What is PPC | Types of PPC
Pay- Per Click, also known as PPC, is an effective kind of advertising wherein, a brand places an advertisement online and pays each time a user clicks on it. There is no cost to place the advertisement. The cost is only you need to pay is when users engage with the advertisement.
It may seem like a new topic to you but, guess what, you’ve been seeing it all over search engines and websites for a long time now. Remembering?
Well, look at the ‘Ad’ Symbol next to search results- that’s a form of PPC, called Search Advertising. These are ads that appear as search results on search engine results pages (SERPs)
The other kind is seen on websites, popularly known as Display Advertising. These are advertisements which appear as graphics, videos, or paid posts typically found on social media feeds and other third-party websites.
How PPC works
PPC has its own way of functioning. It works based on biddings and the time at which you happen to bid. Don’t worry, PPC is not partial or inclined towards any company. However,
each time there’s an ad spot on a SERP, an immediate auction takes place for the keyword. A wide range of factors, including the Bid Amount and the Quality of the Advertisement, decide the winner who will appear in the top spot of the SERP.
This is what keeps PPC going!
You need good accounting skills, management skills, ability to report virtually to different locations in order to become a good PPC Specialist.
Campaigns are further divided into ad groups which contain keywords and relevant ads.
To get involved in these auctions, advertisers like you can use accounts on platforms like Google Ads to set up your ads and determine where and when you would like those ads to appear.
Tip 01 : Choose the Right Bid Strategy
Bid Strategy is what lays the groundwork for your campaign completely. Therefore, choose it wisely. Make sure you know what you want to achieve out of the campaign – develop brand awareness, getting people to buy your product or what?
Once this is done, you can go about your PPC strategy just right!
Tip 02 : Make Sure Your Advertisement is Displayed at the Right Time
In order to figure out the display time of your ad, you need to know your target audience better than ever! If you’re not confident, that’s alright – you can do something…
Display the advertisement 24 hours – one during the weekend, one on a Monday and one in the middle of the week. This way, you’ll be able to understand when exactly the click rates increase and other aspects!
Tip 3 : Make Sure you Rotate Your Ads
You cannot display your ads all at once – it’s a waste! Create an ad rotation. In AdWords, you have 4 options for optimization – For Clicks | For Conversions | Even Rotation | Indefinite Rotation. We’ll discuss it in later videos.
Tip 4 : Target Locations Carefully
Google AdWords is smart – it knows exactly a person’s location based on its IP address. Based on your market research, target your audience!
Tip 5 : Use Effective Device Targeting
When I say device, I basically refer to mobile ad creation, sticking to mobile text and so on. Remember, go for call- only ads because it’s easy for your prospect to reach you!
Tip 6 : Apply Bid Adjustments
Bid adjustments are basically designed to help you change the frequency of how your ads are shown based on factors like time, location, methods and so on. With your market research, you can change the percentage a bit! This can be done manually or via algorithm.
Tip 7 : Use Single Keyword Ad Groups
Single Keyword adgroups are ad groups which contain just 1 keyword. It gives you a good chance to increase your quality score in no time.
Tip 8 : Use Ad Extensions
The primary function of an ad extension is to give people more information about your business, boosting CTR. Extensions include contact details, landing pages and so on.
Tip 9 : Select Valuable Keywords
And, say goodbye to low- performing keywords. Trust me, you do not want to waste your investment there. Also, make a note of negative keywords which will help you instruct the search engines to not show ads for certain keywords. Wordstream is a good website for you to obtain your negative keyword list.
Tip 10 : Keep Exploring and Experimenting
Because, you never know what comes your way. Some tactic may work for your business, unlike the rest.
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