What is PPC?
PPC stands for pay per click and is a marketing form of online advertising in which advertisers accumulate costs when users click on their ads. Advertisers bid on the perceived value of a click in relation to platforms, audience types, and keywords. PPC is used for a variety of campaign goals such as generating leads, increasing sales, and even promoting brand awareness. It is really all about relevance. Users search for specific services, information, and products all the time, so advertisers have the ability to show a targeted ad at the moment the search is happening. This can occur for any product, service, of information needed. Through account structure and targeted settings, advertisers can be successful with PPC campaigns if relevance is the most relevant aspect.
Main Platforms for PPC
There are a couple popular platforms available to utilise PPC such as Google AdWords, now Google Ads, and Bing Ads. Google Ads is the largest pay per click platform available as it runs on Google, Search Partner sites, and Display Network sites. Bing Ads, also popular runs on the Bing and Yahoo networks and is primarily keyword based advertising.
To get started, advertisers must choose keyword themes and create individual campaigns. Within these campaigns are themed subcategories known as ad groups. Each ad group further contains themed keyword variations. Each keyword is then assigned a match type that defines the queries with exact, exact (close variant), phrase, phrase (close variant), broad, modified broad, and broad (session-based) being options. There are also negative keywords that when used in the search your ad does not show. These could include free, bargain, or cheap if needed. You must also choose an audience, which are groups of users who are segmented in a variety of ways. Audiences can be created based upon pages viewed, pages per visit, and time spent, among others.
Once ad groups are created and keywords chosen, ads can be written with the targeted keywords, value propositions, and a call to action in each ad. These are limited in character number by line. Advertisers can run product listing ads (PLAs) and image ads.
Next, you must manage the settings which refer to the campaign types, device targeting, and location targeting. Settings also includes managing ad scheduling, budgeting, delivery method, and the ad to be delivered. Once all this is set and functional, you should use conversion tracking.
Conversion tracking allows you to create conversion goals to gauge account performance. Adwords allows for various types of conversion tracking for advertisers and can be linked to Google Analytics to provide information on post click behaviour.
The next aspect of development is that of ad extensions, consumer ratings annotations, and seller extensions .Furthermore you need to know your tools. Search engines wish to maximise revenue, and as account managers we are in charge of what is spent. This means the search engines will provide tools to justify what is spent. Some of those tools may include change history, keyword and display planners, and ad preview and diagnostics. Utilising each of these will pay off as far as your PPC experience.
If you are just starting out trying the PPC world, then start slow. Get to know and understand what PPC can do for your company, service, or organisation and design accordingly. You will likely see positive results, but you must know what you are doing over time.