What Is PPC and How to Utilize It Effectively?

Being able to promote your business, client, or product nowadays is essential. To do that, you’ll need to be aware of all digital marketing models and strategies, including PPC. But what is PPC, and how will utilizing it help you promote your business most efficiently? Luckily, this blog will answer all of your questions.

PPC is an advertising method where the advertiser is practically purchasing clicks when a person checks out the advertisement you posted. It works best when you learn where to post your advertisements and how to make them appealing to your audience. 

What Is PPC in Marketing?

What is pay-per-click advertising? This is extremely important to know, no matter if you use social media agency services or not. Pay-per-click (PPC) refers to an online advertising approach where the advertiser is required to pay a certain amount of money every time one of the adverts they posted is clicked.

Simply said, you’re basically buying clicks from people who are likely interested in what you have to offer on your app, website, or landing page. One of the most widespread applications of pay-per-click advertising is search engine marketing, commonly known as search engine advertising. When a user does research that is relevant to an advertiser’s product or service, the advertiser has the option of bidding on ad space in the search engine’s sponsored links and data.

A person showing the pay-per-click concept on a tablet
This online marketing approach can help your brand grow

How Does Pay-Per-Click Advertising Work?

Ads on pay-per-click platforms can take many forms, including text, graphics, videos, and hybrids of these formats. The websites, search engines, social media (from Instagram and Facebook to LinkedIn), and other places can all host them. But what does PPC stand for in marketing? This depends on the medium but typically consists of the following steps:

  • Based on your end goal, select the appropriate campaign format,
  • Modify your preferences and focus your efforts (audiences, locations, schedule, devices),
  • Describe your financial resources and bidding approach,
  • Type in the URL (website) to get where you want to go,
  • Create a commercial.

After an ad goes live, its placement, timing, and cost per click are all chosen algorithmically depending on factors such as the advertiser’s budget, bid, campaign parameters, and the relevance and quality of the ad.

Pay-per-click text on the keyboard button
This advertising method brings people to your online platform

PPC vs. SEO – Which Marketing Campaign Is Better for Your Business and Can You Combine Them?

Want to improve website speed and get more people to your website but are not sure how to do it? If so, you definitely need to learn all about SEO marketing services and how they can help you grow your brand.

For starters, increasing your online visibility and seeing all the benefits of SEO might take a bit of time. On the other hand, pay-per-click promotion is a method of spending money in order for your content to be displayed during a user’s search for a particular keyword (KW) or set of keywords.

Check out the table below and see when you’ll benefit from each campaign. 

If you need instant resultsIf your budget is low
If your product is first-of-its-kindIf you prefer growing organically 
If you want to promote a time-limited offerIf you want to boost return on investment (ROI)

Considering all this, it’s completely normal to wonder whether PPC and SEO can work together. Of course, they can. In fact, using the first advertisement method will give you a quick KW evaluation, which you can then add to the organic content and have long-term success. In fact, the SEO data can even be used to begin a new paid campaign. 

SEO writing in a notebook
Enjoy all the benefits of knowing how PPC and SEO can work together

Google Ads Is the Most Popular Pay-Per-Click Advertising System

When it comes to pay-per-click advertising platforms, Google Ads is without a peer. According to data from StatCounter, Google surely has way more market shares (92%) than, for example, Bing or Yahoo. In fact, every second, there are more than 2.3 million research queries performed on the platform. So, you get the idea why this engine is one of the most popular and why it’s important to dedicate time to learning everything about it. 

Advertising on Google’s search engine and its other properties is made possible by the Google Ads platform. When a user conducts research, the platform sifts through all of the available advertisements and selects a few winners to display on the results page. Winners are determined by a number of variables, along with the relevance and quality of the business’s KWs and ad campaigns and the number of their KW bids. Check out where this platform can put your advertisements.

Google Display Ads

If you’re reading news on some online platform, you’ll surely see the banners to the right or to the top. These banners are actually a type of Google ads.

Google Shopping Ads

Another form of advertisement is Google Shopping. When you open a shopping tab, you’ll be able to see pictures, and prices of the product searched.

YouTube Video Ads

Since Google owns YouTube, you can find its advertisements on this platform as well. So, while you’re using YouTube, you can find advertisements that you can skip, and you can find them on the right side of the YouTube screen.

Google App Ads

When you’re playing your favorite game, at a certain point, an ad will pop out. That’s a form of a Google ad as well.

How to Use PPC and Google Ads to Work Together for Your Business?

When creating an ad, marketers select a group of keywords and data to focus on and then bid on those. So, if you tell Google that you want the ad to show up for matched searches or are connected to the term, for example, “pet adoption,” then you will be charged only for such searches.

For each research, Google employs a set of formulae and an auction-style method to choose which advertisements will be displayed. Before entering your ad into the auction, you will be given a Quality Score (QS) from one to ten that takes into account the ad’s relevance to the term, the click-through rate you may expect, and the feature of your landing page.

people with laptop
Once you get a QS, you can proceed with the ad’s auction

What Are Ad Ranks and Quality Scores? 

Your Ad Rank is calculated by multiplying the QS by the maximum bid you have (the most you’re ready to spend for a click on the ad in question). Advertisements with higher Ad Rank scores are prioritized for showing. Successful advertisers may now reach target audiences at a price that doesn’t break the bank using this system. To put it simply, it’s an auction.

Depending on the keywords and the match types used, your advertisements will display more or less frequently. While the effectiveness of your advertising campaign is dependent on a number of elements, you can make significant progress by focusing on the following:

  • Try to get your bids in on the appropriate KWs – develop targeted lists of PPC KWs, focused ad groups, and compelling copy.
  • Upgrade the quality of your landing pages – construct search-engine-optimized landing pages that feature compelling, relevant content and a prominent CTA.
  • The QS needs to be raised – a QS from Google indicates how well it thinks your KWs, landing pages, and pay-per-click advertisements will perform. Marketers who maintain high Quality Scores enjoy increased exposure at reduced expenditures.

Ad Extensions Are a Great Way to Increase Your Visibility

Ad extensions are functions offered by services like Microsoft and Google Ads that improve the visual appeal of advertisements. Examples include call extensions. 

Ad extensions are excellent because they make advertisements more user-engaging and informative while increasing their visibility. This practically means that a phone number is added to the existing ad during business hours and site link extensions that add more connections to other pages of a website to an advertisement.

A laptop on a table in an SEO agency
Ad extensions will make your advertisement more engaging

How Performing an Effective Keyword Search Will Bring You the Best Results?

PPC KW research is time-consuming and can yield significant rewards. Your entire campaign hinges on the KWs you choose, and the most effective Google Ads marketers are always working on expanding and fine-tuning existing keyword lists. If you just conduct keyword research when you launch your first campaign, you may be missing out on numerous valuable low-cost, highly relevant, and long-tail KWs.

Check out what a keyword list should have:

  • Consistency – you don’t want to waste money on clicks that won’t result in a sale. So, make sure there’s a tight connection between the keywords you’re bidding on and the products or services you’re offering.
  • Coverage of all bases – when conducting keyword research, don’t only focus on the popular and high-volume terms in your field; also consider long-tail variations. These are narrower in scope and less frequent overall, yet they make up the bulk of all search engine traffic. Because of this lack of competition, they also tend to be cheaper.
  • Comprehensiveness – this kind of advertising uses an iterative model. The goal is to optimize and increase your campaigns on a regular basis while also cultivating a setting where your KW list can develop and change.

Check Whether You Should Use a Negative Keywords Search 

“Negative keywords” can be used to further filter out uninterested users in advertising campaigns. These words or phrases will prevent your adverts from being displayed in response to any search that includes them.

Advertisements related to women’s jeans, for instance, would be blocked by a set of negative KWs that included the phrase “women’s pants,” even if that phrase didn’t appear anywhere on the page. A special kind of term that will not allow your ad to appear when a particular phrase or word is searched for. No one who enters that word via a search engine will see your adverts. You might think of this as a “negative match” as well.

Woman looking at her phone while working on a laptop
 With negative matches, your advertisements won’t be triggered

What Is the Right Way to Manage Your PPC Campaign?

No matter if you’ve done this before, launching new campaigns can be quite stressful and nerve-racking. That’s what you must consistently monitor and adjust to ensure their success. In fact, consistent account usage is a strong indicator of future success. To get the most out of your campaigns, you should routinely review account data and make the following changes:

  • Always keep adding relevant PPC KWs to your advertisements to increase exposure and boost ROI.
  • Improve relevance and save wasted spending by including non-converting terms like the negative KWs.
  • Spend some time reviewing your most expensive PPC KWs – consider turning off any pricey KWs that are not producing results.
  • Optimize landing page performance and increase conversions by tailoring the text and calls to action on landing pages to specific queries. To avoid a bottleneck, avoid directing all your visitors to a single landing page.
  • Segregate the advertisements by breaking ad groups into more relevant and smaller ones. This way, you’ll be able to write more specific ad copy and design more relevant landing pages, both of which will increase your click-through rate (CTR) and QS.

Bring Your Brand to the Top

Getting your brand significant growth will take a bit more than doing some research online. However, implementing all the methods that could help your enterprise will have a high impact on the process. 

On the other hand, having an experienced online advertising agency like Made Online will not only save you a hassle but will also bring you success. We can work together and create the best plan that will focus on outstanding content. So, don’t wait any longer and contact us as soon as possible for your consultation.

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