Every modern marketer uses PPC, or Pay-Per-Click today, to pull traffic and increase business conversion rates. It plays a crucial role in the online marketing strategy of every business.
A PPC campaign is an effective method for business promotions through online platforms. It helps you connect with people searching for exactly what you offer, especially when your company sells a rare product or service.
The main focus of Pay-Per-Click ads is directing traffic to a certain or generating decisive actions among users to get fruitful leads and increase sales.
Firstly, an e-commerce business needs to build and realize its digital presence, realizing it lacks and what needs to be done to improve its presence, which online ad campaign is suitable for gaining the maximum benefits of paid ads. Moreover, if you want your ad campaign to produce desired outcomes, you must consider some aspects.
Understaseveral campaigns to run and their purposes
People often search Google for any service information to be sure of certain things. When they put an input, a keyword, on Google search engine regarding the product or service they want to know about, Google offers them a series of results. Those result pages involve relevant key phrases to take the user to a website. Sometimes the pages are shown in a real or organic way, and some natural times those are paid results.
A comprehensive SEO strategy rewards a website with its positioning in Google’s other search engines’ organic results. Reaching the top position of a search engine requires a long time, and still, you can’t be assumed, red that it will rank higher in SERP.
Conversely, the positioning in SERPs in the case of paid results is achieved with an integrated strategy called Pay Per Click on Google Ads. With this campaign, you can gain immediate visibility, as a budget is allocated for your website pages to appear in Google’s paid results. The advertiser has to pay a fee every time an internet user clicks on the ad. The fee varies, depending on several matters like reference sectors, site optimization and keywords, competition etc.
PPC is, therefore, a very useful tool to attract new visitors to your site and increase the chances of their turning into customers. It directly controls your ad expense and returns on investment or ROI.
Definition of Pay-Per-Click
The Pay-per-Click model is a form of online advertising allowing advertisers to bid on keywords, or the words or phrases web users type while searching, for their better positioning in the search engine results pages shown after a specific search.
SERPs have a “sponsored links” section where advertisers bid for placement. Otherwise, the process involves ad exchanges via auctions that are often automated.
PPC auctions include real-time bidding with advertisers competing to display their ads on search result pages, websites, and coupon sites. This is a highly valued way of driving traffic in a short time.
The functioning of the PPC model
As mentioned above, ad bidding is mainly conducted through an automated online process where advertisers inform how much they can pay per click or impression. Most third-party pay-per-click providers like Google Adwords use this automatic bid management process.
The costs associated with this advertising model are of two types: cost per click (CPC) and cost per thousand impressions (CPM). The first one means you, as an advertiser, have to pay for each click on your website, as evident from the name.
On the other hand, CPM means the advertiser has to pay an amount (as per the rates fixed by the publisher) whenever its website receives one thousand impressions or views.
Renowned websites mostly use CPM to take advantage of a steady revenue stream. Similarly, less popular websites prefer CPC to control their ad expenditure.
How Does PPC Model Involves Keywords?
Keywords are one of the essential parts of PPC advertising. When someone uses a search engine, it compares all the related keywords incorporated into the websites running the paid campaign with his query. As shown, they can include variations of the keywords and show an ad that is relevant to the key phrase partially.
Matching those keywords to a user’s queries enables the advertisers to show ads which are of direct relevance and ensures the prevention of showing irrelevant ads.
This way, the click-through and conversion rates increase, and the advertisers make the most of their PPC ad campaigns.
PPC key components
- A proper account structure and organization
- A realistic strategy-based budget
- Eye-catching ad images
- Relevant and organized announcements to build a transparent image
- Proper sync between ads and landing pages
Why Choose PPC Over SEO?
While some companies restrict their efforts for boosting SERP ranking to SEO, it is neither fast nor the most trusted way. In fact, PPC can generate twice as many visitors as drawn by SEO.
Final words
A proper use of Pay-Per-Click advertising, therefore, can be ideal for small business with less exposure to traditional advertising.
