Pay per click (PPC), or cost per click (CPC) is an internet advertising model. It allows marketers to pay only when their ad clicked by online user.
Search engines like Google Ad words and Microsoft Bing Ads make pay per click advertising available on an auction basis where the highest bidder typically earns the most prominent placement.
Here you can see when I m searching for pay per click advertising, it shows me the result of ads first, all these are ads which are created by marketers and those ads are bid on a specific search phrases for which to show them.
For your ad listing on top when searching on Google, you have to pay the small amount to search engine a user clicks on your as, or the total number of times the ad shown while searching.
All of these ad spots are sold in an auction. For listing your ad on top results in search engine results, you have to bid the maximum amount.
Then only you have chance to get listed on top results but, again your ad must have a good quality score is also an important factor which can impact on your ranking.
When any user clicks on the ad listing, they will redirect at your website on page you’ve selected, you are charged the amount which you had on your bid.
So, if you bid $2.50 maximum on the keyword ‘digital marketing’, and that’s the highest bid, you’ll probably show up first in line.
If 200 people click on your PPC listing, then the search engine or PPC service will charge you a maximum of $250.00.
PPC is divided into 9 steps as shown in the following figure.
The first thing is you have to do is, keyword research. You can get it by using Google’s keyword planner platform; here you can search for the keyword related to your business.
It will give you the number of times user searches for the keyword and also the suggested bid you have to pay for it to search engine, so, whenever anyone searching for that keyword, it will show your ad in first position.
You will have to create the best suitable ad of your product or business by using the keyword you have paid for and by using the good SEO title and quality content.
You have 170 visible characters (headline, description, and URL path) to encourage a user click on your ad.
Headline 1: 30
Headline 2: 30
Path 1: 15
Path 2: 15
After the user clicked on your ad it will have to redirect to landing page of your website, your landing page must have the details the user searching for with good quality images and videos.
You have to create an account on Google’s Ad words, you can choose your budget, create ad from here, then your billing information.
After this, you can search for the keywords related to your product and then able to see the results people searching for the same, then you can add the bid you want to spend on it.
You need to ensure that the conversion tracking available through the major PPC search engines. Run a lead-tracking report to see if conversion data is available in each search engine in use. This will tell you if they’re using conversion tracking.
If they are, your mission is to double-check that the codes have been installed correctly on the website and/or landing pages. Leave no landing page unchecked, no conversion path untouched.
If the account has no conversion data, this is your chance to implement the codes. Utilizing the conversion tracking services through Google, and Bing will allow you to manage those accounts more easily because you will have immediate access to conversion statistics.
Organization is key when developing a structure for your campaigns. Proper organization can Account structure and organization will impact your quality score and influence how your account performs.
Campaigns should be segmented by higher-level ideas so that you can drill down into more tightly themed ad groups and keywords. Consider the following ways to segment your campaigns:
Products and services you offer
Performance and bidding
Brand names vs. generic names
Seasonality of your service or product
Keyword match types (you can also segment this way on an ad group level too.)
The best guideline to follow when working through a structure is to ensure ad groups are relevant to campaigns. It can also interfere with delivering the best ad copy and landing page experience to your consumers.
The ad and landing page experience that is ultimately served to a searcher is structured within your ad groups. The goal is to create a structure where campaigns, ad groups, keywords and ads all relevant to each other within your structure.
After creating campaign, you must have to monitor on the results the search engine shows for your keyword, may be its not showing your ad if you don’t have a good quality content ad, you have to monitor your ad in search engine every time.
The Google network allows you to select from a run on a variety of different campaign options.
Search Network with Display Select
Search Network Only
Display Network Only
Universal App Campaign
The most common setting for someone in a testing phase would be Search Network Only.
If your customer’s website is brand new you may want to include a Google Ad Words test budget in your SEO package for new clients.
This helps you collect valuable feedback to build your SEO strategy.
It also ensures you are delivering value to the client immediately, which ultimately builds trust. That will help you in your ability to increase the client’s budget and accelerate the growth of their business.
The paid traffic also has a further benefit of helping the client appreciate the value of the traffic you are bringing.
As their organic search rankings increase, you are selling them high quality search traffic for less than what it would cost them to buy from Google.
Pay per click advertising can generate traffic right away. It’s simple, spend enough, get top placement, and potential customers will see your business first.
If folks are searching for the key phrases on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.
The unique advantage of PPC marketing is that Google don’t just reward the highest bidders for that ad space, they reward the highest-quality ads .
Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.