Digital marketing is a huge field and there is so much for a business to explore. However, it is very difficult for a business to start its online journey and get tens of leads each day. The digital world is not a sprint, it's a Marathon!
But there’s one method that can help businesses get instant leads, traffic, signups, or conversions. That’s Pay-per-Click advertising.
It's an online advertising model that allows businesses to show their products, services, or brand image to their targeted audiences within a pocket-friendly budget. This article discusses PPC advertisement and what an organization or digital marketer must learn about.
Pay per click or PPC is an advertising method in which advertisers pay only for clicks and not on the views on their advertisement. This means the platform costs only when a user clicks on your ad and visits your website. In simple terms, you pay for each visit to your website.
PPC advertising is a shortcut to getting traffic and quality leads. Notably, search engines are not the only place brands can run their PPC ad campaigns. Social media platforms also offer PPC model advertising services to brands who look forward to it.
These ads are shown on search engine result pages (SERPs) and use keywords to target the right audience. Search advertising offers a higher conversion rate and generates high-quality leads.
Social media advertising is running paid ad campaigns on social media platforms. Though social media ads mostly use CPM, advertisers can choose the PPC model for some social media ads. Please note that not all social media ads are allowed to enjoy the PPC pricing model.
Retargeting or remarketing is an advertising strategy to target users who have already interacted with the brand previously but didn't purchase.
Shopping ads are specialised ads that show product details in SERPs and social media platforms. These ads include details such as price, image, description etc.
Running a PPC ad campaign without proper strategy is like fishing without bait. To create a strategy, businesses must understand their target audience and set their goals first.
Not all audiences are the same and not all ad campaigns are created to serve the same purpose. The overall advertising campaign strategy goes through three stages of a sales funnel.
The three stages of a sales funnel are-
Stage
Nature of the Funnel Stage
Content type
Top of the Funnel
Awareness
Visual ads, engaging video content
Middle of the Funnel
Consideration
Insightful content about products and services, retargeting ads
Bottom of the Funnel
Purchase
Product Demos, USPs, Demo
Loyalty
Repurchase
New product launches, referral programs, Special offers
Brands set their CPC at maximum when they choose PPC as their ad campaign method. Below are some of the factors that affect the bidding costs.
Ad rank determines the ad position on the SERP results page. This is determined by Maximum Bid × Quality Score. Please note that search engines will consider competitor’s scores to decide your Ad rankings.
The search engines give a quality score based on the following factors.
This is the maximum amount a brand is willing to pay for a pay-per-click advertising campaign.
Find the ideal customer persona and get answers to the following questions:
Select your most ideal customer category. It can be housewives, students, young adults, health-conscious people, businessmen, shopkeepers, school students, working women, pregnant women, fathers-to-be, elderly people, etc.
An ad campaign theme is the core message of a PPC ad campaign. Focus on what you want to provide to your customers including benefits, offers, lifetime value, support, consultation, etc. Your theme should be simple, clear, and concise for people to understand.
There are several parameters to measure the success of PPC advertising campaigns. Basically, they are specific actions and it can be personalized from campaign to campaign. Some of them are conversion rate, clicks, traffic, engagement, ROI, views, impressions, etc.
Not all ad campaigns are suitable for all targets. Choose ad campaign types that best fits your immediate goals. (Read Point-3 to get detailed information about goals and their best suited ad types)
Not all ad campaigns are equal. All of them have a specific goal and measure success differently.
Measure the success of lead generation ads with personalised metrics. Consider specific user actions such as sign-up, purchase, contact, call, website traffic, social media engagement, etc as success metrics.
Choose an ad campaign type that is the best for the brand's goals.
Here are some tips for choosing the right keywords:
Google Analytics is free to use and a super powerful tool for measuring ad campaign insights. This tool provides data on ad performance, user interaction, and content relevancy.
Follow the tips below:
Follow the tips below:
Follow the tips below:
This can be done by following two major factors in PPC ad campaigns.
Here are some to target the audiences.
Select the best-performing bids for best results only.
Use smart ad scheduling for the best conversion results from the ad campaign. Choose a time when most of the target audience stays online.
Use the site link extension to add store locations and hours to the ads.
Track the conversion rate with the help of Google Analytics or by adding a thank you page.
Follow the tips below:
Here are the best tools for creating, tracking and measuring the ad performance.
This article shared a complete go-to guide for PPC beginners. This guide is helpful for students learning PPC, individual coaches, and businesses who want to grow online and generate leads.
This article discussed valuable PPC-related topics such as the definition of PPC ads, statistics about PPC, types of PPC, and tips to make the ad campaign more impactful and promising.
Are you searching for a PPC ad expert to enhance your online visibility and gain quality leads?
Choose Vigyapan Mart advertising agency for a complete 360-degree solution to PPC ad campaigns.
