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
They 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 –
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 –
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
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.
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.
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!
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