They begin when someone searches for something on a search engine. To get involved in these auctions, advertisers use accounts on platforms like Google Ads to set up their ads and determine where and when they would like those ads to appear.
Accounts are split into campaigns for ease of management and reporting of different locations, product types, or other useful categorization. Keywords work as generalized abstractions of a wide range of search queries prone to irregularities like misspellings.
Depending on the keyword match types they use, advertisers can match search queries with more or less precision. For example, advertisers can choose to match keywords with search queries exactly or to allow for variations such as different orderings of the words, different spellings, or the inclusion of other words. It is also possible to have negative keywords, which will prevent ads from being triggered by search queries containing those keywords, to avoid irrelevant traffic.
Along with keywords, advertisers need to prepare ads in their campaigns. These are nestled together within ad groups that target shared sets of keywords and are organized by common themes. Services like Google Ads and Microsoft Ads provide features called ad extensions that enhance the appearance of ads. Examples include sitelink extensions, which populate an ad with more links to different pages on a site, and call extensions, which add a phone number to the ad during business hours.
Ad extensions are great as they increase the visibility of ads by making them more engaging to users while communicating more information. Throughout your campaign, you can monitor how many impressions, likes, shares, clicks, etc. Just like with Google Ads, you will need to decide what each interaction is worth to your business. Although the ROI is more challenging to calculate, social advertising is still worth considering for your business, especially considering the increasing role it plays in the lives of your potential customers.
Just check out the latest potential reach on some of the top social channels:. However, we do believe in comprehensive marketing systems , in which PPC can play an instrumental role. With a clearer understanding of how PPC works, your next step should be to ask: How does PPC work for my business, in the context of my overall marketing campaign?
Learn more, or schedule your own complimentary PPC consultation by contacting us today. He started the company in and is widely known as an innovator of conversion science. Call Get In Touch Request more information below and we will get back to you. What Is PPC? Why Use PPC? Search Ads Google Search Ads are perhaps the most commonly recognized form of pay-per-click advertisements.
Like Search Ads, they are charged on a cost-per-click basis By default, Google Ads will set your campaign live nationally. Display Network The Google Display Ad is not an exact pay-per-click model, but it is a similar process and reaches a broad audience. LinkedIn Ads If your business is aimed directly to consumers, Facebook is probably going to get you the best return on your Social Advertising investment.
Create Goals for Your PPC Campaign Many businesses and marketing teams go into pay-per-click advertising without having a clear sense of their goals and expectations.
Who are you targeting with this campaign? When choosing keywords and creating ad copy, select the words or phrases your audience would search for and write copy that speaks to their needs. Always be sure the content on your landing page logically aligns with these keywords and the ad text to ensure a high quality user experience and to maximize your ROI.
Would the keywords and ad text catch your attention and give you helpful information? What outcome do you want? Determine what you would like your user to do once they click on your paid search ad. Include this goal as a call to action in your ad text. Drive visitors to a landing page that easily leads them toward this goal. This outcome should also determine the type of ad you choose. For example, certain styles of Facebook Ads are design to drive traffic to a landing page, while others are engineered to maximize visibility, but offer little in the way of conversions.
How will you know the PPC Campaign is a success? Ensure you have set up a way to measure success before launching your campaign. Check your tracking URLs and pixels, so you will know which traffic and activity is coming from PPC, and which is direct or organic traffic. Ongoing analysis of your campaign metrics will reveal ads and keywords you may want to pause, rework, or promote with additional resources, depending upon their performance.
Although it may be tempting to try to get as much of your message into an ad set as possible, try to stay focused. The higher relevance, the greater your audience response will be. Simple Although a PPC campaign is only one part of your overall marketing, it requires daily monitoring and management.
Ensuring your campaign structure is intuitive and manageable will make monitoring your campaign more effective and will allow your team to better identify efficiencies and inefficiencies. Below are four key factors that can affect how often your ads are shown, and how effective they are in reaching your goal: Keyword and Ad Relevance Make sure that you have selected keywords and ad language with your target audience in mind.
Your landing pages need to be optimized to be clearly related to the ad and have a direct and relevant call to action. In our mobile-first world, these also need to be optimized for a variety of devices! Quality Score Although this particular factor is unique to Google Ads, it deserves to be highlighted. Instead, ads are subject to what is known as the 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.
Need help with your PPC ad campaigns? Check out our free, beginner's guide to Google Ads. As its name implies, the Ad Auction is a bidding system. These terms are known as keywords. Say, for example, that your business specializes in camping equipment. It's often considered the "go to" method for online advertisers because they don't want to pay just to display their ad.
They want to pay only when people take action based on their ad. There are several ad networks that allow you to run PPC ads. Some of them are more popular than others. There's no doubt that Google AdWords is the most popular of the lot. That network allows you to run ads on the search results and on private websites.
But Google isn't the only search engine in town. Bing has its own version of PPC that allows you to run ads on a variety of Microsoft search properties and partners. Facebook also offers a PPC advertising model. Many marketers love advertising on Facebook because it's relatively inexpensive. You can also run PPC display ads that are a great alternative the more boring, text-based ads that run on a lot of websites.
Finally, you can also run a retargeting campaign with PPC. That's a great way to reel in customers who've already visited your website. Because they're in higher demand.
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