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PPC is also known as Search Engine Marketing, Pay Per Click, and Paid Search. It’s a standard term for advertising your brand/services/products on search engines and across the web. You might also have heard that a healthy dose of pay-per-click marketing is what your business needs, but what does it actually mean?
PPC ads appear above and below organic search results. This is a brand new update from Google that has made this space much more competitive for advertisers by not placing any more ads to the right of the page. So now an average Search page will show 8 ads as opposed to 14.
How does all this work? Each time your customers search for a keyword relevant to you, there is an instant auction to determine which ads will pop up. These are controlled by bids set by advertisers and the maximum cost they are willing to pay for each click on their ad for that particular keyword.
So how is a bid won? One of the secrets to a successful Google AdWords campaign is making your Ad relevant to the search query and your landing page experience ideal to the kind of user being targeted and the product or service being sold. Buy how? There are 7 stages of a successful AdWords campaign.
Firstly, you need to research your market. Find out which strategy is being pulled down and which is working better. This will help you to avoid those fluffy strategies that steer you in the wrong direction.
Secondly, do some homework to find out which keyword works for your business. Jot down the terms being searched by the users who are looking for your services through Google Analytics and also use AdWords’ Keyword Planner to find out the most searched keywords related to your business.
Thirdly, it’s time to build your pay-per-click campaigns. Put groups of related keywords into ad groups and give an opening bid to each keyword. Moreover, also have a copy written for adverts for each ad. Create multiple ads and test them for each group ad.
Next, have a well-designed and relevant landing page. A landing page is the first thing people see after they click the ad on your Adwords ads and Google determines your ad’s success heavily based on this page.
Here is an example of a landing page:
Now you proceed with the tracking step. Monitor the impressions i.e. how often your ads appear, click-through rate i.e. how often your ads are clicked on, and response rate i.e. how often people respond to your site’s offers. Measure all these for your different keywords, ad groups, and ads.
Finally, using the measured data, you should do the necessary optimizations. Try to improve them. Keep what is working – improve or lose what isn’t working and move on to the next campaign.
There are several benefits to using Search-based ads through Google and provides businesses of all sizes from across the world to advertise their products and services to the audience that is actively searching for them.
- PPC campaigns are flexible
- You can control your locations, be it a country, city, or postcode. You can also control its visibility, which means when your ads appear in relation to the keywords.
- With PPC, you can advertise on sites in many formats on the Google Display Network, this is normally cheaper and faster than going to each site individually
The above graph clearly shows that how effective a PPC campaign is apart from SEO. Doing SEO and PPC at the same time can help you gain maximum profit.
Get more updates on recent digital marketing trends through Digital Evolutions, the most reputed and renowned digital marketing agency in Dubai.
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