PPC stands for pay-per-click
A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organising those keywords into well-organised campaigns and ad groups, to setting up PPC landing pages that are optimised for conversions. Search engines reward advertisers who can create relevant and intelligently targeted pay-per-click campaigns, by charging them less for each ad click. If your ads and landing pages are useful and satisfying to users, Google will charge you less per click, which ultimately will lead to higher profits for your business. So, if you want to start using PPC, it’s important to learn how to do it right.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is the most popular PPC advertising system. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties. Ultimately, the ads on the Google page will be seen by the most amount of people.
An effective PPC keyword list should be:
- Relevant – Of course, you don't want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
- Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
- Expansive - PPC is iterative. You want to constantly refine and expand your campaigns and create an environment in which your keyword list is constantly growing and adapting.
Managing Your PPC Campaigns
- Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
- Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
- Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
- Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
- Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.