Marketing enthusiasts of today have grown by leaps and bounds, creating waves in business, enjoying enormous access to a wide array of strategies and approaches to be a clear standout online. With all these, thanks to the ever-evolving nature of modern digital marketing which has clearly molded the face of marketing to a whole new level.
PPC is among the earlier and more conventional kinds of online marketing and digital advertising, yet continues to be a powerful force, as evidenced by current PPC statistics. PPC is online marketing where advertisers pay an ad investment to a company — like search engines or website owners — every time one of their ads is clicked on. Also known as pay-per-click advertising or marketing, PPC is one kind of online advertising which has businesses placing ads on web pages and within search engine results.
With PPC marketing, the process starts when an individual clicks on one of these published advertisements, the business pays the publisher (either an internet search engine or website owner) a pre-determined amount of money. Pay-Per-Click advertising or marketing, has clearly become one of the more popular and essential parts of online marketing strategy in digital advertising today. Clearly, it is especially important for businesses that are geared toward lead generation and return of investments. With PPC allowing you to target your ads specifically, there is a bigger chance of achieving a high degree of success with relatively little effort.
What is PPC Management?
PPC management is the process of planning, executing, measuring, and optimizing paid search campaigns. PPC is essential for businesses looking to maximize their ROI from paid search campaigns. It encompasses a wide range of techniques and strategies, including creating and adjusting goals, split testing, introducing new keywords, optimizing conversion paths, and shifting plans to reach goals.
PPC Management Paid search plays an integral role in any digital advertising campaign, and it’s no secret that PPC can be a huge money-maker for businesses. It’s important to have a strong PPC management strategy in place to make sure you have an effective PPC ad campaign. With a million and one platforms to choose from with online digital advertising, it also is a given that with all these array of options comes the difficult task of deciding which platform is best for your business. Definitely, with the big player platforms – Facebook Ads, Google Adwords , Twitter Ads and LinkedIn Ads – are always a safe bet. They’re highly trafficked and easy to use, making them an effective way to reach your target audience.
Getting To Know PPC
Pay-per-click, or PPC, is one of the earliest online ads, yet gaining more popularity today in the field of digital advertising. PPC ads allow business owners to pay a certain fee to have their sites climb up on the search engine result page (SERP) — when someone types in specific keywords or phrases to the search engine. SERP displays ads that you have created, directing visitors to your site, with the fee based on whether people click your ad or not. And if you’re doing things right, PPC earns you those quality leads which can convert into sales. Creating a seamless user journey which could result to a massive ROI for your PPC efforts – just one of the many advantages of PPC advertising.
Where do these PPC ads usually pop up?
They usually appear in SERPs, such as Bing or Google, yet these also usually pop us in social channels. You can also find these ads before and to the right of organic search results.
Best PPC Platforms
For PPC marketing management and digital advertising, where are the best venues online to advertise?
With dozens of online spaces existing as avenues for your advertising investment, one of the more effective ways to vet them is by zeroing in on your potential ROI on each platform. The popular advertising platforms are deemed as effective, because of its mobile responsiveness and user-friendly functionalities, and most importantly, highly trafficked. Other factors in online platform choices would be favorite venues where your target market hangs out, keyword terms availability, and your advertising budget.
Google Ads (formerly known as AdWords)
Google AdWords , with nearly a decade yet still one of the most effective advertising platforms on the market, is one of the more popular PPC ads. This enables businesses to build advertisements that show on Google search results pages as well as millions of other websites.
Since paid advertising is one of the most important tools in a digital marketer’s arsenal, it’s a given that businesses are inclined to advertise on Google Adwords which has major influence online. The platform creates ads targeting people who have searched for specific keywords on the search engine, or visited websites that belong to a certain category or network. With Google processing over 90,000 search queries every second, high competition in this platform has the downside of higher advertising spend.
LinkedIn Ads are deemed as a powerful force in B2B advertising, providing marketing with the chance to communicate with the business -minded online community. However, LinkedIn Ads aren’t just for B2B businesses and that B2C businesses, universities, nonprofits, and other company organizations will be able to benefit from these ads for specific goals, such as, discovering ideal candidates for vacant roles in their businesses.
Twitter Ads can be an effective tool in generating traffic to your blog, website or product. Yet, before creating your powerful Twitter advertising campaign, make a decision first regarding your immediate goal — whether to create traffic to your site, increase sales and leads , or boost brand awareness. These comprise the perfect partner to your organic content strategy, with your Promoted Ads and/or Follower Ads , and Twitter exposure to a broad audience of your choice for accelerated visibility and online attention to your brand. And when you get down to it, you realize that it’s so easy to get started!
Bing PPC advertising operates on three of Microsoft’s most prominent search engines, namely Bing, Yahoo, and AOL. With your Bing ads shared across all of these channels at the same time when you use Bing marketing. Bing PPC is a noteworthy marketing tool for sponsored ad campaigns, with over five billion monthly searches on the Microsoft network. Meantime, Bing PPC ads work similarly to Google ads in terms of functionality. You bid on keywords depending on their traffic volume, then your ad appears when that keyword is searched, and you pay Bing every time someone clicks on your ad.
Your ad copy can be up to 80 characters long just like Google’s, and Bing even has tools to help your team develop a cost-effective keyword list so you don’t waste money on advertisements that aren’t seen.
Facebook Ads are a type of internet advertising that allows businesses to design and promote targeted advertisements to a specified demographic on Facebook. Demographics (such as age, gender, or location) can be used to target ads, as well as interests and behaviors. Facebook Ads are a great method to get your marketing message in front of a large, targeted audience. They’re also great at generating leads and closing transactions. Furthermore, when used appropriately, Facebook Ads are cost-effective and may be incredibly rewarding.
AdRoll is a retargeting platform that allows you to advertise to people who have previously visited your site. Take, for example, someone who read yourcheese-making article. You can retarget them with display advertising that promote your online cookery classes on other websites they visit. While Google Ads allows for retargeting, AdRoll has the advantage of being able to display ads on Google and social networking sites, giving you additional opportunity to collect clicks or impressions, depending on your goal.
RevContent is a PPC company that specializes in content promotion , with the same effect as a guest post where your work is presented on a third-party website, yet it’s in the form of an advertisement. You can still bid on keywords, and your ad will appear next to content that is relevant to those keywords. You’ll benefit from a low CPC and highly engaged traffic with this platform.
How beneficial are PPC ads?
Forbes Magazine recently pointed out four advantages of PPC ads, namely:
1. Simplicity of PPC Ads, Just Like Opening A Switch.
In today’s modern age, we just type our inquiry into a search engine when we do our search — and presto we have a list of businesses that can help us. PPC or paid search advertising has made this happen, simplifying the process , as compared to those old days when we need to look up things in the Yellow Pages. As these ads appear at the top of search engine results pages (SERPs), and when clicked, take users directly to your website or landing page.
2. Practicality, Payment Only When Consumers See Your Ad
With PPC ad payments , these are only done when consumers see your ad. PPC (pay-per-click) advertising is a powerful digital tool to get your business attracting its potential customers.
When your PPC advertising takes off and is done correctly, your ads will be able to bring you new leads converting into customers easily and quickly. Meantime, one of the underscored challenges of this kind of advertising would be ensuring that you are only paying for ads seen by your ideal target audience, excluding other online audiences which are not part of your target market.
3) Targetting The Right People At The Right Place At The Right Time
For a PPC advertising manager, his first priority task is to make sure that the advertisement is effective, meeting or even surpassing his client’s desired ROI . With this predicted return on investment , the PPC manager will be able to determine the best PPC targeting options—options that will fit his client’s budget while balancing the quality and quantity of clicks on the PPC ads.
4) Goes Hand In Hand With SEO
PPC ads are the perfect way to get your website in front of more people, quickly and easily. And when those people click through your ad and land on your website, you want them to stick around – which is where SEO comes in.
SEO is the process of optimizing your website so that it ranks higher in search engine results pages (SERPs). When your website ranks higher, it means that you’re offering the best answers to the questions that people are asking. And when people find what they’re looking for on your website, they’re more likely to stick around, buy from you, and recommend you to their friends.
What is PPC management?
PPC management is the process of planning, executing, measuring, and optimizing paid search campaigns. It encompasses a wide range of techniques and strategies, including creating and adjusting goals, split testing, introducing new keywords, optimizing conversion paths, and shifting plans to reach goals. PPC management is essential for businesses looking to maximize their ROI from paid search campaigns. Creating and changing goals, split testing, introducing new keywords, optimizing conversion routes, and shifting strategies to meet goals are all examples of PPC management techniques.
PPC management entails examining your strategy and ad expenditure. On the one hand, it entails refining your strategy to improve keyword effectiveness. On the other hand, it entails considering how to allocate resources to specific keywords and how to alter those resources in order to maximize return on investment. A smart management approach also monitors changes and updates that may affect paid campaigns from providers such as search engines, social platforms, and ad networks. Use PPC management tools to help you in monitoring your paid campaigns PPC Tools and Software
PPC management software should make things easier with all of the variables you need to track. Although you can monitor your advertising within the platform, if you need more help and organization, a strong, easy-to-read spreadsheet or complex software that provides insight into your ad performance is essential. Multi-user support, cross-platform management, A/B testing, scheduling, reporting, and ad grading are all features to look for if you decide to go the software route.
Here’s a list of the more popular and well-rated PPC resources and software:
- Ahrefs is not just another SEO tool. Ahrefs is used in checking and monitoring regarding the performance of your PPC ads, as well as spying on your competitors’ keywords.
- Databox is useful in helping businesses check on their ads’ performance, with its key metrics display wherein you can track results at a single glance on your dashboard. With its predictive analysis feature, this gives you a rough estimate for a quick peep on how well your ads would perform in the future.
- HubSpot is your go-to site which offers a robust template, helping you manage and monitor the moving parts of our campaign ads, with simplified tracking for your keywords, ad groups, and A/B tests.
- Microsoft Advertising Editor (formerly Bing Ad Editor) is an effective tool which you can use to manage your bids, making changes to your ads, and research keywords –as you run your PPC ads through Bing
- NinjaCat is your management tool to help you combine into one cohesive report all your analytics from different platforms, tracking your advertising campaign in a single location
- Optmyzr delivers intelligent solutions via smarter automation for the so-called “PPC rockstars”, an award-winning PPC management suite with its AI and machine learning power, helping paid search experts with campaign optimization, maximizing value from their investments in Amazon Ads, Microsoft Ads and Google Ads
- SEMRush is all about managing keywords, which should be the most important factor in your PPC campaigns. helping you in your search for relevant keywords, optimizing and managing your keyword lists, listing negative keywords, among others.
- Unbounce takes care of the creation of landing pages to help in promoting your various PPC campaigns
- WordStream initially was a keyword research tool, later becoming a full-blown suite providing keyword management solutions for PPC marketing, as well as SEO and PPC tools, innovative keyword tools, as well as automation for managing your PPC advertising.
One of the great advantages of PPC marketing is that you can see your results almost immediately. Unlike organic search engine optimization, where it can take weeks or even months to see any real results, with PPC you can start seeing clicks and conversions almost immediately. This makes it a very effective way to test different marketing strategies and see what works and what doesn’t.
PPC marketing is a great way to get your business in front of potential customers. In this article, we discussed some of the advantages of using PPC advertising to promote your products or services.
With effective ads and targeted keywords, traffic from your targeted audience can be easily generated, especially those interested in your products and services. With PPC, you only pay for clicks on your ads, so you know you’re getting a good return on your investment. Quite interesting to know that one of the great advantages of PPC marketing is that you can see your results almost immediately. Unlike organic search engine optimization, where it can take weeks or even months to see any real results, with PPC you can start seeing clicks and conversions almost in an instant.
With quite a huge international market now clicking away with PPC advertising and marketing, PPC advertisers and marketers are taking advantage of the surge of enthusiasts taking this marketing strategy by storm, also double check which strategy works and what doesn’t.
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