Pay-Per-Click Marketing Overview for Rookies
PPC means pay-per-click, an online marketing approach where advertisers pay a particular amount whenever their ads are clicked. In essence, it’s a way of purchasing visits to your site, rather than employing organic methods of “earning” those visits.
Search engine advertising is among the most common forms of PPC. Whenever a user searches on a relevant keyword, advertisers can bid for ad placement in that search engine’s sponsored links.
Each time your ad is clicked, forwarding a visitor to your website, you need to pay the search engine a small amount. With PPC working as it should, the fee will be almost negligible, considering the visit can be worth so much more than what you pay for it.
Conducting PPC marketing using Google AdWords, the globe’s most widely used PPC advertising system used today, can make a tremendous difference in the success of your online business. To increase your chances of a successful PPC advertising campaign, consider the following:
Keywords – Be sure to target PPC keywords and keyword groups as part of effective ad text.
Landing Page – Build optimized landing pages using relevant and convincing, coupled with clear calls-to-action that address specific search queries.
Quality Score – Google looks at the keywords you use, your landing pages, and your PPC campaigns as basis for rating you with a Quality Score. The higher your Quality Scores are, the more ad clicks you get at lower prices.
PPC Keyword Research
Researching keywords for PPC requires time, but it is a crucial part of your campaign’s success. Besides, your entire PPC campaign is based on your keywords, and to be successful at it, you have to continue refining your PPC keyword list as you go along.
The first step you can take to do that is to keep your campaign relevant. Of course, you don’t want to be spending your money on traffic that will not be useful for your business. Also work with as many relevant keywords as possible. When researching keywords, do not stop with the most popular or frequently searched terms in your niche. Make sure to include even the long-tail, less competitive keywords which are more specific, less common, and less expensive too – they usually make up most of the traffic that comes from search engine queries. Also include the long-tail, more specific, less competitive and cheaper ones – remember, they account for most of search-driven traffic.
Tips for Managing Your PPC Campaigns
You need to keep analyzing your account’s performance and adjust as follow:It’s important to keep examining the performance of your account and making adjustments as follow:It is a must that you keep analyzing how your account performs and make the necessary adjustments, including:
1. Increasing your PPC keyword list from time time (each day comes with new relevant keywords).
2. Adding non-converting keywords as negative keywords to enhance campaign relevancy and bring down wasted expenses.
3. Split your ad groups into smaller and more relevant sets, improving your Quality Score and click-through rate (CTR). 4.