PPC stands for pay-per-click advertising. It is an advertising model where companies only pay when someone clicks on their ads. It is one of the most popular methods of paid internet advertising. PPC is generally used to boost traffic or drive leads.
How Does Pay-Per-Click Advertising Work?
The most popular form of PPC is Google AdWords. The platform allows users to bid on target keywords to appear in a SERP’s sponsored ads which appear both above and below organic search results.
The price paid per click generally depends on how many competitors are bidding on the same or similar keywords.
Paid ads only run while they are being funded, as soon as funds stop, so do the ads.
How to Build a Successful PPC Ad Campaign Strategy
Since Google accounts for the vast majority of search engine traffic, it will deliver the most clicks to your ads.
Given this, it’s a good idea to perform keyword research through Google as well as consider what the search engine actively looks for. Although lots of different elements determine how effective a PPC ad campaign is, you can achieve success by concentrating on:
1. Quality Score
Your Quality Score is Google’s metric of the relevance and quality of your chosen keywords, PPC campaigns and landing pages. A better Quality Score means lower-priced ads and more clicks.
2. Creative Copy
Compelling, creative ad copy is critical for ads that users want to click on. Advertising is ultimately the art of persuasion, it needs to be word perfect in order to captivate an audience.
3. Keyword Relevance
Build relevant PPC keyword lists, solid keyword groups and strong ad word text that incorporates keywords properly. In-depth exhaustive keyword research is the key to obtaining these relevant lists.
4. Solid Landing Pages
Craft optimised landing pages with convincing, relevant copy and a strong CTA that ties in with targeted search queries.
How to Manage PPC Campaigns
Although simple to set up, PPC campaigns require careful analysis and management to remain profitable.
Monitoring and updating your ad campaigns regularly is one of the best forecasts of success. Small adjustments can have a huge impact on your campaigns and resulting traffic.
Optimise your PPC ad campaigns by following these steps:
1. Add Negative Keywords
Include any non-converting terms as negative keywords to reduce ad spend and boost campaign relevancy.
2. Add More PPC Keywords
Continually broaden the reach of your PPC campaigns by adding keywords that are relevant to your business.
3. Remove Pricey PPC Keywords
Remove any underperforming, costly keywords from your campaigns.
4. Improve Landing Pages
Optimise the content and CTAs on your landing pages to line up the search queries you’re targeting for better conversion rates.
5. Divide Ad Groups
Improve Quality Score and CTR by dividing up your ad groups into smaller more relevant ad groups. This will help with the creation of targeted ad text.
Best Tools To Help You Create PPC Ads That Convert