PPC advertising is one of the most popular ways to find the brand’s target audience, boost its visibility online, and improve its ranking on the search engine results page. Because of all the amazing abilities of this tool, it quickly became vital for a successful, well-performing digital marketing campaign. And don’t worry if you are unsure how to create a correct strategy for your business – there are plenty of specialists out there who would be glad to help you reach new levels of development: starting with huge agencies and ending with CPAs. The right option depends on your desired results and the overall goals of the strategy.
*In case you are wondering what is a CPA, it’s a Certified Public Accountant who can help individuals, businesses, or public organizations to create goals in the financial sphere and ways to reach them.
In this article, we would like to have a closer look at PPC and how it can be the best tool for successful business development. It’s never too late to learn, so join us to become better experts together!
What Is PPC? Basic Definition
PPC (also known as pay-per-click advertising) is an essential thing when it comes to a successfully planned digital marketing strategy that provides immediate, noticeable improvement. This tool belongs to those among the most effective ones when it comes to expanding the client base, attracting more interested users to the website, and increasing the overall positive statistics of the site. Even though this way of business promotion belongs to paid options, it is totally worth it because the first visitors will click on your shopping ads already after a few hours of them being placed online.
There are a few places where you can put ads: Google , Facebook , or Twitter ads , – everything depends on your final goals and the peculiarities of your company. The working principle of these ads is pretty simple: advertisers pay every time an interested lead clicks on the post and visits the website or the landing page. If all processes are set correctly, PPC should help reach these goals:
- Generate high-quality leads that have the potential to become customers in the future;
- Create a joyful, successful client journey;
- Provide well-performing POI (return on investment).
What Is CPC, and Is It Different from PPC?
Sometimes, inexperienced individuals in the digital marketing sphere confuse PPC (pay-per-click) and CPC (cost-per-click) because these two terms are used in the same sphere and are related to one another. While PPC is a method of paid advertising where business owners pay for ad clicks (kind of a pay-per-click model), CPC is a financial metric that measures the general price of each ad click for the business. That’s why we may even say that these two things are inseparable and should always be considered during the creation of a perfect development strategy for the company.
Don’t confuse PPC with SYNCB/PPC, which stands for Synchrony Bank/PayPal Credit.
The Main PPC Ad Groups Models
Search engine advertising is unavoidable if you try to develop your small business and bring it to a new level. And in order to reach the highest level of effectiveness, it is crucial to pick the correct ad models based on the offered products or services, strategy, and approximate budget you are ready to spend. We would like to mention two main types in this article: the flat-rate model and the bid-based model. In simple words, flat-rate models are more suitable for business owners who have defined budgets, and a bid-based one would work best for those who want to develop the brand and enrich the customer base of the company.
This method implies that a certain amount of money is fixed for every click user makes; typically, a variety of the most popular and right keywords (right for your company, of course) are scheduled and the price changes based on the popularity of the keyword in the search queries. The working principle is pretty easy – the more people use certain words in search engines, the higher pay-per-click will be. That’s why it is crucial to perform research on the terms related to your working sphere before you create ads for potential leads.
This one is more like an ad auction. You set the highest price you are ready to pay for the most well-performing keywords, and a person who has the maximum bid wins, and their website will be shown higher on the page. This process is also called ad rank, and other factors can also affect the general success of the bid-based online advertising model, namely:
- The relevancy of the ad;
- Expected click-through rate;
- The quality score of the landing page users will be directed to;
Steps to Create a Successful PPC Strategy
In order to create successful PPC campaigns, it is crucial to be patient, determined, and devoted to what you do. If you have all of these qualities, positive results will become noticeable in no time. To make this process easier on you, we prepared a simple scheme with the key steps that shouldn’t be missed in a well-performed strategy. Let’s go!
#1. Optimize the Website for Search Engines
You may wonder how exactly the website is related to PPC marketing? Those are two different things. Well, the thing is, in Internet marketing, everything is connected, and no nuances should be ignored or avoided. And if your Google ads are effective and users are interested in anything you offer, they will eventually visit the company’s site. Do you think they will stay long if it is hard to navigate or contain unrelatable information on the web pages? We are not so sure about it. Nicely designed PPC landing pages with engaging data will perform much better than poorly developed ones.
#2. Set the Goals
Before beginning a PPC campaign, it is crucial to set goals to see the path you will move along with. In this way, it will be much easier to consider all the nuances and calculate all the needed numbers. After this step, it will be easier to pick the right ad spend, platforms, and other important items.
#3. Set Up Key Words
Keywords are vital if you want to reach your target audience and convert them into leads; thus, perform keyword research, pick the best ones for your business, and write well-performing texts for the ads. By the way, negative keywords should also be considered in order not to include those in your texts and don’t spoil the general performance of the ad.
#4. Be Ready to Create Relevant Content
To guarantee a successful performance, it is vital to consider the needs of potential customers, think about their pains, and offer them the solutions they have been looking for. The main goal of everything you create is to make people want to interact with the ad, click on it, and visit the website to get more information. In order to make the advertisement more attractive for people, choose bright and unique visuals (like video ads and relatable photos), don’t forget about call-to-actions, and try to intrigue them.
#5. Work on the Landing Page
We have already partially mentioned it in the previous paragraph, but visuals are absolutely crucial for the successful performance of the advertising campaign. In order to generate conversions, include relevant information, create persuasive content, and make sure the first thing people see after being directed to the landing page is visually appealing to them. If there is a reason for potential customers to stay longer, learn more about what you do, and find solutions to some types of their problems, they will be converted into leads in no time.
We would also recommend using keywords correctly to promote the page and placing it higher in the search engines so that more people can find it.
#6. Review, Analyse, and Correct Google Ads
Digital marketing never stays in one place; it is constantly moving and changing. Thus, it is almost impossible to predict the customers’ behaviors, preferences, and interests, as those never remain the same. Being flexible, adaptable, and creative is essential when working on the ad format, so keep track of your success (and your failures), analyze the market, and come up with the best-performing ad placement and layout.
Why Is PPC Marketing Important for the Search Engine
Of course, before starting to develop your content marketing strategy and choosing the ad group for the best performance, it is important to understand how exactly PPC can be useful for the business’s growth. So, have a closer look at all the benefits you may get from a correctly-planned PPC strategy.
It Has a Positive Influence on the Brand’s Reputation
The brand-building is essential for future success because if people don’t trust it, they won’t be interested in using its services or purchasing offered products. Trust is vital, and an online reputation cannot be positive without people’s belief in the company’s reliability. PPC marketing can highlight all the business’s strong sides, intrigue users, and convert them into leads.
The Results Are Immediate
The advertiser pays once, and just after one time, it is possible to attract thousands of potential clients. If the landing page includes all the important info and the ads are visually appealing in general, the progress won’t make you wait. People usually use the Internet before buying anything from unknown companies; it doesn’t matter whether it’s offline or online, so use this knowledge for your benefit.
You Can Always Change Certain Details
PPC gives the opportunity to keep track of those who followed the ad and both anything from you as well as those who didn’t. Don’t ignore this information; learn more about those who didn’t get interested, and try to re-target them later with other visuals, texts, and pain solutions. Re-engagement is an incredibly beneficial tool; remember that.
It Boosts SEO Performance
Even though SEO and PPC are two different marketing strategies, they can work quite effectively together for the site to show up on the Google result page faster. By using and supporting relatable keywords, organic traffic to the website can be increased dramatically, and the number of sells boosted as well.
It Can Help to Reach Your Marketing Goals
By using PPC, it is possible to measure the overall performance of the strategy, analyze the behavior of users on the landing page, and consider the following steps of your plan. By doing so, you can reach previously set marketing goals in no time!
To Sum Up the Topic
PPC marketing is an incredibly powerful tool, and if used correctly, it can help to reach unbelievable results with the business. You can try working with it on your own or choose the services of a digital marketing agency to create an effective PPC campaign. The final goal remains the same: to improve the reputation of the brand, make it trustworthy to online users, and attract more people who can potentially become leads. Hopefully, you’ve found everything you needed here. Thank you for reading, and stay safe!