In this chapter, we will be sharing our knowledge and tips that will help you understand Pay Per Click Marketing and rock your first campaign.
What is pay-per-click (PPC) marketing?
Once you start digging into online marketing, you will have to make a decision on whether you are going to focus on organic reach or paid reach. A primary factor for determining which one you will choose is your budget, but your time and knowledge can impact your decision, too. If your budget is very limited, you should focus on organic marketing tactics. The success of this type of campaign depends on the quality and relevance of your content. On the other hand, if your budget allows, then you should master PPC advertising.
How does pay per click work?
Let’s say that you are ready to start mastering PPC. After deciding on the amount of money you can invest, you will have to set clear goals. In PPC marketing, goals are called conversions, and they can be anything from visiting a website, to watching a video, to filling out a form or contacting a business. Your goal can be defined as one macro goal (watch a video) or can be a set of several micro goals which lead to one macro goal.
Conversions are measures that help calculate how much of your investment you earned from your campaigns (ROI - Return on Investment). The formula for ROI is very simple: ROI = Revenue - Costs / Costs x 100, in which revenue represents value measured with conversions, whereas costs are the amount of money you invested. Once you know your ROI, you can determine how successful your PPC campaign was.
Ppc ads have to be relevant. This is what searchers are looking for.
Lena Focus on the metrics that really matter to your business. Likes and shares can seem like impressive measures, but they often do not have an impact on revenue.
Use device targeting. Some ads may run better on mobile, some may run better on a laptop. Ensure your ads work well for the intended device.
What are keywords and why do they matter for PPC?
Keywords are exactly what their name implies - specific words that someone uses when searching for a topic of interest. They are mainly used in search engine marketing and are the core of PPC. Organic results are often considered when searching for answers to personal questions, whereas sponsored results are often considered when searching for products and services. Depending on your business search query, you can decide whether your business is suitable for Google Ads.
What keywords you will use depends on your topic and choice for what you want to be found. For example, if you are a photographer specializing in wedding photography and you are looking for clients in Austin, Texas, some keywords to target include: wedding photography, wedding photography in Austin, and Austin wedding photography.
A helpful tool for keyword planning is Google’s Keyword Planner. Not only does it show you how popular your keyword is at the moment, but you can also obtain insights into historical search trends. With this knowledge, you can predict how popular it will be in the future and whether that keyword is worth the investment.
1. Google Ads was launched in 2000 and had 350 customers
2. The top three paid advertising spots get 46% of the clicks on the page
PPC Guide Bonus Tip
Defining your PPC campaign audience
When it comes to search engine marketing, your audience is mainly determined by the keywords they are searching for. It is enough to have a clear idea of your target country, region or city, and you are ready to go. While search engines define an audience mainly by the keyword they are searching for, your audience definition needs to be specific so that Google knows who to target by showing them the ad. In other words, in search engine marketing (SEM), your audience searches for you, whereas in social media marketing (SMM), you search for your audience.
What’s good about social media marketing is that you can go into detail when doing audience targeting. You can start with defining their age, location and gender and jump to defining their level of education, work status, interests and more. This means that, based on your knowledge and experience, you can target the ideal person who is more likely to invest in your product.
Ad campaign and ad groups
Once you have a clear idea of the keywords you want to target and the budget you are ready to spend, you can actually start creating your first Google Ads campaign. Think of it as one big box where you put your keywords. This means that you are defining the budget and audience for your box, and that you will include all of the keywords in that box. However, this space can become overcrowded and disorganized quickly. You should create a structure for your keywords by similarity in Ad Groups.
You want to create a campaign for your photography service that targets potential customers in Austin, Texas. Your areas of focus are wedding birthday services. You have already done extensive research on popular keywords, including:
Wedding photography Austin
Austin wedding photography
Wedding photographer Austin
Writing winning PPC ads
The two main components of search engine marketing are the keywords you are targeting and the ads you display. It is clear that ads are trigger for a visitor to arrive at your target destination. Google defined some rules for creating display ads by limiting the number of characters you can use, words you cannot use, capitalization, etc.
Each display ad consists of a:
Headline - 25 characters
Description 1 - 35 characters
Description 2 - 35 characters
Display url - wwww.Yoursite.Com/productname