PPC is one of the most popular forms of paid advertising. It is not likely to lose that title anytime soon and you can make PPC ad profits if play right. Its appeal extends from online marketers to giant corporations. Everyone wanting their piece of the money pie that springs from PPC platforms. And that populate the online advertising space. The PPC environment adapts to changes with regular updates to advertising rules. Those who master the method continue to rake in massive paydays. It’s a very targeted and converting buyer customer bases.
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. Your ad will appear alongside those of organic or non-paid search results. PPC allows you to set up your live ad and then watch the results unfold before you.
The appeal with this kind of traffic is that it is almost instant.
The constant search by the masses for what you are offering places a targeted audience in front of your ad. And it happens 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 an unmatched opportunity.
How PPC ads work
Pay per click advertising is an online auction-style process. A person bids money against other advertisers.. The person gets charged when someone clicks on their ad, regardless of how many times the ad showed up. 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. But it depends on the bid, as well as its quality score as determined by the search engine.
PPC display shows ads that are influenced by the advertiser’s targeting selections. They appear on the relevant content pages.
Typically, PPC display catches potential buyers looking for information. PPC search-ads convert as the prospect is searching by specific keywords and phrases.
Google and Bing are the current predominant networks for PPC advertising. They both use the quality score method which assists in determining how your ad will rank. You can assist your bid costs and ad placements by promoting your quality score. Landing page and ad keyword relevancy, and landing page loading time are the factors. You will need to look into the relevant networks before commencing your campaigns. That ensures 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 in each network will differ. To get started, there are some 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 copy for your ad and link the ad to a relevant landing page. Ensure all the pieces of your landing page are in place and working.
5. Keyword Bidding
When you start bidding on your different keywords, be sure to set your budget. Especially, given that your early ad-runs will be for test purposes to get performance data.
6. Activate campaign
Don’t forget to activate your ad to get your campaign up and running online.
Depending on the ad network that you run with, your considerations for getting your ad online. You need to follow each point at a much deeper level. You will need to think about Geo-targeting for your local area. Whether you want your ad displayed on search only or on third party websites (Adwords). Conventional or mobile targeting, quality score, and conversion tracking.
The best place to become proficient at the required steps is from the ad networks themselves. You need to follow their guidelines. Put all the pieces in place and activated your ad. The most crucial part of the process is tracking your ad to allow for changes and improvements. Your Analytics will assist your tracking on your keyword costs. It will also assist you with click-through-rates and visitor-behavior on your landing page. From there, it’s all about optimizing your ‘pieces’ along the line for better results.
7 secrets to a winning PPC ad campaign
When a PPC ad hits the mark (read: targets), it can generate a lot of funds in a very short period of time. But your ads will need testing and re-working. There are some practices you can adopt to ensure a greater rate of success early in the campaign;
1. Keyword analysis
You won’t be able to compete against the multi-nationals, so your focus should be on long tail keywords. If you are targeting locally, include local keywords. Also, include your main keyword in your solutions based headline. You should group ‘related’ keywords based on buyer intent. And have themes of keywords around which you will build your campaigns.
2. Select one platform to begin or start
Many marketers jump between platforms with their campaigns. The quest for better cost and positioning. This 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. This applies even more so if your audience is local. This 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 main keywords and is relevant to your ad.
5. Stop testing…never!
Use A/B split testing and run different ads at varying times. This applies also to your landing pages.
6. Don’t outbid yourself
Your campaigns can still succeed if you are not holding the top position. Traffic to lower positioned ads is generally more ready to buy. Resulting 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 effective ‘selling’ copy-writing skills. Know which ‘buttons to push’ to draw in your prospects.
The following press release offers some insights into the way a PPC:
Advantages of using PPC ads
PPC is not for everyone because it requires a real discipline to control your spend. Ironically, this 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. From your selected keywords and chosen sites.
-Your ad can be online fast and provide results feedback to allow for changes where needed.
-It need not be as expensive as many marketers claim if you are targeting the right keywords.
-Geo-targeting can provide very targeted traffic.
-You can stop your campaign if they are not working.
-It is easy to split test landing pages for better conversions.
4 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, and 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. If you want someone to click on ‘buy now’ button or show it.
2. Sending traffic to a home page
This 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. You may direct them to a home or other page where they need to do further searching. But there is a good chance that you will lose them.
3. Ignoring negative keywords
If you don’t want to waste clicks, don’t include the word ‘free’ in your ad. Be sure to include your negative keywords to prevent this from happening. If your ad appears with those ads, people will still click your ad. it will cost you significant advertising funds with no results.
4. Using broad match types
Don’t target keywords that are too broad. Your ad will appear for irrelevant search queries if you do. This will attract more visitors to your site but will cost you dollars and reduce your ROI.
Anyone who is familiar with PPC advertising will know that it has its ‘frustrations’. The most common include the following:
- You need to be testing and tweaking your ads to get the most from your campaigns.
It’s a short-term strategy. You need to keep paying 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 be staying on top of your PPC campaigns. This link reveals a story worth reading.
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. Successful marketers know that you have to expect change. Google waging war on ‘the little guy’. And keeping secrets with its feared 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 highly targeted but longer tail keywords. And test, test, and then test again. Persistence can bring definite monetary rewards with PPC marketing.