What Is PPC in digital marketing?

PPC stands for pay-per-click, meaning that advertisers have to pay the ad service every time an internet user clicks on their ad. In other words, you buy visits to your website. Search engine advertising, the most popular type of PPC, implies that when a user is searching for a keyword related to a business, advertisers can bid for an ad placement. When users click on your link they are sent to your website and you pay a small fee for every click. Usually you should get more profit from your client who followed the link than what you’ve spent on the ad. When creating a PPC campaign you should take into consideration many factors: finding the right keywords, creating your ad design, setting up a PPC landing page, paying attention to statistics. Remember that Google rewards the best PPC campaigns, charging them less for a click.

What is Google Ads?

Google Ads (formerly known as Google AdWords) is the most widely used PPC advertising system. Through Ads platform you can create campaigns that will appear on all Google services. When a user is searching for a keyword in Google, Google Ads rank potential advertisers based on their CPC Bid and Quality Score and chooses the winners to appear on the screen. The rank depends on ad quality, relevancy, size, but also on the price of the bid.

How GoogleAds Works

GoogleAds is the most popular search engine, so it is important to understand how it works. Google is the most used web browser so your ads will get the most impressions. When creating your PPC campaign through GoogleAds take into consideration the following factors:

  • Use relevant keywords- they should cover all sides of your area, be relevant, popular and most likely to be searched.
  • Create a high quality landing page – it should have a clear message and look appealing.
  • Quality Score – Quality Score is Google’s rating system for PPC advertisements. Better Quality Scores get more ad clicks at lower costs.

Creating a PPC keyword list

Your PPC keyword list should be effective and appeal to the customers. Make it:

  • Relevant – find the right target keywords that will be connected to your business and product and will also lead to a higher click rate, therefore increasing your sales and the ROI.
  • Exhaustive – the words you choose should be very specific to your area so that you know that the person looking for the results is actually interested in this topic. On the other hand the words should be very popular and easily associated with your product.
  • Expansive – check out the popular words on your topic and be sure to constantly update the list. You want your campaign to grow and adapt.

How to do PPC Marketing

Regularly update your created campaigns to keep them up-to-date and analyze your statistics.

  • Review your PPC keywords- constantly refresh your word list.
  • Add negative keywords- Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted clicks.
  • Split Ad Groups – dividing your ad into smaller groups will help you improve targeting and relevancy.
  • Refine Landing Pages – send your clicks to different landing pages.
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