What is PPC Marketing

What is PPC marketing? How to get started

Pay-per-click (PPC) marketing can help you grow your online business quickly and easily. But, if you are new to PPC advertising, it may not be very clear. Worse yet, it may even be a waste of money.

If this sounds daunting, it shouldn’t be. Even small business owners new to digital advertising can run a successful PPC campaign. PPC can be the fastest and most cost-effective way to reach people who want what you have to offer.

The site The Digital Authority Partners Marketing Team has put together this concise beginner’s guide to pay-per-click advertising. We hope this will encourage you to try PPC.

What is PPC marketing?

Pay-per-click marketing, also known as pay-per-click advertising, only charges when someone clicks on your ads. You’ve seen PPC ads at the top of all major search engines and on many social media platforms.

Businesses typically use PPC ads to direct traffic to a landing page; it could be a page featuring specific products and special offers or leading directly to the home page.

PPC ads are usually based on keywords that are likely to attract potential customers. These ads look like regular search results. When someone types their keywords into a search engine, PPC ads appear at the top.

Google Ads and Microsoft Advertising for Bing are the two main PPC platforms. Additionally, major social media platforms and third-party platforms are also available for PPC ads. CPP campaigns.

There are several types of PPC ads you can run:

  • Search Ads: These are keyword-based ads, standard on search engines like Google, Yahoo and Bing. When someone types in their keywords, paid text ads appear at the top of the results.
  • Display ads: You may have noticed display ads on websites. Often, these ads tailor your previous purchases or searches.
  • Social media ads: You can pay for sponsored posts placed on Facebook, Twitter, LinkedIn, Instagram and other platforms. Social media ads are typically data based on location and demographics.
  • Sponsored Product Lists: They are similar to search ads, but are specifically labeled as shopping clicks on shopping platforms like Amazon or Google Shopping.

The cost of these ads is determined by two things: the number of clicks your ad receives and the price your competitors are willing to pay for your keywords. You will purchase these listings on an auction basis, so the cost is variable.

On the other hand, cost per thousand (CPM) ads are charged at a fixed rate, usually per 1,000 impressions. So, if you have a fixed budget with no wiggle room, you may prefer CPM ads. But despite the variable cost, PPC ads tend to be more popular because the price accurately reflects the value and potential success of an ad.

You can use your budget to control how much you spend on pay-per-click ads. But it’s the cost per click you set that will ultimately determine how much traffic your ads generate.

What platforms can you use for PPC?

You can start with a single PPC platform or several different platforms. Using more than one platform can help you compare results. Below are some of the best PPC platforms that you can consider using:

  • Search engine : Google Ads and Microsoft Advertising are the ways you can place your ads on the two major search engines. Google ads can be quite competitive due to the search engine’s popularity, making Bing a more affordable choice for some business owners.
  • Third-party advertising networks: Revcontent, AdRoll, and BuySellAds are popular PPC networks you might want to try. These networks may place your ads on their network of websites; Website owners receive a small commission for hosting the ads.

PPC Tools You Need to Know

Without the right tools to help you research, analyze and optimize your PPC ads, you’ll just be shooting in the dark. Here are the most popular tools to keep in your PPC toolbox:

  • Google Analytics: Once you’ve launched your PPC campaign, use Google Analytics to measure your landing page performance. This tool seamlessly integrates your data between your ads and landing page performance.
  • SEMrush: This tool helps analyze your competitors’ organic search performance and PPC advertising strategies. Use SEMrush to research keywords, determine quality scores, to build a successful PPC campaign.
  • Google Ads Keyword Planner: This tool calculates the potential success of your keywords using Google Ads performance data from the network. Additionally, this tool can help research possible click-through rates, PPC auction prices, and potential PPC traffic for your ad campaigns.
  • Data box: Get real-time reporting on your PPC campaigns. Databox also allows you to see data from multiple platforms, which is great for testing various PPC platforms. Additionally, you can customize your reports to get the exact data you want.
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Create a PPC Marketing Strategy

  • Start with your end goal: What do you want to accomplish? Do you want to find new customers or generate sales leads for your team? Do you need signups for your newsletter, or want to announce a sale? Therefore, develop your marketing strategy keeping your end goal in mind.
  • Set your budget based on keyword research: You need to set a budget and stick to it. However, don’t set a budget until you’ve researched your keywords and estimated the cost per click.
  • Test and test again: Test the flavor of your ad copy and the appeal of any visual elements in display ads. It is also essential to try these elements on your landing page. You want everything to be as perfect as possible before you start spending money on ads.
  • Clear calls to action: Determine your calls to action based on your objective, such as “buy now” or “sign up for our newsletter”. A lack of clarity will ultimately cause your advertising campaign to fail.
  • Do not be discouraged : Your first PPC campaign may fall flat. But don’t be discouraged. Learn from your mistakes. Use the data you collect to gain valuable insights to run better PPC campaigns.

Launching your first PPC advertising campaign

Once you’ve chosen your PPC platform and have your PPC tools in place, it’s time to launch your first PPC advertising campaign.

  • Define your end goal, and build your advertising campaign from there.
  • Integrate your CPP tools in your PPC campaign manager.
  • Identify keywords that are important to your target audience. Your keywords need enough volume to reach your audience, and they also need the right price to maximize your budget. Therefore, your keyword cost per click should maximize your budget while ensuring your ad reaches your target audience.
  • Write compelling ad copy with a strong call to action. For display ads, choose images and photos that are equally compelling. Your keywords and call to action should also be scattered throughout your landing page.
  • Link your ad to your landing page.
  • Double-check everything and launch the campaign. Before launching the campaign, check that your budget is adequate.
  • Take your PPC campaign online.
  • Monitor your results and optimize your campaign as you go. Use your PPC tools to monitor your results. Use this information to optimize and improve the performance of your ad.
  • Keep in mind that your PPC campaign may need adjusting. But, as you learn, PPC ads can help grow both your profits and a loyal customer base over time.

    CPP terminology

    • Prints: How many times your ad has been displayed.
    • Click-through rate: The number of times your ad was displayed divided by the number of clicks.
    • Conversions: The number of successful actions resulting from people seeing your ad. Conversions can be clicks, sales, or the number of forms completed.
    • Conversion rate: The number of conversions divided by the number of interactions.
    • Announcement group: Grouping multiple ads together based on similar topic and keywords.
    • Campaign : Organizing multiple ad groups with budget and other metrics.
    • Advertising extensions: This allows your ads to display more details about your business, such as your phone number and address.
    • Broad match: This Ads Control Panel setting allows you to show your ads to people who are also searching for a variation or related keyword.