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PPC stands for pay-per-click, a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked. Essentially, you’re paying for targeted visits to your website (or landing page or app). When PPC is working correctly, the fee is trivial because the click is worth more than what you pay for it. For example, if you pay $3 for a click, but the click results in a $300 sale, then you’ve made a hefty profit.
PPC ads come in all sizes and shapes (literally), can take the form of text, images, videos or a combination of all three, and can be shown in a variety of locations such as search engines, websites, social media channels, and more.
PPC advertising appears quite different depending on the platform you are using, but the process is generally the same:
Choose a campaign type based upon what you want to achieve.
Refine your settings and targeting (audiences, devices, locations, schedule, etc.).
Enter your budget and bid strategy.
Enter your destination URL (landing page).
Create your Ad.
Once your ad is live, where, when and how much you pay for a click on it will be determined algorithmically based upon your budget, bid, campaign settings, and the quality and relevance of your ad.
All platforms that offer PPC advertising would like to achieve user satisfaction, and will reward advertisers who develop relevant, authentic pay-per-click campaigns with better positioning for ads and cheaper click-through costs
| When advertisers set up an ad, they provide a set of keywords they want to target with that ad and assign a maximum bid for each keyword. So, if you assign a maximum bid for the keyword “pet adoption,” you are telling Google that you are willing to pay for your ad to show for searches that are related to pet adoption (you will learn more about keyword match types here).
Google takes our set of values and an auction process to determine which ads can show for any given search. If your ad is entered in the auction, Google first provides a Quality Score from one to ten based on your ad’s relevance of the keyword, expected CTR (click-through rate) and landing page experience. Next, Google multiplies your Quality Score by your maximum bid (the most you are willing to pay for a click on that ad) to provide you an Ad Rank. Ads with the highest Ad Rank are the ads that will show. This is a system that provides winning advertisers the ability to reach a potential customer base while allowing them to advertise at a cost they are willing to spend. It essentially works as an auction. The following infographic helps explain how the Google Ads auction works. How to do PPC with Google AdsRunning PPC marketing on Google Ads is particularly effective because Google is the most popular search engine and receives a lot of traffic, which can yield lots of impressions or clicks on your ads. How often your PPC ads show up really depends on which keywords and match types you are using. While many factors influence how successful your PPC advertising campaign can be, you can make huge strides by: Bidding on relevant keywords. This may seem really basic, but an order of magnitude more can be achieved through creating relevant PPC keyword lists and keyword groups and creating appropriate ad text. Focusing on your landing page quality. If you focus on creating optimized landing pages that focus on persuasive and relevant content with a clear call to action specific to the search query will go a long way. Improving your Quality Score. Quality Score is Google’s metric for the respective quality of relevance of your keywords, landing pages and PPC campaigns. The better the quality score, with high relevancy keywords and landing pages, the more clicks these advertisers achieve at lower costs. Grabbing attention. You obviously need enticing ad copy; but if you are using display or social ads, you need attention-grabbing ad creative too. How to do effective PPC keyword researchEverything with PPC revolves around keywords, and the best Google Ads advertisers are always expanding and improving their PPC keyword list. If you do keyword research only once, as when you first create your first campaign, you are arguably missing out on hundreds of thousands of valuable, long-tail, low-cost, and very relevant keywords that could be driving traffic to your site. You can check our complete guide to keyword research here, but to summarize, a successful PPC keyword list should be: Relevant: Obviously, you don’t want to be paying for clicks that are not going to convert, so the keywords you bid on should be closely related to the offerings you sell. Comprehensive: Not only should you have the most popular and commonly searched terms in your niche, but keyword research should include the long-tail keywords. These are much more specific and less commonly searched and the sum of all of these examples account for the majority of search-driven traffic. In addition, they are less competitive, so they are less expensive. Progressive: PPC is a process. You want to be always refining and expanding your campaigns, and setting up a situation in which your keyword list is continually growing and changing. Managing your PPC campaignsOnce you’ve created your new campaigns, you’ll regularly have to manage them to ensure they remain effective. In fact, regular account activity is one of the top indicators of account success. You’ll want to actively analyze your account performance and make these changes to adjust your campaigns: – Continuous addition of PPC keywords: By continuously adding keywords relevant to your business, you can expand the reach of your PPC campaigns. – Add negative keywords: By adding non-converting terms as negative keywords you can improve campaign relevancy and eliminate wasted spend. – Review high-cost PPC keywords: Assess high-cost, under-performing keywords and consider shutting them off if you think necessary. – Refine landing pages: Adjust the content and CTAs of your landing pages to more closely align with individual search queries to improve conversion rates. Don’t send all of your traffic to the same page. – Split ad groups: Split your ad groups into smaller, more relevant ad groups to improve click-through rate (CTR) and Quality Scores, as this will allow you to create more targeted ad text and landing pages. More details about structure can be found here. Major PPC Platforms
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