PPC stands for pay-per-click, an effective method of internet marketing where advertisers pay a fee, every time one of their ads get clicked. It is a way of buying traffic to your site, rather than attempting to get them visits organically. PPC drives the traffic to your site by using relevant words related to the advertiser’s product or services.
Pay Per Click – one of the most widely used methods of digital marketing with an ever-changing, unique and complex structure to get visits. According to a survey, 61% of the people who query on search engines click on the “top-shown” PPC ads. It proves that PPC can play an essential role in digital marketing services.
Many people think that it is easy to create a PPC campaign. Yes, it is! However, making it successful for your business is what you need. A successful PPC Campaign is not a piece-of-cake for anyone. It requires a thorough knowledge and market understanding of keywords for effective execution. PPC Campaign uses a logical, organized structure, comprehensive keyword research, with ongoing management and maintenance.
PPC Campaign Structure – Importance
Keywords are the foundation of Pay-Per-Click Advertising. The structuring and organizing of keywords are also equally important. To create a PPC campaign structure, it is essential to study the architecture of the website and the catalog of different products or services to be advertised. The successful campaigns share these elements:
- Ad Words
- Ad text
- Landing pages
Some of the essential steps to creating a successful PPC Campaign:
Setting a Goal
It is essential for an advertiser to set a goal or objective for a campaign. An aim for advertising will drive the campaign efficiently. People who do PPC campaigns have many purposes such as lead generation, revenue increase, more traffic, higher sales or brand awareness. Many parameters should be kept in mind while performing on a specific objective.
Few advertisers have a hybrid goal that include may include many objectives. However, it requires a balanced structure and is most expensive. A successful hybrid campaign may lead to good results in the long run.
The step of choosing the right platform for PPC campaigns plays a crucial role in advertising. It depends upon the type of audience to target for a particular product or services. Like for a general purpose product, Google Search Engine is the right place to advertise.
Many platforms such as Google, Yahoo, Bing and social media platforms such as Facebook and Twitter are available. Google is a platform highly used for PPC campaigns. Choose a platform wisely. The campaign strategy must get planned according to the specific platform.
Keyword research is a time consuming and exhaustive activity in PPC Campaign. Create a list of keywords according to your product requirement, note down the core keywords. These core keywords need to get refined continuously by adding and removing words. Create long-tail, low-cost keywords that are high in relevancy. Remove high cost and irrelevant keywords.
Many Keyword Research tools are available such as Google’s Keyword Planner, Correlate, Soovle, Ubersuggest, and SEMrush.
Targeting Audience Geographically
Geographic targeting allows appearing of your ads in the locations based upon your selection like country, city, or an area within a state or city, and location groups. Geo-targeting helps you get the locations with potential customers, restricting it to places where you don’t.
Google Analytics allows you to analyze the geographical locations where your Ad is performing better. Identify such spots and post Ads. It will significantly reduce your cost without affecting much of your traffic. Geographic Targeting can be helpful for location-based service providers such as a pizza place in Montana. The pizza place has no need of advertising in Europe and Asia if the service is based in Montana only.
Device targeting is vital since last decade as mobile users have increased significantly in comparison to desktop users. Customize your ads according to the devices, and it will result in better results. It is also essential for the advertisers to provide responsive websites or mobile version of a desktop website for better user experience. In this way, you can target an audience who are online on mobile devices or using different operating systems.
Keep an Eye on Competitors
Benchmarking is a crucial factor in competitive PPC advertising. Always keep evaluating your top competitors and how they are advertising. Plan your strategy accordingly and then post it for better results. Never make similar ads to the competitors. Make better Ads to keep an edge against your competitor.
Use Google Analytics
One must always know if things are working in a better way. Google Analytics is the best tool for evaluating and tracking the effectiveness of your PPC Campaign. It helps you monitor and measure your advertising ROI as well as few social media applications.
Google Analytics provides Adwords tool for publishing ads. Other parameters such as bounce rate – the time duration a visitor stay on your website. Also, track the CTR and conversion rate of your campaign. It will optimize your PPC campaign and your landing page.
Pay Per Click Campaigning is rigorous, continuous process of refining and updating. You can stop following the campaign, once set. Thorough research of searcher’s behavior is vital to succeed in PPC Campaign. Hire a PPC service provider to fulfill your advertisement needs. They are trained professionals with market knowledge about keyword research and user behavior.