Did you know that you could make up to $8 back for every dollar you spent on Google Ads? You're passing up a great chance to get qualified leads for your company that result in conversions if you don't invest in pay-per-click (PPC) marketing. Fortunately, we have all the PPC knowledge you require to begin using this results-oriented approach.
In this PPC guide, we'll address your pressing inquiries like:
PPC Marketing: What Is It?
What is the PPC Marketing Process?
How To Start A PPC Marketing Campaign
Does PPC Marketing Make Sense?
Advice For Successfully Launching PPC Marketing Ads
PPC Marketing: What Is It?
Pay-per-click advertising is a sort of digital marketing that is used to drive website traffic, store visits, transactions, quote requests, and other activities. PPC marketing advertising may show up on websites included in the ad network as well as search engine results pages.
What is the PPC Marketing Process?
Let's examine PPC marketing's operation now that you are familiar with its term.
What can you anticipate when you start a paid search advertising campaign? We'll use Google Ads as an illustration of their model.
When a user conducts a search on their search engine, Google examines the pool of advertisers placing bids on the user's term. Google examines several aspects of each company's advertisement, but the two most important aspects are:
• Quality Score
• Bid amount
These two elements, among others, will be used by Google to offer the most pertinent adverts. The entire procedure takes place in a matter of milliseconds, and the searcher is completely unaware of it.
Following the conclusion of the auction, the searcher will be seeing advertisements in the search results that Google considers are the most pertinent to the search query.
How To Start A PPC Marketing Campaign
Now that you are aware of what PPC marketing is and how it operates, you are prepared to learn how to start your own campaign. The following four elements are essential for starting a sponsored search advertising campaign:
1. Carry out a keyword search
Researching keywords is one of the most crucial topics we'll cover in this PPC tutorial. Users' searches cause your advertisement to show up in search results. You must bid on the appropriate keywords if you want your ad to generate relevant leads.
You can locate applicable terms for your advertisement by using keyword research tools like KeywordsFX. You should concentrate on long-tail keywords, which are those that have three or more words, when looking for keywords for your PPC advertisements. For your PPC advertising campaigns, long-tail keywords are ideal for two reasons:
Long-tail keywords generate more qualified traffic since they are more precise and make it possible to quickly ascertain the purpose of the search.
You can tell someone is interested in your firm if they search using certain terms linked to it.
Long-tail keywords have a cheaper cost per click since there is less competition for them because they are more specialised. You have a reduced cost per click (CPC) for your company because fewer companies are bidding on these keywords. It enables you to get the most leads for your money.
The second crucial consideration, setting your bid, may be your main emphasis after you have a keyword list to target.
2. Select the bid amount.
You'll place a bid once you've decided on your keywords. However, how do you figure out how much to bid each click? You may get the average CPC for select keywords through keyword research tools like LSIGraph and Google Keyword Planner.
You can use it to help you choose how much to bid for the keyword. You'll need to experiment with your bidding strategy if you're utilising a tool for keyword research that lacks CPC data. You might have to choose your price range before keeping an eye on your advertisement and making adjustments as needed.
For instance, you can set your offer at 30 cents per click and keep an eye on your advertising. After a while, you might notice that searchers aren't seeing your ads. This suggests that a rival is outbidding you with a more pertinent ad. You can then return to your ad and increase your bid price till your ad appears as frequently as your company prefers.
When choosing your bid amount, keep in mind that you should never overbid. Don't pick a high number just to try to win the competition-free top slot. The best course of action is to start off with a lower bid and progressively increase it until your ad performs as you would expect.
To generate qualified leads through your ads and rank higher using the previous example, you might discover that increasing your bid from 30 cents to 50 cents per click is sufficient.
You wouldn't realise that a lower quantity may produce the same outcomes at a lower cost if you began out by bidding $2 per click.
3. Develop catchy ad copy
Let's move on to discussing ad copy in this guide on creating PPC ads. When your ad shows in search results, users will see your ad copy. You should make sure that the ad copy you write for it is intriguing and enticing in order to persuade leads to click on it. You run the danger of leads clicking on a competitor's ad if your copy isn't compelling.
Follow these basic practises to assist you in producing high-quality ad copy:
To persuade your audience to pick you, emphasise the advantages of your organisation, product, or service.
To elicit a response and a click from your audience, appeal to their emotions.
Use intriguing language to draw your audience in and make your offer stand out.
Give your viewers important information up front so they are informed.
4. Design a unique landing page
A customised landing page is an essential part of an effective paid search advertising strategy. Using compelling ad language to entice leads to click on your advertising is half the battle. Once they click, you can't let them down; you must provide an outstanding landing page experience.
A common error made by businesses is to use a page from their website as a landing page. This method has a flaw in that the pages it produces frequently lack specificity and have a lot of distractions. A customised landing page, on the other hand, offers a targeted and concentrated experience for your audience.
They seem to be more likely to convert when your audience remains focused on the reason they clicked on your advertisement. You can make a persuading personalised landing page by:
Including the distinctive design of your brand
Utilizing images and videos that are pertinent to your ads
using directional indicators, like as arrows, to bring visitors to your page
Having one stand-out call to action (CTA) button on the page
Does PPC Marketing Make Sense?
You might be unsure about the suitability of paid search advertising for your company after learning how to start your own PPC advertising campaign. To learn more, respond to these inquiries:
Do you want to give your company's brand more exposure?
Do you want to increase the number of qualified leads your business receives?
Do you want to increase sales and conversions?
Do you desire to be in charge of your spending?
Do you wish to be able to reach those most likely to be interested in your company?
If you indicated yes to any of these, PPC marketing is the best approach for you.
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4 suggestions for successfully establishing PPC marketing advertising
Let's examine four suggestions for writing PPC ads that provide greater results for your company in the final section of our PPC guide!
1. Use ad extensions
Use ad extensions in your PPC marketing if you want to succeed. Ad extensions let you add more content to your ad that encourages people to click. You can utilise a variety of ad extensions to increase the number of clicks on your advertisements, including:
Structured snippet: You can draw attention to your goods and services using the structured snippet extension to pique the curiosity of your target market.
Callout: Callout extensions allow you to draw attention to features that distinguish your company from the competitors, such as a customer-centric approach.
Call: Using the call extension, you may give leads a way to reach your company by adding a contact information to your listing.
Sitelink: Sitelink extensions let you add links to various pages on your website in an effort to encourage visitors to click.
Message: Just like the phone extension, the message extension allows users to text you directly from the advertisement.
Price: To encourage users to click, you can highlight the prices of your goods or services using the price extension.
Location: You can include an address in your PPC ad using the location extension so that people can come visit you there.
To get users to click on your advertising, you can combine any of these extensions.
2. Include offensive keywords
Let's move on to the next topic in this PPC primer: negative keywords. Negative keywords are those that you don't want to appear in search results for your ads. Say you want to be found when people search for things like "women's black hiking boots" and "black hiking boots." Once your advertisement has run, you discover that you are showing up in search results for the phrase "children's black hiking boots." The Issue?
You don't have a pair of black hiking boots for kids. However, because your advertisement still appears in the search results for this phrase, you are squandering money by sending people to your website who won't be able to purchase what they need from you. You can thus specify "children's" as a negative keyword for your ad to avoid this issue.
By doing this, your advertisement will show up for "black hiking boots" rather than "children's black hiking boots." To ensure that only qualified leads see your ads, use negative keywords. This will help you increase the qualified visitors to your website.
3. Keep track of the results of your PPC marketing campaigns
You must keep an eye on your ad performance to achieve the best outcomes and stay clear of problems with your PPC campaigns. Ads shouldn't be launched and then ignored forever. You can determine what's working and make adjustments to your campaign by keeping track of the success of your ads.
Establishing your key performance indicators can help you monitor your efforts successfully (KPIs). These analytics will show you whether your campaigns are successful. There are several metrics you can monitor, including:
Click-through rate (CTR)
Cost per conversion
You may learn more about how your audience interacts with your advertisements by monitoring these KPIs.
You can enhance your adverts if you notice that some of these indicators are performing poorly.
4. Evaluate your ads
A/B testing is one of the best strategies to enhance your advertisements. You can test several website components using A/B testing to see which will work best for your company. You can test parts such as your:
Design of landing pages
Your landing page's visual components
CTA placement, size, colour, and text
Let's take an example where you're monitoring your PPC advertisements and you find that clicks on your ads don't result in conversions.
You utilise heatmaps to evaluate your landing page and discover that your CTA button isn't being seen by visitors. As a result, you experiment with your CTA to see which one produces the most results.
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Utilize PPC marketing to launch your sponsored advertising strategy.
PPC marketing is a great approach for your company to connect with more qualified leads that are interested in your goods or services. After reading this PPC primer, if you're ready to start your campaign, WebFX is here to assist.
We have a staff of over 450 marketing specialists who can work with you to create a unique PPC campaign designed to help your business succeed online. We are skilled in creating campaigns that produce outcomes. For our clients, we have generated more than 7.8 million leads and over $3 billion in sales in just the last five years.
Benefits of using PPC
Are you still not persuaded that you require PPC? Here are a few advantages that you need to be aware of.
Only after pepople click on your ad do you pay
Even though we just touched on this, it's crucial to underline how inexpensive PPC advertisements are. You essentially display your advertisement for free and just pay when someone is persuaded to click on.
This economic approach is growing more efficient and kinder to your ROI. You have a higher than average chance of getting results because more PPC engines match your advertising to users based on their actions.
Raise the bar on your marketing strategy
PPC is a fantastic approach to drive website traffic and raise awareness, and the results show up more quickly than with other marketing techniques like SEO.
However, working with a professional will ensure the greatest outcomes. You'll be able to increase your ROI and be sure you're bidding on the relevant advertising.
If you want to know if your efforts are effective, you must monitor your progress.
Fortunately, evaluating your PPC results is simple. Some KPIs, such as views, impressions, leads, and click-through rates, are available for tracking.
How do you gauge PPC success?
Google Ads will offer a report of its own. There are various campaign tracking platforms you can utilise if you use other PPC platforms and search engines. To gauge these results, you can also consult a PPC specialist.
Due to Actions
The foundation of many marketing strategies, including SEO and social media marketing, is exposure. PPC, however, is driven by actions. Your users go through the marketing funnel more quickly when they click your advertiing.
For instance, when your prospects see your advertisement, they are at the awareness stage.
But as soon as they click your advertisement, they move from awareness to consideration, indicating that they are actively looking for goods and services.
A campaign can always be pauperated or ended
PPC is more adaptable than you may realise. You can quickly remove your adverts because there are no payments that are guaranteed for you.
Although you'll need to invest a lot of time in your campaign to make it successful, don't worry—you can easily terminate it at any point.
But what if you hire a professional to handle your PPC marketing?
The terms of their cancellation will determine how you conclude your campaign. The best course of action is to select a PPC marketing firm without lengthy commitments so all you have to do is terminate the account.
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