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Search engine PPC ads
For search engine pay-per-click advertising, first select a few keywords for which you have a want to take rank. The keywords you choose should be relevant to your brand.
Once you’ve chosen a keyword, you’ll need to place a bid on how much you’re willing to pay for each click on the ad for that particular keyword. This amount is essentially what people call cost per click (CPC).
Reading: How to create a pay per click website
The search engines use several tools to give a score to all advertisers who have placed a bid. The score is determined by the amount of money the advertiser placed and the quality of their content.
If you win the bid, you start ranking for that keyword. And when people search for that keyword, you’ll appear at the top of the page.
When someone clicks on your ad, you pay the search engine the amount you bid for each click.
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Website PPC Ads
For Website PPC Ads, the process is a little different. For this type of PPC ad, the host gives you a price list that includes information on how much they charge for ad placement on different areas of their website. And you can choose where to show your ad and opt for a flat CPC.
With this type of PPC ad, instead of choosing the right keywords to rank for, you have to think about which websites you rank for Your ads should be in. And ideally, choose one that’s in your niche but not a direct competitor for your brand.
These are primarily the two different types of PPC and how they work. Other PPC ads like Facebook ads, Linkedin ads, Twitter ads, etc. also work similarly. This guide focuses primarily on search and website PPC ads.
Pros and Cons of the Pay Per Click Advertising Model
Here’s a look at some of the pros- and Disadvantages of Pay-per Click on the model to see if it’s right for you or not.
Advantages
- It’s cost-effective
You pay when someone clicks on your ad, so you don’t waste money. And if you make a lot of sales from it, it would be a good ROI too. For example, if you pay $2 CPC and that person bought $200 worth of items from you, you will get a high ROI.
- Helps get higher quality leads
It’s easy to target your ideal customers with pay-per-click advertising. And when you engage your target audience, they’re more likely to be more interested in your brand, and you’ll get better quality traffic and leads to your brand.
Also read: 4 steps to marketing Define Qualified Leads (MQLs)
- Helps with brand awareness
If you use PPC ads, rank on the at the top of the search results page. So when people search for specific topics and see you at the top of the page, it will draw their attention to your brand, what you offer, etc.
Cons
One of them The main disadvantage of the PPC model is that it can be subject to abuse such as click fraud. However, Google and other search engines have developed several systems to protect you from such abusive clicks from competitors or corrupt web developers.
How to build a successful PPC campaign?
Creating is important a good PPC campaign, because otherwise the money goes down the drain. Here are the steps you need to take to create a successful pay per click campaign.
1. Set Goals
The first step you need to do is to decide what the goals for your PPC campaign are. What do you want to achieve with it? Who is your target audience? Where would you like to place your ad? And so on.
Here are some of the most important goals and parameters to decide on before creating your advertising campaign.
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See also: CLAS IT
Target audience
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Ad placement location – search engine, website or social media.
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Desired outcome – brand awareness, traffic, sales or leads.
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KPIs – Key Performance Indicators (conversion rate, demo booking, signups, revenue generated, etc.).
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Kind of campaign (search, display ads, social media ads, product listing, etc.).
Side note: Product listing ads are the products on which Google search results are shown when someone searches for the keyword describing the product, as shown in the example below.
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Which device do you want to target – mobile phone, laptop, tablet, etc.
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What specific locations do you want to target your ads to – states, countries, etc.
This will give you a clear idea of what you’re trying to achieve with your ads help make decisions to get the results you want.
2. Do your research and choose the right keywords
It’s important to choose the right keywords that are relevant to your Niche and industry are relevant, because even if you get a lot of clicks and traffic, they probably won’t buy from you otherwise, so avoid wasting your money and do a lot of research to find out what are the top keywords to target are.
You can do this research using keyword research tools like Ahrefs to find out which keyword ds have a good search volume related to your niche to determine what your ICPs are looking for. Choose highly relevant, low cost, and long-tail keywords to get the best results.
Search for website PPC ads unearth websites in your industry or niche that have a similar audience to yours but are not your competitors.
3. Create an ad campaign that resonates with your audience
Now that you’ve set your goals and done your research, it’s time to create your ad campaign. In your campaign there are some important elements that you need to optimize, these are
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Ad Text
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CTA
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Graphics
For the ad text, you need to write compelling and informative text that makes it clear to the user what you’re offering and what you’re doing want to click ad. Look at the keyword/site you want to place your ads on and create a copy tailored to the platform or search query. Targeted copy will help you pinpoint people’s pain points and entice them to click your ad.
Make sure the CTA is short, actionable, and meets your goals. For example, if your goal is to get leads, customize your CTA to encourage people to sign up.
See also: 4 Ways to Turn a Gmail Email into a Google Calendar Event
Now, each platform has their specification for character limit or word count for ad copy . So check with the platform you plan to use before you start writing your copy.
4. Optimize PPC landing pages for conversions
Before you launch your ad campaign, you now need to create a landing page that users can go to when they click your ad. The landing page needs to be relevant to your ad, highly targeted, and provide a seamless experience.
It’s important to create and optimize your landing pages as this has a direct impact on how many people convert into paying customers. For example, if your landing page is disorganized and cluttered, people will leave your site because they’re confused and don’t know what to do.
Here’s what you should do to create a PPC landing page create that increases conversions.
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Write a big, bold headline with the same information as in your PPC ad.
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Make sure your landing page design and layout is clean and easy to read and navigate.
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Use a clear, actionable CTA.
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Write some text that matches the text in your ad campaign.
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Show what the ad campaign is offering.
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A/B test your landing page to see what text, graphics, or layout works best.
And finally, link this landing page with your PPC ad campaign.
Related guide: A Guide to Landing Page Optimization for Maximum Conversions
5. Check and test your PPC campaigns
As with all types of marketing campaigns, PPC campaigns are not a closed process. You need to regularly review your campaign, check whether it’s doing well or not, and fix any problems. This will help you optimize your ad campaign and get good results.
Here’s what you need to do to review and optimize your PPC campaign.
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Link your Google Ads to Google Analytics or a CRM like Hubspot to track the amount of traffic generated, conversions – sales, lead generation, demo booking, sign-up, etc.
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For website ads, ask the host for the analytics data.
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Check the reports to see if the data meets your campaign goals are equivalent to. For example, are you getting the number of registrations you expected from the campaign?
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If you’re not getting good results, you’ll need to change your target keywords, copy, CTA etc.
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And if some keywords are completely underperforming, you can remove them completely.
Keep reviewing and testing, until the desired results are achieved.
See also: Offline Survey Apps: 12 Tools to Help You Get the Job Done
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