Pay-per-click (PPC) in Digital Marketing

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Gourav Dashttps://yoursdailynews.com
Gourav Das is an irreverent copywriter and business writing coach. He's on a mission to stamp out gobbledygook and to make boring business blogs sparkle.

PPC (pay-per-click) is a method to advertise, in which marketers publish ads on digital platforms and pay commission to the platform’s host when their ad is clicked. Essentially, it’s a technique of acquiring website traffic instead of trying to get it organically.

One of the most common methods of PPC used in digital marketing is Search Engine Advertising. When someone makes a search on the server for a keyword relevant to some products or services, it allows advertisers to offer an ad placement in a search engine’s sponsored links.

PPC Campaigns need a lot of effort; from researching and choosing the correct keywords to embed those keywords into well-organized ad groups to creating conversion-optimized PPC landing pages. Advertisers who can make relevant and well targeted pay-per-click campaigns are chosen by search engines, which charge them less for ad clicks.

PPC is used to achieve many campaign aims, including:

·       Boosting sales

·       Obtaining leads

·       Increasing brand recognition

It’s all about relevancy in PPC. At every given time, users are looking for specific products, services, and information. Advertisers can present a targeted ad at the exact moment this search is taking place.

Main Platforms

1.       Google Ads

Google Ads is the most commonly used pay-per-click (PPC) advertising service. Businesses use the Google Ads platform to show advertisements on Google’s search engine and other known Google domains. When a user conducts a Chrome search, Google finds the most relevant product or service from a pool of Ads advertisers and selects a few options to appear in the premium ad space on the search results page. Through  digital marketing certification, the details of platforms can be better understood.

2.       Microsoft Advertising

Microsoft Advertising, just like Google Adverts, is a pay-per-click platform that showcases ads across the Microsoft and Yahoo networks. Microsoft Advertising chooses the businesses to display their products based on keywords generally.

PPC Keyword Research

Keyword research for PPC is time-consuming, but important. Keywords are the starting point of your entire PPC campaign. The most successful digital marketers always look to expand and refine their keyword list.

An efficient PPC keyword list should be:

·       Relevant – You want to make a list of keywords that will boost your PPC click-through rate, cost-per- click effectiveness, and favourableness. Moreover, the keywords you present should be relevant to the products and services in the advertisement.

·       Extensive – Your keyword research list must not only contain the most popular and often searched terms in your niche, but phrases that are often searched too. Long-tail keywords are less frequent and more precise, but they can be the reason for the majority of search traffic. They’re also cost effective due to less competition.

·       Expansive- PPC is reiterative and wide. The campaign must be refining and expanding, creating space for new keywords to accommodate.

Managing PPC Campaigns

After the creation of new campaigns, you’ll need to check on them on a regular basis to make sure they remain effective for a longer time. In fact, this is considered a smart move for campaign success. You must review your account’s statistics on a regular basis and making the following changes to optimise your campaigns:

·       Add PPC Keywords: Increase the reach insights of your PPC advertisements by including keywords that are relevant to your company.

·       Add Negative Keywords: To increase the campaign relevancy, add non-converting terms known as negative keywords.

·       Split Ad Groups: Splitting your ad groups into more relevant ad groups can help you make more focused ad copy and landing pages, which tends to improve click-through rate (CTR) and Quality Score.

·       Examine Expensive PPC Keywords: Take decisions for your least cost effective and underperforming keywords and, if required, turn them off.

·       Refine Landing Pages: For better performance of conversion rates, arrange the content and calls-to-action (CTAs) of your landing pages with specific search queries.  

Both marketers and publications are observed to benefit from the PPC approach. The strategy is beneficial to marketers because it allows them to advertise products or services to a specific audience that is actively looking for similar content.

Furthermore, because the value of each visit from a potential customer exceeds the cost of the click paid to a publisher, a well-designed PPC advertising campaign allows an advertiser to save a significant amount of money.

FAQs

1.       What is the significance of PPC?

The value of PPC is determined by a company’s ability to analyse data effectively, make changes to ad campaigns, wait for new data, and then assess the success of their changes.

2.       Is SEO or PPC more effective?

It is observed that SEO has greater click-through rates than PPC, implying that it has the ability to generate substantially more organic traffic your way. Furthermore, when compared to PPC, your cost per acquisition will be substantially lower with SEO.

3. What exactly is PPC?

Pay-per-click (PPC) is an internet marketing approach in which advertisers are charged a fee each time any of their adverts is clicked.

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