What is PPC?
Pay-per-click (PPC) marketing is a model of internet marketing where a website pays a small fee each time its advert is clicked. It can be described as a way of buying site visits rather than organically earning them.
One of the most popular forms of PPC is search engine advertising. An advertiser places their ad on the sponsored links of search engines so that these ads turn up when a person makes a search on certain keywords which are related to their (the advertiser’s) business offering.
The fee for a PPC campaign may be trivial as long as the campaign is working as it should. This is because the paid visits are worth more than what is being paid for them. For instance, if a click costs 3 cents but results in a 10 dollar sale, it means that a large profit has been made.
What are the PPC campaign considerations
There are a lot of considerations in building a valid PPC campaign. This ranges from researching and selecting the appropriate keywords, organising them into well-structured ad groups and campaigns, to setting up well-optimized PPC landing pages that are ready for conversions. Search engines, such as Google, have a policy of charging less for ad clicks to advertisers who provide quality and relevant pay-per-click campaigns that are well targeted. These discounts are meant as a form of well-deserved compensation. These lower charges per click lead to a higher profit for the advertiser’s business.
The frequencies at which placed ads appear on search results depend on the keywords and match types that have been chosen by the advertiser. The success of a PPC advertising campaign, therefore, depends on the attention advertisers pay to the following elements:
- Keyword relevance: this involves creating keyword lists, ad text, and tight keyword groups that are relevant.
- Landing page quality: landing pages that have relevant and persuasive content, alongside a clear call-to-action, which are tailored to specific search queries.
- Quality Score: this is a measure of the quality and relevance of landing pages, chosen keywords, and PPC campaigns. Google provides advertisers that have good quality scores with lower costs per click.
- Keywords: You won’t have to worry about paying for your ads to get clicked if consumers don’t even see them because of poor keyword choices. PPC is very much tied to search engine optimization (SEO), so you’ll need to bid for good keywords to even have a chance at being seen.
- Ad copy: Even if you do get your ad seen, there’s the next step of getting users to click on it. Ideally, your ad should tell the browser who you are and what you do, with a call to action. You have a limited number of characters to work with, so craft this message carefully.
- Conversion: Finally, once a visitor clicks your ad and follows it to your website, it’ll be up to you to turn that click into a conversion, whether that’s getting the visitor to buy your product, subscribe to your service, or do anything else that results in profit or gain for your business. see businessnewsdaily
Higher Click Thru Rate Means Lower Cost Per Click
The better your ad and the higher click-through rate you receive, the less you will pay for each click.
Search Engine Watch discovered that there is a 20% decrease in cost per click for every 0.1 per cent in CTR using the Google Display Network, a network that spans millions of websites, videos, and applications.
To add, since CTR is an integral part of Google’s Quality Score rating for search advertising, keep this in mind and you’ll spend less per click. Algorithm updates affect organic search engine rankings. Using SEO, you can get knocked off the page with a new update.
But this isn’t the case with PPC. The only rules you need to follow are the Quality Score metrics requirements. This makes it easier to excel with PPC because you know what to expect. Google loves mobile. And it helps your company if you have a responsive website that is mobile optimized. Make sure your advertisements are optimized for mobile. You don’t want to miss opportunities in this rapidly evolving market.
Organic traffic from SEO will always be better than paying for traffic, but a PPC Digital Marketing strategy is an essential part of any businesses success online