What is PPC?
PPC – Pay Per Click Marketing is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It allows you to show your content to relevant users and it drives more traffic to your website.
What are the most popular PPC platforms:
Google AdWords ( Including YouTube Ads), Facebook ads, Twitter Ads, LinkedIn Ads and Quora Ads.
Google AdWords
Google AdWords is the most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties such as youtube.
Every time when people initiate a search, Google digs into the pool of AdWords advertiser, and choose a set of winners to appear on the top of the search results as Ads. The ranks of the advertisers area based on two factors : CPC bid and quality score. CPC bid is the highest amount an adcertiser is willing to spend; and quality score is calculated based on relevancy to the search, click- through rate, and the quality of landing page.
Elements of a Pay- Per Click Ad
The Campaign – it consists of a variety of ad groups related to a marketing strategy.
The Ad Group – This is the target group for the AD. It could be generated based on location, age group, gender, and other factors. AD group could be split up according to relevancy, to better target the searchers and potential consumers.
Keywords – this is the words that are associated to the words people are searching up. They could have multiple keywords that is related to the AD. The keywords should describe and well- related to the product that you are advertising. *there is a detailed guide to an effective keywords below
Ad Text – this is the description of the AD page. It has to be related to the keywords, and the webpage itself. This is the mini paragraph the people read before they click on the link to your landing page. The description should be precise and attractive to get people to click on the link.
Landing Page – This is the first page that people are directed to after they click on the ad. It should match your ad text in terms of keyword relevance, and be in a good quality. This is the key to conversion rate, so this page should attract people to stay and click on related pages within your site.
An effective PPC keyword list should be:
Relevant – the keywords should be closely related to the product you are selling, because you want the people who click on the link be interested in your product. This can lead to a higher click- through rate, and lower cost as well.
Comprehensive – the key words could be extensive, and include up to the long tail of search. These keywords are more specific, less common, and less popular. While driving traffic to your website specially, they are also cheaper than the more popular and general ones.
In addition, the keywords also need to be reviewed and updated frequently. The underperforming keywords should be eliminated, and new keywords should be updated accordingly.
Advantages of using Pay- Per Click Advertising Strategy
Flexible in terms of timing:
You are able to start and stop PPC AD at any time you want.
Flexible in terms of your Budget:
You are able to set your marketing budget for your PPC AD, and the budget is never going to be run over. You can adjust how much you want to spend at any time.
Personalization in terms of AD group :
You are able to personalize the target group of the AD. Therefore, all the people who view the ad should be a potential consumer. It is more likely to drive sales.
Direct effect:
With some systems, such as Google AdWords, you can generate targeted traffic within a few minutes of opening an account.
Conclusion
Pay per click advertising can might seems not easy to start at first, but PPC is definitely a good marketing strategy to increase traffic and gain sales for your business. It is very flexible, could be very personalized based on your business, and you can see results immediately.
