Pay per click is the most popular form of online advertisement. It is the quickest method to send quality and targeted traffic to any offer. Every online business from small individuals to corporate giants use PPC ads.
PPC environment is a fast-changing environment. New platform providers are surfacing all the time. Also, there are regular updates of advertising rules.
There is the opportunity to rake huge profits from PPC ads. There is the opportunity to rake huge profits from PPC. Considering the changing environment if you can master the PPC ads method.
Why PPC ads work
PPC ads work on so many levels that they are almost ADDICTIVE in their application. The most popular form of pay per click is buying a listing on the search results pages of the major search engines, where your ad will appear alongside those of organic or non-paid search results. PPC allows you to set up your live ad and then practically watch the results unfold before you. The appeal with this kind of traffic is that it is almost instant.
With the correct targeting of your ad, the constant search by the masses for what you are offering places a targeted audience in front of your ad the moment it goes live. This means that, an unlimited number of targeted people can see your ad. You only pay when they actually click on your ad. With such fast search results, this form of marketing provides what is practically an unmatched opportunity to adjust your campaigns for better results in just hours or days, depending on your criteria.
How PPC ads work
Pay per click advertising is an online auction-style process. A person bids money against other advertisers. All are aiming to have their keyword-targeted ad listed on certain websites. The person gets charged when someone clicks on their ad. There are two main types of PPC advertising.
PPC search allows a text ad to show at the top or side of the search engine page. The position of the ad depends on its bid and its quality score as determined by the search engine.
PPC display shows ads that influenced by the advertiser’s targeting selections. Display ads appear on the content pages that are relevant to what the searcher is reading. Also, it depends on their previous browsing behavior.
PPC display ads catch potential buyers looking for information. PPC search ads are more likely to convert. Because the prospect is also searching for specific keywords and phrases, you targeted.
Google, Facebook, and Bing are the current predominant networks for PPC advertising. They all use the quality score method which assists in determining how your ad will rank. You can support your bid costs and ad placements by promoting your quality score. You have to do it through landing page and ad keyword relevance. Landing page loading time and quality also are the factors. You will need to look into these factors deeper to ensure that you get the most value for your money.
Before you set up any campaign in a PPC network, make sure you know the rules of that particular network. The process of setting up your ads on each network will differ to some extent. There are some consistent, actionable steps you can take to getting your ad live online;
1. Your goal
Determine what you want to achieve with your ad – sales, sign-ups or inquiries.
2. Sign up
Select the network where you will be placing your ads and create your account.
3. Select keywords
Identify your relevant and related keywords and phrases based on buyer intention. Build out groups of themed keywords from which to create several campaigns.
4. Ad copy
Write the text for your ad and link the ad to a relevant landing page. Ensure that all the pieces of your landing page are in place and working.
5. Keyword Bidding
Be sure to set your budget before you start bidding on your different keywords.
6. Activate campaign
Don’t forget to activate your ad to get your campaign up and running online.
You need to consider each factor before you go live with your ads. You will need to think about Geo-targeting for your local area. You need to decide whether you want your ad displayed on search only or third party websites (Adwords). You also need to decide on conventional or mobile targeting.
The best place to become proficient at the required steps is from the ad networks themselves. The most crucial part of the process becomes tracking your ad after you have placed your ad. Your analytics will assist your tracking efforts. It will you feedback on your keyword costs. And feedback on click-through rates and visitor behavior on your landing page.
Seven secrets to a winning PPC ad campaign
When a PPC ad hits the target, it can generate a lot of money in a very short period. Much of the time your ads will need testing and re-working. There are some practices you can adopt to ensure a higher rate of success early in the campaign.
1. Keyword analysis
You won’t be able to compete against the multinationals. So your focus should be on long tail keywords based on relevancy. Include local keywords if you are targeting local businesses. Include your primary keyword in your solutions based headline. You should group ‘related’ keywords based on buyer intent for better results.
2. Select one platform to begin
Many marketers use more than one platform for their campaigns. They do it looking for better cost and positioning. Starting with more than one platform is a recipe for instability, failed campaigns and a deflated budget. Select one platform to learn it before moving onto another.
3. Geographic planning
Target the audience to which you are trying to sell. Targeting applies even more so if your audience is local. Targeting will reduce the number of clicks that will never lead to sales.
4. Landing page relevance
Paying per click can lose out if you are not getting paid in conversions. Ensure that your landing page contains your primary keywords and is relevant to your ad.
5. Never Stop Testing
Use A/B split testing and run different ads at changing times. Split testing also applies to your landing pages. If you have no desire to test the elements of your campaign, then you are using the wrong traffic method here.
6. Don’t outbid yourself
Your campaigns can still succeed if you are not holding the top position. Traffic to lower positioned ads is more ready to buy. It reflects in less wasted clicks and better conversions for your campaign.
7. Your ad must be interesting
You need to use your limited ad space to captivate the attention of your targeted traffic. Learn some basic but useful ‘selling’ copy-writing skills if necessary. You should know which ‘buttons to push’ to draw in your prospects.
Advantages of using PPC ads
PPC is not for everyone because it requires real discipline to control your spend. Controlling ability is one of the many benefits of marketing with this paid traffic method.
You get to control ad copy, time of day, location, network, ad position all from your selected keywords.
Your ad can be online fast and provide results feedback very fast to allow for changes where needed.
It need not be as expensive as many marketers claim. The key is you are targeting the right keywords and utilizing various networks.
Geo-targeting can provide very targeted traffic.
You can stop campaigns if they are not working.
It is easy to split-test landing pages for better conversions.
Four common mistakes that will kill your campaign
Many fail to reach their full potential because of a variety of errors that people make. Four of the most common mistakes include the following;
1. Missing call to action
It may seem obvious to you that someone reading your ad would know that the next step is to click-through your ad. This is not always the case. All the great ads became that way because of their call to action. You need to instruct your ad ‘viewers’ on what they need to do next. Your call to action also needs to be succinct and relevant. State that if you want someone to ‘buy now’ as opposed to browsing further.
2. Sending traffic to a home page
This issue applies to all non-relevant search pages. Visitors want to land on the page that is relevant to their search term when they click through. There is a good chance that you will lose visitors if you direct to where they need to do further searching.
3. Ignoring negative keywords
Include negative keywords if you don’t want to waste clicks. Your ad will appear with those keywords if you don’t. People will click your ad and cost you significant advertising funds.
4. Using broad match types
Your ad will appear for irrelevant search queries if your keywords are too general. This mistake will attract more visitors to your site but will cost you dollars and reduce your ROI.
Drawbacks of using PPC
Anyone who is familiar with PPC advertising will know full well that it has its ‘frustrations.’ The most common include the following;
You need to be always testing and tweaking your ads to get the most from your campaigns.
It’s a short-term strategy. You need to pay for ads to be in the game. Clicks are not conversions. Even targeted traffic needs to convert to sales. Testing can be expensive. With each click, you lose budget unless you are converting.
Networks have strict guidelines on their terms of advertising. Breaking these rules can get your account banned.
You always need to stay on top of your PPC campaigns.
Managing PPC ad campaigns- the BIG picture
PPC is one of the most challenging areas of online advertising in which you need to stay on top of your game. Google is always waging war on ‘the little guy’ and keeping secrets with its algorithm changes. You will only survive with PPC if you adapt to the changes and find ways to compete with the big players. Luckily, you have options. Take advantage of the consumer swing towards the other search engines. Focus on targeted but long-tail keywords. And test, test, and then test again. Persistence can bring special monetary rewards with PPC marketing.