PPC (pay-per-click) marketing is a popular digital advertising model that involves paying each time a user clicks on an ad.
There are ways to do PPC marketing on your own, but first, understand the basics and strategies to ensure a successful ad campaign. Remember, PPC and SEO are different!
7 things to know about PPC marketing
- Targeting options: PPC advertising offers various targeting options, such as geographic location, keywords, interests, device type, and demographics.
- Ad format: PPC ads can take different formats, such as search ads, display ads, shopping ads, and video ads. Search ads appear at the top of search engine results pages (SERPs) and typically consist of a headline, description, and URL. Display ads can appear on various websites and apps and include images, text, and other media.
- Bidding strategy: Advertisers bid on keywords or placements to display their ads to users. The bidding strategy can be automated or manual, and the cost per click (CPC) can vary depending on factors such as competition and ad quality. For example, a company bidding on the keyword “car insurance” might have to pay a higher CPC if many other insurance companies are also targeting that keyword.
- Ad quality: PPC platforms, such as Google Ads, use a quality score to determine the relevance and usefulness of an ad. The quality score takes into account factors such as ad relevance, landing page experience, and expected click-through rate (CTR). A higher quality score can result in a lower CPC and a higher ad position.
- Ad extensions: Advertisers can add extensions to their ads to provide additional information or features, such as a call button, location, price, or review ratings. Ad extensions can increase the ad’s visibility and relevance and improve the user experience. For example, a retailer can add a “shop now” button to their shopping ads to allow users to buy the product directly from the ad.
- Ad copy: The ad copy is the text that appears in the ad and can influence the user’s decision to click or not. The ad copy should be clear, concise, and compelling, and include a call-to-action (CTA) that encourages the user to take action, such as “buy now” or “learn more”. For example, a software company can use the ad copy “Get your free trial now” to entice users to try their product.
- Landing page: The landing page is the web page that the user is directed to after clicking on the ad. The landing page should be relevant to the ad and the user’s search intent and have a clear and easy-to-follow conversion path. For example, a retailer can use a landing page that showcases the product and includes a clear CTA to buy.
Smith Digital offers Google Adwords management service. They have a deep understanding of how the platform works and are capable of advising clients on a range of topics related to their advertising campaigns, including ad targeting, bidding strategies, ad creative, and keyword research.
