Pay-per-click is a marketing method that has the highest online reach. It covers almost the entire Internet, which empowers you in your marketing hands because you can advertise a much larger audience on a much smaller budget. The downside is that it costs money, and if the campaign is not researched or well-targeted, it can erode your budget.
There are many factors associated with PPC.
Cost factor
PPC can be expensive. In most cases, PPC comes at a cost, and if your PPC campaign is not planned well, it can make a hole in your budget. This cost depends on many factors, such as if you are in the U.S. Or want to target your European audience, your click-through rate will be higher. It would be much cheaper to target traffic from Asian countries, but the conversion rate would be much lower. We need to balance requirements and budget and find the right solution.
Social vs. Search PPC
PPC is mainly divided into two major phases – Search PPC and Social PPC.
A search PPC is an ancient PPC form where you can place your ads on search engine ranking pages. It can be further divided into another section to display your advertisements on various websites and blogs. On the other hand, social PPC is new, where you can place PPC ads on social networking sites like Facebook, Twitter, or Reddit. Both of these forms of PPC have tremendous reach, with billions of people accessing social media sites such as Facebook or AdWords, which allow you to advertise on Google SERPs so that PPC can cover the entire web.
Various Platforms
In the case of PPC, the choice of platform is an important factor. Most popular platforms operate in any niche, but targeting is always preferred. Here is a shortlist of platforms, broken down by community and search criteria:
- Search PPC: Including PPC for blogs, websites, intext, and SERPs,
- Adwords: This is Google’s PPC advertising network. The publisher’s site is known as Advertising, where advertisements from “PPC AdWords advertisers” are hosted on their websites and blogs. On this platform, advertisers can also target SERPs.
- Chitika: Chitika Advertising Network is another platform that runs similar to AdWords but does not reach its network as Google.
- Yahoo Bing Advertising Network: This is a joint PPC network of Yahoo and Microsoft.
- Infolinks: This is a text PPC network where you can link your keywords to your content and convert them into ad links instead of placing ads.
Social PPC
- Facebook Advertising: Facebook’s official PPC advertising system has the most social reach. An advertiser can easily reach billions of people who are available on Facebook.
- Reddit Advertising: Reddit Critics Network. The audience has a strong opinion; He is quickly criticized but has a good sense of humor.
- Twitter Ads: Twitter’s official advertising platform is limited in very few countries, such as the US, Israel, and more.
- Stumbleupon Paid Ads: Stumbleupon is known to have a very high bounce rate, but it works well for sites with a difficult time affecting the image.
- Linkedin Advertising: Linkedin is a professional network. Running PPC advertising on Linken can be expensive – but if the booth is for a job, business, etc. Connected, it is definitely worth it.
Keeping In Mind The Latest Trends In PPC
Things are changing very fast on the Internet. Laptop days are ending quickly as tablets and cell phones are on the rise. It has brought with it a new form of PPC that targets mobile phones. As your total audience’s proportion increases from your mobile device to your browser, it becomes very important to start using targeted and customized PPC ads for your mobile audience.
Make Your Website Mobile-Friendly
There are many factors of PPC marketing, but there is one constant factor. And this is your site. Traffic quality, demographics, etc. They can’t help if the landing page isn’t right. If your own site is unresponsive, then no mobile targeting can help.
Create a List of Negative Keywords
While it is important to rank for keywords in PPC ads, the similarity is important. Do not rank for keywords that do not help. If your ad appears on keywords that are highly inconsistent with your business, then such traffic will increase without increasing your value.
Improve Your Click-Through Rate
Getting ad clicks is a major factor in PPC advertising. But this is not always the case – sometimes, a visitor ignores your ad and does not click on it. This type of behavior adds impressions to your ads but does not give you clicks. This isn’t good for click-through rates. Optimize your ads and keep them targeted and attractive to keep your CTR high.
AD Relevance And Quality Indicators
It is very important to emphasize at this point that business owners must pay attention to the relevance of PPC advertisements. Relevance is determined here by whether the targeted keywords used in your ads are related to the landing pages that indicate those ads and how relevant they are to finding users. Your ads’ relevance is a significant factor in generating a high click-through rate (CTR) and determining your Quality Score.
The Quality Score defined in Google Adwords ranges from 0 to 10. This score is calculated for all searches that match your keywords. The higher your ad’s relevance to find users, the higher the quality score generated by your ads. Of course, you should aim for a maximum quality score of 10 – because this means better positioning and lower cost-per-click for your ads.
The success and performance of your PPC marketing campaign are highly dependent on your Quality Score. Better point performance reduces your costs, which can result in better and faster payments. Furthermore, your PPC marketing campaign will reach its full potential with a high-quality score:
- Advertising Ads enter the auction and perform better, but at a lower cost.
- There are lower costs for each click, which allows you to increase your PPC marketing budget.
If you have a high-Quality Score, your ad can appear on the first pages and be ranked well in relevant search results. On the other hand, your ads may not appear on relevant searches due to low-quality scores.
Campaign Settings
The establishment of a PPC campaign is an essential step in this marketing channel, but there are settings, ideas, and elements that many entrepreneurs neglect or ignore that may be critical to the success of the campaign. Many people usually rely on the default settings of ad networks such as Google AdWords.
However, you should know that Google earns at least 85% of their annual revenue through their paid advertising channels, so they are more likely to set default settings that generate more revenue for your company. Therefore, you must understand these settings clearly, allowing you to optimize your ads to make your campaign successful.
General settings
For general settings, it is important to consider the campaign name and the type of campaign. A descriptive name is important for easy campaign management, especially if you run multiple projects at once. The campaign types you can choose are:
Search Network Only: In this network, sponsored text ads appear or are activated based on whether they are relevant to a particular search query on the search engine network. If you are unfamiliar with PPC, it is best to start your campaign with the search network for a better chance of success.
Display Network only – In this network, text or image ads on a publisher site depend on your settings and the relevance of your site’s content.
Search and Display Network – Your ads appear on both relevant search queries and publisher sites.
Network
The Google search network is enormous, with other networks such as Bing (18% share) and Yahoo (11%) accounting for 67% of its market, still far from it. This search network also includes other Google services, such as Google Search, Groups, Images, Maps, and Shopping. If you are just starting PPC marketing, it is best to choose the Search Network campaign only.
However, Google also has affiliate search partners, such as About.com and AOL.com. If you want to increase impressions and reach a more extensive campaign within your campaign, you can choose these search partners in your settings. However, keep in mind that expanding access to a more extensive network can reduce the quality of traffic generated by your ads – and you can pay extra for it.
Devices
The proliferation of web-based mobile devices such as smartphones and tablets should encourage business owners and digital marketers to consider a broader PPC marketing campaign for mobile advertising.
As mobile should consume the general search pie, which is evident from the 105% increase in mobile ads last year, it will increase to 75.1% this year.
Google still dominates the mobile search engine market with a 90% market share, so it is important to include mobile bids in your PPC campaign. However, it depends on the target market’s mobile behavior to determine how much you will allocate to the mobile offer.
Location
The geographical location of your PPC campaign depends on your market. If you only target customers from a specific location, sending defaults throughout North America would not be good. Likewise, it would not be wise to choose a global target if your business can only serve customers locally or only in a specific geographic location.
Language
Same as location, it would be good to set your language locally if you only target local customers. However, changing the language depends on your needs and who your target audience is.
Bid And Budget
Controlling your costs is very important for the stability and success of your PPC marketing campaign. You can set a daily budget, and the bid level will be set for the keywords you choose – whether done manually or through AdWords. We recommend you to do this manually.
Unique Selling Prepositions (USP)
While PPC marketing depends on identifying and selecting keyword groups, your campaign is distinguished from your competitors by your unique selling points (USPs). USP, also known as a unique selling proposition, is an integral part of your content and advertising copy, which may be the main reason that the target customer becomes a potential customer or sale.
5. Encouraging Effective Action
An essential element of PPC advertisements is the CTA or call to action. It should be clear and concise and specify what the target audience should do as the next step. It increases CTR or click-through rates, either generating leads from targets who want to know more or direct sales to targeted customers who already want to buy.