Pay-per-click (PPC) marketing is a form of digital advertising where advertisers pay each time their ad is clicked. You can look at it as a way for your business to get additional visits on your website by paying for it. Simple, isn’t it?
Using PPC marketing could be one of your greatest allies in trying to increase awareness and traffic to your website. At Maxeemize, we work with clients to know what are the most effective strategies to ensure that PPC is capitalized on.
But we need to get you more familiar with PPC first and see why it’s good for your business. As mentioned earlier, PPC is a form of paid ads in the online sphere including social media platforms and search engines such as Google, Yahoo, and Bing. Advertisers on the said search engines bid on keyword phrases important to their target market. Basically, advertisers bid for an ad spot in (for example) Google’s sponsored links when a user searches on a keyword related to what they offer.
An advertiser can also indicate if they want their ads to show in search engine results or content blocks that are embedded within websites. They can also opt for both. The advertiser that bids the most will of course get the most exposure for its keyword.
The advertiser then pays the search engine every click that its ad gets. As a return on investment, think about the $3 you paid for each click that yields a sale triple that price.
As with any marketing campaign, PPC is most effective if you carefully choose your keyword and organize your ad campaign that is optimized for conversions. Search engines like Google even offer incentives to relevant and intelligently created campaigns by charging them less each click.
How Pay-Per-Click Works
Let’s have a deeper look on how pay-per-click marketing works. Let’s focus on Google Ads because, why not? Google is what most people use when they want to search for something and being seen at this particular moment is great opportunity for any advertiser. Its popularity among users translates to high traffic therefore delivering the most clicks.
An advertiser gets to customize their campaign based on their own preferred parameters such as budget cap per month, location, drive visits to websites, or actual store.
When a user enters a search, Google chooses the qualified advertisers to appear in the ad space of the results page. A relevant advertiser is mainly the one who has quality keywords, ad campaigns, and the size of their keyword bids. Basically, an advertiser that has the highest amount willing to spend (cost-per-click or CPC) and Quality Score gets to be on the top rank from the pool of Google Ads advertisers. So being smart with your keyword choices and budget can really make a difference for your brand.
Now that you know how pay-per-click marketing works, let’s look at some of the key advantages of PPC on your business.
Benefits of PPC
Cost effective advertising
Just right for your budget as you only spend when someone goes to your website.
You reach out only to those you specifically want and choose according to your own parameters.
Flexibility is the key when running your ad campaign and with PPC, you get to adjust your ad based on what works best.
The result is almost instantaneous.
Building Your PPC Campaign
As you decide to go for pay-per-click marketing, here are some helpful tips to guide you when creating and managing your campaign.
Ensure you choose exact match keywords
When you create your keywords, provide the exact words that will direct to your website. Avoid saying generic or broad terms, for example, “show blue.” Think of your target audience, demographics, and location to help you find specific words.
Remember to use negative keywords
Simply put, negative keywords are search entries that you do not want to appear in. For example, the words “free” and “cheap” are considered negative keywords if your product is expensive and only targets high-end individuals.
Be specific always
Many advertisers haste to make their campaign and may even forget to set parameters on who they should target. Remember that you can set the location (local or global), micro-geographic focus (specific city or state), and time of day.
Make sure to match landing pages
It’s going to be a waste of your money if a user clicks on your ad and is directed to a different or irrelevant landing page. Work on the content of your landing page to ensure that it aligns to queries and increase your rate of conversion. So make sure the match is accurate.
Run a test of your ad
It’s not easy to create ad copies for your campaign. This is why it’s important that you test different versions to see which would work best in order for you to maximize the returns. You will be able to test your ad as most PPC platforms lets you do split tests on different ads for your targeted keywords. Do your own random set up instead of relying on the platform’s suggested formula.
Whether it’s your budget or your return on investment, make it a habit to check if you’re getting the most out of your campaign. If you’re on Google Ads, tie your PPC account to Google Analytics to know which ads attracted visitors to your website and which ones generated sales.
A strategic and well-thought of pay-per-click campaign may bring great benefits to your business to provide you not just sales but also connect to the right audience. It is quite important to remember that click-through actions are normally driven by the right keywords or a compelling message.
Maxeemize can help you with your pay-per-click marketing campaigns. We have the expertise, knowledge, experience, as well as creativity to deliver unique solutions that produce better results for your digital marketing strategy! Contact Us so we can discuss how we can help you.