IS PAY-PER-CLICK MARKETING RIGHT FOR YOU
The Basics of Pay Per Click (PPC) Marketing
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Picking focused keywords with similar match types for the Highest Conversions
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PAY PER CLICK ADVERTISEMENT MODEL
PPC Requires A Perfect Blend of Numbers & Strategic Planning
What is PPC – (Pay Per Click – Paid Ads)?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organic SEO strategies. Google Ads (formerly known as Google AdWords) advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links section on a SERP page.
What You Need to Know About PPC
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organising those keywords into well-organised campaigns and ad groups, to setting up PPC landing pages that are optimised for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business.
Google Quality Score
Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
It is essential for PPC to find relevant PPC keywords, group them into lists and keyword groups.
If you want your PPC campaigns to stand out and make it into those top three spots, you need to be using ad extensions. Ad extensions are extra information that is shown below your ad copy. They allow you to take over more online real estate and help to boost your ad’s rank on the search engine results page.
Landing Page Quality
A focus on conversion rate is important when running a PPC Campaign and optimised landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search query.
Click fraud is when someone repeatedly clicks on your pay per click ads in attempt to deplete your advertising budget. If your daily advertising budget is successfully depleted your ads will no longer show for the remainder of that day, handing a huge advantage to your competitors.
Managing PPC Campaigns
It is imperative that PPC Campaigns are optimised regularly to ensure you are expanding your reach, reducing any wasted-spend by adding non-converting terms to a negative keyword list and adjusting your bidding strategy to stay competitive.
SEO Vs PPC
There are two key differences when considering SEO or PPC. The first is that paid ads appear at the top of the page, above the organic listings influenced by SEO. The second is that traffic from organic via SEO is free, whereas traffic from PPC has a cost for each click. In many cases, SEO and PPC work best when integrated and strategically aligned. In an ideal world, we would look at both SEO and PPC. They both have pros and cons and work best when supporting each other synergistically. Where you can get SEO and PPC working together, you will often be able to drive results that are greater than their component parts. In our experience with hundreds of businesses, an integrated search strategy that looks at both SEO and PPC is the optimal approach. Results are improved in each channel by utilising both paid and organic. This will not be right for every business, but for high-growth, aggressive marketing, you will want to develop a holistic search engine strategy rather than look at SEO or PPC in isolation.
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