Digital Marketing

An Advance Guide to PPC Marketing in 2019

By Moses Siringi May 14, 2019 Form Image 2121 Views

PPC Marketing

“One of the most effective ways of targeting your audience is pay-per-click or PPC marketing. The guiding principle is to search the right keywords and keep on updating your strategy. You can gain a lot of insights by evaluating what your competitors are doing.”

One of the most powerful tools in your professional arsenal is PPC Marketing. Some of the things that pay-per-click can help you to accomplish include lead generation, increasing leads, driving traffic, and growing your online visibility.

However, you need to understand how pay-per-click works before you can reap these benefits. You should also know the best ways of optimizing your ads to help you attract your ideal audience and utilize your budget.

In this article, we will help you to grow your PPC marketing knowledge. The information will help you to set high-performance PPC campaigns. This publication will help you to;

  • Define pay-per-click (PPC) Marketing
  • Learn the most popular PPC providers
  • Know how PPC works
  • Learn to use Google Ads
  • Know when to apply PPC marketing

Definition of PPC Marketing:

Another name for pay per click advertising is PPC or search engine marketing (SEM). In this strategy, a brand puts an ad online and pays every time a user clicks on it. You don’t pay anything to place the ad. You only pay when users engage with your ad.

We can break down PPC marketing in two categories;

Display Advertising: These ads appear as paid posts, videos, or graphics. You will typically find these ads on third-party websites and social media ads.

Search Advertising: These ads appear as search results on SERPs (search engine results pages).

In this post, we will broadly talk about search advertising PPC campaigns.

The Widespread PPC Platforms:

PPC Platforms

Several Pay Per Click marketing platforms exist, but most people use Google in the PPC search ad campaigns. Therefore, Google AdWords, now Google Ads is the most popular PPC search advertisement provider.

Google is the most appropriate place for paid search ads because most people are using this platform to do their search. The ad result display on SERPs and comprise of an ‘Ad’ designation showing they are not organic put paid listings.

Various social media sites and search engines also provide PPC marketing services. Some of them include;

  • Quora Ads
  • LinkedIn Ads
  • Promoted Pinterest Pins
  • Twitter Ads
  • Facebook Ads
  • Bing Ads

How PPC Works:

PPC Works

In PPC advertising, a brand will set up an ad and pay every moment a user clicks on it. In this process;

  1. The brand uses keyword discovery to identify the most popular and relevant terminologies that the audience are regularly using to carry out their search.
  2. The brand creates a search result ad that users can see while searching for target keywords.
  3. When the users search for any of the keywords, they see the ad on the SERP and then click on it.
  4. The system charges the brand for every user that clicks on the ad

A Practical Example of Pay Per Click(PPC) Marketing

  1. Dropbox notices that its target audience keeps on searching for ‘cloud storage.’
  2. The brand creates a PPC search ad to display when the users search for ‘cloud storage,’ and the company does not pay anything to set up this campaign through Google Ads.
  3. iii.    When the user searches for the keyword ‘cloud storage,’ he or she sees the Dropbox paid search result and then clicks on it.
  4. Google charges Dropbox
  5. How to Use Google Ads for PPC Marketing
  6. Google Ads is the best option if your aim for PPC is to show users paid search results. This search engine has the highest number of users.

Google Ads Tools and Terminologies:

  • Campaigns:

These form the highest level of organizational structure in the Google Ads account. Campaigns are typically organized to reflect a particular theme that is related to your brand. You may have one of several campaigns within one Google account.

Some of the guidelines that you need to set within a campaign include distribution for Google network, location, language, and budget. You can have one or multiple ad groups within a campaign. For example, a shoe store can have campaigns for children’s, women’s, and men’s shoes.

  • Ad groups:

Ad groups are the next organizational level within the plan. You may have multiple ad groups within one campaign. You may become more specific about the theme of your brand at this point. For instance, you can have sandals, flats, and heels in the shoe store of the women’s shoe campaign.

  • Keywords:

The terms that you target within a campaign is what we call keywords. You need to choose the words that your audience will be searching for online. Users can see your search ads in the SERPS whenever they search for these terms. Some of the keywords in the women’s shoes, heels campaign includes strappy heels, platform heels, and blue high heels among others.

  • Ads:

Ads are the actual copy and content that users see on SERPs while searching for the target audience. You have several options for creating these ads and the information they contain. Text ads have a description line and two headline sections.

You can expand them to include location extensions, phone, callout, site link, and many more. You may also create image ads and product listings.

Defining the Settings of Google Ads Campaign

After understanding the basic structure of Google ads, it is good to understand the settings that you can control in every PPC marketing campaign.

  • Location Targeting:

This targeting gives users the option of targeting particular geographical areas. You can use multiple options to choose this such as mile radius, zip code, or city name. Local businesses that would like to connect with the people who reside close to their company use this option.

  • Device Targeting:

Device targeting gives users options on the kind of devices that will appear in their ads. You have options for targeting mobile devices, tablets, desktops, or a combination of all the three. You may choose to focus on a single device type depending on the ad type that you are using. Search ads generally work well on all devices.

  • Campaign Types:

These are the options that you have where you would like your ads to appear. There are several campaign types such as video campaign, shopping campaign, and display network. The Search network campaign is the campaign type that you use for PPC lead generation. The Ads that are created in the search network campaign appear in the SERPs as text ads.

  • Budget:

The budget refers to the amount that you are willing to spend on the campaign. You use this option to specify the average amount you are ready to pay daily. You should learn how to select your budget and set bids for your ads.

How to Set-Up PPC Ads on Google

Once you have the knowledge and language of navigating the Google Ads account, you can now set up and optimize your pay-per-click (PPC) marketing campaigns.

1. Organize Your Account:

Once you are ready to launch your PPC marketing strategy, you need to begin by organizing the business into categories. The Google account has a structure of subgroups and campaigns od ad groups within the campaigns.

You need a structure on how you will be organizing this information. An example of a shoe store can include;

Campaign 1: Women’s Shoes

  • 1st Ad Group: Sandals
  • 2nd Ad Group: Flats
  • 3rd Ad Group: Heels

Campaign 2: Men’s Shoes

  • 1st Ad Group: Sandals
  • 2nd Ad Group: Dress Shoes
  • 3rd Ad Group: Sneakers

Once you have this structure, you will find it easy to set up the account. You will also create more targeted and relevant ads with your Google ad groups when you plan out your ad campaigns.

2. Perform the PPC Keyword Research:

With your campaign structure in place, you need to search for the keywords to utilize in the ad group. Performing keyword research will help you to come up with the top keywords in the niche.

The Alexa difficulty tool can help you to get the best keywords. Enter a topic that is related to your offerings, brand, and business to discover the best terms to use in your campaign. The words that you select should have a high keyword popularity score as it’s a clear indication that

The keyword research will help you to determine the most popular terms. Your competitors also target these keywords, and you don’t want to remain behind. You may also come across the keywords that you had not thought about, but your competitors are using them.

The Alexa competitor keyword matrix will help you learn how competitors are utilizing the pay-per-click (PPC) marketing. You can enter up to ten of your competitors to see the keywords that are targeting in their paid campaigns.

After identifying the keywords that you will be targeting, base the remaining section of your campaign on these terms.

Read more: Best Keyword Research Tools For Small Brands In 2019

3. Set Your Pay-Per-Click (PPC) Marketing Budget:

There are two methods for setting your pay-per-click (PPC) marketing budget. These include bidding and budget.

Bid: The bid refers to the total amount that you are willing to spend on a particular keyword. The amount you will pay once a user clicks on an ad that appeared after searching for a target keyword.

Budget: Is that total amount of money that you are willing to spend on your campaign daily.

In the beginning, you may wish to spread the budget across all the campaigns. When you begin to realize results from the campaigns, you can spend more on high-performing campaigns and keywords.

When dealing with bids, choose a budget basing on keyword competition. The bid you select should give your ad a desirable ranking without going out of your budget.

4. Optimize and Manage Your PPC Campaigns:

PPC Campaigns

After setting up your pay-per-click (PPC) marketing campaign, you are not through with your work. You should continue optimizing and monitoring your account in several ways to get the most from the campaign.

Your goal should be improving your ads so that Google can give them a priority so that you can get the most from your budget. You should consider keyword relevance and quality score to accomplish this objective.

i. Improve Landing Pages:

Use the best practices for conversion rate to create highly converting landing pages. The more your pages match the search intent and remain relevant, the higher the chances of converting.

ii. Split Up ad Groups:

Break the ad groups into smaller and more relevant groups. Having more targeted landing pages and ad text will improve the quality of your score and click-through rates.

iii. Monitor Conversion Rates:

Keep a close eye on your campaigns and shop for trends that show the ads, keywords, and settings that are converting and the ones that don’t. You need to adjust accordingly so that you can get the best results from the ads that you spend.

iv. Keyword Relevance:

The keywords you choose have to be closely related to the content that is on the landing page that you would like to drive traffic. This element increases the quality of your score.

v. Quality Score:

Google considers the factors that are considered to your ads like landing pages, keywords, and add content to give your ads a quality score. High-quality scores will result in lower cost-per-click and better ad Placement.

vi. Add Keywords:

Continue identifying and adding search phrases and terms to your campaign that your target audience regularly uses and are relevant to your business. The process will help you to get more keywords including the ones you missed at the stage of setting up your campaign.

vii. Remove Costly Keywords:

If you are paying highly for particular keywords but getting little returns on the investment, turn off those terms or remove them.

viii. Remove Negative Keywords:

Identify the campaign terms that are not converting and remove all of them. The process will avoid the wastage of funds and improve the quality of your score.

Should You Use Pay-Per-Click (PPC) Marketing:

After learning how to set up a pay-per-click (PPC) marketing campaign, you should not just jump into Google Ads right away. Like any other marketing strategy, evaluate your goals and then choose the best tactics that will deliver the results. Review your marketing goals to determine whether organic SEO or paid SEM is the best practices.

You can ask yourself these questions to determine what is best for your brand;

  1. The level of competition for your target keywords
  2. Your level of knowledge for your market segment
  3. The average buying cycles of your customers
  4. The average cost of pay-per-click (PPC) marketing in the industry
  5. The age of your website and business
  6. The current SEO state of your website

Building a Powerful Pay-Per-Click (PPC) Marketing Campaign: Final Thoughts:

Pay-per-click (PPC) marketing is an on-demand method of growing your digital visibility, collecting leads, increasing your website traffic, and driving sales. However, you should take a strategic approach when setting up your campaigns to get the best results.

You have to target the right keywords and continuously update your strategy. It will help you to improve your pay-per-click (PPC) marketing campaign and get the most from your budget.

The information in this post will equip you well to set up the best PPC marketing campaigns.

If you need further assistance to set up the best PPC marketing campaigns, don’t hesitate to contact [email protected]. We have the right tools to research your industry and keywords. You will have the correct information to create high-performance PPC marketing campaigns.

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