This guide is for all those beginners or advanced marketers, who simply wants to understand PPC in a better way. Let’s begin with the definition of PPC.
What is PPC?
PPC is an acronym for Pay-Per-Click. In the world of Digital Marketing, it is basically a model in which the advertiser has to pay for every single click on his ad. In other words, it is basically a method of buying visits for your website or blog in which you’ll be charged according to every single person clicking on your ad. PPC is a very prominent form of Internet Marketing and is widely used by advertisers across the world for different purposes.
Further, there are a lot of different forms of PPC Marketing. The most popular way out to do it is Search Engine Advertising and when it comes to search engines, Google has been at the top of the list. It offers Google Ads to run your PPC campaigns in order to get clicks from people searching on Google. It is a bit different from organic clicks which you get for your websites or blogs with SEO (Search Engine Optimization). You need not pay anything for the organic clicks, but in PPC, you pay for every single click.
Look at the following screenshot.
I just searched for the term web hosting and in the search results, it shows first a few ads and then the organic results. These are basically the ads placed by different advertisers using the Google Ads platform. These are the PPC ads and the advertisers are charged for every single time they’re clicked. Now, what amount a single cost will cost the advertiser completely varies and depends upon a number of factors. One of the major factors is the searched keyword.
There are keywords that user types in the search engines when they’re really willing to purchase something. In other words, the keywords with high purchase intent will have a high Pay-Per-Click cost than keywords without purchase intent. Let’s say a single click is costing you $5, well that’s quite high, but if the same click is bringing you $200 in profits, then what’s the issue in paying $5 for that click?
Google takes into many different factors, like the quality of landing page that the user is redirected to after clicking on your ad, the location of the user, etc, to make sure what amount it has to charge you for the click. Before you can actually get started with running your first PPC campaign using Google Ads, there are several other things to know. Let’s find out more about Google Ads & PPC in the following section.
Google Ads is the world’s most popular platform for running PPC advertising campaigns. It was formerly known as Google Adwords. Using this platform, you can easily place ads on Google Search Engine and its other properties for your desired keywords. It works on the PPC model and the different advertisers have to bid for the keywords. And whenever the people search on Google for that particular keyword, your ads show up and you also pay for each and every click that ad receives.
But Google just does not shows up the ad of every bidder for the targeted keyword. It makes sure the ad also adds up the quality to the overall search experience. Therefore, it analyzes the ad and its landing page for several factors. The highest bid amount might also be a factor but not every time. Quality always matters the most. Google tries to check out how much the ad is relevant to the searcher. Google is the most popular search engine and millions of users use it every single day. This is the reason why it is the best platform to get maximum ad impressions and clicks.
Here’s a detailed guide that can help you in running better PPC Campaigns with Google Ads.
Bing is the second most popular search engine after Google and therefore, the second best platform for PPC Marketing as well. You can run PPC ad campaigns for Bing Search Engine using the Microsoft Ads platform.
Google & Bing, both hold the major share of Search Engines and by doing PPC on both of these platforms, you can almost capture almost all possible area of advertising.
PPC & Keyword Research
Running PPC campaigns is not difficult and anyone can learn to run a PPC campaign within just a few minutes. But the success of PPC campaigns actually depends upon the selection of the right keywords to target. You simply can not target any other keyword for getting clicks. As I mentioned earlier in the above section, you need to choose keywords with high purchase intent, if you really want to get benefited.
To find good keywords in your niche, you’ve to do Advertising Keyword Research. There are a number of Free and Premium Tools available which can help you to find the desirable keywords with good search volume and purchase intent. Rather than short keywords and simple searches, Long Tail Keywords usually have more purchase intent.
Google Keyword Planner is the official tool provided with Google Ads account for Advertiser-Specific Keyword Research. This tool lets you reach keywords for your PPC campaigns along with the competition level of each keyword and the average Cost Per Click of the keyword. This average CPC can really help you estimate the actual Per-Click amount.
Link Given below is my guide to use Google Keyword Planner for Keyword Research.
SEMrush is another popular Keyword Research Tool which is usually used by the webmasters for competitor analysis for getting better traffic from Google. But this tool has equal potential for finding good keywords for PPC campaigns as finding good keywords for Organic Traffic. The guide & review for SEMrush is linked below.
While doing keyword research for PPC Marketing, keep in mind the following factors.
Competition. This is the first thing. Higher the competition for a particular keyword, harder and costlier it will be for you to place target your ads for that keyword. Try to find out those long-tail keywords which have low or medium competition and affordable CPC. Again, to check the advertising competition, you can make use of the Google Keywords Planner Tool.
Avoid Irrelevant Keywords. One of the most common mistakes that beginners do is that they target those keywords which have good search volume but no relevancy with your business or website. Taking the people who’re actually not interested in what you’re promoting is a waste of time and money. So, you should only research the most relevant keywords in your niche or business.
CPC. Every PPC campaign has to run under a budget. You might have set goals for your plan for a specific budget. In order to execute your plan as per the goal, you need to make sure you’re getting enough clicks within the budget which are relevant and profitable for you at the same time as well. Some keywords have very high CPC but it’s very hard for the users following that keyword to make conversions. Therefore, you have to manually inspect and think of such keywords, when doing keyword research using any of the tools.
Management of PPC Campaigns
Just running the PPC Campaigns is not enough, you need to manage them in order to continue achieving the profits out of the campaign. Most of the beginners do this mistake of configuring their PPC campaigns just once and then, later on, they expect the campaign to be well-performing always. Well, that’s not the thing that’s gonna work. Other advertisers also bid for the keywords that you target for your campaigns and their configurations may affect your plans as well. In fact, there are a lot more reasons why you need to manage and make changes in your PPC Campaigns, almost every other day for better results.
Now the question is how you can manage your PPC Campaigns. For this, you need to continuously monitor the campaigns and have to make adjustments. Sometimes, you may also require to do experiments and testing to see what works the best for you.
Adding or Removing Keywords. You need to see which keywords are getting more and relevant clicks for you and which are not. Accordingly, you’ve to modify your keywords list to add better ones or remove the useless keywords. You can also check for those keywords which are costlier than the actual benefits. If needed, you should remove such keywords.
Ad Groups Splitting. This is one of the best ways to improve the number of clicks on your PPC Campaigns. You can split your ad groups into multiple new ad groups with different ad titles & descriptions for different keywords. This will simply help you to improve the CTR. (Click Through Rate) Further for different ad groups, you can create different landing pages, for better conversions. Here’s an official guide by Google Ads for better Ad Groups.
Make use of Negative Keywords. This is really a cool feature in Google Ads. You can help Google Ads which of the keywords are non-relevant to you. By adding the keywords, which are not at all relevant to your campaigns, you can save your money that otherwise might have wasted for getting clicks from unrelated and useless keywords.
Make Better Landing Pages. The journey of successful PPC campaigns not end after a user clicks on the ad. It actually begins there. After clicking on the ad, the visitor reaches the landing page and it is the place that has to influence the user for different actions, such as to make a sale. Therefore, you need to focus on building good landing pages that can lead to more and more conversions. Here’s a guide by Crazyegg for Landing Page Optimizations.
Check For Smart Suggestions. Google Ads is so advanced and amazing that it automatically analyzes your running ad campaigns and suggests you the improvements that you can make for better performance. Do not follow just every suggestion. Check every suggestion and analyze at your level, whether following it may help in better performance of your PPC campaigning or not.
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