An Introduction to PPC Marketing

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An Introduction to PPC Marketing


Do you know how powerful pay-per-click marketing is? In today’s scenario, where everyone is going digital, you can leverage this marketing strategy to grow your business and generate huge profits. Within a short span of time, you’ll be able to reach millions of people! Isn’t it amazing?

No doubt, investment in pay-per-click advertising can bring great returns, but you should know very well how to make the most of it. Else you’ll end up losing your money.

Pay-Per-Click (PPC) Marketing: Understanding the Concept

Consider an example-

Let’s say you’re a brand marketing and advertising agency, and you want to run online ads on the Google search engine for one of your clients who offer beauty products. You have created an ad campaign, set up the target audience and started running it.

Now, two of the potential customers (let’s say, Emile and Maria, for example) who are searching for beauty soaps on Google came across your advertisement. Emile found the ad copy quite interesting and clicks on your ad to explore more about your products.

On the other hand, Maria didn’t find it useful and scroll down to continue her research.

Now, the important point to understand here is, you’ll be only charged because of Emile as she clicked on your ad and landed on your website to explore your products. And, this is what the PPC advertising model is all about.

PPC or pay-per-click advertising allows you to place ads on search engines, social media platforms and other relevant third-party websites. You’ll only pay a fee whenever someone clicks on your ad.

How much will it cost?

Oh! It’s a little complicated to say how much it will cost! As there is no certain amount. Rather, we can say it confidently that you won’t get charged as much as you pay for offline advertising.

The reason is the specific targeting options that you use while investing in your advertising campaigns. You pay only when you get your desired results. You’ve got a lot of control in your hands.

Let’s say you’re an advertiser and are bidding for the keyword “brand marketing agency”. Whenever someone searches for this particular keyword, Google will perform an auction and see the list of advertisers who are bidding for that particular keyword.

Based on several factors such as the advertiser’s maximum bid, ad quality score, landing page relevance, etc., Google algorithms will rank your ad in front of your potential customers.

You have to research a lot while planning your budget and bidding. Spyfu is one of the best competitive analysis tools that will help you analyze your competition in the pay-per-click market.

When it is right for your business?

We would recommend you to use the PPC advertising model when:

  • You want to achieve instant results for your advertising spend.
  • You want to reach your target audience immediately.
  • Your major focus is on driving in-organic traffic to your website.
  • You’re extremely specific about your target market and want to display a specific ad copy to your target audience.

How to start your marketing campaign the right way?

Just follow these 5 steps and you’re all set!

1. How much you would like to spend on an advertising campaign?

You have to undergo in-depth analysis in order to decide the right amount of budget for your campaign. Look at some industry benchmarks and try figuring out how much you’re likely to pay for each ad click. Also, don’t forget to consider your desired marketing objectives and KPIs.

Once you know your total budget, you have to divide it on a monthly and daily basis. Follow Google’s recommendations in order to best understand your budget requirements.

2. What’s your campaign goal?

Think about what you want to achieve through your PPC campaign. Do you want to drive relevant traffic to your website? or do you want to increase signups for your newsletter? or is your ultimate goal is to sell your product or service to a specific audience?

Whatever it is, you have to first decide your campaign goal. Based on that, you’ll be able to set up your PPC campaign properly and achieve best results.

3. Decide your campaign type.

Once you have decided your campaign goal, your next step is to figure out what kind of PPC campaign you would like to run. You have got a lot of choices such as seach ads, display ads, video ads, YouTube in-stream ads, YouTube skippable ads, bumper ads, social media ads, and many more.

Just find out where your target audience hangs out the most and accordingly plan your advertising campaign.

4. Decide your bidding strategy

Based on your campaign goal, you can choose your ideal bidding strategy to bid on your target keywords. For example, if your goal is to increase brand awareness, you can choose Target CPM bid. If your goal is to increase website traffic, “maximize clicks” would be your bidding strategy.

Thus, you have to first decide what your campaign goal is and then select the right strategy for your business.

5. Prepare Advertising Copy

Let’s say you’re an advertiser and are setting up your ad campaign to sell one of your products “Hair Brush”. A Google user searched for the best hair brushes for women. Your ad will only get in front of her if your ad copy is enticing enough and is relevant.

Therefore, here is what you should keep in mind:

  • Make your ad copy including your target keywords.
  • Your ad copy should satisfy the search intent of your target customers.
  • It must be relevant.
  • The landing page should provide your target audience with a great user experience.

Final words:

You can set up your pay-per-click campaign easily on Google, Bing, Social Media Platforms and other third-party sites. Once approved, your ad will reach thousands of people depending on your ad spending limits.

But, not a single strategy works well for all businesses. Experiment with your ideas and do A/B tests at regular intervals to find out what works best for your business and what’s not.

Author Bio: Priya Jain is a digital strategist at StrategySoda, a brand marketing and advertising company in Ghaziabad, India. She specializes in building brands online through digital ad campaigns on search engines and social media platforms. Besides, she loves to share her expertise by writing blogs in her domain.

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