In this blog post, we’ll be talking about the importance of Pay Per Click Advertising to a business owner and you can use Pay Per Click marketing to sell more products and services.
Are you looking for ways to increase sales or awareness of your business?
If so, Pay Per Click Advertising may be the answer.
Read on for some great Pay Per Click Advertising strategies that will help you get more sales and increase brand awareness in no time.
By using Pay Per Click Advertising, you can reach a larger audience and get more people interested in buying your products.
Pay Per Click Advertising is one of the most important aspects of running a successful business.
By utilizing various digital marketing strategies like Pay Per Click Advertising, you can reach a larger audience of potential customers and sell more products.
In today’s world, the most important business tool you have when it comes to attracting new customers is the Internet.
A recent study shows that at least 81% of people research online before making purchasing decisions.
Plus, 75% of people who search online never go past the first page of search results.
If your business does not show up on the first page of search results then you are unlikely to reach those searching for your products or services.
Although organic search engine optimization is by far the best method of ranking higher on search engines, this method can take months to years before you start seeing the desired results.
In short, search engines want to “trust” your business, and building that trust takes time.
Fortunately, there is another option: pay-per-click (PPC).
Pay-per-click advertising is online advertising that shows your business on the top, side, or bottom of search results with a carefully-crafted ad.
You pay for the number of clicks your ad gets, hence the term ‘pay-per-click’.
If your business is in a competitive market, or if your website is new (and therefore your domain rank is low), then PPC can help you get traffic to your website while you wait on your organic methods to improve.
Even on its own, PPC is a powerful way to get people who are interested in what you have to offer to your website – and turn them into customers.
Throughout “A Business Owner’s Guide to Pay-Per-Click” you will learn the following:
• Why Pay-Per-Click Matters
• The Elements of Pay-Per-Click
• Tying Pay-Per-Click into Your Digital Marketing Strategy
• Tracking and Measuring Pay-Per-Click Effectiveness
Let’s get started!
What is Pay Per Click marketing?
Pay Per Click (PPC) marketing is a form of online advertising 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.
PPC is a popular marketing strategy because it allows you to target your ads to a specific audience, and it’s a relatively low-risk way to test the waters of a new marketing campaign. However, PPC can also be a very expensive way to drive traffic to your site, so it’s important to understand how it works and how to optimize your campaigns.
When a user clicks on a PPC ad, the advertiser is charged a fee (typically a few cents to a few dollars, depending on the competitive nature of the keyword).
See an example below:
How Does Pay-Per-Click Marketing Work?
Pay-per-click advertising is a form of online advertising in which advertisers only pay when a user clicks on their ad. This makes it a very effective way to generate leads and drive traffic to a website.
PPC ads are usually displayed on search engines, social media platforms, and websites that allow advertising. When a user clicks on an ad, the advertiser is charged a small fee. The amount of the fee depends on the platform and the competitiveness of the keyword being used.
PPC advertising is a very effective way to generate leads and drive traffic to a website. It is also a very cost-effective way to advertise, as advertisers only pay when a user clicks on their ad.
Benefits of PPC Marketing
PPC marketing is a form of online advertising in which businesses can display ads on search engine results pages (SERPs) and other websites. Businesses can pay to have their ads displayed when users search for certain keywords or visit certain websites.
PPC marketing can be an effective way to drive traffic to your website and generate leads. It can also be used to build brand awareness and create an audience for your business.
There are many benefits to using PPC marketing, including:
-You can reach a large audience with your ads
-You can target your ads to specific demographics
-You can track the performance of your ads
-You can adjust your campaigns based on the results
PPC marketing can be an effective tool for businesses of all sizes. If you are looking to drive traffic to your website or generate leads, PPC marketing may be a good option for you.
How Keywords Work in Pay-Per-Click Marketing
In pay-per-click (PPC) marketing, advertisers bid on keywords that they believe users will search for when looking for their product or service. When a user searches for one of these keywords, the advertiser’s ad may appear in the search results. If the user clicks on the ad, the advertiser is then charged a fee.
PPC advertising can be an effective way to drive traffic to a website. However, it is important to choose the right keywords to bid on. If an advertiser bids on a keyword that is not relevant to their product or service, they may end up paying for clicks that do not result in sales.
To be successful with PPC advertising, advertisers need to do keyword research to find the right keywords to bid on. They also need to track their results to see which keywords are driving traffic and sales.
How to Optimize Your Pay-Per-Click Ads
There are many factors to consider when optimizing your pay-per-click (PPC) ads. The first step is to identify your goals. Are you looking to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can start to tweak your ad campaigns to better align with those objectives.
There are a number of factors that can affect your PPC performance, including your ad copy, keywords, and landing page. To get the most out of your PPC campaigns, it’s important to regularly test and experiment with different combinations of these elements.
Another important consideration is your budget. Make sure you are bidding on the right keywords and setting your budget in a way that allows you to get the most out of your campaigns.
By following these tips, you can optimize your PPC ads for better results.
What is Google Ads?
Google Ads is an advertising platform that allows businesses to display ads on Google Search and other Google-affiliated websites. Ads are displayed based on factors such as keywords, search terms, and the user’s location. Businesses can use Google Ads to reach new customers and promote their products or services.
Google Ads is a powerful tool for businesses of all sizes. It can be used to reach new customers, promote products or services, and drive sales. Google Ads is an effective way to reach potential customers who are searching for what you have to offer.
Google Ads is a cost-effective way to reach new customers and promote your business. When used effectively, Google Ads can be a powerful tool for driving sales and growing your business.
Pay Per Click Marketing: Why It Matters
PPC is a great way to help your business, products, or services show up on search engines near the top of the page – whether your business is ranking organically or not for the specific keyword(s).
In short, PPC is a good way to drive traffic to your website if your business is in a competitive market or if you have a new website that is not yet ranking organically.
However, even if your business does have a strong digital presence, PPC can help to further increase your website traffic and can allow you to reach a broader audience due to the ability to show up for a variety of keywords that your website may not be ranking for organically.
More on that in the next section.
The Elements of the Pay-Per-Click
There are a variety of elements that come into play when creating an effective pay-per-click campaign, more than we can cover in one blog post; therefore, we will cover the basics.
Every PPC campaign has the following:
Keywords
One of the most important parts of any PPC campaign is selecting the best keywords for your business, budget, and target audience.
For example, why choose a keyword that only has three people searching for that keyword each month when you can choose a keyword that gets a lot more monthly searches?
At the same time, the keywords you choose will also be determined by your monthly budget.
At the end of the day, the keywords you choose are important in order to get more traffic to your website.
Text Ads
When it comes to search engine PPC campaigns, your ads will be text-based.
Therefore, what you choose to say in your ad will make a huge difference in whether people actually click your ad.
As you can imagine, the ads that you create go a long way in determining the effectiveness of your entire PPC campaign.
Landing Pages
Once someone clicks on your ad, they will be directed to a landing page.
The page displays products, explains why their product is better than the competition and provides multiple calls-to-action (i.e. the “Get A Quick Quote” button).
Once people click your ad, you then have to direct them to a page that is relevant to their search and a page that does a good job of converting those viewers into buyers (by getting them to take the desired action).
Ad Groups
Ad groups are a hierarchical structure that contains your keywords, text ads, and landing pages. In short, search engines use these ad groups to help determine what keywords will be used for your ads, what your ad will say, and where the people will go when they click the link.
Quality Score
Search engines (like Google) rate every ad and provide it with a quality score, which is determined by the following:
• Click-through-rate
• Keyword relevance to its ad group
• Landing page
• Text ad relevance
• Past account performance
Google wants to make sure that the right ad is being shown to the right user at the right time.
Remember, the search engine’s ultimate goal is meeting the needs of the consumer (those searching online for your products or services).
Plus, the higher your quality score is the more traffic you will get and the less it will cost you for that traffic.
Therefore, it is essential that your keywords are grouped (in ad groups) tightly and correctly and that your text ad is both compelling as well as relevant to the keyword you are targeting.
Cost-Per-Click
Along with your quality score, your cost-per-click (CPC) is important. CPC is the maximum bid that you allot for a specific keyword.
CPC X Quality Score = Ad Rank
With PPC, you can maximize your business’s online visibility by strategically selecting relevant keywords, tailoring your target audience, and optimizing your ad to get better results.
The great thing about PPC is that it can be used to get traffic to a website that is new and therefore is not showing up in organic search results yet or it can be used in conjunction with other online strategies to increase overall digital marketing effectiveness.
How to do effective PPC keyword research
PPC keyword research is a process of finding and selecting keywords to target for your PPC campaigns. The goal is to find keywords that are relevant to your business and that will generate the most clicks and conversions.
There are a few different methods you can use to do effective PPC keyword research. One method is to use keyword research tools like Google Ads Keyword Planner and semrush.com. Another method is to use Google search results to find keywords that are relevant to your business.
Once you have a list of potential keywords, you need to select the ones that are most relevant to your business and that have the highest search volume. You also want to make sure that you can bid on the keywords and that they are not too competitive.
After you have selected your keywords, you need to create ads that are relevant to the keywords and that will generate clicks.
Top PPC Marketing Platforms
Now that you understand the PPC basics, I’m guessing your next question is: Where should I advertise?
There are dozens of online spaces where you can spend your coveted ad money, and the best way to vet them is by taking a close look at your potential ROI on each platform.
The most popular advertising platforms are effective because they’re easy to use and, most importantly, highly trafficked. But for a smaller budget, you might consider a lesser-known alternative to these key players.
When choosing a platform, some other things to consider are the availability of keyword terms, where your target audience spends their time, and your advertising budget.
Here a non-exhaustive list of some of the top PPC platforms.
Google Ads (formerly known as AdWords)
How many times a day do you hear the phrase “Let me Google that?” Probably more than you can count … hence why Google Ads is the king of paid advertising.
On average, Google processes over 90,000 search queries every second, giving you plenty of opportunities to target keywords that will get your intended audience to click. The downside is that keywords are highly competitive on this platform, meaning a larger ad spend.
If you’re planning to use this popular platform, start with our Google Ads PPC Agency.
Bing Ads
The perks of using Bing Ads over Google Ads is a slightly lower CPC at the expense of a larger audience, of course.
Facebook Ads
Facebook Ads is a popular and effective platform for paid ads (more commonly used as CPM than CPC), mainly due to its specific targeting options. Facebook allows you to target users based on interests, demographics, location, and behaviors.
Also, Facebook allows for native ads, which means ads are introduced and blend into the social feed. Not to mention, you can use Facebook Ads to advertise on Instagram as well.
AdRoll
AdRoll is a retargeting platform that advertises to people who have already visited your website. For instance, say someone read your article on cheese making. You can retarget them on other sites they visit with display ads that advertise your online cooking classes.
While retargeting is possible with Google Ads, the benefit of using AdRoll is that it can display ads on Google and social media sites, which gives you more opportunities to capture clicks or impressions, depending on your goal.
RevContent
RevContent focuses specifically on promoting content through PPC. It has the same impact as a guest post, where your content is displayed on an external site, except it’s in the form of an ad. You still bid on keywords, and your advertisement is displayed next to content relevant to those keywords. With this platform, you’ll reap the benefits of a low CPC and highly engaged traffic.
SEO vs. PPC
SEO refers to the process of optimizing your website to rank high and gain free traffic from search engines. On the other hand, you’ll have to pay for clicks with PPC. Although different, businesses see the best results when they align SEO and PPC in their marketing.
SEO and PPC are two different digital marketing strategies. SEO is focused on organic search results, while PPC is focused on paid advertising.
SEO is a long-term strategy that can take months or even years to see results. PPC is a short-term strategy that can give you immediate results.
SEO is free (except for your time and effort). PPC can be expensive, depending on how much you bid on keywords.
Both SEO and PPC can be effective ways to reach your target audience. It’s important to understand the difference between the two, and how they work together, in order to create a successful digital marketing strategy.
PPC vs. CPC
PPC and CPC are not technically the same thing. PPC refers to a style of marketing that includes paying for advertisements. CPC, or cost-per-click, refers to the amount of money you spend on a single click on your ad.
PPC and CPC are two terms that are often used interchangeably in the world of online advertising. However, there is a difference between the two terms. PPC stands for pay-per-click, while CPC stands for cost-per-click.
PPC is a type of online advertising where advertisers pay a fee each time one of their ads is clicked. CPC, on the other hand, is the cost that an advertiser pays for each click on their ad.
So, what’s the difference between the two? PPC is the price that an advertiser pays for each click on their ad, while CPC is the cost that an advertiser pays for each click on their ad. In other words, PPC is the fee that an advertiser pays each time their ad is clicked, while CPC is the cost that an advertiser pays for each click on their ad.
How to Build a PPC Campaign
Now that you understand the benefits of PPC and have your key terms, let’s dive into crafting a quality PPC campaign using Google Ads or some other platform.
You don’t need to tackle these items step-by-step, but you will need to work through each of them to ensure that you create an effective marketing campaign.
Set Parameters
I know I said that you don’t need to do these things in order, but you should do this step first. Without parameters, you risk your ad being untargeted and ineffective.
You want to put your ad campaigns into the context of your ultimate business goals. Consider how your paid campaigns will contribute to those goals. Then, think about what you want to accomplish with your ads — whether that be visits, sales, brand awareness, or something else — and how much you’re willing to spend to achieve that goal.
Your ads should encompass a few things:
- Who you want to target
- Theme of your campaign
- How you will measure success
- Type of campaign you will run
Create Goals and Goal Metrics
Your campaign goals will give you something to show for your ad spend as long as you determine how you will measure those goals. Your goal metrics should not be confused with your campaign metrics, which we’ll discuss below.
Let’s touch on some common PPC goals and how to measure them.
Brand awareness is how familiar your target audience is with your company. It might be a good idea to look into display ads for this goal so you can supplement your copy with engaging imagery. You can measure brand awareness through social engagement, surveys, and direct traffic.
Lead generation is the direct result of having a relevant and engaging landing page to follow your paid ad. Since you will create a separate landing page for each ad group, you should be able to easily track lead conversions either in the Google Ads interface via a tracking pixel, or through UTM parameters, if you’re using a tool like HubSpot.
Offer promotion is great if you’re running a limited-time offer, product or service discount, or contest. You should create a dedicated sign-up page or a unique discount code so you know which users came from your ad.
Sales can be measured by how much of your product or service is sold based on your paid ads. You should be able to track this through CMS software or with attribution reporting.
Site traffic is a great goal if you have high-quality content throughout your website. If you’re going to spend money getting people to visit your site, you want to have some level of confidence that you can keep them there and eventually convert them into leads.
Choose Your Campaign Type
You don’t only need to know where you’ll advertise but also how. There are many different types of paid advertising campaigns, and the one you choose depends on where you can reach your audience. That isn’t to say that you can’t advertise through various means; you can also try a combination of campaign types as long as you’re consistently testing and revising.
Search Ads are the most common type of PPC and refer to the text ads that show up on search engine results pages.
Display Ads allow you to place ads (usually image-based) on external websites, including social. There are several ways to buy display ads, including Google Display Network (GDN) and other ad networks.
Social refers to any ads that you see on social media, including Facebook, LinkedIn, Twitter, and Instagram. You can pay to show up in your target audience’s social feed or somewhere else within their profile, depending on the platform.
Remarketing can use either cookies or a list of contacts that you upload to target people who have previously engaged with your company through some action. That action could be filling out a form, reading a blog, or simply visiting a page on your website.
Google Shopping is most effective for ecommerce sites. Your ad — including image, price, and a short product description — will show on a carousel on a search page based on your target keywords.
Perform Keyword Research
Each ad group you create needs to be assigned a set of keywords to target — that’s how search engines know when and where to display your ad. The general rule of thumb is to select between one to five keywords per ad group, and those keywords should be extremely relevant — your Quality Score depends on it.
Select keywords that are closely aligned with the specific theme of your ad group. If you find keywords you want to target that fall outside of one theme, you should create a separate ad group for them.
It’s important to note that you’re not stuck with the keywords you start with. In fact, you should closely monitor your keyword list throughout your campaign — eliminating those that don’t bring in the types of visitors that you’re looking for and increasing your bids on those that do. Do your best to select the most relevant keywords, but don’t feel pressured to get it 100% right the first time around.
Set Up Google Analytics and Tracking
Google Analytics is free to use, so there’s no reason why you shouldn’t install it on your website. The tool provides insights into how your website is performing, how users interact with your pages, and what content is attractive to visitors. The information gathered from Google Analytics can be used for PPC and beyond.
Best Practices for a Quality PPC Strategy
PPC, or pay-per-click, is a type of online advertising in which businesses pay a fee each time one of their ads is clicked. In order to be successful with PPC, businesses need to create a quality PPC strategy. Here are some best practices for doing so:
1. Research your keywords carefully. You need to choose keywords that are relevant to your business and that people are actually searching for.
2. Create compelling ads. Your ads should be well-written and relevant to the keywords you have chosen.
3. Target your ads carefully. You need to make sure your ads are being seen by the people who are most likely to be interested in them.
4. Monitor your results. Pay attention to how your ads are performing and make changes as needed.
By following these best practices, you can create a quality PPC strategy that will help you achieve your business goals.
Tying in Pay-Per-Click to your Digital Marketing Strategy
If you have decided to use PPC to enhance your online marketing efforts, then it is essential that you tie it into your overall digital marketing strategy to get the best results.
For example, one key part of PPC is having a landing page that is designed to get the best results.
Your desired action may be to have them download a white paper or eBook, sign up for your newsletter, print a coupon and come
into your store, etc.
Your landing page should not only be visually appealing but should also have content that encourages people to take the desired action.
Similarly, PPC works great with another online advertising method known as Ad Retargeting.
The image below is a quick explanation of what ad retargeting is and how it works.
With PPC, once people go to your website, ad retargeting will start showing your ads on other websites and even on Facebook. This helps to improve your brand’s credibility, visibility, and ultimately is designed to drive those individuals back to your website.
Additionally, PPC works well with organic search engine optimization efforts. If your ad shows up for the desired keyword and you appear organically for that same term, then you are showing up twice on the first page, which increases the chances that the person will select you over a competitor.
In short, PPC is like any other online marketing effort – it is best when used in conjunction with other tactics.
Tracking and Measuring Pay-Per-Click Effectiveness
The great thing about PPC is the ability to accurately track effectiveness.
You are able to determine how many people click on each ad, and if set up correctly you can determine the number of those visitors who take the desired action.
Therefore, determining a return on investment (ROI) with PPC is a lot easier than when you choose to market with offline efforts (television, radio,
billboards, etc.).
You can even A/B test your ads for maximum effectiveness.
You can use one version of a headline on ad A, and another version of a headline on ad B, and see which one gets more clicks.
Whichever one wins has the better headline, which should be used in every ad.
The key to an effective PPC campaign is to closely track which keywords are performing the best and which ones are not obtaining the desired results, and then tailor your strategy accordingly.
Conclusion
At the end of the day, PPC is a great addition to just about any online marketing strategy and helps your business to appear in search results – thereby increasing the chances that visitors will find your business’s website.
With most people turning to search engines before making purchasing decisions, having a solid online marketing campaign (which can and should include PPC) is an essential step to digital marketing success and ultimately the success of your business.
Need help with your PPC marketing, consider hiring a PPC advertising agency
If you’re not an expert in pay-per-click (PPC) marketing, consider hiring a PPC advertising agency to help you run your campaigns. A good agency will have experience managing large budgets and will be able to optimize your campaigns for maximum ROI.
When choosing a PPC agency, make sure to ask about their experience managing campaigns in your industry. You’ll also want to inquire about their reporting capabilities and whether they offer any guarantee on results. Finally, be sure to get a detailed proposal that outlines what services the agency will provide and how much it will cost.
Let us be your PPC marketing agency
Are you looking for a PPC advertising agency that can help you take your online marketing to the next level? If so, look no further than Wealth Ideas Agency. We are a full-service digital marketing agency that specializes in pay-per-click (PPC) advertising.
We have a team of experienced and certified PPC experts who will work with you to create an effective campaign that meets your specific needs and goals. We will also provide ongoing management and optimization of your campaign to ensure that you are getting the most out of your investment.
If you are ready to take your online marketing to the next level, contact us today to learn more about our services and how we can help you achieve success!
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