Pay Per Click Management

Keywords play an important role in digital marketing. While searching for something online, we need to search with the correct keyword and we get several options to go through. To let our potential customers reach us in no time, we need to shortlist certain keywords apt for our product and link them with our website. Pay-per-click is one such strategy to let our audience get to us without any fuss.

Pay-per-click (PPC) is a digital advertising model used by advertisers to drive targeted traffic to their websites and online platforms. This is a paid advertising model where advertisers pay a fee each time their ad is clicked on by a user. PPC ads can appear on search engines, social media platforms, websites, and other digital channels.

How does Pay-per-click work?

In Pay-per-click advertising, the advertiser is bound to bid on specific keywords for which they want their website to appear in the search engine results. The advertiser chooses these keywords according to their relevance and places the highest bid. So, whenever a user searches for a keyword and thus clicks on a link, the advertiser is charged a fee for every click.

For every PCP advertising, the advertiser can start a campaign with specific keywords while mentioning the target audience, location, and other information. They can place the highest bids on the keywords they choose. Afterward, it is the search engine that makes the apparent selection of displaying the website. The search engine runs algorithms based on certain factors and thus determines which ads to show and when. The algorithms on which the search engine determines the order of appearance are as follows:

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Why is PPC Campaign Important?

PPC campaign is an advertising strategy that has expenses but gives you good returns as well. Our major aim for digital marketing is to get long-term customers. Once the customer reaches our site, half work is done and PPC is one of the best-assured strategies to do so.

The PPC campaign has mentioned benefits

Quick results – Other digital marketing strategies take time to draw traffic but PPC draws the traffic almost immediately when high bids are made along with appropriate campaign.

Reach out to target audience – As explained earlier, the PPC campaigns are run based on several factors such as target audience, their age, location and many more. SO, once the campaign is launched, your ad reaches out to the appropriate people.

Cost-effective – As you can always set a budget and bid amount, you can manage your campaigns as per your convenience. Also, it is an easy way to reach for the certain audience as compared to traditional ways.

Measurable Results and Tracking Goals – You can always measure the results for a certain PPC Campaign and compare with previous results.

Increase Branding Awareness – With PPC campaign, you can increase brand awareness on various platforms.

Successful PPC Campaign – How to do it?

For making PPC work, various methods and strategies can be considered which are as follows:

Auction-Based System: For ads to appear alongside the search results, the advertisers need to bid on a specific keyword. This Ad-Auction system is used by all major search engines to determine the relevance and validity of the advertisement to appear on their SERPs.

Ad Placement: PPC ads can appear prominently on several platforms such as search engines, social media platforms, you tube and many more. One needs to understand search engine results pages, social media feeds, and other online spaces. On search engines like Google, these ads are often displayed above or below organic search results.

Targeting: Advertisers can target their audience based on various factors such as keywords, location, demographics, interests, and more. This precision targeting helps in reaching potential customers more effectively.

Cost Control: Advertisers set a budget for their PPC campaigns, controlling how much they are willing to spend daily or over a specific period. Once the budget is exhausted, the ads stop displaying until the next budget cycle.

Cost Per Click (CPC): This is the amount an advertiser pays each time their ad is clicked. CPC varies based on factors like competition, keyword popularity, and quality score (a measure of ad relevance and landing page quality).

Quality Score: Search engines often assign a quality score to each ad based on its relevance to the keywords and the quality of the landing page it leads to. Ads with higher quality scores may receive better ad placements and lower CPCs.

Ad Copy and Creatives: Advertisers create compelling ad copy and visuals to attract users' attention and encourage clicks. The landing page should match the ad's content and provide a relevant and seamless user experience.

Conversion Tracking: PPC campaigns can be tracked for their effectiveness in terms of conversions (desired actions like purchases, sign-ups, etc.). Conversion tracking helps advertisers refine their strategies and optimize their campaigns.

Instant Results: Unlike organic search engine optimization (SEO), PPC provides quick results as ads are immediately visible once the campaign is launched.

Flexibility: Advertisers have the flexibility to modify campaigns in real-time, adjusting budgets, keywords, and targeting parameters to improve performance.

ROI Focus: PPC provides measurable results, enabling advertisers to calculate their return on investment (ROI) accurately and make data-driven decisions.

Competitive Advantage: For new businesses or those in highly competitive industries, PPC can offer a way to compete effectively in the digital landscape.

PPC is a powerful tool for driving targeted traffic and achieving specific marketing goals, but successful implementation requires careful planning, ongoing optimization, and a deep understanding of the target audience and the advertising platform's mechanics.