your results. You’ll have more visitors and conversions in no time!

Contact us at Shaktiki today to book a free consultation call.

Why is Search Engine Marketing so effective?

The act and experience of shopping are not the same anymore. There has been a major shift in the way purchases are made today. Bricks and mortar stores have lost their significance. This is because of the increasing popularity and excellent availability of e-commerce.

With the advent of the coronavirus pandemic, online shopping has witnessed a major boost all over the world. Billions of people shop online today. However, this digital revolution is accompanied by more online searches.

What do you do before buying any product or service?

The most common practice today is to search the same online, irrespective of where you purchase it from. According to Think with Google, “53% of shoppers say they always do research before they buy to ensure they are making the best possible choice.” The number ‘53%’ is so large. However, other sources claim it to be around 80% as well. Though the number can vary for different geographical locations, one can’t ignore a simple fact:

Most people today do an online search before making any purchase. 

With such massive changes in the way people shop, there also needs to be other upgrades to the entire shopping cycle. ‘Marketers go where customers go’ is a simple marketing lesson. So if people have turned to e-commerce and online search, then this is the most beneficial place for a marketer. This logic forms the basis of a popular marketing technique – SEM or Search Engine Marketing.

What is Search Engine Marketing?

This refers to a practice in marketing where a business uses paid advertisements to appear on search engine result pages or SERPs. The technique begins with marketers bidding on keywords that users might enter while searching for products or services on Google and Bing. Consequently, this provides the advertiser with a chance for their ads to pop up with the search results.

These ads are also known as pay-per-click ads and they can be in multiple formats. First, there are product listing ads that are more visual. Others that are small are usually text-based ads. Additionally, there are product-based ads that provide necessary information like price or reviews to the customers.

 

 

 

What makes Search Engine Marketing so effective?

There are many marketing techniques that can be easily incorporated into a company’s marketing strategy. However, search engine marketing is extremely effective.

This is possible because the marketing technique provides the opportunity to advertisers to put their ad exactly where customers search for it. Enthusiast customers who are in search of a product or service search about the same online. This is where search engine marketing works and presents your advertisements exactly when they are planning of making the purchase.

The timing and the rationale behind search engine marketing are its major strength. Hence, it is an effective way to grow your business.

How is SEM different from SEO, Search Marketing, and PPC Marketing?

The terms SEO and SEM might seem confusing but there’s a major difference between the two. The latter is a paid advertising tactic whereas the other is not. SEO or Search Engine Optimization improves organic visibility in search. Additionally, they do not have an “Ad” designation on their results because they are not paid.

On the other hand, Search Marketing refers to any technique used to increase a brand’s visibility in search. So, this can include Search Engine Optimization (SEO) or Search Engine Marketing, or even both.

PPC Marketing refers to Pay Per Click Marketing. This is a strategy where a brand creates a digital ad and they are charged for it every time a user clicks on it.

Even though PPC ads in the search results are considered SEM, all PPC Ads are not SEM. This is possible because PPC also uses channels other than a search like Facebook Ads. It also includes Google display ads that charge brands when a user clicks on a banner ad on a website. Hence, the term PPC refers to an SEM-based strategy but it can also be used for display ads or social marketing.

How does Search Engine Marketing work?

The first step after making the decision to invest in Search Engine Marketing is to enter an ad auction. Let’s take the example of Google Ads. This means every Googe Ad visible on the web goes through an ad auction.

The first step to enter this auction is to identify the keywords you want to bid on. Additionally, you will have to clarify how much you want to pay for a click on these keywords. When Google finds out the keyword you bid are included in a user’s search query, then you are entered into the ad auction. However, not every ad will be visible on every search linked to the keyword.

This is because some keywords do not have much commercial motive that will allow them to include ads on the page. For example, search queries like “what is business” do not show ads.

Besides this, even a keyword suitable for an ad might not always win the bidding. This is because an ad auction also considers two other factors. First is your maximum bid. The other being the quality score of your ad.

Quality Score refers to the estimated quality of your ads along with keywords and landing pages. This score which is given on a scale of 1-10 is displayed in the keyword Status column of your Google Ads account. The factors included in your Quality Score can be:

  • How likely a user is to click on your Ad
  • The landing page experience
    Relevance of your Ad to a use

This means companies should work on improving their quality scores to leverage the benefits of search engine marketing.

Summing Up

Search Engine Marketing has been one of the most trending marketing tactics of recent times. The ongoing digital revolution has been motivated by the pandemic. With e-commerce becoming extremely common and popular, online searches have followed them. Based on this logic, Search Engine Marketing helps businesses to grow.

If you are a business looking to grow, we at Shaktiki can help you with marketing solutions including SEM.

Get in touch with us now.