The Ultimate Guide to PPC Marketing
This article is all about pay-per-click which is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site.
Pay-per-click (PPC) is an online sponsored advertising model used to direct traffic to websites, where the advertiser only pays if a web user clicks on their ad.
Steps to set up a PPC advertising campaign
Determine your goals
Set a budget
Make a keyword list
Bid on keywords
Create a unique landing page- Call to Action
How to set up a Google AdWords campaign
1.Sign-in using your google account
2. After sign-in, complete the form to set up your first campaign
3. Set your budget – budgets are based on daily rate;
First, choose your target audience – define the location, network options (Google Search, Google display network), and keywords (Google even helps you out by suggesting recommended keywords.)
Select the bid amount – Google will set the amount manually or automatically to ensure you get the most clicks for your budget. (Optional-You can set the bid manually if you choose.)
After that, write the text ad – insert the URL of the landing page, two headlines, a short description, and the option to enable phone calls from the ad. Just click “Save and continue” once you’ve completed the form
After that complete your billing part by just adding your payment info – Google takes you to the billing page where you can add your payment information. Click finish and create ad.
Your AdWords campaign is ready to go.
How many types of keyword used for PPC ads?
For PPC campaign, four types of keywords are used-
Broad match type
Modified broad match type
Phrase match type
Exact match type
Broad match type
This is the default match type and the one that reaches the widest audience. Using this, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order. Suppose, if you use broad match on "luxury car," your ad might be displayed if a user types "luxury cars," "fast cars," or "luxury apartments." Google may also match your ad to queries using synonyms. Suppose your ad might appear when someone searches for “expensive vehicles,” which doesn’t include any of the terms in your keyword.
For stopping irrelevant traffic, you can set up negative keywords to help prevent your ad from showing on searches that aren’t related to your business.
Modified broad match type
Using a modified broad match, we can put a plus sign (+) in front of one or more words in a broad match keyword.
Phrase match type
In phrase match, your ad will only appear when a user searches for your exact keyword phrase, in its exact order, but maybe with some additional words at the beginning and the end of the query.
For example, if your key phrase was "pet supplies," your ad could appear when a user searched for "pet supplies," "discount pet supplies," or "pet supplies wholesale," but it will not appear f like "pet food," "pet bird supplies," or "art supplies." Since the query can contain text before or after your keywords, there is some flexibility.
Exact match type
If your keyword or keyphrase was "black cocktail dress," your ad is only eligible to show up when a user searches for "black cocktail dress" and not for "cocktail dress," "black dress" or "expensive black cocktail dress."
Who gets appear on the top of the SERP?
Google advertising ranking depends on 2 key factors
Cost per click (CPC)- BIdding-
It refers to the highest amount that you're willing to pay for a click on your ad.
Quality Score-
Click through rate (CTR)
CTR Formula =(Total Clicks on Advertisement) / (Total Impressions)
2. Relevancy
3. Unique landing page
Landing page
The webpage that a user or visitor lands on when clicking through your PPC ad.
It is created specifically for the purpose of marketing or advertising campaign.
In online marketing, a landing page, sometimes known as a lead capture page or a lander or a destination page that refers to the single web page appears in response to clicking on a search engine optimized search result or online ads.
Different Types of Landing Pages-
Lead Generation landing pages/ Lead Gen/ Lead Capture Pages -
Lead generation landing pages are designed typically for the purpose of capturing personal information about a prospect such as a name, email address, phone number, company size, etc.
So, the thing is without leads, you’ll never be able to generate customers. If you never have customers or client, then you won’t earn any revenue.
Click-Through landing pages -
A landing page that does not contain any form for email, name, number etc. They are generally used for e-commerce and have a simple button as the Call to Action.
