What is PPC advertising?

 

PPC or Pay-Per-Click (Pay-Per-Click) advertising allows advertisers to pay only when a user clicks their ad. This online advertising template allows advertisers to display their ads in the search engine results page's sponsored results section.

The ad is then displayed in the sponsored links on the results page, and each click on the ad by an Internet user is billed. Hence the term PPC for pay-per-click (Pay-Per-Click). The most popular PPC advertising programs are provided by Google Ads, Bing Ads, Facebook Ads, and Yahoo Search Marketing. To implement in a better way, do not hesitate to view the publisher site.

What is PPC?

PPC is a paid online advertisement model whereby advertisers pay a fee every time they click their ad. Inserts create advertisements and bid with an online auction system on search phrases. This enables them to display advertisements on the results page of the search engine.

Whenever someone clicks on an ad and sends the visitor to a landing page, a fee is charged. Therefore, these are purchases of visits from targeted prospects which, in the best case, lead to conversions, whether for sale, registration, or any other form of conversion sought.

The different types of PPC ads include search engine ads, display ads, calls, and remarketing. These advertisements may appear on web pages, social media platforms, mobile applications, videos. They usually look like the content around them. For example, ads that appear on search engines or social media such as Facebook and Twitter have the same format as organic posts but are flagged as "Sponsored" or "Advertising."

How does it work?

In pay-per-click advertising, the ads are subject to an auction system. This is an automated process followed by the major search engines to determine the ads' validity and relevance that appear on their results page.

During the auction, advertisers bid on keywords relevant to their business. This is a results page for search terms in which they want to display their ads. For example, if your business sells Japanese kimonos, you might want to bid on the keyword "Japanese clothing".

The first step is to use keyword research tools to find relevant keywords with the right volume and too high an average cost per click.

Once you have the relevant keywords, create an ad, and configure it in the dedicated search engine platform. Add the keywords for which you want the ads to be triggered.

Set the bids according to the rank at which you want to display the ad in the search results' dedicated section. Apart from the offer's price, the ad platform also looks at factors like the quality score of the ad and ad extensions to determine which ad is suitable for the highest rank. For example, a Quality Score indicates your ad's quality based on relevance, user experience on the landing page, and click-through rate.

When a user submits the search query, the search engine uses a complex algorithmic calculation based on the auction. The results of these calculations determine which ads are displayed and their order or ranking.

Is SEM the same as PPC?

Since both the terms SEM or Search Engine Marketing (Search Engine Marketing) and PPC are concerned with search engine promotion, they tend to be used in the same way. While the term PPC tends to refer specifically to the type of ads you see at the top of a search results page (paid ads), SEM is a broader umbrella term covering many types of actions. Marketing to maximize a brand or search engine site visibility.

Search engine marketing (SEM) includes digital marketing strategies in both "paid" or advertising results and "natural" search engine results. Search engine marketing aims to increase the visibility of the business on the major search engines. It includes search engine optimization (SEO) and pays per click advertising (PPC).

On the other hand, PPC refers to paid online advertising and not natural search engine results. Instead, you pay every time someone clicks on your ads to get to your website or landing page.

Why is PPC advertising becoming essential?

Pay-per-click advertising has many advantages:

PPC is measurable and traceable. You can see how your campaigns perform, including impressions, clicks, conversions, the traffic you receive, and the relationship between results and your budget.

It provides a better understanding of customer research behavior and patterns

Unlike natural search (SEO), PPC advertising allows you to quickly set up campaigns, create ads, and find new customers and prospects very quickly. SEO is more of a medium and long term job which can sometimes bear fruit only after several months ...

You get budgetary flexibility. You can set up your ad budget and choose how much you want to spend. For example, if you see positive results, you can increase quickly (and vice versa).

You have a plethora of targeting options, whether you want to target keywords through search ads or focus on a specific demographic on the display network.

Both channels, mobile, and desktop computers, work with your ads.

What is CPC?

CPC or cost per click is the actual price you pay for each click in your pay-per-click advertising campaigns. Click refers to a visitor's interaction with a company's products and services.

How is the CPC determined?

Cost per click is determined by several factors, including your maximum bid, competitor's ad rank, and your quality score.

The formula to calculate the CPC is as follows

formula calculation CPC

Your CPC = Ranking of the advertiser in front of you / your quality score + 0.01.- CHF

The average CPC can vary depending on your industry and the keywords you are setting an offer for.

Does the quality score affect the CPC?

Quality Score is the search engine's assessment of your keywords, PPC ads, and landing pages' quality and relevance. This directly impacts the cost and effectiveness of search engine advertising campaigns, as it is used to calculate the cost per click.

The factors that affect your quality score are:

·         The relevance of keywords to the ad group

·         Click-through rate (CTR)

·         Relevance and quality of the landing page

·         Quality and relevance of ads

·         The performance of your ads

A good quality score ensures better ad ranking and reduces costs. To get a good quality score, you should research the relevant keywords to add to your campaign, organize them into effective ad groups, rewrite your ad copy to include them, and optimize your landing page. To avoid wasting your money, optimize campaigns by including negative keywords.

Why is CPC important?

CPC is important because the price you set as the highest CPC is often the determining factor for the success of your pay-per-click campaign.

Google Ads Optimization Basics

Google Ads (formerly Adwords) is a PPC advertising network owned by Google. It is one of the largest PPC networks with a large audience and millions of partner websites that businesses worldwide use daily to drive traffic to their sites.

Similar to other PPC networks, the Google Ads network involves auctions. Your ad's position and the clicks you get are based on your bid amount and that of other users.

How can I optimize my Google Ads campaigns?

To optimize your Google Ads ads and get more leads, you can follow the tips below:

Focus on long-tail performing keywords and remove all underperforming keywords from your campaign.

Maintain the use of keyword search terms periodically to add derogatory keywords

Use the analysis tool frequently to find new, highly successful keywords.

Make sure your campaign and ad group are well structured. The more targeted your ad groups, the better they will perform.

Keep reviewing and testing new ads. Make sure you highlight what sets you apart, include a clear call to action, and use relevant terms that will get people to click on your ad.

Constantly test and optimize your landing pages, ads, and anything else that can be done to improve the conversion rate.

Use ad extensions like address, phone number, product types, available services, etc.

Use conversion tracking to see campaign success.

How to get a better CPC in Google Ads?

Finding new ways to lower your CPC for the keywords in your campaigns helps you stay competitive and cushion your online advertising efforts.

Here are some tips to reduce your CPC :

Lower your bids. While this can cause your ad position to drop significantly, you can afford more clicks with the same budget and serve more ads during that time.

Find new keyword variations, ideally less competitive long-tail keywords with moderate to high search volumes.

Change your correspondence types. For example, if you find that your exact match keywords cost more than the same broad match keywords, you may decide to change your keywords from Exact to broad match to lower your CPC.

Make sure your ads match your keywords. To do this, you need to include the ad group keywords in the ad title and description.

Do regular A / B tests with your different landing pages

How can I improve my CTR?

We covered this already in the previous article on how to get a good CTR, but here is a quick reminder to complete this article.

Click-through rate is the report that measures the percentage of people who see and click on your ad. A high CTR means your ad is useful and relevant to people on the Internet. It is also an important part of the ranking of the ad.

To improve the CTR of your ads, you can try placing special offers in your headline, such as "Hurry up to get 50% off + free shipping".

Add the main keyword in your title and your URL to display

Use ad extensions, such as customer reviews, to increase visibility.

Use special symbols to help your ad stand out

Add a clear call to action in your ad

To ensure their Google Ads campaigns' success, businesses must strike the right balance between cost and visibility to maximize campaign results. To make every ad spend profitable, create a unique campaign for your business based on your market position, industry, size, and industry, and continuously analyze and improve keywords and landing pages. For the management of your campaigns, do not hesitate to use my Google Ads campaign optimization services.