PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page. Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
Benefits of PPC
Pay-per-click (PPC) sometimes referred to as paid search advertising or search marketing, is a practice of online advertising, whereby sponsored links are purchased on search engine results pages (SERP), websites, content sites or blogs. Paid search allows you to pay a fee to have your website displayed on SERP when someone types in specific keywords or phrases to the search engine. The SERP will display the ads that you create to direct viewers to your site. The fee you pay is based on either clicks on or views of these ads.
Well managed and optimized PPC campaigns can be considered a cost-effective form of advertising. Unlike traditional forms of advertising, PPC is designed to reach individual site visitors who have already expressed interest in a product or service offer by selecting and clicking on specific advertisements.
PPC ads are a great option to compliment your inbound marketing efforts and maximize your coverage on. We’ve outlined 5 reasons why you should create and manage a paid search campaign for your business:
- Speed-to-market– Unlike organic SEO, PPC ads can be launched quickly, bringing in targeted traffic and qualified leads to your website.
- Reach– Additional traffic can be sent to your website, expanding your online visibility and helping you establish your company as a leader in your industry.
- Highly-targeted website traffic–Assigning different ad copies for specific keywords and demographics can dramatically increase the quality of website traffic. PPC ads can be scheduled to run during the best sales periods and in specific geographic regions.
- Testing Capabilities– PPC is a great way to provide low-risk testing for keywords, enabling you to determine if a full site optimization campaign is worthwhile. It’s also great for landing page A/B testing, allowing you to direct traffic to your choice of different pages of your site in order to find which pages convert at the highest rate.
- Maximize the return on your marketing investment– Because you pay for PPC only when an ad is clicked, it’s easy to manage costs, track conversions, and determine your ROI. Cost-per-conversions are valuable when comparing your PPC campaign ROI against other marketing tactics. Data is reported accurately and correctly and campaign results can be tracked extensively.
Although PPC (paid ads) drives visitors to websites, potentially grabbing prospects’ attention, marketers must ensure to continue to nurture and develop a lasting relationship with them. PPC alone will only offer limited results. With no brand awareness or value proposition, PPC campaigns may only attract window shoppers. Remember, not every marketing channel operates in a vacuum and not every click will result to buying, therefore an intelligent PPC campaign structure is needed to improve the value and relevance of your paid search marketing efforts.
The Importance of PPC Agency in Internet Marketing
The business world is populated with several latest means of marketing and PPC is one such popular tool which has acquired a stable position in the market. Pay per Click or PPC as the name suggests is paying for the advertisement every time it gets a click in the Internet. Who pays and to whom? The advertiser has to par a nominal amount to the search engine channels like Google. PPC Agency across the globe has become synonym with SEO tools and this one is an essential one which contributes towards the SEO building of a website.
The traffic generated in the Internet, several times click on the ad and this PPC. Several factors go into the success rate of PPC campaigns.
- Keywords are an essential factor which he aids in the PPC campaign success rate. The website has to be keyword optimized but even the ad placed in the website should be keyword optimized so that the ad can attract traffic.
- The Internet is based on organic search of keywords and this can also generate traffic for ads. PPC works the nest in this regard. Best PPC Services rendered by the marketing agencies help the customers in various ways. The company takes care of the angles and them design the ad accordingly and pit it in the site in which it can hit the target audience. This helps the click to convert into a sale. E-commerce marketing is the best example for PPC. The shopping sites have a lot of examples for PPC campaigns.
The marketing tools which are available these days are very popular and the aids of intranet marketing have become very common. The business strategies are developing by the day and each development males its impact felt in the commercial world. The connectivity era has grown very strong.
Process of PPC Campaign
So – you know your customer, you know what your approach is going to be, you know what you want to promote and you have a clear marketing message. There is a 7 step strategy which we can apply to our PPC campaign.
Step1. Identify the product you are selling
Let’s say you are selling iPod cases. Look at your range and decide which ones you want to promote. Look at what you’re offering in terms of price, and how competitive you are in terms of price, customer service and delivery. Do some searches on Google to see which ads come up, and which offers your competitors are focusing on.
Step2. Keyword research and PPC
Use Word tracker for keyword research, and you’ll find it’s particularly good for finding negative keywords. SEOs are mainly concerned with keywords they can include in their copy, but in PPC you have different match types – broad, phrase and exact.
If this is your first PPC campaign you can use broad matches to try and see what the market is doing and what people are typing in. Use exact match when you are sure they are the best keywords to go for. Another very popular technique is to use broad and phrase matches with a lot of negative keywords.
Step3. Build your PPC campaign piece by piece
Let’s say your iPod cases site has sections for Nano accessories, classic accessories, and one each for iTouch and iPhone etc. Each one of these sections is a campaign and each has its own ad group – so you will have many ad groups, and each ad group is really just a collection of keywords and adverts. Each type of Nano accessory would have its own AdGroup – furthermore, the AdGroups for iPod Nano cases can be broken down by color and by style.
Step4. Build specific landing pages
Each of your products should have their own page, with a very clear ‘buy button’ and a nice description. Amazon does this very well. Link the ad straight to that page – the keyword should mirror the ad, which should mirror the landing page. It only takes people three to four seconds to make their decision so you have to make sure the page is quick to load.
Step5. Ad variation
PPC campaigns allow you to have different ad variations, so you can have text ads which can increase your CTR. By producing different kinds of ad you can monitor any patterns showing which ad is being clicked, and which are not.
Step6. Report and analytics
Use Google Analytics or Yahoo Web Analytics to help you look at your SEO and PPC keywords. Pay attention to your bounce rates because that is a very important indicator in PPC. If you are getting a high bounce rate of over 50%, but a high CTR rate (i.e. 3% or more), then you need to work on your landing pages.
Step7. Refine Your Campaign
Keep looking at your campaign, keep studying it, learn from it and keep refining it wherever possible. We apply the 80/20 rule. Out of all the keywords, only 20% to 40% may give you real value – i.e. sales. So never be afraid to pause Keywords or AdGroups that are not delivering a positive ROI.
It’s a very interactive process with the end-users. Use PPC to get people into your Landing Page and use Analytics to learn what they do after they get there. Following this step will really help you make the most out of your PPC campaigns. And the great thing is that all the lessons you learn from PPC can be taken into your SEO campaigns.
We hope this article will help you to understand the working of PPC Marketing, its importance and the process. For more details you can visit us at: