Are you a newbie in the Digital Marketing Landscape and wondering what is PPC all about?
We are more than happy to tell you that the answers to all your questions regarding PPC are available here.
During the past decades, traditional marketing revolutionized itself. As a result of that digital marketing was evolved. PPC is one of the best platforms for online marketing.
Moreover, it has now become a significant part of the success of online businesses. Over time, PPC has become highly efficient in delivering immediate and qualified results.
The future of retail is the integration of the Internet and digital services with the retail network.
With its rapidly increasing popularity, more businesses have started incorporating PPC in their overall marketing strategy. Marketers and advertisers are more inclined towards knowing what is PPC.
So, irrespective of whether you are a startup looking forward to an online presence or an established business planning to advertise your products and services through digital marketing, PPC can just be the right choice for you.
According to WordStream, PPC visitors convert 50.6% more than organic search visitors.
However, if you are not sure about the starting point of your PPC journey, this article can be your stepping stone and provide you with step by step information about what is PPC.
Q1. What is PPC in Digital Marketing?
In PPC Digital Marketing, promoters pay a charge each time one of their advertisements is clicked. It is a method of purchasing visits for your site, as opposed to gaining those visits naturally.
Search Engine Advertising is a standout amongst the most famous types of pay per click advertising. It enables search marketers to bid for the placement of the advertisement in the sponsored links of a search engine when somebody searches for a particular keyword that is identified with their business.
For instance, in the event that we bid on the keyword “Digital Marketing Training”, our Ad may appear in the exceptionally best spot on the Google search results.
Digital Marketing Training – Google Search
(a) Each time our advertisement is clicked, for sending a guest to our site, we need to pay Google a small fee. At the point when PPC is working effectively, the amount paid, seems trivial, on the grounds that the visit is more valuable than what you pay for it.
(b) Channelizing triumphant PPC campaign needs many efforts- From choosing the correct keywords and then using those keywords into campaigns and befitting ad groups, to setting up PPC landing pages. You also need to optimize those landing pages for conversions.
(c) Search engines also appreciate advertisers who can make applicable, well-targeted PPC campaigns by charging them less for their advertisement clicks.
(d) In the event that your advertisements and landing pages are helpful and fulfilling to clients, Google AdWords charges you less per click, prompting higher benefits for your business. So on the off chance that you need to begin to learn PPC online, it is essential to figure out how to do it right.
Lots of talking about Google AdWords and what is PPC?- Let’s know how is Google AdWords related to PPC marketing.
Q2. How Google Adwords is related to PPC Marketing?
Google AdWords – The Absolute PPC Advertising Framework
Google AdWords is the absolute most famous Pay-Per-Click Advertising framework. It empowers organizations to make advertisements that show up on Google’s SERPs and other Google properties. AdWords works on a PPC model, in which clients bid for the keywords that suit their businesses and pay for each click on their promotions.
When a search is started, Google delves into the pool of AdWords promoters and picks advertisers who win the bidding process. Then it lets them show up in the significant advertisement space on its SERPs (search engine result pages).
To be a winner, you need to pay heed upon a number of factors, including the quality, relevance and importance of your keywords and advertisement, and in addition, the measure of your keyword bids. Particularly, who gets the opportunity to show up on the page depends on advertiser’s Ad Rank- a metric ascertained by multiplying two key elements-
(a) CPC Bid
The most noteworthy sum an advertiser will spend.
(b) Quality Score
A value that considers your click-through rate, landing page quality and relevance.
This AdWords framework enables winning advertisers achieve potential clients at a cost that fits their financial plan. It can also be understood as a kind of sale.
When you are in quest of what is PPC, learning PPC advertising through AdWords is especially important because Google gets enormous measures of activity and traffic and accordingly conveys the most impressions and clicks to Google Ads.
How regularly your PPC promotions show up relies upon which keywords and match types you choose. Most important factors that you need to focus on to determine how successful your PPC marketing campaign is-
(c) Keyword Relevance
It includes crafting befitting Keyword list, appropriate Ad Text, and exact Keyword Groups.
(d) Cost Per Click (CPC)
It is Google’s evaluation of the quality and importance of your PPC campaigns, landing pages and keywords. Sponsors with better Quality Scores get more ad clicks at lower costs.
(e) Landing Page Quality
Creating conversion-oriented landing pages with powerful, pertinent substance and an effective CTA, customized to particular search keywords is essential for successful PPC campaigns.
Q3. What is PPC Keyword Research?
PPC Keyword research Google Keyword Planner
Understanding ‘What is PPC’ is not a cakewalk! PPC Keyword research can be a tedious task; however, it is likewise critical too. Your whole Pay per Click Campaign is worked around keywords, and the best AdWords promoters consistently develop and refine their PPC keyword list.
Watch this video to get a complete understanding of how to use Google Keyword Planner.
On the off chance that you just do your PPC keyword research only once, at the time you make your first campaign, you are presumably missing a great opportunity for countless profitable, low-cost, long-tail, and exceedingly pertinent keywords that could direct people to your site and increase your website traffic quite considerably. A powerful PPC Keyword run down ought to be:
Obviously, you would never prefer to pay for Web movement that has nothing to do with your business. You need to discover well-targeted keywords that will prompt a higher PPC CTR, successful cost per click and expanded benefits. That implies the keywords you offered ought to be firmly identified with the services and products you offer.
Your keyword research ought to incorporate not just the most prominent and regularly searched terms in your speciality, but also the long tail of searches. These long-tail keywords are more particular and they effectively represent the greater part of search traffic. Long tail keywords are less competitive as well and accordingly more affordable.
Pay per Click Marketing is iterative and you need to always refine and extend your campaign and make a situation in which your keyword rundown is continually developing and adjusting.
Your PPC Keyword research ought to likewise incorporate negative keyword discovery, as negative keywords prevent your ads from appearing for irrelevant searches. They eliminate the searches that are not important to your business and are probably not going to convert.
Q4. How can You Manage your PPC Campaign?
After creating your new PPC campaign, you will have to oversee and manage them frequently to ensure they keep on being powerful. Actually, regular account activity is one of the best indicators of account achievements. You ought to be persistently investigating the execution of your account and making the below-given adjustments to streamline your PPC campaign:
(a) Add PPC Keywords
You need to expand the compass of your PPC campaigns by adding keywords that are significant to your business.
(b) Add Negative Keywords
Add negative keywords or non-converting terms to enhance the significance of your campaign and diminish unnecessary spend.
(c) Split Ad Groups
By splitting your ad Groups into smaller and more relevant ad groups improves, (CTR) and Quality Score, which helps you make more focused advertisement content and landing pages.
(d) Review costly PPC Keywords
Review costly, failing to meet expectations keywords and stop using them.
(e) Refine Landing Pages
Modify the substance and CTAs of your landing pages to line up with individual inquiry questions to lift up conversion rates. Never send all your traffic to the same landing page.
Q5. How to Utilize the AdWords Performance Grader to Grade Your PPC?
WordStream AdWords Performance Grader
Once you have built up your AdWords PPC campaign, you can utilize tools like AdWords Performance Grader to check the progress of your campaign. According to any What is PPC guide, the Performance Grader is an extensive tool that helps you assess how your AdWords PPC campaigns are performing in key zones, for example-
(a) Quality Score
According to AdWords, Quality Score is-
“Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores.”
(b) Text Ad Optimization
Text Ads are often the first contact that a potential customer has with your site- at the time when a customer search for something related to your business and your advertisement comes in the search results. Top-performing PPC advertisers always tweak and test their ads to find the most effective messaging for different keyword groups as this maximizes clicks and Quality Score.
(c) Impression Share
According to Google AdWords, Impression Share is-
“Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = impressions / total eligible impressions.”
(d) Click-Through Rate
CTR or Click through Rate is a ratio that shows how often people who see your ad end up clicking it. It used to measure how well your keywords and ads are performing in PPC campaigns. According to AdWords-
“CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 1000 impressions, then your CTR would be 0.5%.”
(e) Use of Negative Keywords
About Negative Keywords, Google AdWords says-
“A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.”
The AdWords Performance Grader’s analysis demonstrates to you about the best methodologies to make changes to your AdWords campaign that will enhance your execution and spare you cash.
Q6. How is Pay Per Click Marketing Good for You?
why PPC marketing
Now, as you have understood what is PPC, let us understand how PPC marketing offers one of a kind chance to marketers to:
(a) Grow their Customer Base
It helps you connect with searchers effectively searching for items and administrations like yours, and react to their need by furnishing them with an offer applicable to their search inquiry.
(b) Generate Leads at Low Costs
Since PPC advertising enables you to achieve leads and prospects when they are inquiring about and hoping to buy, it is an exceedingly successful approach to bring quality traffic/leads to your site.
In all actuality, Pay Per Click marketing can work for any sort of business, regardless of whether you are hoping to offer items through an online business site, create leads for a programming business, build brand awareness, or even any other kind of business.
Benefits of PPC Marketing
(a) Only Pay for the Clicks
As the name suggests, PPC refers to the advertising concept where you are entitled to only pay for the clicks. This concept is a lot better and valuable than paying for impressions. Although the clicks do not guarantee a conversion but make the visitor aware of your product/service.
(b) Immediate and Faster Results
Due to ever-increasing competition in the utterly cluttered internet landscape, it becomes very difficult for businesses to generate fast results. Hence, PPC is the fastest way of getting immediate results. Just set up your PPC Campaign and advertise to thousands of people who are searching for your business.
(c) Attracts Quality Traffic
PPC advertising filters the irrelevant traffic and searches with the usage of Negative Keywords. This ensures that only quality traffic is attracted who are more conversion oriented. This further increases the conversion rate.
(d) Measurable Results
When you advertise through PPC, you get a crystal clear of every possible metric like the cost, views, clicks, visits and much more.
(e) Extremely Targeted
PPC offers an advanced form of targeting options to the advertisers. You can target the people on the basis of location, interests, demographics and behaviours.
Usefulness of PPC Marketing
Till now, we were focusing on what is PPC. In the next segment, we shall look forward to its usefulness.
PPC marketing is useful for everybody whether they are advertisers, searchers or even search engine. Let’s see how is Pay Per Click Marketing useful for various groups.
(a) It is useful for Advertisers
PPC learning lets advertisers enjoy an exceptional mean for putting their message before a group of people who are particularly searching out for that kind of item. Since searchers uncover their expectation through their inquiry question, advertisers can quantify the nature of the movement that outcomes from clicks.
(b) It is useful for Searchers
Research proves that searchers prefer to click on paid advertisements more regularly than whatever another type of online advertising. This implies individuals truly would not fret being advertised to, given that the items and administrations promoted really fit the searcher’s needs.
Furthermore, in light of the fact that we utilize search engines when we are searching for items and administrations, the outcomes, including the Ads, are for the most part seem more relevant to what we are searching for. In addition, Google has built up a fantastic recipe for guaranteeing that PPC advertisements address the clients’ issues.
(c) It is useful for Search Engines
PPC empowers Search Engines to take into account searchers and advertisers at the same time. The searchers include their client base, while the advertisers offer them their income stream. The search engines need to give applicable results more frequently. It should also offer a profoundly focused and ROI driven advertising funnel.
The better your advertisements, the more noteworthy your CTRs would be and the lower your expenses.
The one of a kind favourable advantage of PPC marketing is that Google (and other PPC Ad Networks) do not simply reward the highest bidders for their Ad space; instead, they offer the Ad space to the highest quality Ads.
PPC is not only beneficial from the marketers and advertisers point of view. It further provides promising career opportunities to young and aspiring marketers who want to pursue their career in digital marketing.
You should read Top 30 PPC Interview Questions and Answers to get an idea of what PPC related questions are asked in the interview.