PPC

What is Pay Per Click?

Search engine advertising is one of the most popular forms of .Pay Per Click stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “Pay Per Click software,” our ad might show up in the very top spot on the Google results page.

What is Google Ads?
The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.

Conducting Pay Per Click marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads.

Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and Pay Per Click campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

Keyword Relevance – Crafting relevant Pay Per Click keyword lists, tight keyword groups, and proper ad text.

Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.

Pay Per Click Keyword Research

Keyword research for Pay Per Click can be incredibly time-consuming, but it is also incredibly important. Your entire Pay Per Click campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their Pay Per Click keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

An effective Pay Per Click keyword list should be:

  • Relevant :– the keywords you bid on should be closely related to the offerings you sell.
  • Exhaustive :– Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
  • Expansive :-If you want to find high-volume, industry-specific keywords to use in your Pay Per Click campaigns, be sure to check out our popular keywords.

Managing Your Pay Per Click Campaigns

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective.

Split Ad Groups: Improve click-through rate and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.

Add PPC Keywords: Expand the reach of your Pay Per Click campaigns by adding keywords that are relevant to your business.

Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.

Review Costly Pay Per Click Keywords: Review expensive, under-performing keywords and shut them off if necessary.

Refine Landing Pages: Modify the content and calls-to-action of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

The Pros

1.Using Pay Per Click can allow you to set your own budget. If you are bidding for keywords, you can set a certain amount that you’re willing to spend. If you’re paying a website, once your limit has been reached, the website can remove the ad for the day or week, depending on how often your ad is clicked.

2.Pay Per Click is a great way to ensure your page can be seen. When it comes to search engines, if your ads are on the top of the results, whether they are clicked or not, they will still be seen. Even using an advertisement on a website can get your business name out there.
Having the option to target your audience by location is a great reason to choose Pay Per Click advertisement.

3.This can make bidding for specific keywords easier and only receiving clicks from clients that you know are potential ones. Someone living in California is not going to click on an advertisement for a Massachusetts bakery.

4.Oddly enough, you can run your own pay-per-click ads on your own website. Some of the hyperlinks that many keywords are connected to can lead the customer to another one of your pages, or even click on an ad that you will end up paying for, but paying yourself.

The Cons

1.Unfortunately, there is no guarantee that a consumer clicking your ad will turn them into a buyer. You still have to pay for their click whether or not they did it accidentally or purposely.

2.Competitors can continuously click on your advertisement link until your budget has ended and your ad disappears, or until you’re broke. Again, accidental clicks occur too, so be sure to factor those into your Pay Per Click budget.

3.The cost of bidding for keywords using search engine results can be expensive. Depending on how broad of a term or even how specific truly matters. Your competition can be businesses that have been around and in the top rankings for ages be sure to prepare for a bidding war, if necessary.

4.Pay-per-click advertising takes time. If your traffic does not increase and you shut down the Pay Per Click after a month, you’re not really giving it enough time to succeed in the first place. Successful Pay Per Click advertising can take anywhere from 3-6 months.