Whatever your level of understanding of PPC marketing, or whether you’re already aware that you want to use it to market your business but aren’t sure where to begin, this is the right place! You’ll learn everything you need to know about PPC and how to make it work for you in this first lesson of PPC University, a series of three guided courses. Our first step will be to establish a basic understanding of PPC advertising by defining it. Let’s get started!
Introduction of PPC
The pay-per-click model refers to an internet marketing technique in which advertisers pay a fee when an ad is clicked. It’s a way to buy visitors to your website instead of trying to earn them organically.
The most popular form of PPC advertising is search engine advertising. When someone searches for a keyword related to an advertiser’s business offering, they can bid for ad placement in the sponsored links of a search engine. For example, we might see our ad appear very high on Google’s results page if we bid on the keyword “PPC software.”
Our advertising is clicked by visitors, sending them to our website, and we have to pay the search engine a small fee each time. A PPC campaign that works well results in a minimal fee since you get more value from the visit than you pay for it. Therefore, if a click costs $3 but results in a $300 sale, we have made a lot of money.
What are Google Ads?
Google Ads is the advertising platform that allows you to target your audience, create ads and monitor their performance. Ads are created for both mobile and desktop users. You can also use Google Ads to display or search ads. Google Ads provides a range of targeting options, and you can set different budgets for your campaign. You can also use Google Ads to promote your product or service, whether it’s your own website or a third-party site.
PPC Keyword Research
Researching keywords for PPC can be time-consuming, but it is also of utmost importance. The most successful PPC advertisers constantly refine their PPC keywords list, and they build their entire campaign around keywords. When you create your first campaign, you probably only do keyword research once, so you are likely to miss out on hundreds of thousands of valuable, long-tail, low-cost, and highly relevant keywords that could be driving traffic to your website.
A good PPC keyword list should include the following:
- Relevant – If you’re paying for traffic that doesn’t relate to your business, then that’s not something you want. You want to choose PPC keywords that will lead to a greater click-through rate, a lower CPC, and a greater profit. Therefore, the keywords you bid on should be closely related to your products.
- Exhaustive – When researching keywords, include the most popular and frequently searched terms and the long tail of search terms. There are fewer long-tail keywords, but they account for the majority of search traffic. Additionally, they are less competitive, making them more affordable.
- Expansive – PPC is an iterative process. Your campaigns should always be refined and expanded, as you want to make sure that your keyword list is continuously growing and adapting.
PPC Campaign Management
Your new campaigns must be managed regularly to ensure their effectiveness once they’re created. The success of your account can be predicted by regular activity on your account. The following adjustments should be made to improve your campaign performance based on the performance of your account.
- By adding keywords that are relevant to your business, you can expand the reach of your PPC campaign.
- Reduce wasted spend and improve campaign relevance by adding negative keywords for non-converting terms.
- Improve your click-through rate (CTR) and Quality Score by splitting your ad groups into smaller, more relevant groups. This will help you write more targeted ad text and landing pages.