The Fundamentals of Pay Per Click Marketing
Demystifying Pay Per Click Marketing
Almost all online promoters, campaigners, and social media marketers are familiar with Pay Per Click (PPC) Marketing popularly known as PPC in the web-based advertisement realm. PPC is an online advertising model that advertisers submit to search engines for showing up on the latter’s (paid search) results pages based on biddings (read auctions) on specific keywords/phrases. The ranking of your ad will invariably depend upon the price at which you’re willing to ‘pay per click’ for the keyword you’ve selected.
The more you’re bidding for that particular keyword phrase, ‘say PPC bid management tool’, the higher are your (i.e. the keyword’s) chances of securing a higher position or rank on Google’s or Bing’s SERP. After you’ve submitted the bids, you’ll be able to see the commercials on the organic (non-paid) search results pages. You’ll also be required to pay a small amount as fee to the search engine every time your ad is clicked on by a user.
Usually, the fee that you pay each time is much less than the amount you originally bid for. Most importantly, you are able to recoup your investment on PPC quickly and easily once you start converting the leads (the users) into customers.
Google AdWords: The Most Extensively Used PPC Promotion Strategy
Since Google is the world’s top search engine, used by more than 75% netizens, it is no wonder that Google AdWords is the most extensively used canvassing system across the web. All classifieds and commercials created by businesses are listed on Google’s SERPs (search engine results pages) and on all other verticals owned by the search engine. Whether your ad will make it to the first page of the search results for your specific keyword will depend upon a set of factors including the keyword quality, size, and relevance.
To be specific, your ranking will be influenced chiefly by ‘CPC’ (cost per click or the maximum amount you are willing to pay for the bid keyword) and ‘quality score’ (landing page experience, keyword relevancy, and rate of click-through). Ad Rank (a metric used by Google) multiplies the two values and accords your site a rank based on the figure.
Researching Consistently for PPC Keywords is Crucial
Google AdWords is indispensable when it comes to increasing the flow of traffic to your site, ultimately helping you to earn more revenues. The frequency with which your ads will appear on SERPs will consistently depend upon the keywords you choose. You can ensure the effectiveness of your PPC campaign by focusing on:-
- Relevant keywords and ad text: Carry out meticulous research on keywords that will clearly highlight your brand as well as concentrate on having the appropriate ad text and choose phrasal keywords
- Quality Score: Keep quality score high by ensuring better quality of keywords, and improved user’s landing page experience. The higher your quality score, the more clicks you’ll get at lesser costs
- Landing Page Experience: Make the content in your site original, relevant, and plagiarism-free so that users’ feel the urge to revisit the portal
Is Google AdWords waste of money?
This is one question which might be uppermost in the minds of most webmasters and website promoters. Google AdWords is surely the most effective marketing channel that you can take advantage of in order to promote your brand across the web. No wonder then that, AdWords is the world’s most heavily used ‘pay-per-click’, ‘search engine marketing’ or ‘search engine optimization’ model.
If you put in the right amount of effort towards creating a robust AdWords classified, you bet your business will prosper online. You can comfortably set up the platform and lure almost innumerable prospective clients to click on your advertisement provided you know your way around the system. So you see there are some caveats to using Google AdWords to your best advantage.
So as to get the best results from your AdWords PPC strategy, you’d not only need to have some online canvassing experience and a specific level of training but also need to devote sufficient time as well as effort. Or else, your investments will in all probability go down the drain.
How to Make the Most of Your Google AdWords Marketing Model?
Choose Keywords Generated by AdWords (Keywords) Generator Carefully
Google AdWords will provide you with a list of recommended keywords for you to insert in your advertisements. Most of these keywords tend to be generic in nature i.e. these words might be used by most of your competitors. So, do not be surprised if you do not get visitors when you make use of generic keywords. If you’re pushing your brand to a niche segment, use germane keywords that will attract the targeted individuals, for instance, insert ‘best creams for treating alopecia’ if you are promoting unguents for dealing with baldness.
Place the classified on your products’ web pages instead of the Home Page
Majority of users and customers have extremely short attention spans which means they won’t waste sifting through your entire site while looking for a specific product. For instance, if you are retailing ‘summer collection of tees and shorts’ at best prices, list the apparels on a distinct or separate webpage.
Keep track of all conversions
You’d be keen to find out which keywords are directing leads to your site that are getting converted into customers. Analyzing keywords is indispensable for determining those keywords which are providing you with maximum ROIs. Click on the ‘Tools’ section on the AdWords’ site and thereafter clack on the ‘Conversions’ label, so as to keep track of the performance of your classifieds. Carry out all the necessary changes for improving the conversion rate.
Filter out keywords that are not performing
Once you’ve established the keywords that are driving your business, simply remove those that are not.
Make the most of time and location settings
How you use the time settings options will depend upon whether you’re running a B2B firm, call-only promotion or round the clock service. When it comes to location settings, you’d want to ensure that your classified is visible only in the zones your business is catering to.
Take steps to perk up the quality score of your keywords
The higher the quality score of your selected keywords (ascribed by Google), the lesser will be the rate at which you’ll be bidding for those words which in turn implies increased savings.
Customize AdWords keeping smartphone users in mind
Nowadays, nearly 80%-90% customers use their smartphones for browsing a specific product or service. So, the significance of making your site smartphone friendly does not need to be emphasized.