Paid Search Engine Marketing

The world of digital marketing is endless, and so are the opportunities. Pay Per Click (PPC) – paid search engine marketing is somewhat of a new entrant into the digital marketing space but has picked up quite well in most businesses. It is a marketing strategy that has a lot of advantages and benefits on both the merchant and customer.

 In case you have not heard of it yet, then worry not as this is the place to find out all you need to know about PPC. If you have already heard of it or even know it, there’s also something for you as you will learn how to use it to your advantage.

What Is A Paid Search Engine Marketing ?

PPC is an abbreviation for Pay per Click as seen above. It is a marketing strategy under internet marketing which falls on the larger digital marketing niche. It is a model in which advertisers pay up some amount of money whenever any of their adverts are clicked.

 In simpler terms, PPC marketing is the process of buying visits to your site rather than getting them organically. One of the most used forms of PPC is search engine advertising. This is the kind of advertising where the advertiser’s bid for a spot on the search engine results when someone is searching for a keyword related to their business.

For every time that the advert is clicked under PPC advertising, there is a fee paid when the visit is made to the website. Sometimes the fee that you pay may be less than what you are gaining in your site.

It can be a drop in the ocean as compared to what your website is gaining through the regular clicks. For instance, you can be paying $5 for a single click that result into a $500 sale on your website.

PPC is a strategized way of buying visits to your site that will end up in conversions. The main goal usually is to make a deal or sale with whoever that clicks on the link. The return on investment under PPC marketing is quite good especially when you have the right strategy.

Sometimes PPC can be quite competitive especially for certain market segments. The important thing, however, is that you maintain credible and reliable content that can pull the masses.

In PPC marketing, you can set a certain budget for your ads on different platforms such as Facebook and Google depending on how you would want to operate. The good thing with this kind of marketing strategy is that you only pay for the clicks that have been made, as the name suggests. It has more chances of giving you the result needed more than any other marketing strategy available.

How Does Work?

PPC marketing is not complicated and thus understanding the way it works is not much of a challenge. The first step in PPC marketing is ensuring that you have relevant content on your site that visitors would appreciate.

There’s no need paying for clicks that ultimately get disappointed with what they land on. The next thing that is done by the advertiser is setting up the ads in a search engine advertising platform. This can vary from Google, Facebook, and Bing to Adwords.

The advert placed on these search engine platforms should have the right keywords that are relevant to the business. Keywords trigger the ads and clicks since they give the customer what he or she is looking for. The next step is setting the bids for the ads.

The higher the bid, the higher the rank of the advert is on the search engine. Sometimes bidding high can work to your advantage as most people will see your ads and click on them thus earning your site visitors. PPC can be very competitive, and thus you need to position yourself where you will most likely get sufficient attention.

It is important to note that bidding higher will not always assure you of the top position for your ads. Sometimes several people can bid high on the search engine advert platform, so what happens here?

Well, the search engine will have to look at other factors to determine which ad will come first. This is why it’s important to have relevant and entertaining content for your ads to rank on top since the competition is stiff. Some of the factors that search engines consider include the following:

  • Ad Extensions: These extensions provide information alongside your ad messaging.
  • Quality score: Here they look at ad relevance, click through rate (CTR) and landing page experience. The score is out of 10, and it is what determines where your ad is placed regarding rank or position. The quality score also determines the number of clicks that you get on your ad.

What’s Google Adwords?

Google has been in operation for quite some time now, and it has helped many businesses to market themselves conveniently. Their very own flagship Google Adwords advertising service has further improved the quality of advertising on the platform. This service allows businesses and users to market themselves in the Google search engine and Google affiliate sites. Google Adwords operates through the use of placed text ads. These ads appear when people search for terms that are related to the ads that you are offering. Google Adwords is by far the most popular PPC advertising system in the world. The ads operate under a pay per click policy where the advertiser pays Google for each ad that has been clicked to their site. Google uses a special algorithm such that whenever someone searches for content, it digs into the various ads present and chooses the ones to appear first in the search results. We have already seen earlier how search engines determine which ads come first on the results page. Google works with the budget that you have and what you are ready to spend. In a PPC campaign, you will pay Google the amount of money that you so wish so that they can list your ads. Once your entire budget is depleted, Google stops to run your ads until you top up your account. There are different types of Google Adwords including:
  • Local search Ads
  • Search Ads
  • Remarketing
  • Display Ads

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Pros and Cons of PPC

Pay per click marketing has its fair share of advantages and disadvantages. Even though the upside is far more than the downside, you cannot dismiss knowing both. The following are therefore some of the pros of using PPC in your marketing mix:

  • Gives measurable results: The results that are gotten in using PPC are perhaps one of the most measurable when analyzing digital marketing channels.
    Most of the search engine advertising platforms provide different metrics which enable the advertisers to see whether or not their ads are converting and giving a rational ROI. These metrics allow the website owners to see how many people have seen the ad, clicked it and how many have performed the call-to-action.
  • Offers are retargeting of visitors: PPC can aid you to remarket to visitors who have already been to your site before. This is convenient for first-time visitors who did not convert, and you would want to make another shot at convincing them. Often this works for many businesses and delivers conversions on second or third visits. These visits convert to either a lead or sale depending on the circumstance.
  • Allow you to track ROI: ROI refers to the return on investment. PPC helps advertisers to know the returns on the ads that they place through the special metrics that provide relevant information for this.
    You will, therefore, be able to know the ad messages, keywords and landing pages that are converting and which ones are not. This will after that helps you to make an informed decision on how to use the PPC marketing design.
  • Gives quick results: PPC delivers quick results as compared to other forms of digital marketing. This is the method to use if you are usually impatient and anxious for progress.
  • It is affordable. Contrary to some speculations, PPC marketing is very affordable. The return on investment further emphasizes the affordability of this marketing method.
    Earlier in the article, we gave an example of investing $5 in PPC and getting a sale of $500 in that single click. The opportunities are endless, and all you need to know is how to harness them. The good thing again is that you don’t have to pay anything until your ad is clicked.
    This is unlike other marketing methods where you will pay first whether the ad sails through or not. In PPC also, you will have the chance to set up your budget that fits your pocket and not one that is imposed on you.
  • Helps you to track your ads: PPC gives advertisers the chance to track their ads in real time so that they can know the progress.
  • Gives your business local and international exposure: Depending on the product or service that you are selling, PPC positions your business both locally and globally.
  • Provides great control: If you are the type of individual that would want more control over the internet marketing campaign, after that PPC marketing offers you just that.

As stated earlier, there is nothing that is perfect in this world. And therefore, these are some of the cons of PPC marketing:

  • It is somewhat competitive.
  • It is not free like some other digital marketing channels.
  • The ads disappear when your campaign ends.
  • It can be complicated for first-time users.

Keyword Research of PPC

This is one time-consuming part of PPC. It is often complicated and hard for those who are just beginning this marketing strategy. The entire PPC strategy falls under keyword research, and this shows how important it is. It is a continuous process and is not just done once alone. For a keyword list to be effective for PPC marketing strategy, then it needs to be:

  • Expansive. As you need to expand your ads, so do you need to expand your keywords, as they need to be constantly growing.
  • Exhaustive. You should be able to exhaust the greatest number of keywords possible so that the user search will always favor your ads.
  • Relevant. Just having many keywords is not enough. They should be keywords that make sense to people. Otherwise, they will not be useful for your campaign.
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Major Components of the PPC Marketing

To have a successful PPC marketing, you need to have the right strategy. The following are some of the components you need for your strategy:
  • Keyword selection: You should be able to choose the right keywords for your ads so that they will always rank on top and enjoy more clicks than the rest. The keywords you choose should also be more relevant to your business so that they can attract like-minded customers.
  • Keyword bidding: Once the keywords have been selected, you can now bid on them to determine the rank of your ad on the search engine.
  • Targeted copy: You must have a specific audience which you want to reach with the ad before releasing it.
  • Landing pages: After the customer has clicked on the link, they need to be directed to a landing page that will give them exactly what they are looking for thus making you gain rather than just placing them on your home page.
  • Web analysis: This will help you to rectify or improve on your website to make it user-friendly.

How to Get the Most Out Of PPC?

You can get the most out of PPC through the following ways:
  • Creating goals for your PPC marketing strategy
  • Establishing a campaign structure that is easy to use
  • Avoiding the use of default search engine settings
  • Understanding the factors needed for success.

What Is The PPC Advertising Cost?

Generally, PPC marketing can cost as much as you are willing to spend or invest. Otherwise, your budget would depend on:

  • Target keywords: Keywords vary in cost, and this can determine the amount you will spend.
  • Geographical location of the target: On most platforms, you can decide where your ad will appear. As you narrow down on your audience, the cost increases too.
  • Intended action: Your specific goals for the ad also determine the cost you will incur.
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Do You Get PPC Results?

PPC is one of the fastest forms of digital marketing with almost instant results. The optimal results are however long to take place and can, therefore, go to several months for you to see the return on investment.

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