Pay Per Click Basics – Paid Search Marketing

pay pe click basics

At its very outset, PPC is Pay-per-click which is an advertising model that allows marketers to put their advertisement in a location and pay the host for clicking on it. PPC ads help users buy a product. Relevant ads are being displayed from time-to-time.

Every time there is an advertisement displayed, there is also a search for a keyword. Then there is bidding and the highest amount quoted will be the winner. Advertisers end up using Google advertisements to display their advertisements and also decide about its display. Keywords are very useful in this activity.

Displaying the exact keyword would help in the sale of the product. Another effective method of advertising is by using Queries. Queries are words that users type in a search engine to help locate something. The advertisement itself should be an appealing one for which there are Headlines, URL and a Description.

Learn more about how does PPC work?

Pay Per Click Basics (Google, Bing)

Google Ads and Bing Ads also have features of extensions like Site link Extensions and Call Extensions. Site link extension is that feature which enables an advertisement to have different links on a given topic. Call Extensions help in the addition of phone numbers to the advertisement in order to complete a query.

In addition to this, there is a feature called “Auction”. Auction helps the advertisers themselves decide on the money they are willing to spend on a keyword. This is done using two channels. They are Budgets and Bids. Budgets are done at the time of campaigning and are constant for the whole month. This is an effective way to spend money on the advertisement campaign. Bids can be at the advertisement level or at a keyword level. Bids help in chalking out a particular type of budget.

Pay Per Click Basics – Quality Score

Following this is the Quality Score. A Quality Score is a measure with which the relevance of the advertisement is gauged. Its components are Click Through Rate (CTR), relevance of the keyword, relevance to the search query and the quality of the landing page.

Pay Per Click Advertising (Targeting)

Next comes the option of targeting.

Targeting means to choose the exact location of the advertisements, the day and time as well as the demographics. The Targeting option must be crystal clear as it will help the advertiser work on his points for improvement.

PPC Conversion

Conversion is the next function in the PPC advertisements. There are three examples of conversion. They are helpful in buying a service, signing up for newsletters and making a phone call. Google Ads can track conversions using a code that is embedded in the source code in order to collect the conversion data.

Creating Pay Per Click Strategy

A successful Pay Per Click strategy is always necessary to keep your PPC ads going. Firstly, generate Brand Awareness, secondly educate your target audience about the product, thirdly consider leads in the advertising campaign, fourthly look for effective sales strategies and lastly go in for repeat sales to reiterate profits.

The advertiser should be very clear about the needs of his target audience, should directly address his audience, should use numbers, remove objectionable matter, use all the ad space creatively, emphasize on the USP (Unique Selling Proposition) and finally divide your advertisements often.

How to create successful landing pages that convert visitors into customers?

How to optimize PPC Ad Campaigns?


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