In today's fast-paced digital world, PPC marketing has become an essential tool for businesses to increase their online visibility, drive website traffic, and boost conversions. But what is PPC marketing, and how can you effectively use this technique to achieve your business goals?
PPC, or pay-per-click advertising, is a form of digital advertising where advertisers pay a fee every time a user clicks on their ad. This advertising method generates traffic to websites, and the cost per click (CPC) can increase or decrease depending on the bids. The ultimate goal of PPC marketing is to drive traffic to your website and increase conversions.
In this article, we'll dive deep into the world of PPC marketing and how you can effectively use this technique to improve your online visibility and measure your campaigns.
Understanding PPC Marketing
PPC marketing works on a bidding system, where advertisers bid on specific keywords that are relevant to their target audience. When a user searches for a keyword that matches an advertiser's bid, the search engine triggers an auction between advertisers targeting the same keywords. The ads that win the auction appear in the top positions on the search engine results page (SERP).
PPC ads are clearly labeled as "Ad" on Google and appear above the organic search results. On social networks, PPC ads are often similar to standard publications in the news feed.
4 Reasons Why PPC Advertising is Important for Your Business
Helps You Achieve Your Business Objectives
PPC marketing allows you to promote your brand, your website content, and reach your target audience at every step of your sales funnel. Whether you want to increase your leads, online sales, or improve your brand awareness and visibility, you can do it by using a paid search engine optimization strategy.
Quantifiable and Traceable
By using Google Ads in combination with Google Analytics, you can easily monitor and measure your PPC campaigns. You can also track the results and statistics of your campaigns in real-time, such as the number of impressions, clicks, and conversions according to the business objectives you have defined.
Customizable
With PPC campaigns, keywords, ads, targeting, and locations are all customizable according to your goals and budget. You can make changes to your campaign at any given time, even if it is already online.
Targets Specific Audiences
PPC marketing allows you to track your targeted users and their behavior at every step of your sales funnel. By combining different targeting criteria, your PPC ads are more likely to reach the right audiences at the right time. You will be able to reach both your potential customers and also reach new users who don’t know your company yet.
How to Implement and Optimize a PPC Marketing Strategy
Start by Setting Your Goals and Budget
Before launching a campaign, it is crucial to have a clear vision and defined objectives. A PPC campaign can have several different objectives, including brand awareness, product and brand consideration, leads, sales, and repeat sales.
Analyze the Competitive Landscape
Research your main competitors, identify the ones that perform best on paid search, and implement a strategy to outshine them. Google Ads can help you do this by automatically increasing your bids to surpass your competitors.
Identify Your Search Keywords
Choose "general" keywords that are in line with the characteristics of your product or service. For example, if you have an online website that sells shoes, your starting point could be the generic term "women's shoes." From this, you can build up a keyword strategy. For this, you can use Google Ads to generate other keywords associated with that search term.
If your website has a search function, export all the searches performed in the last 90 days and categorize them by type. This will help you create content that meets the exact expectations of your users and find new keywords.
With Google Search Console, you can find the keywords that are associated with your company and that generate a high click rate. This is a great way to identify search keywords for your PPC campaigns.
Define Your Account Structure
To set up your Google Account, you need to define your campaigns and ad groups. Browse and select the relevant terms you have identified from your keyword search and determine what action you want users to take when they click on your site. To define your ad groups, evaluate the keywords that will be part of your campaign to further segment the terms.
Writing Effective Ad Descriptions
A well-written ad is crucial for PPC campaigns. This is because it allows you to increase the ad quality level, lower the cost per acquisition, and increase click-rates. To write an effective PPC ad copy, we recommend that you:
Include your target keywords at least once in the title of the ad and in the body of the text
Include clear call-to-actions such as "sign up," so the user knows what to expect when they click
Highlight product prices and product advantage in your ad to attract users with concrete promises
Ensure Your PPC Landing Pages are Optimized for Conversion
Your ads must guide users to specific landing pages. The closer the match is between the content of the landing page and the search intent, the higher the conversion rate will be. If you redirect users to a generic page such as the home page, they might get frustrated and leave because it was not what they were searching for.
Measurement and Reporting
Google Ads allows you to have a detailed report so that you can track and evaluate your performance and make the necessary adjustments. CTR and keywords are two important elements to keep in mind for PPC campaigns.
CTR
The click-through rate is the percentage of ad impressions that generate clicks. A high CTR means that your ad is very relevant to internet users, while a low CTR could indicate a lack of consistency between your ad, the target keywords, and your landing page.
Keywords
Before defining your keywords, it is important to define some key terms:
Query: the word or words that a user types into their search engine
Keyword: the word or a set of words that you add to your advertising campaigns on Google
Keyword Match Type: the parameter that determines the scope of a keyword
To have an effective PPC campaign, it is important to choose the right types of keywords to use. The different types of keywords include brand keywords, general keywords, information keywords, transactional keywords, local keywords, short-tail vs. long-tail keywords.
Conclusion
PPC marketing can be a powerful tool to help you achieve your business objectives, increase your online visibility, and boost conversions. By implementing a well-planned and targeted PPC marketing strategy, you can reach your ideal customers, drive traffic to your website, and achieve measurable results.
At New Market Gen, we have a team of experienced digital marketing experts who can help you create and optimize a successful PPC campaign tailored to your specific business goals and budget. Contact us to learn more and start driving results today!