How PPC Strategies Help To Reach Your Target Audience?

We are all well known to the term SEO and how it brings organic traffic to the site. We even invest a lot of money in SEO of our sites every year. Here is another commonly USD term, PPC, which can fetch traffic to your site. But, this traffic is what you pay for.

Understanding the basics of PPC:

Ever since the start of digital advertising, PPC (pay per click) model of internet marketing has been used widely. It is a marketing model in which the advertisers pay a fee, each time an Internet user clicks o their ad and comes to their site. In a nutshell, pay per click marketing is a technique to buy visitors to a website rather than attempting to earn those visitors organically.

Expansion of PPC

Over the years, the PPC model has evolved and spread its branches from search engines to other high authority sites, such as social media platforms, blogging sites and e-commerce sites. Yet, search Engine advertising is the most popular form of PPC and is the most effective one.

Search engine PPC

Implementation of PPC

An advertiser who uses an ad network to place his or her ad on various sites has the choice to bid for ad placement on a particular site, at a particular position, and at the particular layout. Different sites have different traffic and so different bids. If the bid is accepted by the site, the ad begins to display on the site.

Search Engine’s Sponsored Links

The ads that show up on the top of search results when you are making a search on any search Engine is a form of PPC advertising. The ad automatically shows up when the business offering through the ad is relevant to your search. For example, if we search for affordable PPC packages, an ad will show up as shown below:

Affordable PPC Packages

Every time a search shows your ad and the ad is clicked by the user, the advertiser has to pay the search engine a small fee, which is previously agreed upon. This is how the PPC works.

Variation in PPC rates

The fee (bid) is small if your PPC rate is high. To explain, consider the example of a  clothing store advertisement that runs on a search engine. If the bid is 3 bucks per click and each click earns a deal of 500 bucks, a huge profit is made.

At the same time, an advertisement of a PPC marketing company with the same bid of 3 bucks per click will be expensive because each click may or may not earn a deal. However, a deal may be high, say 5000 bucks, compensating for the loss of so many clicks.

Building a PPC Marketing Campaign

A winning PPC campaign depends upon a lot of factors. From researching and selecting the right keywords to create campaigns and ad groups, to set up pages that have been optimised for conversions, it needs a great understanding of the PPC world to build a PPC marketing campaign.

PPC bid Management

You would be glad to know that earth engines charge up less per click if your ads are delivering better and your landing page size are well optimised. Everything depends on user experience that your site provides after a user clicks on it and visit some your site.

Special Offers In PPC Ads

It has been observed in various PPC campaigns that special offers of the businesses during holidays or festivals or sales deliver the best CTR(Click Through Rate) in PPC marketing strategies. The beloved coupon code or discount in a sale on the products or services attract a lot of visitors to your site. Special offers, coupon codes, and other offers give customers a reason to respond and hence, trigger conversions.

If each campaign of 5 bucks per click delivers a purchase of 500 bucks on a discounted product or service, you are still at a benefit. Best PPC marketing companies understand this. They design specific landing pages for such campaigns and create specific and sets that attract customers.

Most Popular PPC Advertising Platform

Google AdWords has created its monopoly in the world of PPC advertising. Almost all businesses use Google AdWords based PPC advertising to create ads that appear on Google’s search engine and other Google properties.

The users bid on the keywords that are relevant to their business and pay for each click on their advertisement earned through Google properties. Every time a search is made, Google digs for the ads that match the keyword and displays them on the top.

The placement of ads in searches for the sameness keyword is based upon the rate of CPC (cost per click, the highest amount the advertiser is willing to pay for the ad click) and Quality score (a value that combines the CTR, relevance and Landing page quality).

The ad with highest CPC and Quality score for a particular keyword appears 1st, followed by the second highest and third highest in the same vertical.

Factors Determining Success Of PPC Campaign:

1 – Keyword Relevance

Relevant PPC keyword lists, tight keyword groups and proper ad text that convinces the users into clicking the ad, play a very important role. If the ad shows up in a search that has no relevance to your business offering, say a clothing store offer displaying in search for a PPC advertising company, it will definitely have a poor CTR. Hence, the efforts go to waste.

2 – Landing Page Quality

Landing pages are known beforehand and so, must be prepared in advance to have a persuasive, informational and clear call to action content that triggers conversion. If a landing page lacks sufficient information for the user, the bouncing rate will be high and PPC advertising efforts will be a useless expenditure. Your landing pages must be tailored to the specific search queries.

3 – Quality Score

Since Google AdWords is the most popular PPC advertising platform and is most widely used by all PPC advertising companies in India, Quality Score becomes an important metric for the success of PPC campaign. The advertisers with better quality score get preference over others in searches performed on Google. They earn more ad clicks at lower costs, making a good profit.

Quality Score

4-Effective Keyword Research

PPC efforts are largely dependent on the keyword research, which may be very time consuming but cannot be avoided or performed leniently. The Certified PPC experts continuously grow and refine their keywords list of their PPC campaign. In this way, the add a lot of possibilities in the form of valuable, long tail, low cost and highly relevant keywords, that could fetch traffic (visitors) to the site. Thus, they improve the visibility of their ads.

An ideal and Pragmatic keyword list is not only relevant but also exhaustive and expansive. Optimising for long tail keywords that are made by a combination of most frequently searched and most popular terms related to your business, is the key to success in the world of PPC advertising.

5-Effective Landing Pages

Good advertisers will always suggest you to avoid sending all your traffic to a single landing page. Effective conversions will be achieved if you create landing pages for the specific keywords and assign them smaller ad sets.

Each landing page will be optimised with respect to the search query. It will have information and content that will satisfy the user and search query. This will also enhance the quality score of the PPC campaign and reduce the costs for PPC conversion.

Experts For PPC Advertising

Since keyword research, refining and expansion of campaigns are an everyday job, you can’t think of doing it all by yourself. Once you’ve created your new campaigns, you need to manage them regularly. This will ensure that they are effective and delivering the desired results.

For continuous analysis and no experimentation, you need to hire experts or PPC management services, who can do the job for you. They will help you in:

  1. Refining and extending the keywords list
  2. Adding non-converting terms as negative keywords
  3. Splitting ad groups into smaller and relevant ones
  4. Reviewing the PPC strategy at regular intervals
  5. Modifying the landing pages at Call To Action (CTA) content.

So, if you are not confident about making the changes to optimise your PPC campaign, you can seek the help of top PPC advertising companies and emphasize n the right metrics. Working on keyword choice over conversions is like choosing the good while ignoring the best. But, only a certified PPC expert will be able to tell you the difference.

While SEO is key to fetch organic traffic, PPC is key to fetch paid traffic. Both of these techniques help businesses to boost the incoming traffic to their websites and contribute to conversions. but, the bottom line is the fact that new websites don’t appear easily in the search results and s their success lies greatly in the PPC advertising.

ppc strategy 2018

Contrary to this, existing and old websites that have organic traffic coming from searches can make the best possible use of PPC during special offers, sales, and discounts. If your site has a good trust value among the audience, your PPC campaigns will deliver the best.

While SEO may take more time to pay off, paid advertising can bring faster results. The benefits of regular incoming traffic are definitely high!

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Amit Mishra

Amit Mishra, the co-founder of Media Search Group, loves to pen down about marketing and designing. Be it search engine optimization(SEO) tips and strategies, Social Media Optimization, Increasing Engagement, and Traffic Score, Web Design and Development, Mobile Applications, Conversion/Sales, he covers it all. Been in the business for a long time, Amit Mishra knows some of the best strategies on how to expand and grow a Business Online.