PPC on Google, which is a paid service, is an important and popular part of internet marketing.
However, one of the other major aspects of digital marketing is to rank your website high on Google organically. This process takes a lot of work and is time-consuming. And, often yields unpredictable results.
The method of the organic ranking of a website is called SEO (Search Engine Optimization). The paid counterpart of SEO is SEM (Search Engine Marketing). However, the results of SEM are temporary while that of SEO are permanent!
Google is the most popular search engine platform providing PPC advertising for businesses. So, all of our following blogs will be related to PPC on Google. Here we will be discussing the PPC model of Google search engine marketing.
Let us first get a basic understanding of what is PPC advertising.
What is Google PPC?
PPC stands for pay-per-click. As the name suggests, the advertiser needs to pay a fee only when his ad is clicked by the visitor. It is typically a way to buy visitors to your website rather than acquiring them organically.
NOTE – Most kinds of PPC ad campaigns can fit into one of two categories: Google Ads and Social Media Advertising. We’ll be talking about PPC on Google in this particular article.
How PPC works is that you set a budget for your ads on a platform, such as Google or Facebook. Next, the ads run on the platform, and you only pay for the clicks you receive on those ads.
This is not all. What matters is the Technique you use to create an effective PPC Ad Campaign!
Which industries can use Google PPC?
Almost any kind of business can make PPC work for them in some or the other way. Check out the list below.
- Jobs & Education
- Finance & Insurance
- Retailers & Manufacturers
- Business & Industries
- Computer Hardware & Software
- Electronics & Electricals
- Internet & Telecom
- Vehicles & Related Services
- Home & Garden Utilities
- Occasions & Gifts
- Travel & Tourism
PPC for Business
Pay-per-click advertising has an important function in the online marketing campaign of your brand. It can be very useful to directly address competitors.
However, if a PPC campaign is solely used for advertising can be far too costly, time-consuming, and short-term for your online marketing presence.
Benefits of PPC for Business
- Highly Targeted Ads – Relevance is an important search ranking factor. It simply refers to showing people exactly what they need. If you’re not practicing PPC, you may miss out on 30% of people who likely click on paid links because the ads are targeted to their searches. Besides, your ad might show up at different positions for a single user, which makes your brand fit at an initial consideration list when they are need services like yours.
- Pay only for the clicks – No initial investments are required. You only need to pay when the user clicks on your ad regardless of the actual sale happening or not.
- Budget Control – You have all the control over the budget you want to use on the paid PPC advertisement. Choose the overall budget or fixed daily budget according to your business finances. If we talk about PPC on Google, you can even control the amount you want to spend on each keyword separately.
- Immediate Traffic – As stated earlier, PPC ads are paying the platforms to get visits back to your website. If the creation of the ad is attempted to be technically correct, you can expect oodles of traffic driven to your landing page. Also, you cannot only rely on paid advertisements to gain traffic to you. Experts say that when you combine SEO and PPC as an online marketing strategy, the traffic benefits can be massive.
- Boosts search engine rankings – One thing to note is the position where organic search results start. In the present highly competitive market, even a number 1 organic search or SEO ranking cannot guarantee you the top position in the list of search results. Why? Because the top 4 spots are booked for paid results, bought by people running PPC campaigns on Google. After these 4 posts, Google shows the top 3 GMB listings. Next, after the listings come to the organic search results. This is the search result hierarchy! If you don’t use PPC, then your link is competing with the brands which use PPC.
Types of PPC Ads for businesses
Businesses can implement any Google ad campaign. But they need to make sure the campaign is suited to deliver the best returns.
If we consider only the PPC ads, some of its types are –
- Search Ad – These are the most common form of PPC ads available on the Google platform. The search ads are displayed above the google search results related to what the users are searching.
- Display Ad – Not exactly pay-per-click model ads, but it is a similar process and reaches a broader audience. These ads can be media-rich banners that are displayed across multiple websites and apps.
- Remarketing Ads – Remarketing or Retargeting Ads are shown to people who have already visited your website or mobile app in the past. Such an audience has a better conversion rate as they might have faced some issues in the first place due to which they were unable to complete the sale. If we ping them again using ads, they might convert.
- Social Media Ads – There are multiple social media platforms that enable users to run ads on them. Platforms like Facebook, Instagram, LinkedIn are amongst the popular targeted platforms. With these platforms, you also have the option to target an audience based on basic demographics, interests, and more.
PPC Ad structure
There is a specific way a Google PPC ad campaign needs to be worked on.
The steps in a single Google Ad includes –
- Product/service to market – Of course, you need to have a product or service to market and advertise about.
- Keyword research – The most important and time taking part in setting up a campaign is keyword research. Choose the best keywords related to your business with less competition and high volume to target.
- Negative Keywords – These are the useless keywords that get clicks but are not converting for your business.
- Campaign, AdGroup & AdSet Creation – You need to create a campaign that will have an AdGroup. The AdGroup further will have AdSets.
- Landing page – A landing page is a web page where the ad takes the user. Make sure your landing page is captivating and valuable so that the user feels determined to buy your product or service.
- Location/demographic specification – Specify all the details need in the entire campaign correctly. The target location is very important.
- Budget & Bidding – Plan the budget according to the availability of business finances. You can even bid separately for each keyword for more control on the ad campaign.