It is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
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.
Benefits Of Pay Per Click
When using PPC, you’ll be able to reach your customers at the precise moment they’re looking for your products and you only reach people interested in your products. It is versatile in application and can be used for a variety of campaigns depending on the objectives.
The brand-building when you have just launched a new product or service
To draw attention or bookings to an upcoming event
Entries to a competition to build a database for future communications
Generating leads and/or generating sales leads to be followed up on such as motor vehicle test drives, insurance quotes, accommodation reservations, airline bookings
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
An effective PPC keyword list should be:
Relevant-Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
Exhaustive-Your keyword research should include not only the most popular and frequently searched terms in your niche but also to the long tail of search.
Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less
competitive, and therefore less expensive.
Expansive-PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
Managing Your PPC Campaigns
Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:
Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.
