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10th October, 2022

PPC Marketing: Learning the Basics

Posted in: PPC training

PPC Marketing: Learning the Basics

If you want internet marketing to work wonders for your business and you haven’t heard of PPC then you are missing out on a valuable aspect of internet marketing. Whether you already agree or not PPC marketing can do an incredible job for your business.

What is PPC?

PPC or pay-per-click is a model of internet marketing. In this model, the advertisers pay when one of their advertisements is clicked. Fee is to be paid for each click, therefore, the advertiser pays only when the ad is clicked. This, basically, helps in directing a flow of traffic to the advertiser’s website.

When someone searches on a keyword related to their business offerings, an advertiser has to bid for the ad placement. When the ad is clicked, visitor is directed to the website which has put the advertisement.

One must keep in mind few points like research and selection of right keyword, organisation of the keywords into a campaign and ad groups, setting PPC landing page etc. to build a successful PPC campaign. The charge on pay- per- click ad is decreased if Google finds your PPC ads and landing pages useful for users.

Google AdWords

Google AdWords is the PPC advertising platform. It is also the most popular PPC platform in the world. A business can create ads which appear on Google search engine and other Google owed properties through AdWords. A user bids on the keywords and pays for each click on the ad.

Google goes through a pool of AdWords  advertisements to choose a set of winners, which then appear in the valuable slots on search engine result pages. There are many factors that are considered while selecting the winning ads. These factors include the quality and relevance of the keywords.  Ad rank is the ranking system that shows which ads will appear on the search pages. Ad Rank is calculated by multiplication of CPC bid and quality score.  This allows the system to be fair as the winning advertisers reach the customers in their budget. It is just like any other kind of auction.

It is both logical and beneficial to conduct PPC marketing through AdWords as Google gets a huge amount of traffic that can be directed to your website through your ad.

What to focus on while planning a successful PPC campaign?

While there are a number of factors that can affect the PPC ad campaign, one must focus on the following factors to achieve success in PPC marketing.

Keyword Relevance

PPC keywords should be relevant to the advertiser’s business offerings. Right keyword groups and proper advertisement text should be crafted according to the relevancy to the business.

Landing Page Quality

Landing pages must have well tailored, relevant, persuasive and quality content that match the search queries.

Quality Score

Quality score is calculated by analysing the click through rates, relevance, keywords and landing page quality. Quality score is a ranking provided by Google.

PPC keyword research

Although time consuming, PPC keyword research has far-fetched advantages. PPC keyword research is very important as the whole PPC campaign depends on the keywords. One must keep up with their keyword research throughout the PPC campaign to get highly relevant and valuable keywords. One must continuously grow and refine the PPC keywords.

Manage PPC campaigns

One must manage the PPC ads regularly after creating them. This helps in making the PPC campaign effective. One must regularly analyse the PPC campaign and make few adjustments like adding keywords, split Ad groups, review costly keyword, refine the landing page etc. to optimise the PPC campaign.

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10TH OCTOBER, 2022

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