Online Marketing Strategies

Pay Per Click (PPC) Advertising

2016-05-31 | 1260 Print Friendly Version of this pagePrint Get a PDF version of this webpagePDF


Pay-Per-Click Advertising

Pay per click advertising is no new subject in the world of getting traffic to one's website, if you are looking for a more quick answer to getting sales, PPC advertising might be the right corner to turn to. No wonder ppc advertising is what makes up of Google's 97% revenue, which is just from Paid Per Click advertising.

This practice as become so eminent for does that have the budget to seek new customers, PPC results (paid search) can be seen when you place search queries on some most searched phrases, you will see a lot of PPC ads results for them.

search-engine-paid-per-click

What Is Pay-Per-Click Advertising?

PPC is an online advertising model used by most traffic generating sites in which advertisers can display ads for their goods or services to their targeted audiences, and are only charged when a user actually clicks on their advertisement. On search engines PPC Advertising, advertisers are expected to commence a keyword research first using Google's keyword planner when logged into their Google Adword account in order to bid and know expected search volumes of the keywords.

How Does Pay-Per-Click Advertising Work?

In order for ads to appear alongside the results on a search engine (commonly referred to as paid search on a Search Engine Results Page, or SERP), advertisers simply bid for keywords in respect to the amount they are willing to pay for that keyword.

This is to ensure that their ads appear more prominently than their competitor’s ads and this is known as Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.

You might also want to read Pay Per Click (PPC) Campaign Tips and Tricks[Link open's in new window].

Pay-Per-Click Advertising: Keywords

Setting up the right keyword for your campaign is the most vital key, and using Google's keyword planner effectively can help you attain a good ppc campaign management. I have easily place the directives on the image below on what to do when you are doing a keyword phrase search for your niche and how to target the lowest bid.

pay-per-click-tips

Apart from the image explanation above, you might also want to consider comparing plural catch phrases of your targeted keywords. But most essentially you need to know the type of targeted keywords to place bid on, from the image above you noticed the highlight point of not going for search volumes that are relatively close in terms of global search and local search.

Also you can use negative keywords to help you save money, Negative keywords are keywords that prevent your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase. You can generate a list of them via word stream and then create a list on your Google keyword planner and apply this rule on them.

E.g the image below show some heavy keywords that cost over  $5, which in my own case I will never advice my clients to go for such, or have them appear as correlated search terms for other SEO related keyword phrases. So it will be best to add this keywords as negative keywords

negative-keywords

Now Google and Bing have recently introduce a new metric to measure ppc advertising, it is called a Quality Score. They examine:

  • Your ad
  • Ad performance
  • The quality of the page to which the ad points

Based on various factors in all three places, search engines will either increase or decrease the bid amount necessary for you to gain a specific position.

If you want a great quality score, you need to:

  • Build your history. The longer you’ve run a specific campaign, ad group and ad without changes, the better your history. If you move to a new account, your entire history is gone and you have to start over. So don’t move unless you absolutely have to.
  • Never stop testing ad copy. Constantly test ad copy for the best click through rate. A higher click through rate will probably give you a better quality score.
  • Put keywords in your ads. If you’re buying the phrase “poser,” make sure “poser” shows up in the ad.
  • Put keywords on your landing page. Make sure the page to which you’re pointing your PPC ad has those keywords, too.
  • Split good keywords from bad ones. Put high-performing ads and keywords in their own campaign. Otherwise the bad performers will drag down the good ones.
  • Analyze your campaign regularly by time of day, geography, search network, etc.. If you don’t have time to track and monitor your campaign performance, then you need to hire someone that can offer ppc services.

A good quality score can easily reduce costs by 20-30%, if not more. A bad quality score can knock you right out of the rankings, too.

There are some simple rules or tips to follow when you want to launch your PPC campaigns, this metrics have been shared on the infographic image below...you can click on the image to download it.

ppc-campaign-tips

 

You might also want to read Pay Per Click (PPC) Campaign Tips and Tricks[Link open's in new window].


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Author


Olatunji Adetunji

I am a seo web analyst and have a love for anything online marketing. Have been able to perform researches using the built up internet marketing tool; seo web analyst as a case study and will be using the web marketing tool (platform).

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