Search Engine Optimization (SEO) and digital marketing to boost your brand publicity is one of the hottest trends today.
So, while we’re at it, you may want to know how the Pay-Per-Click Advertising works does. Pay-Per-Click Advertising is a marketing strategy in which company develop Ads and collaborate with online platforms that publish their ads.
The businesses then pay a certain amount to platforms depending on the number of clicks garnered. Businesses that run such Pay-Per-Click Advertising campaigns online bid for phrases that the user might use while searching. The more keywords or phrases the Ad company is able to get under its belt, the more likely it becomes to get more views. Those views could be on the Ad itself or on landing pages.
With platforms like Google, Bing, Facebook, Twitter, Instagram there is an abundance of ways to increase your product outreach. From search engines to social media getting big, small businesses definitely have variety of resources at their disposal. However, with stiff competition using these resources to one’s advantage is the real challenge. When majority of Google search users don’t visit the second page at all, you have to up your game to get your Ad on the very first page. This could be ridiculously difficult if you’re a small business or have just started. Mentioned below are common Pay-Per-Click Advertising platforms and how they work:
- Google has developed a tool specifically for digital marketing called Google AdWords. Since it is the most popular and commonly used search engine, it is a wise option to get started with AdWords. You can research different keywords relevant to your Ad. Google also provides various Analytics tools to show you AdWords Quality score, which tells you the performance of your Pay-Per-Click Advertising. There are many other options available at your disposal.
- Bing is another search engine which shows your Ad on Yahoo. It is the second most commonly used search engine after Google and can cost you less on Ads.
- Facebook is the giant of social media. Many people believe it to be a monopoly since it controls a major chunk of online data. It’s the go-to for most companies when it comes to advertising their products online. Facebook also gives the advertisers data about their users to let businesses know more about them and target Pay-Per-Click Advertising effectively. This helps the businesses a lot who look to connect with their audience at a personal level.
- Instagram’s popularity has skyrocketed unexpectedly. With the world going digital and people seeing the world through a digital lens, Instagram offers access to a diverse audience. If you can reach your target customers through creative visual content, Instagram is your oyster. It could be even more useful if you are eyeing millennials.
- Twitter is an online news and social networking service which has an active user base. You can leverage it to broaden exposure of your company, share informational content and promote your brand. Also, what’s interesting is if your tweets are funny/ relatable for the users, you could get many retweets. This will increase your popularity. As history has shown, Twitter is heaven
For amusing and intelligent content creators.
- LinkedIn’s key objective is reaching professional audience for B2B enterprises. You can easily network with relevant businesses and crack a deal.
In order to push your Pay-Per-Click Advertising above your competitors’, there are certain strategies/tips you need to keep in mind. To stand out, you have to put keen effort and be consistent. Here we list down crucial points you need to keep in mind before starting your PPC Ad campaign:
- Research your keywords well. If you want to sell your product well, you need to know your target audience. Since search engines and other platforms use algorithms to pick keywords and show relevant ads, you have to pay keen attention of picking the best keywords. Research phrases and keywords that match to your commercial intent the most. In order to be relevant to your audience narrow down your keyword to those that exactly resonates with your product/service. Also remember that researching keywords is a regular process. You can use tools like SEMrush, Google Keyword Planner, Ahrefs Keywords Explorer to search for keywords.
- Customize your landing page with a ‘call to action’. As soon as users click on your Ad they are directed to a landing page. In order to convert a customer, you want to show something interesting about you. To make your page look more engaging make a ‘call-to-action’. It could be anything from ‘download a free trial’ to ‘subscribe to us today’, depending upon the type of your business. Your landing page should be interactive and prompt the user to know more about you.
- One more thing you may need to keep in mind is the loading time of your page. Studies have shown that 49% of consumers expect a web page to load in 2 seconds or less and 40% of viewers leave a website with a loading time of more than 3 seconds. So, make sure you page loads within 2 second to avoid losing out on potential customers.
- Review your AdWords quality score and try to enhance it. Google measure this score from 1-10 and a higher score implies more exposure to your ad and a lesser cost per click. Google decides what ad to show and where to show it based on your quality score. Readjust your keywords, relevance of your text and quality of your landing page to boost your quality score. Simply put, an AdWords quality score determines the value of your ad. The more, the better.
- Devising a comprehensive Pay-Per-Click Advertising campaign has become a science. For a small business (SB), it is advisable to rely on a professional specializing in Pay-Per-Click Advertising, since most of SB’s don’t have the means of outsourcing paid advertising. Listed below are some resources your small business could use to manage your campaign:
- WordStream makes it easier to handle social media alerts and analytics dashboard
- PPC Hero is a blog where PPC advertising experts share their wealth of knowledge about running a successful campaign
- Facebook for Business does a great job of walking advertisers through the process of PPC Advertising
We sincerely hope our tips help you in understanding PPC Advertising better!