Pay Per Click (PPC) is one of the most effective and economical ways to market and sell your products and services online.
If you are using the same PPC strategies which you were using the previous year, now it is time to change and experiment with new strategies that add more value to your PPC campaigns by improving ROI and providing a better user experience.
In this blog, we have discussed PPC strategies and PPC trends and how a business can leverage these strategies for the best to optimize their PPC campaign results.
If you have been thinking of implementing new strategies for PPC, keep reading the blog as it will help you with some valuable insight and information on PPC.
According to one report, companies investing in PPC advertising earn an average return of 2 dollars per 1 dollar spent. However, implementing best practices and PPC strategies helps a business in getting higher ROI.
Google Ads is the best way to advertise online as your business can gain massive attention from the target audience.
Nonetheless, one should not limit their business to Google Ads.
Businesses can explore the world of opportunities with Social Media Advertising like Facebook Ads, Instagram Ads, LinkedIn Ads, and YouTube Ads.
Advertising on multiple platforms allows businesses to improve their brand awareness while generating sales from various platforms.
Remarketing is the best way to improve the conversion rate.
In simple words, remarketing is an advertising strategy where a business remarkets its products or services to those who have visited the business’s website before.
With the assistance of Google Analytics, businesses can filter audiences for remarketing campaigns based on the pages a user has visited, time spent on it, device, and many more other factors.
Making remarketing an integral part of your PPC strategy is super important.
Once a business has access to its target audience, it can run a remarkable campaign with Google Ads.
After linking Google Ads and Google Analytics accounts, businesses can import and access the audience easily.
As soon as a business gains a specific number of users as an audience, it can launch a remarkable campaign.
There are multiple options available to launch your remarketing campaigns like Google Ads and Bing Ads – businesses usually prefer Google Ads as it provides massive reach compared to other options available.
Adding extensions to your Google Ads improves the effectiveness of a PPC campaign.
When a business launches an Ad with an extension, users can take appropriate and valuable action quickly.
For example, having a call extension allows customers to contact the business immediately, or providing your business address makes it easier for customers to reach your business without any inconvenience.
Google Ads are continuously expanding the list of ad extensions so that businesses can upgrade their ads for the best optimization.
Using PPC extensions for PPC Ads improves the value of the ad regardless of the industry of business operations.
Accessing PPC analysis will inform businesses how the ad has performed while gaining valuable insights for planning the next PPC campaigns.
You can read more about PPC extensions here –
TOP 12 PPC EXTENSION TO USE FOR A SUCCESSFUL PPC CAMPAIGN
Today more than 78% of internet traffic comes from mobile devices, and it is increasing day by day; and with this, it is totally understandable why businesses are targeting mobile-devices as a medium of advertising.
Not only internet traffic, but more than 48% of online transactions occur on mobile devices, and third fourth of the ad clicks happens on mobile devices.
Despite all of these fantastic data, some businesses overlook the importance of the mobile-friendliness of PPC ads.
So not only the ads but the landing pages should also be mobile-friendly.
Here are some of the qualities that make a landing page top-notch –
➢ Speed
➢ Functionality
➢ Relevance
➢ User-friendly
➢ Intuitiveness
Designing mobile-friendly PPC ads support maximizing the ROI from PPC while providing the best user experience possible.
Targeting similar audiences on various social media platforms and Google Ads makes the PPC strategies an innovative one.
While targeting the same audience on various platforms expose a business to a huge number of potential customers while improving the brand awareness to the next level.
Additionally, it allows a business to target an audience with unmatched depth and accuracy. Going further, Facebook and Google Ads automates most of the audience creation process once the team has provided basic and initial data.
One amazing feature of Google Ads is that it creates a remarketing audience to build a similar audience; the best part is that including a similar audience with a display remarketing campaign increases conversion rates by 45%.
For example, on Facebook, one can upload a customer file, refer to site traffic, app activity, and other valuable information to build a lookalike audience.
Businesses that leverage the feature of lookalike audiences experience massive success with four times higher PPC ROI.
Undoubtedly, PPC is one of the most cost-effective ways of online advertising, and all the platforms allow businesses to set the budget as per their preferences; however it doesn’t mean that a business will get great results by spending almost nothing.
Researching about the current PPC bid rates that other businesses are paying in your industry supports you in planning a PPC budget.
By analyzing the average cost-per-click rate of the industry, a business can outline its budget accordingly.
Additionally, performing an industry analysis provides a business with the current trends; though a business doesn’t necessarily have to spend as much time as the highest paying bid but it will give an idea for strategizing a PPC budget.
Having measurable data and statistics allows budget planners to support and justify the budget while presenting it to the major authorities of a business.
Referencing the average for small-to-midsize businesses(SMBs) will give a business an idea about how much they should be spending to optimize the best results possible.
Moreover, evaluating the PPC Budget against its competitors and average industry budget helps in getting its worth.
If the ad copy is not attractive, engaging, and relevant enough, users are not going to click on the ad – as simple as that.
Regardless of the industry of a business operation, a compelling, engaging and relatable ad copy is essential for the success of a PPC campaign.
Here are some tips that support in writing engaging and compelling ad copy –
➢ Highlight the Unique Selling Proposition (USP) of business’s products or services.
➢ Display the relevant prices, offers, and discounts to increase conversions.
➢ Make sure that the landing page matches what the copy communicates.
➢ Let customers know what they will experience or benefit from rather than showcasing the feature of a product or service.
➢ Include powerful call-to-action (CAT) presenting actions that a business wants customers to take.
As useless or not-so-important, a business may think about the role of a copy in a PPC ad, but it plays a great role in hooking customers to the ad while asking them to purchase in a pleasant manner.
Responsive Search Ads – be it on Display or Search Network supports business in automating the parts of the PPC strategy.
Google Ads allows businesses to leverage responsive display ads as well as responsive search ads. Moreover, a business can also leverage the machine learning capabilities of Google Ads.
Google Ads will examine thousands of ad combinations and generate valuable insights with regards to its performance.
Analyzing the data will support Google Ads in discovering which ad combinations perform the best.
Leveraging Google ads is like having the support of smarter, stronger, and more effective tools for the online advertising and marketing of a business.
Additionally, a business also has the luxury to experiment with images and ad copies while submitting multiple headlines and descriptions for Google to test.
So including a responsive ad in the PPC strategy improves the results of PPC campaigns.
Executing and experimenting with various versions of PPC ads provides valuable insights into the performance of each type of Ad, which further supports businesses in planning future PPC campaigns.
A PPC campaign A/B Testing supports experimenting with multiple factors like –
➢ Bids
➢ Location Targeting
➢ Audience Targeting and
➢ Many other factors
Monitoring PPC Campaigns every week provides with the data that represent the latest status of a PPC campaign.
Moreover, the data gathered from the experiment’s performance can be compared with a control group, which furthermore allows businesses to make data-powered decisions.
Decisions supported by data not only strengthen the effectiveness of PPC campaigns but also optimize them for the best results.
Be it any PPC strategy; it aims to provide more effectiveness, better ROI along with meeting the goals of sales and marketing that are designed by a business.
Implementing as many possible PPC strategies improves the results of PPC campaigns.
Advertising on multiple platforms, remarketing, ad extensions, mobile-friendliness, creating a lookalike audience, realistic budget, compelling ad copies, responsive ads, and performing with A/B testing are the most important aspects of a successful PPC campaign.
If you are looking for assistance in running a successful PPC campaign, kindly contact us at hello@nflowtech.com, and we will be more than happy to serve you! 🙂
Nevil is the owner of one of the fastest-growing digital agencies in India. Having a great knowledge of the IT field and business management, he decided to bring a revolution in the digital world by providing valuable and customized solutions across the globe. Whether it's real or digital, he knows how to handle sustainable relationships and meaningful interactions.
There is lots of buzz going around the PPC, and it has become the new way of advertising your products and services in a cost-effective manner. If we compare online advertising and marketing, it is much more efficient and effective while not putting big holes in our pockets.
It is a common thing for all of us to see relevant ads on various platforms like Instagram, Facebook, and LinkedIn once we have searched something on Google.
Not only on social media platforms, but we even see ads on the top and bottom of Search Engine Results Pages (SERPs). Such ads are called online paid marketing.
In this article, we have looked at the various aspects concerning PPC, starting from the simple and basic definition of PPC to how PPC works, the use of keywords, budget and bidding, factors that affect ad ranking, targeting and conversion.
We have done enough research and ran a number of PPC campaigns before, so we know the techniques and tricks that really work and make your PPC successful.
So, let’s jump over to the point without wasting any more time.
PPC is an abbreviation for pay-per-click. As the name implies, it is an advertising model that allows advertisers to release their ads on an ad platform and pay the host of that platform only when someone clicks their ad.
The purpose of PPC is to generate leads for a business by landing an ad viewer on a website or an app followed by a valuable action. The simplest and the most common action an advertiser wants a viewer to take is purchasing the product or service they are offering.
As discussed above, you see ads based on your recent searches on Google or based on your activities, interest and engagement patterns on social media platforms.
A PPC ad includes
→ Headline
→ URL and
→ Description
The headline is what users will see on the top of your ad. It plays an important role in catching the attention of your targeted audience and appealing to them for reading further.
URL is the link of your landing page or app, where you want your targeted audience to take further action.
And description includes all the information that your user wants to know about the product or service you offer.
Using A/B testing for your PPC campaign is the best way to figure out which type of Ad content works best for you.
When someone puts a query on a search engine, a quick auction takes place with the relevant keywords.
To decide which ad will be shown depends on multiple factors like bid amount, quality of the ad, and the quality of the landing page. The ad that wins the auction gets a place on top or bottom of the SERPs depending on the budget and bid amount an advertiser is willing to pay.
The most popular platforms to optimize your PPC campaigns are Google, YouTube, Facebook, Instagram, LinkedIn and Quora. In addition to that, Google Ads is mostly used to manage PPC campaigns.
To participate in these auctions, advertisers use platforms like Google Ads to set up their ads and determine where and when they would like those ads to appear. Moreover, these ads are further categorized according to locations, product types, and the niche they belong to.
The time and rankings of your ads depend on the real-time bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data.
To participate in the auction process, advertisers need to confirm how much they are willing to spend as their total campaign budget and how much on individual clicks and how much each day. Plus, advertisers can also decide the budget for each ad group and keyword level.
Your total daily budget may exceed, but your monthly budget will never be overspent. Bids are a way to precise your daily spending. Generally, advertisers spend budget based on keyword-level bid as ad groups budget may affect the keyword relevance of the ad being displayed.
Moreover, the actual amount paid by advertisers depends on the competitor’s activity and ad rank, not just the maximum bid – all thanks to the RTB system.
Keywords hold the significance of the whole PPC campaign.
In simple terms, keywords are those words that users use as their queries. So if someone Google “best digital agency near me,” it will become a keyword for search engines.
Search engines collect a wide range of similar queries and then filter out some generalized keywords out of the thousands of queries by users.
Based on the type of advertisement and niche it belongs to, advertisers can select keywords that suit their intentions the most.
To be more clear, an advertiser can choose to show the ad for the exact keywords that have been selected or can opt for minor changes like synonyms of those words, the inclusion of other words, or minor spelling mistakes.
Negative keywords help in preventing ads from being triggered by search queries containing that particular set of words, resulting in less irrelevant traffic.
Winning a bid is just the first step. Your game doesn’t stop there.
There are many other factors that decide the ranking of your ad.
These factors are –
→ Bid amount
→ Ad relevance and quality
→ Context of the user (Such as location and time zone)
→ Ad format like numbers of extension
Plus, ad relevance depends on the quality metric score.
The quality metric score is determined by –
→ History of click-through rate
→ The relevance of keywords with the ad being displayed
→ The relevance of search query and keywords with the ad
→ Quality of landing page
The quality score of your ad matters the most; the higher the quality score, the lesser the cost-per-click (CPC) will be.
So, you should not compromise the quality of your ad, be it keywords, ad copy, or landing page – assess all of them twice before you publish your ad.
If you don’t have relevant keywords included in your ad copy or campaign, even your highest bid amount won’t work.
Additionally, make sure that your ad copy is interesting and engaging enough to grab and hold the attention of your targeted audience.
Overall smooth user experience is what that matters when it comes to quality score.
Once you are ready with your ad copy and keywords, your next step is to target your audience.
Choosing the right keywords is one of the techniques, along with many others.
These other techniques of targeting your audience are inclusive of –
→ Device
→ Location
→ Timezone
→ Device
→ Age group
→ Gender and
→ General interests
Considering all of these factors and filtering the audience based on these factors will help you in optimizing your campaign’s performance and efficiency.
What’s more? By targeting the right kind of audience, you make sure that your copy matches the interest with the taste of your targeted audience. There are lots of benefits of PPC advertising.
What’s next after making so much effort in writing an ad copy, using the right keywords, and filtering out people based on various factors?
The whole process is meant for converting potential buyers into sales. All that a business wants is real conversion.
A conversion can mean –
→ Buying a product
→ Opting for a service
→ Or just simply a call on the given number to get more information from your side
But the trickiest part here is that we can’t measure the exact response of the PPC, as the viewers might directly walk into the store when you have given an option of call or something else.
However, you can track the conversion rate using a snippet of the code placed to the source code of the conversion page.
The study of English Literature and passion for learning new languages inspired her to pursue her career in the field of content marketing. Currently, she knows four Indian languages and planning to further her knowledge by constantly learning more. Reading between the lines is her strength. Going with the flow and gazing at the miracles of the universe are fundamentals of her life.
There have been really few people who haven’t ever seen a paid ad on Google or any other social media platform.
In the digital era, every business literally runs with the power of online marketing and social media marketing.
If you are yet not fully leveraging the benefits of the latest technology that supports the expansion and enhancement of the marketplace, you are missing out on tons of exposure and opportunities.
Google Ad is one of the most popular online advertising management systems that allow you to make and run your online advertisement on multiple platforms.
In this blog, we have discussed all about Google Ad Extensions and how you can leverage them to scale-up your business with more visibility and facility in the online world.
So, let’s understand the concept of Google Ad Extensions.
Google Ad Extensions is additional information attached to the ad that facilitates users by providing them with what they are looking for.
It could be anything starting from a phone number, locations or business hours.
An ad without extension will look something like this – simple, having just a headline, a URL, and a copy for the context for the ad.
While an ad with extension will have more accurate and relevant information that the consumer is looking for.
For example, something like this –
If you look at the image above, you see that there is a site link, an address for quicker navigation and business timings. They all are extensions.
There are many such ad extensions available that you can utilize to improve the quality of your ad.
The most important thing here is that all of these Google Ad extensions are free and don’t cost you even a single penny; so you have no reason not to use them.
There are two main reasons for leveraging Google Ad Extensions; first, it holds the most space for your ad – giving you more attention and visibility and second a seller or service provider might have some valuable information that facilitates the customer in their findings.
Additionally, Google Ad Extension improves the click-through-rate (CTR) followed by increased conversion rate for the ad campaigns.
A business can experience a 10 to 15% hike in CTR if they have added an extension or more than one extension in their PPC campaign.
Going further, extensions also support the quality score of your ad and thus helps in ranking higher.
To create a Google Ad extension, go to the ad dashboard, and on the left-hand side of the dashboard, you will find a label “Ads & Extension.”
After clicking on the label, you will see many types of Ad extensions.
You can add as many extensions as you want in a single campaign based on your requirements and preferences. Or you can use the same set of extensions to multiple campaigns if you want.
Creating an extension is extremely easy, and it takes only a few minutes to set. You just need to enter a few details, and you are done.
As soon as you are ready with the extension, you can add them to any campaign at any time and point.
There are numbers of Ad extensions that you can choose for your ad. Each of the extensions has a particular advantage and supports the specific action from users.
Here is the list of various extensions that will support your Ad for better.
1) Sitelink Extensions
Sitelink extensions are one of the most popular extensions. Site Extensions are a great way to quickly land your customer on the page that they are looking for.
Sitelink extensions are clickable text with highlights that redirects the user to the intended page.
You can create sitelink extensions that are simple, meaning just a clickable text, or can add descriptive texts to each link to provide more information.
Look at the images below to understand the difference –
2) Callout Extension
If you are having a sale, discount or special offers running, you can use a callout extension to highlight it to the users.
A callout extension with engaging and powerful CTA will drive users to take valuable actions. Make it of minimum words and to the point.
Look at the image below to understand callout Extension appearance –
3) Call Extensions
As the name suggests, call extensions make it easy for users to click on the extension and contact the business quickly.
Call extensions are great for mobile-users compared to PC or laptop users.
One point to remember is that callout and call extensions are two different things.
Callout extensions, generally, display offers, sales and discounts whereas call extensions make it easier to make calls from that particular ad.
Call extensions are a great way to generate leads for businesses that provide services on an immediate basis- for example, a garage or hospital.
You can get ahead of your competitors by implementing a call extension in your ad as users will be able to get in touch with you easily and quickly.
Here is an example of call extension –
4) Structured snippet extensions
Structured snippet extensions are a great way to display the particular information that the users are looking for based on their search queries and keyword matching.
In simple words, structured snippets extensions tailor your ad based on the query that the user is searching for.
Structured snippet extensions enable creating various different types of descriptions and show it to the users according to the query that they have inputted.
It is understandable that the more relevant your ad campaign to the searchers, the more chances of getting a meaningful response that converts.
Have a look at the example of structured snippet extension example –
5) Location Extension
Having a strong foundation in the particular region or a town is a great scope for yielding new opportunities.
Location extension allows to add the address in your ad in a handy manner so that the user can use it for navigation.
People who are looking for location based services or type the query with “near me” will get to see your ad first if you have added the location extension in the ad.
Have a look the the location extension example here –
6) Price Extension
Price extension is a great way to facilitate those customers who are more likely to make an immediate purchase.
Displaying price tags, along with the ad, influence the decision power of potential buyers, and the ad gets clicked by only those who are genuinely interested in the product.
But you need to make sure that you have stable pricing on the products as fluctuations in price may harm the customer expectations resulting in a bad reputation for the business.
Here is the example of price extension –
7) App Extension
Having an app for your business and customers improves the performance of the sales ratio.
Regular customers prefer to shop with an app rather than the website.
App extension allows users to install an app quickly and easily.
So, imagine that you are a retail store owner or run an online store and have an app for your customers; then app extension is really a cool extension to use for your ad.
Here is an example of an app extension –
8) Promotion Extension –
Promotion extensions allow businesses to promote the ongoing sale and discounts.
Customers who are specifically looking for such deals will be able to notice you quickly, resulting in a higher CTR followed by sales.
When the customers click on a promotion extension, it will get them on that particular page.
Plus, if you have multiple offers going on, you can add respective numbers of pages accordingly.
Here is the example of promotion extension –
9) Review extensions
Having valuable reviews on your ad to get more customers is one of the best ways to grow your business to a higher level.
Review extension makes it possible to show some of the best reviews that you have for your products or services.
Here is an image example of review extensions-
10) Affiliate location extension
Imagine you are a big brand having multiple stores across the country or a local brand having multiple stores in the same city, then affiliate location extension is a blessing for you.
Having said that, affiliate location extension shows more than one location for users to choose from so that they can pick the nearest location possible.
Here is the example of affiliate location extension-
11) Message extensions
Message extensions make it possible for users to send a quick inquiry message. You can make customized messages and provide customized answers ready for each inputted query to make the process even further smoother.
You can set questions related to appointments, reservations, or any other general query of your field.
Here is the example of a message extension
12) Image Extensions
If you are in the business of painting or visual arts, having image extensions are a great way to make your ad even more appealing.
Not just paintings, but adding an image extension for your products is a great way of improving the quality of your ad.
You can add up to six images to each campaign or ad group while adding a unique URL to each image.
Here is the example of image extension –
Though there are numbers of ad extensions available, you don’t have to use all of them. You just need to use a few of them to optimize your ad campaign.
To understand and know the best ad extension for your business, you first need to be clear on the intent of your ad. Choose the one that best fits your targeted audience. Know the taste and behavior pattern of your targeted audience and go ahead accordingly.
Running A/B testing for ad extensions will provide you with more insights about your audience and their behavior pattern and thus helping you in strategizing your next ad campaign for even better results.
Nevil is the owner of one of the fastest-growing digital agencies in India. Having a great knowledge of the IT field and business management, he decided to bring a revolution in the digital world by providing valuable and customized solutions across the globe. Whether it's real or digital, he knows how to handle sustainable relationships and meaningful interactions.
Writing an ad copy is the trickiest part, especially when you are spending thousands of dollars on your online advertising campaign like PPC.
Though it takes only a line or two to convert your potential customers into a successful sale, it needs lots of research and analytical skills to write that one or two lines; after all, you are spending a lot of money for that ad!!
In this blog, we have discussed the top 10 techniques that will help you in converting your ad into the secret to success.
So, let’s hop on to the topic without wasting much of your time.
Whether you are a product-based company or a service-based, your customers are what keeps your business going. Show the same to your customers while writing an ad copy for them.
Instead of focusing on your business or your services, focus on the benefits of it.
“Customer’s interest” should be the center of your ad copy.
For example, if you are a software company, the ideal copy of your ad would be
“A software that makes your life easier.”
You can see that the interest of customers is the priority here, instead of the software.
Another very important thing that you must remember is to touch the emotional side of your customers.
Don’t treat them just as the sales objectives; look at them with human eyes and understand the logic behind their association with your products or services.
Encourage their motivation to buy your product.
For example, if you are selling a beauty product, your copy would seem something like
“Be the Queen of the universe with XYZ product.”
This is the simplest and effective way to communicate your message while appealing to them on an emotional level.
Including numbers, facts, and statistics in your copy is another way to boost-up the response level to your ad.
The simplest way to use numbers in your ad copy is to show the price tag of your products or services you are offering. Emphasis on the numbers.
Additionally, you can also show the figure of satisfied customers you have or the number of sales you have made over a period of time.
Or, if you are targeting a B2B audience, you can simply show some industrial numeric information and ask them to take further actions.
To write an effective copy, you need to have the ability to put yourself in the shoes of customers and look at the problems of their lives and how your products or services can help them in overcoming that.
Always, always emphasize the benefits of your products and not features. Customers are more interested in knowing the benefits than technicality.
It takes lots of research to understand your targeted audience and know their lifestyle and interests, but all of that is worth it for writing an ad copy that converts.
As per human psychology, people fear missing out on things. FOMO abbreviation stands for “Fear Of Missing Out.”
Leveraging FOMO is the best way to urge your audience to take action.
To create urgency, you can use words like only “1 day left”, or “limited period offer”, or “a few spots left”.
If you have launched a product in the market that is new or makes you stand out from your competitors, be loud about it!!
Let’s say, for example, if you are an academic institute and have recently uploaded a video or a course that will help your students to a great extent, then FOCUS on that!! Make it the hero of your copy and let people know about it.
When you write more than one copy of your product, you can choose the best among them.
Writing a copy with multiple perspectives and applying various techniques for your ad copy will give you an option and freedom to pick the most suitable and appealing copy to present to your potential customers.
Customers tend to buy those products, which accomplish them in reaching their goals.
So, let’s say if you are a shoe brand and you support your customers by providing them the best running shoes – Your ideal copy looks like “ Want the best running shoes for your health goals?” – as simple as that.
You don’t have to write long and complex paragraphs to convey your message; make it as simple as possible. Short and simple and yet powerful sentences work magic.
Even though you are making your copy short and direct, don’t forget to include powerful words like “now” “you” “avail” or any other strong and appealing words related to your industry.
Call-to-action indicates to your customers the next steps that they need to take. So imagine, you have told them all the benefits of your product and how their problems will be solved by availing your services, but you don’t include CTA in your ad copy; it will be all worthless.
Just letting them know all the benefits and explaining without asking to take any valuable action is totally pointless.
CTA can be as simple as “Buy Now”, “Follow the page”, “Subscribe Now” or any other action you want them to take.
Your ad copy plays a significant role in your ROI and sales rate, so never overlook it. Invest a good amount of time and research the market before writing an ad copy. Implement all of the above tips to make your ad copy as a sales converter and boost-up your business to the next level.
The study of English Literature and passion for learning new languages inspired her to pursue her career in the field of content marketing. Currently, she knows four Indian languages and planning to further her knowledge by constantly learning more. Reading between the lines is her strength. Going with the flow and gazing at the miracles of the universe are fundamentals of her life.
We are living in the modern era of digital marketing, and with the boon of various technologies, we are now able to optimize the marketing and advertising strategies to level-up our business in the constantly changing environment of the market.
It is no more magic to see a sponsored ad when you make a query in search engines.
Although there are many other techniques of getting and holding your online visibility, PPC is the most-affordable and reaps you fruitful results quickly.
In simple terms, PPC stands for Pay-Per-Click.
As the name suggests, you only pay for the ads that get clicked by the viewer.
In this blog, we have discussed the top 10 benefits of PPC advertising.
So, let’s begin the discussion before wasting any more time.
Let’s understand the basic definition of PPC before diving deep into the benefits of it –
PPC or Pay-Per-Click advertising is an online advertising model that allows you to place your advertisement on multiple channels like Search Engine Results Pages (SERPs), social media sites like Instagram, Facebook, LinkedIn, YouTube, and other websites.
A PPC campaign includes an ad copy, URL link, keywords, budget for each ad campaign, and a bid amount that an advertiser is willing to pay when someone clicks the ad.
Here is the list of top 10 benefits of running a PPC campaign for your business –
One of the most important benefits of PPC advertising is cost-effectiveness. If you compare PPC marketing with traditional advertising, you can clearly see the difference between the budget and the result that you get.
For example, in traditional advertising, you need to make big holes in your pocket to show your ad on the first page of popular newspapers or magazines while PPC needs comparatively much less amount to that while generating a high ROI.
When you choose PPC as your method of online advertising, you can choose your audience based on various factors.
For example, if you are a women’s cloth selling retailer, you can choose to show your advertisement only to women while defining their age and location.
Applying flirters while running your PPC campaign helps you in optimizing your advertising performance for the best and makes sure that you get the right and expected results.
Now if you compare the same with the traditional marketing campaign, first of all, you can not choose your targeted audience, your ad will be seen by the general public, and you can not assure that all of them would be interested in your product; so you are paying even for those who are not interested in purchasing your products.
Another very important benefit of PPC advertising is that you can check the performance of your ad while it is still in the cycle. If you feel that your campaign is not getting an appropriate response, you can modify the content and copy of your ad while changing the filters that you have applied.
While other techniques of online marketing are affected by regular search engine updates or algorithm changes, PPC is not affected by any such changes.
If we take SEO, as an example, it takes a lot of time to get organic traffic to your website, and it can also get affected by frequent updates from search engines.
PPC has fixed slots on the top and bottom of the SERPs, and no algorithm can change that, so it is always win-win for you.
As discussed above, other online advertising and marketing techniques like SEO take a minimum of one month to show the full potential of the performance, while PPC directly gets you on the top of the page.
Nonetheless, we can not overlook the significance of SEO in the long run, and it also helps in improving the quality score of your PPC.
When you define your audience, your ads will be shown to the right set of audience. Let’s say, for example, if someone has searched something related to your products or services, a search engine will directly pop your ad, and potential buyers will come to know you.
Even if they don’t make a purchase on the first go, at least you have grabbed their attention, and they know that you exist in the market.
Going further, PPC analytics lets you see how consumers are interacting with your advertising, so even if a potential buyer has landed on your page but doesn’t make a purchase, then you can show your advertisement to them by using multiple social media platforms to remind them about your products frequently.
Why retargeting works? Because you know that the customer is already interested in buying your product, but he is not sure yet about his decision, so by being on their screen, you make sure that he chooses you over other sellers.
Along with the cost-effectiveness of PPC marketing, you can decide how much you will be spending on each campaign as well as each day.
You can change your daily budget spending even after publishing your ad. After analyzing the performance of your PPC campaign, you can decide whether you need to increase or decrease the daily spending of the PPC campaign accordingly.
To optimize the budget spending of your PPC campaign, you can leverage AdWords.
When you are using PPC as the mode of your online marketing campaign, you can choose as many locations as you want.
Whether you want to target your audience locally, nationally, or globally, it all is in your control. Additionally, by customizing your ad copy and design based on the locations of the ad is displayed; you can boost the response to your campaign.
When you run a PPC campaign, you can collect in-depth information about the audience that interacts with your ad along with their behavior patterns.
So, by collecting this data from Google’s “audience observation” tool, you can use it further in planning your social media strategies and SEO campaigns.
Plus, you also come to know the keywords that work the best for your website, so you no longer need to invest more time in figuring out the keywords for your SEO strategies.
Undoubtedly, PPC is the most effective way to increase your sales and ROI while targeting the right audience for the products and services that you offer. All of the above-mentioned points are proving the one thing for sure – PPC is all that you need for quick and immediate results.
Keval is a young and enthusiastic person who enjoys and loves cricket the most. Besides that, he has extensive knowledge of Digital Marketing and, particularly, SEO. Watching web series and reading about politics is his favorite time pass. He is a great example of “Living a big life with an open heart,”
Do you remember searching for a query on Google, and you see a sponsored ad there on the top of the Search Engine Result Page (SERPs). And if you have noticed that carefully, you will see that it has almost all the words that you had typed in the query box.
All thanks to the Google algorithm and technically advanced tools of Google that allow us to show the ad to our targeted audience resulting in higher conversion and greater ROI.
Keywords play a significant role in displaying your ad to the right and relevant set of audience. There are many types of keywords you need to know while running a PPC campaign.
In this blog, we have discussed all that you need to know about PPC keywords.
We have covered many PPC Keyword subjects like the process of PPC keyword research, the types of keyword matches with their respective pros and cons, keywords type, and ways to optimize your PPC keywords.
Keywords are the foundation of a successful PPC campaign, so if you have done enough research and analysis on keywords before running your PPC campaign, you have won the half battle. But if you choose your PPC keywords randomly, you have lost it even though you had an effective ad copy.
Google judges your ad based on the keywords that you have chosen and displays your ad accordingly to the relevant audience. Having a powerful knowledge of PPC keywords is the secret of successful PPC campaigns that deliver you desired results.
By conducting PPC keyword research, you can filter the right and most suitable keywords for your ad from thousands of other keywords.
Here are the steps that you need to follow to get the right set of PPC keywords.
Research, along with brainstorming, is the foremost step that takes place in order to get the most suitable keywords for PPC campaigns.
Think of all the words that the audience might be searching for in order to get the products or services that you offer.
Though there are many tools available online to find out the most popular keywords of the niche you are serving, it is essential to know and understand which keywords will support the purpose of getting more lead generation.
Once you are done with finding the most relevant and suitable keywords for your PPC campaign, you need to look at the strategy of your competitors. Find out the strong and weak points of their strategy and plan yours accordingly. Remember, you don’t need to copy them exactly, just learn from them- copying someone will not assure your success.
There are many tools available online that help you in exploring the market, and you can see what your competitors are up to and which are the keywords they’re bidding on.
By using such tools, you can see the full list of PPC keywords that your competitors are using and how much they are paying per click and per month, along with their ad position and searches they appear on. Moreover, you can also see the timeline of their ads.
When creating a list of potential PPC keywords, you need to have your legs in customers’ shoes and think from their perspective.
Using online tools like Google Keyword Planner is the best way to collect all the relevant keywords for your PPC campaign.
Enter a word as a search term to find out the relevant keywords along with their bid price, monthly traffic, and keyword search volume.
Once you are ready with all the relevant keywords, it’s now time to filter it out. Nonetheless, it is important to focus on expanding the list of PPC keywords before you cut it down to specific; this way, you can make more rational decisions.
Go to Google’s search bar and upload the list of keywords that you have created. Examine all of the keywords that you have chosen. Look at the numbers of impressions they get monthly and estimated CTR along with the average CPC that you are willing to pay. Consider all of the factors and finalize your list accordingly.
Don’t always focus on the lowest bid as, sometimes, a high-price bid attracts more customers who are willing to buy more or expensive things.
After filtering your targeted keywords, you are now ready with the final list, and all that you are left with is adding them into various ad groups. In simple words, ad groups are the groups of keywords that match the search terms of users. So, whenever a user searches for a term that is relevant to your PPC keyword set, your ad pops-up.
Other than keyword relevancy, you can also group according to users’ intent or the stage of the sales funnel.
(Tools for Keyword research)
While going through the process of PPC keyword research, you will come across many types of PPC keywords.
So, here is the list of the types of PPC Keywords
While researching for PPC keywords, you will come across many types of keywords. A ton of them, but not all of them fall into the same category.
There are many different types of PPC keywords, and each of them can be divided into a separate category.
So let’s have a look at the various types of PPC keyword category –
As the name suggests, it is a set of keywords that are associated with some big brands. It can be any brand; it can be your competitors’ brand or your own brand.
Generic Keywords cover a set of queries that has yet unclear intent. Generally, it includes short-term keywords. It becomes difficult to understand the purpose of users- whether they are looking for just information or planning to purchase. So, it is a random set of keywords with no clear intention.
Product or service-based keywords are those which are associated with a particular product or service.
Sometimes, customers are more interested in specific products or services and are not looking for any specific brand for their purchase. In such cases, they type for the products without mentioning many details. For example, “best phone to purchase,” here we can clearly see that the buyer is looking for a phone and he is not yet sure about the brand or company to go with.
Same for the serviced base keywords, for example, “Best educational institute for XYZ course.” Here, though, the consumer is finding an educational institute; he is not yet sure about any specific institute.
Product and service-based keywords are more specific than generic keywords and less detailed than branded ones.
Informational keywords are those keywords that are used while looking for information. A simple example is “How to cook a ABC dish at home” or any other “How to-s.”
Informational keywords don’t perform well with paid marketing as the user is not having any intention of buying; he is simply looking for information.
High-intent keywords cover the set of keywords that have a strong indication of buying intent. By utilizing high-intent keywords, you can improve the effectiveness of your PPC campaign. People who are searching with high-intent keywords are more likely to buy the product or service as they are not just randomly browsing but quite serious about their purchase decision.
Long-tail keywords are those that comprise more than 3-4 words. Long-tail PPC keywords are highly transactional and thus have higher conversion rates.
Feature specific keywords focus on multiple aspects of a product, service, or brand. Feature specific keywords can be confusing when compared to high-intent keywords, but they both are different.
For example, the users can be looking for “affordable shoes” or “Red color wallet.” Feature specific PPC keywords are beneficial to use for your successful PPC campaign.
Location-based keywords are great when you are focusing on a particular location. Location-based keywords help a PPC campaign to target the audience based in a specific location.
Transactional keywords are quite ambiguous as they have both a strong and weak purchase intent. As the name suggests, transactional keywords are those that can transmit from one category to another.
Negative keywords are those keywords that you don’t want to trigger for your ad.
So, let’s say if you are a digital marketing service provider and don’t want to appear for digital marketing courses, then you will use “courses” as a negative keyword.
Utilizing negative keywords is a great way to control your spending as it will control the irrelevant traffic.
After finalizing the types of PPC keywords, you decide the match types for PPC keywords. There are multiple types of keyword matches that you can opt for in PPC campaigns. The nature of the keyword depends on the match type. Keyword match type is a setting for the keywords that determine the reach of keywords.
There are five types of match types for PPC keywords.
In broad match type, your keyword appears in broad ranges of relevant searches. Using broad match types for PPC keywords is like shooting in the dark with little light.
So let’s imagine you are running an ad for your digital marketing services, and you target the keyword “digital marketing” with a broad match; your ad can appear even when someone searches for a digital marketing course. So with broad match type, Google tries to show your ad for almost all relevant terms.
Here are the pros and cons of the broad match –
In order to make the keyword a broad match modified, you need to add it with plus signs.
So let’s say you are targeting digital marketing services as a keyword; you will put it as digital + marketing + services
In this match type, your ad gets displayed only when there is a phrase or sentence related to the keyword. You need to add your keyword with quotation marks(“ ”).
With an Exact Match Type, your ad will get triggered only when there is the exact search term matching your keyword.
To categorize a keyword in exact match type, you need to add it with brackets. The exact match type is precise, direct, and target on point.
So, you will make it like [digital marketing services]
Phrase match modifier, also known as PMM, allows you to link a particular set of words together within the frame of the keyword.
To use a phrase match modifier, you need to use +(text).(text).(text) format.
By using a plus sign and adding words with period in-between, you are binding those words together in that order. So, keywords in a phrase match modifier function as a phrase match within the larger keywords.
Highly effective when you want a specific order to follow for your keywords.
Stick to the intent of the search
Reach and flexibility of broad match modifier with semantic control
Keywords indeed play a significant role in the success of PPC campaigns. Choosing the right set of keywords and keyword match type hold the key to success.
Understanding the objectives of your campaign will help you in selecting the right set of keywords and other deciding factors.
The study of English Literature and passion for learning new languages inspired her to pursue her career in the field of content marketing. Currently, she knows four Indian languages and planning to further her knowledge by constantly learning more. Reading between the lines is her strength. Going with the flow and gazing at the miracles of the universe are fundamentals of her life.
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