MWT Blog

All about PPC and How to Use it for Marketing

If you’ve heard a little bit about PPC marketing and want to learn more about it, or if you’re already aware about it, want to use PPC to market your company but aren’t sure where to begin, you have come to the right place! In this blog, you will learn everything you need to know about PPC and how to use it to your advantage.

What do you mean by PPC? 

Pay-per-click is an internet marketing strategy where advertisers have to pay a fee every time one of their advertisements is clicked. In essence, it’s a method of purchasing visitors to your website rather than making an effort to win those visitors naturally.

Search engine marketing is one of the most often used methods for PPC. It enables marketers to compete for ad placement in the sponsored links of a search engine, in the event that a user searches for a keyword associated with their product or service. For instance, our ad might be right at the top of the Google search results in case we placed a bid on the keyword “PPC software”

Every time a visitor visits our website, we are required to give the search engine a little fee. The cost is negligible when PPC is operating well because the visit is worth more than what you paid for it. To put it another way, if we pay $3 for a click and the click generates a $300 sale, then we have made a big profit.

The creation of PPC landing pages that are optimised for conversions, keyword research, keyword selection and ad group organisation are all the steps that are required for a successful PPC campaign.  Marketers who can develop relevant, intelligently focused pay-per-click campaigns are rewarded by search engines. It is indeed important to begin learning how to use PPC properly if you want to start utilising it. You will pay less per click to Google if your ads and landing pages are profitable and attractive to users, and this will enhance your company’s earnings.

What are Google Ads? 

Google Ads is the most widely used PPC advertising platform in the world. By using the Google Ads platform, businesses can create ads that show up on Google’s search engine and other Google properties.

Under the pay-per-click business model, users of Google Ads place bids on keywords and get charged for each click on their advertisements. Each time a search is performed, Google selects a set of winners from the pool of advertisers in order to fill the precious ad space on its search results page. The “winners” are selected based on a number of variables, such as the volume of their keyword bids, the effectiveness of their ad campaigns, and the quality and relevance of their keywords.

The CPC Bid which is the maximum amount an advertiser is eager to spend and Quality Score which is a value that considers your landing page’s quality, relevance, and click-through rate are multiplied to create the parameter known as Ad Rank, which determines who appears on the page. Successful advertising can contact potential clients for a price that suits their budget by using this procedure.  It’s a kind of auction in one way.

Google receives a tonne of traffic as it is the most widely used search engine.  When you utilise Google Ads for PPC marketing, it results in the most impressions and clicks on your advertisements.  Your PPC ads will display more or less frequently varying on the keywords and match types you choose.  Concentrating on the following listed variables will help you improve the outcome of your PPC advertising campaign among others:

Creativity: It’s important to have attractive and compelling ad copies. If you’re using the display network for advertising, you can use specific tools to make eye-catching ads that will compel clicks. 

Landing Page Quality: Create optimised landing pages with compelling, pertinent content and a strong call to action that are targeted to particular search queries. 

Quality score: Google analyses the relevancy and quality of your landing sites, keywords and PPC campaigns. Those who have elevated Quality Scores have more clicks on their ads while they pay less.

Keyword Relevance: Create relevant PPC keyword lists, focused keyword groups and appropriate ad copy.

PPC Keyword Analysis 

Keyword research for PPC is very crucial even though it might be very time-consuming. Your PPC campaign is built entirely around keywords, and the best Google Ads advertisers are always expanding and improving their PPC keyword list. If you simply conduct keyword research only once, while you build your first campaign you are most likely missing out on numerous important, long-tail, affordable and highly relevant keywords that could be bringing in traffic to your site.

A good PPC keyword list should include: 

Relevant: It goes without saying that you don’t want to pay for web traffic that has no bearing on your company. Obtaining keywords that are focused is vital to boosting your PPC click-through rate, maximising revenues and lowering your effective cost per click. The keywords that you bid on should have an express relationship to the products or services that you are offering.

Comprehensive: The long tail of search as well as the most popular and frequently used terms in your niche should be included in your keyword research. The majority of traffic from searches is made up of long-tail keywords that are more specialised and uncommon. Since they are less competitive, they are less expensive. 

Expansive: Pay-per-click is iterative. You want to continuously improve and broaden your campaigns, as well as foster an environment where your keyword list is expanding and changing.

How to manage your PPC Campaigns? 

After you have created them, you must routinely manage your new campaigns to ensure their effectiveness. Consistent account activity is one of the best indicators of account success. In order to maximise your campaigns, you should make the following modifications to your account’s performance on a regular basis: 

Add PPC Keywords: By using keywords that are pertinent to your business products, you can increase the reach of your PPC ads.

Add Negative Keywords: Add non-converting terms as negative keywords in order to increase marketing relevancy and cut back on wasteful spending. 

Split Ad Groups: You can increase click-through rate (CTR) and Quality Score by dividing your ad groups into smaller, more focused ad groups, which allow you to develop a more targeted ad copy and landing pages 

Examine Expensive PPC Keywords: Turn off ineffective keywords that are expensive if necessary. 

Filter Landing Pages:  Don’t direct all your visitors to one page.  Adjust the content and calls-to-action (CTAs) on your landing pages to correspond with certain search searches and increase conversion rates.  

We at MWT Technologies are a team of expert digital marketing professionals with specific skills in PPC advertising. We have helped several businesses to enhance their reach and profitability via numerous advertising campaigns that align with their business goals.

Our experts can assist you in managing your ad campaigns with higher visibility and click-through potential across search engines and social media.

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