pay per click
PPC (Pay-Per-Click) or CPC (Cost-Per-Click) is the trendiest and most preferred from of Search Engine Marketing. If you searched something and received bunch of related ads adjacent to your search results, that is PPC Advertisement.
Another polished form is when you see a box written “AD” with your search results. This gives your page a neater look and increases the rate of click for that website as they appear first.
PPC is considered one of the best Digital Marketing Model with efficacy in generating quick and striking outcomes. This model is apt for business of all kinds and level dues to its simple and competent nature.
If you are novice in Digital Marketing and don’t know much about PPC, let’s explore about it today.
What is PPC?
PPC Advertising Services is an internet digital marketing model by which an advertiser brings traffic via search engines. This traffic is bought and not “procured” organically. Advertisers are charged only when someone clicks on their ad and not when merely broadcasted.
These ads pop up after the complex algorithm performed by the search engines for your search result. The algorithms decide which ad to display, by which advertiser and in what order. The Search Engines compose such advertisements on an auction basis.
Being an auction based model, you need to bid higher amount for a click on your ad. This bid determines the ranking of all such advertisements. Therefore, you can bid the most and might rank #1 leave behind your competitors. However, it is not certain that you will rank number 1 because even quality of your website also matters.
Why is PPC important?
Direct advertisement
PPC ads enable you to advertise to new audience. These ads are targeted to the people who are most likely to be interested in your product or service.
Your ads are published or publicized according to various factors like location, website, keywords, etc. The search engine results display your products on top and hence more visible to the users. Therefore, the chance of conversion and sale is increased.
The noteworthy feature is that you don’t have to persuade users or visitors to go for your product. They are driven by attention and attractiveness of your product via search engines.
Target Right People Right Time
You can even advertise only to a targeted audience as per your convenience. You can choose particular phrases or keywords which people will be searching for and reach your relevant site. Choosing these words needs efficiency and a lot of research to learn about users’ searching terms.
Appropriately chosen keywords lets users discover you quickly and hence generates better results. You can also aim at visitors who have shown interest in your product or service earlier. This is called Remarketing; it results great outcomes often. However, the visitor has to be convinced initially with your services.
Google Adwords enables you to target people based on keywords and much more. This allows to find the apt customers to your website at apt time.
Brand Exposure
Brand exposure and a strong web presence are important for any business at every point of time. PPC enables you to broadcast your ads with specified keywords in the search engines efficiently.
However, common keywords will not generate more sales but can increase brand recognition and possibility of sales. You can have your ad in the top with most bid on the ad and best quality services.
Pay Only when Clicked
You don’t have to pay necessary amount of money that you bid on every click. However, you are only charged when a visitor clicks on your ad. Therefore, your advertisement is very budget friendly. There are no limitations on your budget.
Everything in PPC is measureable, so choose your bid wisely and analyze meticulously. You must think of all the aspects and decide whether the money you are spending is profitable or not.
Local/ Global Advertisement
You can obviously target users all over the world with your business online. However, you can also target your local visitors via search engines.
With proper tools and applications, you can target local potential customers. Moreover, the PPC ads can be customized for the targeted audience.
Locals searching products and landing on your website can also gather information regarding your services to visit your store physically.
Efficient Results
Results are great with this model of digital marketing. You have increased visitors, possibilities of conversions and sales, etc. Therefore, you need to measure these results to analyze your success.
As discussed earlier, everything is measurable, so you can measure your results too. You can measure aspects related to PPC ads from profits, clicks, views, costs and more.
The reports and KPIs allow you to keep track of your investment and returns from this advertising technique. It is essential to you to manage and analyze these reports from time to time to keep check on its productivity.
Immediate Impact
Digital marketing and a sound online presence are fundamental for each and every business. However, it all comes at its own time and lots of patience.
You can easily generate traffic within a span after opening your account. PPC is the fastest way to generate results to your website. Due to the reason, that it lets search engines to bring ads in the top results.
Types of PPC Advertising Services:
Display Advertising
The banners, image or text ads you see in different websites are display advertisements. They are particularly targeted to a specific audience. All these link to your website. This method is useful for educating people about your business and services. However, this mode of advertisements has lower click rate returns but yet it is good for brand awareness.
Remarketing Advertisement
Have you been displayed ads in other sites for the item you searched in one site?
This is Remarketing or Retargeting. This attracts customers who once expressed in one of the product or service offered by you. Remarketing is done by using cookies on the browsers. Hence, users only receive specific ads related to their previous searches.
Social Media Advertising
It is an open secret that social media has millions of users and so what platform is better than this to advertise?
Social media platforms, like Facebook has multitude users who can be your potential consumers. Therefore, PPC advertisement on such platforms can bring wide range of benefits. This will offer you higher click through rate, enhanced possibility of conversion and sale. Furthermore, you can target specific localities, audience and interests.
Paid Search Advertising
This is the most ordinary type of PPC advertisement method. Sources like Google Adwords and Bing Ads displays your ad to the users searching for specific keywords. You just choose apt keywords, writing ad copy and opt for the relevant landing page.
Affiliate Advertising
This is a PPC Advertising Services method using a performance based payment model. This mode of marketing pays commission to your partners or affiliates on bringing customers to your website.
The ads are promoted on various search engines, heavy trafficked websites or price comparison website to boost your traffic. You are only charged when a visitor clicks or when you make a sale with help of any partner.
Affiliate advertising has many advantages:
- Cost-effectiveness
- Can be a long-term investment
- Doesn’t need extra marketing staff
- Track where your consumers come
- How much you spend
- Less risky
- Never lose money
- Find out the most booming locations for your marketing
PPC via Google Adwords
PPC advertisement can be done with search engines. Google Adwords is an online advertisement developed by Google to help you reach your consumers immediately.
Suppose, when you search flight bookings form so and so place, you get a list of results. There will be few results with a box in front with AD in it. This is the advertisement by Google Adwords which becomes instantly visible to the users. This visibility at the least increases brand awareness. However, this also increases the conversion rates and sale of your website.
You can set up your campaign with selected keywords, location, write-up, etc. Adwords is just another method of PPC; therefore, you only pay when a visitor clicks on your ad. You can show people your products and services when users search some related contents. This increases the chances to allow you offer services to customers.
Furthermore, these services are responsive or device friendly. Your ads will be displayed in a search result on any device anytime. This increases the audience for your website and hence potential customers. However, with best of your service and quality products, you can retain them and attract new users.
You just have to set a budget according to your business and its needs. Always ensure to set a monthly budget and not over it. Google Adwords works for any advertising budget. Moreover, you can pause it and modify your spend any time.
This is not it. You have several types of advertisements in Google Adwords. You can opt for the ones suitable for your business, your time and marketing strategy.
Search Ads
Search ads are those ads which appears in the search results in relevance to the inputs by the user in the search engines. The ads that appear on the top are Search ads while others are organic lists.
Google takes care of many factors before displaying ads. It decided which ads to display, in what order and by which advertiser. These factors play an important role in publicizing your ad and hence it affects your traffic and sales. Let’s take a look on the factors:
1. Keywords and Search phrase
Keywords are those chosen words which you set for your ad to be visible when searched by a user.While, Search phrase is the term used by the user to search.
2. Ad Copy significance
The ads and the content search for should be relevant. A search for flight booking should not throw results on restaurants nearby.
3. Targeting
As conversed earlier, you can target a locality or geographical location to target. Therefore, your ads will be displayed in a specific location.
4. Bids
You need to bid higher than your competitors to be ranked first in the result.
5. Conversion Rate
Conversion rate depends upon the factors like ad quality, landing page, relevance and obviously experience.
6. Quality Score
Quality score is important and depends upon various related factors.
Everything is inter-related. Therefore, all these factors determine each others’ relevance.
There are many special ads in search network apart from the customary search ads.
1. Dynamic ads
These ads are suitable for a well-managed website and business. The content of the ad and the landing page is dynamically taken from the website. They are analogous to the ordinary text ads except that no keywords are engaged. Suppose, when you search “google adword ads”, you get first result of some paid ad which does not have these exact words. However, this ad is relevant to the search term used by the user.
2. Call only ads
Have you seen a calling option when you search some nearby restaurant or hospital? That is the call only ads. These are compatible and specifically for mobile devices only. When you click on the ad you can make a call directly, instead of visiting their website.
3. Mobile application promotion
This ad is for encouraging users to download the app available relevantly for their search.
Display ads
You must have seen this ad very often and on almost every website. The ads that are displayed on different sections of the page of a particular website are Display ads.
However, these ads are not what you looked for previously but just based on different factors. The factors like keywords, interests of audience, etc play an important role in their appearance. Google displays these ads only when the websites support advertising.
Shopping Ads
These Shopping Ad campaign is beneficial for online sellers, wholesaler or retailer. Showcasing your ad to the users dynamically will increase brand awareness, traffic, conversion rate and sales too.
Running campaigns of such kind will boost quality leads to your website. You can attract your customer via display of your products and services. There are basic requirements for operating your shopping ads.
Create accounts with Google Merchant Center and Google Adwords and then link them together. All set. You just need to manage your Google Merchant Center with updated products every 30.
Video Ads
As the name goes, Video Ads lets advertisers display video ads on YouTube and other Google Display Platforms.
There are many benefits of running these video ads:
1. Larger Audience–
Video ads are always available on almost all Google Display Networks. This obviously means that you can have larger audiences to reach to for your products and services.
2. Measureable–
All the performances of your running campaign are measureable. YouTube allows you to know the essential metrics like view rates, clicks, frequency, reach, engagement, likes, etc. These all are parameters for measuring the success of video ads.
3. TARGETING–
You must be used target based ads to reach apt people who can be your potential customer. Targets can be based on the users’ location, population, interest, keywords, etc. Furthermore, these help you reach to right audience on YouTube and other Google Display Network. These video ads can be short or long as per your choice.
