Pay-per-click (PPC) is an internet marketing approach in which advertisers are charged a fee each time one of their adverts is clicked. It’s a means of (nearly completely/basically) buying visits to your site rather than having to “earn” them naturally.
One of the most common types of PPC is search engine advertising. When someone searches for a keyword relating to their company offering, it allows advertisers to bid for ad placement in a search engine’s sponsored links. If we bid on the keyword “PPC software,” for example, our ad might appear at the very top of the Google results page.
There’s a lot that goes into creating a successful PPC campaign, from keyword research and selection to structuring those keywords into well-organized campaigns and ad groups, to creating conversion-optimized PPC landing pages. Advertisers who can construct relevant, intelligently focused pay-per-click campaigns will pay less for ad clicks, according to search engines. Google costs you less per click if your ads and landing pages are useful and gratifying to users, which means more money for your company. So, if you want to get started with PPC, you should learn how to do it correctly.
What is Google Ads?
Google Ads is the most widely used pay-per-click (PPC) advertising system on the planet. Businesses can use the Ads platform to produce advertisements that display on Google’s search engine and other Google domains.
Users bid on keywords and pay for each click on their ads in Google Ads, which works on a pay-per-click premise. When a user conducts a search, Google looks through its pool of Ads advertisers and selects a few winners to appear in the premium ad space on the search results page. The “winners” are determined by a number of criteria, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.
PPC marketing with Google Advertising is especially beneficial since, being the most prominent search engine, Google receives a lot of traffic and so delivers the most impressions and clicks to your ads. The frequency with which your PPC ads appear is determined by the keywords and match types you choose. While many aspects influence the performance of your PPC advertising campaign, you can achieve a lot by concentrating on:
- Relevance of keywords – Creating relevant PPC keyword lists, keyword groups, and ad copy.
- Landing Page Quality — Creating optimised landing pages that are suited to individual search queries and include convincing, relevant content and a clear call-to-action.
- Quality Score — Google assigns a score to your keywords, landing pages, and PPC ads based on their quality and relevancy. Advertisers with higher Quality Scores receive more ad clicks for less money.
PPC Keyword Research
Keyword research for PPC might be time-consuming, but it is critical. Keywords are the foundation of your entire PPC campaign, and the most successful Google Ads marketers are always expanding and refining their keyword list. If you simply undertake keyword research once, while creating your initial campaign, you’re likely missing out on hundreds of thousands of useful, long-tail, low-cost, and highly relevant phrases that might drive traffic to your site.
The following is an example of a good PPC keyword list:
- Relevant – Obviously, you don’t want to pay for website traffic that has nothing to do with your company. You want to select keywords that will boost your PPC click-through rate, cost per click effectiveness, and profitability. That is to say, the keywords you bid on should be directly relevant to the products and services you offer.
- Extensive – Your keyword research should not only contain the most popular and often searched terms in your niche, but also the long tail of search terms. Long-tail keywords are less prevalent and more precise, but they account for the majority of search traffic. They’re also less expensive because they’re less competitive.
- PPC is iterative and expansive. You want to keep refining and expanding your campaigns, as well as creating an atmosphere where your keyword list grows and adapts.
Managing Your PPC Campaigns
After you’ve created your new campaigns, you’ll need to monitor them on a regular basis to ensure that they remain effective. In fact, one of the biggest predictors of account success is consistent account activity. You should be reviewing your account’s performance on a regular basis and making the following changes to optimise your campaigns:
- PPC Keywords: Increase the reach of your PPC advertisements by include keywords that are relevant to your company.
- Add Negative Keywords: To boost campaign relevancy and prevent wasted spend, add non-converting terms as negative keywords.
- Split Ad Groups: Splitting your ad groups into smaller, more relevant ad groups can help you produce more focused ad copy and landing pages, which will improve your click-through rate (CTR) and Quality Score.
- Examine Expensive PPC Keywords: Examine expensive, underperforming keywords and, if necessary, turn them off.
- Landing Pages Should Be Improved: To increase conversion rates, link the content and calls-to-action (CTAs) of your landing pages with specific search queries. Don’t direct all of your visitors to the same page.