Ever imagine why you see those pop-up ads while visiting a website or on top of your search results on google pages? Whether you are accustomed to the phrase PPC marketing or not, we have prepared the ultimate guide to the world of PPC marketing for you. Also, if you have already done your part of the research about PPC marketing but don’t know how to get started, we have the perfect solution for you. So, let’s not waste any more time and get right into it.
PPC (pay-per-click) marketing is an internet marketing model used by advertisers and marketing companies to drive traffic to a particular website or a landing page. Through this marketing policy, instead of earning organic traffic, you buy them. In simpler words, you pay a little fee to the search engine creator, whenever someone clicks on the ad posted regarding your product or service.
Search Engine Advertising has now gained massive popularity due to their affordable cost and huge reach. Millions of people everyday visit those search engines to find answers to their queries. If your product or service is anyhow related to their query, chances are that they will come across your advertisement and end up visiting your website.
To gain a placement in a search engine, you have to place a bid. Higher the bid, greater the results. Doing so, your ad will receive the desired placement in the search engine’s sponsored link section. In most of the cases, people click on the first three links that appear on their screen. Needless to say, better placement will drive an immense amount of traffic to your website.
Now every time someone clicks on your ad, you have to pay a little fee to the search engine which is very reasonable and affordable per the massive number of sales you will be acquiring. For instance, imagine the product or service you are trying to sell, costs Rs. 1000 and the fee that you have to pay to the search engine to earn the placement, is Rs. 10. The fee you pay to the PPC marketing company, compared to the profit you earn is a bare minimum.
If you want to use the PPC marketing tool to its full capacity, you better be a “Man with Plan”. Just like any other advertising campaign, PPC campaign also demands thorough research and planning. Starting from choosing the right keywords to organizing them in ad groups. You better have a well-organised and conversion optimised landing page because it hugely impacts your ad placement in search engines. Your ad needs to be specifically targeted. This may result in a decrease in fee charge, ensuring greater profit for your business.
PPC campaign feeds upon keywords and intelligently designed ad groups. Sheer professionalism is very important to create an effective campaign.
Let’s assume a professional in PPC marketing wants to create a PPC campaign for the theme, Women’s clothing. Further, the campaign will be divided into subcategories, which are known as ad groups.
PPC campaign theme: Women’s clothing
Now each ad group consists of variant themed keywords. For instance, the ad group Indian wear may consist of keywords like:
Indian saree on sale
And so on.
Selecting the accurate PPC keyword is one of the most important parts of creating a PPC campaign. Even though research for accurate keywords can take up an ample amount of time, but it is utterly necessary for PPC marketing. The most successful advertisers refine their used keywords daily. It is not like a one-time thing where you can put hard work for once and enjoy for a long time. Chances are that while creating a PPC campaign for the first time, you are supposed to miss out on a wide range of long-tail, cost-effective and highly relevant keywords. Daily research for relevant keywords and adding them to your list, as your business grows, might drive overwhelming traffic to your website.
There are certain qualities that a PPC keyword should possess. Which are:
Relevancy: The most important quality of a keyword should its relevancy with the product or service advertised. Paying for Web traffic that has lesser or 0 relevance to your business is just a waste of money. And we are quite sure that you don’t want that to happen. So, safeguard yourself from future perils and use relevant keywords.
Exhaustiveness: Don’t forget that you are paying for these keywords, therefore those PPC keywords must be cost-effective. Long-tail keywords are more specific and less common, therefore less competitive. Try using long-tail keywords, maintaining a perfect balance with the popular and frequently searched keyword. These exhaustive keywords add up to search-driven click on the advertisement.
Expansiveness: PPC keywords are frequentative. Which means that you need to refine and grow your campaign daily. Adapting to the changing environment is important. Therefore, be ready to stretch your boundaries and explore on the go.
But only selecting the most relevant keyword won’t do the job. You need to assign each of the keywords to a specific match type. There are seven different match types available from where you need to choose the most relevant match type that suits a specific PPC keyword, for your campaign. Assigning a specific match type to your keyword assures that your ad will show up concerning a specific query.
Broad: Inquirer can type their query in any order they like, but potential ads will show up for similar searches.
Modified Broad: The inquirer does not need to follow a certain order; however, they need to include phrases containing plus sign.
(Broad (Session-Based): This match type takes into account the searcher’s different queries from other search sessions and shows up relevant ads.)
Phrase: Searcher needs to maintain a perfect order, even though he/she can include additional phrases to their query.
(Phrase (Close Variant): Searcher’s question needs to follow a proper order. However, misspellings, additional phrases and variants are taken into account by this match type.)
Exact: Ad shows up when the query is typed as exactly.
(Exact (Close variant): This match type ignores spelling mistakes and takes into consideration the close variants.)
While using relevant keywords is important to drive traffic to your website, using negative keywords is also necessary to refrain searchers from visiting your website, who has no potential of becoming a future customer. For example, if you are a social media marketing company, you surely want to refrain your website from people who search for “free followers” or “free likes”. By using negative keywords like “free”, Google will restrain from showing your ad to these searchers who have no potential of becoming future customers.
After getting done with the PPC campaign planning procedure, you need to decide about the platforms where you want to publish your ads. Google Ads, Bing Advertising, Facebook Ads are some of the most popular platforms with millions of active users around the globe, logging into these platforms daily.
Let’s take a quick look at these platforms:
Google Ads: Google is the World’s largest and most popular search engine. With numerous Display Network sitesand Search Partner sites, Google Ads has been able to become the largest platform where you can run your PPC campaign. It has a long run of 20 years started from October 2000 and has a large spectrum covering local businesses to global brands.
Microsoft Advertisements: Somewhat similar to Google Ads, Microsoft Advertisements, partnered with Bing Network is highly preferred by advertisers. It shows ads on the Microsoft and Yahoo Networks and is driven by keyword-based advertising policy.
Facebook Ads: Facebook since its very former days have grown a cult following for itself, ensuring a greater and larger platform for PPC marketing. With each passing day, social media targeting is becoming all the way more important to reach out to potential customers. Thus, if you want to take your PPC campaign to the next level, Facebook Ads is highly suggested.
Ranking of your advertisement in a search engine depends on several key elements:
CPC Bid: As you sow, so shall you reap. The more amount you are willing to pay, the better will be your ad ranking.
Quality Score: Just as we discussed earlier, you need to have a strong PPC marketing strategy. A well planned and well-organised ad, consisting of relevant keywords and good quality landing page, receives more clicks which in return impacts the ranking of the particular ad.
Managing your PPC campaign is tougher than creating one in the first place. There are a few things that you need to keep an eye on:
Adding keywords: Just as we had explained it to you earlier in the article, it is important to add new keywords to your PPC campaign to expand the reach of your campaign. Use both positive and negative keywords for better filtration process and to drive relevant Web Traffic to your website.
Breaking ad groups: Break the ad groups into smaller, more specific and relevant ad groups. This will eventually add up to the betterment of your PPC campaign’s Quality Score and click-through rate. Breaking your ad groups will also help in creating more targeted ad texts and quality landing page.
Reviewing costly keywords: Remember you pay for each keyword you use. Therefore, paying for a costly keyword that drives very less or no traffic to your website, makes no sense. Review your expensive and under-performing keywords, and if you feel necessary then just get rid of those.
Refining landing pages: Reviewing and modifying your landing pages play a huge role in PPC marketing. Strategize landing pages and call-to-attentionkeeping relevance with individual search queries. This might result in boosting of conversion rates.
PPC marketing needs a lot of dedication and hard work. If you create an applaudable PPC campaign but fail to manage it, then you may end with just paying a few bucks and gaining nothing in return. Therefore, investing in a good professional PPC marketing company is very important.
Thought Engine is a premiere PPC Marketing Company in Delhi that will take care of all your PPC campaigns and manage them daily and share statistical updates with you on a weekly or monthly basis.
You may come across a load of PPC marketing company in Delhi, and of course globally, but, unlike other companies Thought Engine is your ultimate guide to the world of PPC marketing. We care about our clients; thus, we believe that starting each commission is like preparing the base of a new relation. Our experts manage your campaigns with perfection and create a rank status for your better understanding. We provide assistance over phone and email wherever you want and whenever you want. Leads and keywords for your PPC campaigns are carefully handpicked by our expert auditors. We explain our working strategies to our clients and never neglect their feedback.
Majority of your business’s growth depends upon your marketing strategy and the way you advertise your product or service. Thus, spending on good PPC marketing company is necessary. Think twice and choose wisely.