INTRODUCTION:

Pay-per-click is a model of internet marketing in which the advertiser pays a fee each time the audience clicks on their ad. Essentially, it is used for bringing visits to your site and drive traffic to your website.

 

DEFINITION:

Pay-per-click advertising can be defined as the internet model that allows advertisers to place ads on search engines, social media platforms, and third-party websites, a fee is charged whenever the ad is clicked.

 

COST OF PPC ADVERTISING:

PPC is also cost-effective as the brand is only charged when the ad is clicked.

It also depends upon the quality of your ad, the more clicks you get the lesser will be the amount that you will pay per click.

 

HOW TO KNOW IF PPC ADVERTISING RIGHT FOR MY COMPANY?

To understand for which businesses PPC Advertising works the best we have broken down its pros so you can decide yourself that if it fits your brand requirement or not

 

Pros of PPC Advertising:

• After your ads are approved, they will reach your target audience and you will get an immediate response from your audience.
• You can target a specific audience.
• The success and impressions that you are getting from your ads are easily measurable.
• These ads are displayed prominently, with the potential to reach a virtually unlimited number of people.

 

THE GOOGLE AD PLATFORM:

In today’s world, Google Ads is the single most popular Pay-per-click advertising system in the world. The Ads platform displays the brand’s ad on Google’s search engine and other Google properties.

Every time you Google anything on the search bar, Google digs into the database of Ads advertisers and chooses a few of them that will appear on their search results page. These are chosen based on several factors that are the quality and relevance of their keywords and ad campaigns, and the size of their keyword bids. So you just not only need to spend money on the ad but should also keep in mind the other factors.

Today Google is the most popular search engine, therefore it gives you a massive amount of audience.

While several factors determine how successful your PPC advertising campaign will be, you should focus on these factors:

Using Relevant Keywords

Building relevant PPC keyword lists, tight keyword groups, and proper ad text will help your ad appear more often.

Landing Page Quality

Creating optimized landing pages with quality content and a clear call-to-action will also help your ad to achieve a higher ranking.

Quality Score 

Quality Score is the rating of the quality and relevance that is given by Google to your keywords, landing pages, and PPC campaigns. Advertisers that have good better quality scores get more ad clicks at lower costs.

Creativity

Make your ads attractive, you can add graphics, images, quality content, catchy text, and whatnot, you just have to be creative to attract more audience to get more clicks.

 

THE PAY-PER-CLICK KEYWORD RESEARCH:

This can be extremely time-consuming, but on the other hand, it is extremely important too. Your entire PPC campaign runs around keywords, and the Google Ads that continuously get a high ranking are the ones that refine their PPC keyword list from time to time. If keyword research is done only once, while creating your first campaign, you will miss highly relevant keywords that could help you in getting more traffic to your website.

An effective pay-per-click keyword should follow these things:

 

Keywords should be Relevant

Well, this is obvious, you wanted the Web traffic for a targeted audience, for this purpose you need the research on targeted keywords that will help you in getting a higher PPC click-through rate, lower cost per click, and increased traffic. That means the keywords you bid on should be closely related to the things you are selling.

Keywords should be Exhaustive

Your keyword research should include not only the most popular and frequently searched terms in your branding area, but it should also contain a long tail of search. Long-tail keywords will help you find more audience.

Keywords should be Expansive 

Your keyword list should be constantly growing and adapting.

If you want to find high-volume, industry-specific keywords to use in your pay-per-click campaigns, you have to do a lot of research also.

 

HOW TO MANANGE YOUR PAY-PER-CLICK CAMPAINGS?

After creating your new campaigns, you need to manage them regularly to keep them effective. Regular account activity is one of the best ways to maintain the trust of your customers. You should be continuously analyzing the performance of your account and making the following changes to optimize your ad campaigns:

 

Adding the Pay-Per-Click Keywords

You can expand the reach of your Pay-Per-Click campaigns by adding keywords that are relevant to your brand and also by adding long-tail keywords. The best the keyword research will be the more the chances of clicks will be there.

Also, Add the Negative Keywords

You should also add non-converting terms as negative keywords, it will help you improve your campaign’s relevancy and reduce wasted spend of money.

Splitting the Ad Groups

Improve click-through rate (CTR) and Quality Score by grouping up your ad groups into smaller and more relevant ad groups, which will help you in creating more targeted ad text and landing pages.

Review Costly Pay-Per-Click Keywords

Review your expensive and under-performing keywords constantly and shut them off if necessary.

The Refining of Landing Pages

You should constantly modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries for getting higher conversion rates. Don’t send all your traffic to the same page but divide the traffic into different pages according to the relevancy of the query.

 

WHAT IS THE FUTURE OF PAY-PER-CLICK ADVERTISING?

With passing time, we are observing that pay-per-click marketing has become more popular in the digital marketing world.

The reason is it is more cost-effective than other digital marketing techniques.

The better the quality of your ad the lesser you have to pay per click and you are being charged only and if only the user clicks the ad gets therefore pay-per-click advertising has a bright future.