Pay-Per-Click (PPC) or Search Engine Marketing (SEM) is an important part of digital marketing as it helps to reach a much bigger audience with immediate results. Google reports that businesses “receive an average of five clicks on their search results for every one click on their ads.” But it is essential to have some basic knowledge of PPC to make them more efficient and successful.
How does PPC work?
PPC’s can be referred to as instant auction for the keywords in the search engine results page (SERP). For an ad to appear on the top position of the SERP, multiple factors like the bid amount and quality of the ad, content, etc come into play. Ads are created within accounts and displayed on advertising platforms like Google and Bing.
Keywords are at the very core of PPC and are found in a user’s search queries. Queries are the actual words typed into the search engine by the users and are also used by marketers to match them to these queries.
Few important factors for a successful campaign are the right keyword and content. Ads with the right keyword and content are the most important aspects of an essential campaign. They should have a goal with a clear call-to-action such as ‘buy now, call us now’ etc. On festive days offering something unique for your customers in the ad copy will increase sales.
Optimize your website
It is absolutely crucial to have landing pages for your PPC ad campaigns. The landing pages have to be aligned with the ads so the prospective clients who click on them are led to the landing pages that have detailed information about the product or services provided. Details provided should be sales promotions, coupons, discounts and benefits that are directly related to the ads.
Set budgets and bids
There are different bidding strategies and you have to pick the right one based on your budgets, goals, and experience in PPC. As a beginner, start out with a low-budget in normal bidding.
A/B Testing for your ads
Once the ads are up and running, you have to constantly monitor and tweak your ads for better performances. If an ad doesn’t perform well, create an identical ad with a different set of content, CTA, keyword or with a refined landing page and then run the ad. If the new ad copy performs better, stop the less performing one and save money.
It is super important to track conversions in order to know whether a PPC was successful or not. PPCs’ aren’t tough but they definitely need experience and an eye to note the differences in the campaign metrics. Details like optimization, setting up a budget, and bidding strategies are very important for producing more traffic and ultimately, leading to more profitable conversions.
Finding it hard to set up your own PPC campaigns? Call us for end-to-end solutions in search engine marketing.