An Ultimate Guide To Pay Per Click Advertising

By the time you would have gone through this blog title, thousands of searches happened on the Internet. With so many searches occurring every second, it’s a virtual rush hour on the interwebs.

In return, the website owners are attracting most of the digital crowds. But what website owners expect at the end? They want searchers, users and digital maniacs to click on their website and engage with their brand. This can be achieved with an effective Pay Per Click Advertising.

What is Pay Per Click Advertising?

Before we study in detail, let’s start with a simple basic search. Suppose you are looking for office supplies on the Google search engine. Here’s what Google will come up with:

Google Search Results

In the above given image, the results shown above the map listing are designated as “Ad” or “Sponsored”. The results below the map listing are organic. The distinctions in the results show us the difference between paid and organic results.

Google Search Results

Organic search results are the sites that rank because they are based on the keywords, proper SEO strategy, fresh content, and responsive design.

Pay Per Click Campaign, also known as PPC campaign, is a part of digital marketing where advertisers pay a small fee each time their ad is clicked. In other words, it allows you to buy visits to your sites, which you could have earned organically. Search engine advertising is considered to be the most popular forms of PPC. In PPC, the advertisers bid for ad placement in the top sponsored links of a search engine. Whenever someone searches on a given keyword that is related to your business, your ad will appear first on the search engine window.

Every time an user clicks on an ad, the visitor is redirected to your website, and you will have to pay search engine a small fee. If the PPC ad works correctly, and you generate the lead, the fee seems to be a meager amount because the visit is worth more than what you pay for it.

There is involved a lot of work in building a winning PPC campaign. You need to analyze and select the right keywords, organize keywords into well-organized ad groups,  and design optimized landing pages for better conversions. If your ads and landing pages provide useful information to the users, Google charges you less per click, leading to higher profits for your business.

Step 1 – Google Adwords – Google is one of the most used search engines across the world. If you’re looking for a more managed paid search experience, Google provides you with helpful tools such as Keyword Planner, guides for best practices, and tools and resources.

Adwords can be customized in accordance with your budget and goals. Do not spend a higher amount on too pricey packages. Always start with a small amount!

Google Ads help you keep track of your stats and results. With continuous monitoring, you can improve your campaign performance and see better traffic.

With several variety of match types in PPC, you can hyper target specific audiences, thus increasing the rate of conversion. There are available many engaging campaign formats such as graphics display ads, text-based ads, YouTube video ads, and more. They all are easy to manage and can be tracked on a daily basis.

Attract more customers
Reach the target audience at the right time
Advertise locally or across the globe
And so on…..

As there is available a lot of space in PPC arena than organic results, you have a chance to get highly relevant traffic and target your specific audiences.

Step 2 – Create Adwords Account & Build A Strategy – Visit the official website of Google Adwords and click “Start Now”. Create your account by signing in with email address and your site URL.

Google Adwords

Once the account is created, prior developing your campaigns, think about strategy. A good planning can be done by keeping in mind the PPC campaign goals. Answer these questions: Who is your target audience? What kind of results you’re expecting? What you want your target audience to do? How you can make your campaign a success?

Google Ad Campaign

Once you have answers to these questions, it will help you make amazing campaign choices and plan a nice advertising game plan.

Step 3 – Setting an Adwords Budget – In terms of dollars, on the basis of your budget, Adwords offers a great amount of flexibility. An auction style bidding method is very effective as it helps you to decide how much you really want to pay for each click bidding for your chosen keywords.

To determine where your ads will be shown on the page, Adwords uses an algorithm called Ad Rank. If you want to improve the position of your ad on the page, following things need to be taken care of:

  • Increase your bid
  • Improve the quality of your ads
  • Improve the quality of your desktop and mobile landing pages

Also, it is recommended, instead of spending money foolishly, set up your account to work on a daily basis. In this, you can tell how much money Google can spend on your ad placements every day.

Fundamentals of Google Adwords

Keywords – Google Adwords runs on keywords. You need to tell Google about the keywords you choose to bid and on which search results your ad should appear on. But you need to do thorough research to select the right keywords. You need to look for keywords that will direct traffic to your site. You can choose Keyword Planner to conduct research on the selected keywords.

When you have the list of keywords, segregate different keywords based on match types. While choosing the match types, keep the needs of your campaign and goals in your mind. Exact match displays an ad when the search matches the exact term or close variation. This is apt for those looking to target the specific audience. It also limits your traffic for it narrows down the search.

Ads – How you craft the ad is vital for the success of your PPC campaign. Your ads must be relevant enough to attract clicks from the user. Therefore, you need to abide by the  Google’s editorial standards. In addition to character limits for your ads, deploy these best practices too.

  • Enjoy the benefits of limited characters
  • Write for the mobile audience
  • Make your ads different and unique
  • Connect your elements and increase relevancy
  • Do not forget to test your PPC ads

Landing Pages – When the users click on your ad, they reach the landing pages, which are a destination URL that leads you to a page on your site. Landing pages should lead to conversions, they should always feature call to action of buying, engaging, subscribing, etc. Whether these landing pages are product specific or customized, they should always be targeted. Don’t provide misleading information. Provide all that information which are required to make complete purchases.

Understand Quality Score

Next thing that needs to be taken care of is to know how the quality score influences your Adwords experience. The quality score plays a relevant role between your landing pages, your ad copy and your keywords. If on one hand, bid plays a major role in determining whether or not you received space for a keyword, on the other hand, Google scans your content and uses an algorithm to determine your “Quality Score.” This also lets you optimize keywords by knowing which ones are effective. Ultimately, the quality score helps Google provide a better user experience.

Measure Your Success

Measuring your success is a simple task. It is a one stop shop for paid search as it has easy to use tracking features that help you optimize your campaigns.

  • Clicks – When user will click on your ads.
  • Conversions – When user will click on your call to action button. You can keep track with the help of tracking code.
  • Impressions – It will tell you about the instances when someone searched for the keyword associated with your bid.
  • Spend – The amount of money you’ve spent on your campaign.
  • Click Through Rate – The percentage of clicks that become conversions. Formula: Clicks ÷ Impressions.
  • Conversion Rate – The percentage of conversions per click. Formula: Conversions ÷ Clicks.
  • Cost Per Click – The price you pay for each click needs to be calculated. Formula: Spend ÷ Clicks.
  • Cost Per Acquisition – The amount of money you’re spending for each conversion. Formula: Spend ÷ Conversions.

Once you begin with your PPC campaign, keep track of these metrics to look for new ways to improve and optimize your campaign.

Pay Per Click is the best digital marketing tool now. You cannot ignore it. Follow the above mentioned procedure to create an effective PPC advertising campaign that enhances your business growth. Partner with a trusted PPC advertising agency to build a profitable campaign that brings higher conversions and return on investment.

To know how Source Soft can help your business grow!

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