Pay Per Click(PPC) Marketing
Paid search is a form of digital marketing where search engines such as Google and Bing
allow advertisers to show ads on their search engine results pages (SERPs).
Paid search works on a pay-per-click model, meaning you do exactly that – until someone clicks on your ad, you don’t pay. This makes it a measurable and controllable marketing channel compared with more traditional forms of advertising.
Ad formats include text ads, which are shown at the top or bottom of the organic search results, or shopping ads shown above the search results.
Why PPC Marketing is Important
With PPC visitors 50% more likely to make a purchase than organic visitors, this
advertising tactic is one of the most effective online marketing tactics.
- Control over the budget and schedule.
- You only pay for clicks.
- You can measure and track.
- Results are fast.
- You can target.
Our PPC Marketing Core Services Include
DISPLAY ADVERTISING
Display advertising refers to the process of advertising a product or service through visuals like images, text and videos on networks of publisher websites such as the Google Display Network and Facebook etc.
SOCIAL ADVERTISING
Social advertising is the process of creating and deploying clickable ads to reach target audiences. You can reach them through social media platforms, messaging apps, news feeds, and even outside apps and websites.
VIDEO ADVERTISING
Video advertising is the process of displaying ads either inside online video content – usually before, during or after a video stream, known as pre-roll, mid-roll and post-roll – or as standalone ads.
Our Steps of PPC MARKETING
Defining what you actually want to achieve with PPC is probably the most important part of building an effective campaign strategy. Today there are so many different PPC targeting options available within Adwords and beyond it. Defining your goals will help us choose the platforms and ad types that are best suited for your marketing needs.
Some of the common PPC goals:
1. Increase site traffic
2. Generate leads
3. Drive sales
4. Raise brand awareness
Some of the common PPC goals:
1. Increase site traffic
2. Generate leads
3. Drive sales
4. Raise brand awareness
Keywords are search terms that people type into search engines such as Google, for example “womens shoes”, “tv repair shop near me” or “best sushi restaurant”.
Finding the right keywords Google’s free tool, the Google Keyword Planner, allows you to discover what words people are using throughout the world to find products or services like yours. Bing has its own as well, and there are plenty of other third party tools available.
These tools will show you a range of potential keywords, plus how many people per month are searching for them, how much competition there is, and how much they’re likely to cost-per-click.
In paid search, there are four different keyword match types that impact when your ads are shown.
Exact match– where keywords are represented like this: [womens shoes]. By using exact match keywords, your ads will only be shown when someone searches for that exact term. It will also pick up plurals and spelling mistakes, so [womens shoes] would also show ads for [women shoes]
Phrase match– where keywords are represented like this: “womens shoes”. This keyword would trigger your ads if a user searched for the exact phrase, but with words before and after (e.g. ‘red womens shoes’ or ‘womens shoe stores’)
Broad match– where keywords are represented like this: womens shoes. This keyword would trigger your ads if a user searched for this phrase in any order, and with synonyms too (e.g. ‘cheap womens shoes’, ‘womens blue shoes’ or ‘ladies shoes’)
Modified broad – where keywords are represented like this: +womens +shoes. This keyword would trigger your ads if a user searched for this phrase in any order, without synonyms (e.g. ‘womens training shoes’ or ‘shoes for womens running’).
There is also a fifth keyword match type: negative keywords. Negative keywords can be added into your campaigns to stop your ads from running on searches that are not relevant to your business.
You will create ads to show when a user searches for one of your keywords.
Text ads have three primary elements:
Headline 1, 30 characters Headline 2, 30 characters Description, 80 characters. However, there are a number of things your ads cannot contain, including but not limited to:
All caps (e.g. FREE DELIVERY) Symbols to draw attention to your ads (e.g. ***Free Delivery***) Additional spacing (e.g. F r e e D e l i v e r y) Trademarked terms Exclamation marks in the headlines.
What makes a good ad?
Ads should engage your audience, guiding them to choose you over the other ads or organic listings on the page. A good ad will contain:
Words and phrases that are relevant to your keywords Unique selling points Calls to action.
Here we set how much you want to pay for a click on one of the ads showing for your keywords. This is called a ‘Bid’ or ‘Max. CPC’. Every keyword can have a different bid.
Paid search platforms give you a guide on how much you should bid, but ultimately it’s down to you. If Google is recommending a bid of $2.50 but you only want to bid $2.00, that’s fine – it may just mean your ads show lower down the page or less frequently.
Ad extensions are additional pieces of information about your business you can show alongside your ads. In addition to providing a better user experience, they can also increase the quality score of your ads and help your ads take up more space on the results page.
Some of the ad extensions available are:
Sitelinks – links to additional pages on your website
Callouts – additional text about your business
Location – show your business address
Call – show your phone number. This also gives users on a mobile the option to click-to-call
Price – show different services or products along with the costs
Seller ratings – these are automated snippets that may show if your business has reviews on sites like Google My Business or TrustPilot. This does not work with all review platforms so be sure to check first.
Typically your ads will start showing within a few hours and you can see the results in your paid search accounts. You can pause your campaigns at any time.