Home Digital What are the fundamentals of PPC?

What are the fundamentals of PPC?

Are you planning to start a business? What type of business you would like to start? e-commerce, travel booking or beauty service. Starting up a business is an easy task i.e registering a domain for a few bucks and running your website for free by using WordPress.

Many people imagine running a business is just like eating an apple. For big brands, it can be easy to sustain in today’s competition. While considering the new business, it is a really daunting task to beat the competition in their niche market. Also, ranking your website top in search engine is impossible. When you’re website doesn’t rank top on search engines, people will be unaware of your products or services. This could be a painful situation for every business owner and marketer.

Here is good news for new entrepreneurs!!! PPC – Pay-per-click.

PPC, it’s a fancy word in the world of digital marketing. Running a PPC campaign is a great approach to market your business.

What is PPC?

PPC (Pay-Per-Click) is a perfect strategy to market your products or services on search engines. Keeping it simple, PPC strategy is a targeted approach of earning users or visitors to your website. That could hopefully convert a visitor to a potential customer. Whether this could be purchase, view, registration, sign-up, etc.

What are the benefits of using PPC?

Pay money when clicked – This could be the amazing thing about pay-per-click campaign i.e you can pay only for clicks. It could be more valuable than paying for impressions. Also, with a single click, there is no guarantee that you will get a conversion. But with PPC ad you can create brand awareness.

Drive faster results – Are you eager to get faster results? You should take PPC seriously. PPC marketing campaign can provide a large amount of traffic for a predictable amount of money in less period. If you want to watch continuous results, then optimize PPC campaign according to SEO guidelines.

Budget control – While handling PPC, you can have constant control of your PPC account spending. Keep a track on daily, weekly and monthly budgets.

Targeted ads – PPC include in-depth targeting i.e device targeting, tracking location, scheduling the ad and keyword research. These features can work perfectly to get your brand in front of your customer’s.

Better return on investment – Running a PPC campaign can drive better ROI, i.e you need to pay only when the ads are clicked by a user. Also, it’s easier to handle your campaign cost and calculate the overall cost in a few clicks.

Following are the top 10 tips to improve your PPC performance

Define the purpose

Before writing the exam, you need to prepare well to secure good marks. In the same way, before launching a PPC campaign, it is very important to determine your purpose. Ask yourself,

  • Looking for maximum conversions?
  • Creating brand awareness?
  • Want to drive traffic?
  • Earn more subscribers?
  • All of the above?

While creating a PPC campaign, make sure to define a specific goal. Setting a short and long-term goal can be more beneficial.

Refine your keyword list

It’s no secret, keyword plays an important role to boost better results. Therefore you should keep an eye on primary keywords. Do you know, you can refine your entire keyword list through PPC? Yes, you can frequently update primary keywords in order to stay top on SERP.

Also, it allows you to check the number of impressions for every keyword. Depending upon the impression and bidding value, refine your keyword list.

Shuffle keywords around

Do you think every keyword will work perfectly for every campaign? Of course no. When you do proper keyword analysis, you come across many keywords. You get confused while choosing a perfect keyword for your campaign. Also, when a keyword doesn’t deliver better results doesn’t mean those keywords they are useless. Shuffle keyword around by moving it to different campaign groups. Make sure the keyword should be related to relevant groups. When you choose the right keywords, the results will improve.

Pick the right bid

Bidding strategy for your campaign is what actually lays the preliminaries for your PPC. Hence, while setting up bidding you need to choose wisely. Choosing the perfect budget can rely on your goals.

Conversion-based approach

CPA – CPA stands for cost per acquisition. This is the commonly used strategy to increase conversion rate.

ROAS – ROAS stands for return on ad spend. It is specially designed to boost conversions.

Maximize conversions – If you want to improve conversions, just bid on a single factor to maximum conversions.

ECPC – ECPC stands for enhanced cost-per-clicks. In order to get streamlined, ECPC can be optional that can automatically manage your bidding to generate maximum conversions.

Impression-based approach

Search page – Automatically bid will be generated. It sets bids instantly and also gives a better chance to display your ads on SERP.

Outranking – You need to select a specific domain that you are planning to outrank on search engines.

vCOM – vCOM stands for cost per thousand impressions. Want to increase brand awareness? Then vCOM is the best manual bidding technique. You can pay an amount for every thousand impressions.

Click-based strategy

Maximize clicks – One of the simplest ways in a PPC campaign. Whether you are a beginner or an expert you can simply bid for your clicks. PPC campaign includes an in-build automated system to manage your entire bids to generate maximum clicks.

Manual CPC – This approach can effectively manage clicks. It helps to choose a bid according to every ad group.

Interaction-based strategy

CPV – CPV stands for cost-per-view. This approach is specially designed for video ads. You need to bidding amount for each view.

Make a list of everything and spend maximum time while choosing your bid for your campaign.

Display your ads at the right time

Many marketers don’t maintain a particular time period to display the campaign. But as markers, it is necessary to consider to drive the right time to drive more conversions. Moreover, the real game starts by showing the ad to the right people.

While setting the perfect ad schedule, you need to know about the target audience. Question yourself with

  • Who are your targeted audiences?
  • What is their age, gender and qualification?
  • What are the most active platforms?

If you are running a B2B business, the active time can be business hours – 9 AM to 5 PM. When you are just creating a campaign, set up a 24/7 schedule. At the early stages, it can cost a bit more.

Target locations

Google Adwords is wise enough to know when and where to show the ad. It relies mostly on a personal IP address to display certain ads.

Picking up the target location can be an easy task. If you are running a local business, you need to target places that are near you. If you are running a national business, then you can target the entire country. AS per your market analysis, pick the right target location for your PPC campaign.

When you are selecting a geographic location, don’t get scared to expand your location. You have no idea until you discover a new market to increase conversions.

Choose single keyword ad groups

Have you ever heard about single keyword ad groups? Many times right. Marketers pay more attention to ad groups that contain a single keyword. Chances of getting more conversions are more. Google recommends a number of keywords, it can range from 10 to 100. The toughest part of marketers is to choose related keywords to each ad. When you are struggling with more number of keywords, the quality score can decrease.

While choosing a single ad group, there can be one term that can trigger your campaign. Sounds amazing right? Yes, by implementing this strategy can reduce your work by creating extra ads. Also, increase your quality score of an ad. The higher your ad rank, the lower your CPC (cost per click).

Always use ad extensions

Do you use ad extensions in your PPC campaign? If no, then it’s time to implement ad extension. The major functionality of ad extensions is to provide complete information about your product, service or your business. By giving more information to your user can help with purchasing decision. These are used to boost CTR. The extension includes your company address, phone number, landing pages of your products and more.

By implementing extensions improves your visibility on SERPS, it means you can drive more leads. Setting an extension is a manual and easy task. There is no guarantee your extension shows on the campaign. You need to follow certain guidelines to make extensions visible.

Final thoughts

PPC advertisement is one of the effective ways of online marketing. Small and large businesses use PPC ads to generate traffic and conversion. PPC (pay-per-click) as the name suggests, this strategy works on the principle of click basis. When ads on search engines get clicked by the visitor, the advertiser pays a certain amount to Google. The popular PPC ad programs are provided by Google, Yahoo, Bing and Facebook search marketing.

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