PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
1) Keyword Research
The cornerstone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Keyword research is part science and part art. It’s about using the myriad tools at your disposal, but also understanding your customers and predicting which terms they’re actually typing into the search box. That’s the best way to ensure that your ads show up at the right time and in the right place: when they’re searching for the kinds of products or services you offer.The starting point for keyword research should be the website landing page(s) that your ads will be linking to. Begin by scanning each page and harvesting relevant keywords from the text. Assuming you have a website with well-written and relevant copy, there should be enough material to put together a fairly comprehensive list of keywords that directly relate to your products or services.
2) AD Creation
PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads.
There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine like Google – especially when they are performing commercial searches, meaning that they’re looking for something to buy. This could be anything from a mobile search (someone looking for “pizza near me” on their phone) to a local service search (someone looking for a dentist or a plumber in their area) to someone shopping for a gift (“Mother’s Day flowers”) or a high-end item like enterprise software. All of these searches trigger pay-per-click ads. In pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad, hence the name “pay-per-click.” Other forms of PPC advertising include display advertising (typically, serving banner ads) and remarketing.
3) Landing Page Development
A PPC landing page is a standalone web page you intend to use in a paid campaign on AdWords, Bing Ads, or similar. It’s a dedicated page where visitors ‘land’ after clicking through on a pay-per-click ad. Particularly good landing pages for PPC typically contain just one focused campaign goal or objective known as a Call to Action (CTA). Their simplicity—and relevance—is what makes dedicated landing pages one of the best ways to increase conversions from your paid traffic and lower the cost-per-click of your PPC campaigns. Based on what we typically see with our customers, the best PPC landing pages contain 5 key elements: Strong, contextual images (including a ‘hero shot’ at the top of the page) A headline and sub-headline A singular, focused call to action (where your form or button will appear) Clearly outlined features and benefits of your offer Testimonials, trust symbols, or ‘social proof’ supporting your claims
4) Account Set-Up
In terms of setting up an account and building it well, the first step is to actually open an account. This may seem like a step you would want to skip over, but you might be surprised at a few of these handy tips if you are new to AdWords.
One of the first crossroads you will hit on your new journey within Google Ads is the decision of whether to open an account with AdWords Express, or the traditional AdWords User Interface (UI, from here on out).
While the AdWords UI offers all of the campaign settings and optimization opportunities a marketer would need to manage their campaigns well, AdWords Express is built for the… err, shall we say, less-invested marketer. It is pitched to SMB owners and managers as a way to advertise on Google without interrupting “your full-time job.”
5) Tracking Installation & Testing
Conversion tracking is a tool that allows you to see what happens after someone clicks on your PPC ad. You can get valuable information, like the number of conversions or leads, sales, and other valuable actions performed by visitors on your site.
Before installing conversion tracking, you’ll need to think about what actions you want people to take when they land on your website. Typically, eCommerce will want to track sales, and service providers will track submission forms. Other types of pages you may want to track are event sign up pages, contact us forms, and requests to download info.
Once you know the pages you like to track, you are ready to install the conversion tag.
6) Campaign Launch
Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns
7) Monitor Performance
An advertiser enters a keyword and ad into the system. Now what? With traditional advertising, the work is done. However, with online advertising, monitoring performance and maintenance are part of the advertising model. Most importantly, advertisers should pay attention to the quality score.
This tool measures an ad’s relevance and sets the minimum cost per click (CPC) bid required for an ad to enter the auction. Ads with higher quality scores tend to
Keyword status determines whether an ad is eligible to run in the auction. In other words, it determines whether a keyword is eligible to trigger ads on search pages. The keyword status appears in the ad group view. There are two keyword statuses
8) Campaign Assessment
The PPC Campaign Assessment is an audit of an already up and running Adwords campaign. We look at your campaign and assess its performance and setup. The PPC Campaign Assessment will include advice on any areas where we feel you can improve performance, lower costs or gain more visitors, etc
9) Analysis & Feedback
Customer feedback gives marketers and business owners the insights to improve their product or service. It also gives PPC strategists the opportunity to improve the performance of their biddable media campaigns.
To this end, seller and product ratings are a great way to help you improve your conversion rate and boost your quality scores. This blog post will look at how to utilize customer feedback and make the most of the reviews in your AdWords campaign.