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PPC visitors are 50% more likely to make a purchase compared to organic visitors, making it one of the top three sources of on-page conversions.
What’s more, paid search ads can improve brand awareness by 80%.
These stats tell us one thing: Pay-Per-Click Advertising is a gold mine, and if you haven’t already, you need to give it a shot.
But, as with anything else, you can’t go in blind and expect massive success from the get-go. If you want your PPC strategy to work out well from the beginning, you’ll have to know a thing or two.
Today, we’ll cover the basics of Pay-Per-Click Ads.
What is PPC Marketing?
As the name suggests, this is a form of digital marketing where you get charged based on the number of clicks your ads generate. That’s what makes PPC so efficient.
Instead of paying to have your ads displayed for a specific amount of time, you’ll be charged based on their performance, making PPC marketing more cost-effective.
That’s not all, though. Even when your ads don’t generate clicks, they’ll still make an effect. Consumers need to see an ad at least seven times before it starts to sink in.
That said, by being consistent in your PPC advertising campaigns, the chances are that you’ll eventually attract the users that didn’t click through the first time they saw the ad.
Companies typically use PPC ads to drive users to a landing page.
So getting users to click on the ad is just the first part of the process. You’ll also need to create a landing page that will get them to convert. Consider working with one of the best Los Angeles web design companies for the best results.
There’s another thing you should know: There are multiple types of PPC ads, and choosing the ones that fit your business the best is important for your campaign’s success. Let’s quickly go through a few of them.
Types of PPC Ads
Search Ads
These are the most common types of advertisements.
They appear on top of the Search Engine Results Page (SERP), right above the organic results. To make search ads effective, you’ll have to do a bit of keyword research.
That’s because these ads appear based on what users type in the search bar. So, for maximum visibility, you’ll need to use the right keywords.
What’s more, search ads go along well with SEO. If your website appears both on the ads and at the top of the organic results, you’ll benefit from double exposure, thus, increasing the chances of getting users to click-through.
Display Ads
Unlike the former, display ads can appear all over the internet, not only in the SERPs. In other words, display ads will give you a much broader reach. But, they typically have lower conversion rates compared to search ads.
That’s because keywords will make your advertisements target a specific audience.
Social Media Ads
Social media ads are excellent for increasing brand awareness.
For starters, social media allows you to target a specific audience, increasing the chances of getting users to click through.
Secondly, social media is a shareable environment, meaning that users are more likely to share your ad with their friends.
Sponsored Product Listings
eCommerce stores mostly rely on sponsored product listings. They work similar to search advertisements, as both ads are displayed based on what users type in the search bar.
But, sponsored product listing relies on shopping-related searches using platforms like Amazon or Google Shopping.
Getting Started With PPC
Now that we’ve got all of that all of the way, it’s time to get started.
Firstly, you’ll have to choose the right PPC network.
In terms of search ads, you’ve got two options available: Google Ads and Microsoft Advertising. Although these networks also support other types of PPC ads, search advertisements are their main selling point. And that’s what you’ll need to aim for.
Going for Google Ads might seem the obvious choice here, right? After all, Google’s the most popular search engine.
But here’s the thing: Its popularity also comes at a price.
So if you’re just starting out, consider choosing Microsoft Advertising instead. It’s great for learning the ropes without losing too much money. And with over 7.5 billion searches each month, this option is still promising.
The same thing goes for display ads.
In terms of social media, pretty much every platform has its own PPC network. You should research your target audience and display the PPC ads on the platforms they are most likely using.
When it comes to sponsored product listings, Amazon PPC might be your network of choice. After all, Amazon is an eCommerce giant. So, having your ads placed at the top of its SERP can bring you significant profits.
Bear in mind that you’re not restricted to one type of PPC ad or network. But, until you get the hang of things, it’s best to stick to one kind of ad on a specific network.
How To Create an Effective PPC Ad Campaign
Define Your Goals
For starters, you’ll need to figure out what you want to achieve from your PPC campaign. For example, you may want to raise brand awareness, generate leads, drive more traffic or increase sales.
Your goal will dictate the PPC strategy, as it will help you choose the network and types of ads that suit your needs the best.
For example, if you’re looking to raise brand awareness, social media should be your go-to.
Know Your Audience
Although you’ll only pay for the clicks your ads will generate, it doesn’t mean you should disregard your target audience in favor of reaching more people.
This will render your ads ineffective, as they wouldn’t resonate with any of its viewers. That said, make sure that your ads are created with your target audience in mind.
Craft Compelling Copies and CTAs
Your ads should be all about grabbing attention and getting users to click on them. This is done by writing a solid copy and a compelling CTA.
Display your unique value proposition straight away, and finish off with a persuasive CTA like “Try now for free.”
Get The Landing Page Right
As previously mentioned, PPC ads will only do part of the job. Your landing page is the money maker.
As the future of service is digital, integrating a chatbot to answer your visitors’ questions on the spot is a good idea. That way, you’ll eliminate any potential uncertainties your visitors might have.
Experts at Digital Silk, a New York web design agency, say that your landing page needs to have as few distractions as possible.
That’s because you’ll need to drive users’ attention to your CTA. Furthermore, you’ll have to pay attention to the copy and call-to-action here as well.
Your landing page needs to convey the same emotion as the ad.
A/B Test
It’s almost impossible to get your ad campaign right on the first try. There will always be room for improvement. So, to find out what’s working and what’s not, you’ll need to do A/B testing constantly.
This is the process of comparing two versions of a marketing asset, like your landing page or ads, for example. These versions differ by a single variable, like the color of a CTA button.
This allows you to pinpoint what changes alter your ad campaign’s performance.
Final Words
All in all, your PPC ad campaign can have a noticeable impact on your business. That said, make sure to create a campaign that aligns with both your company’s and your audience’s needs.
Ellie is a long-time marketer, currently working as a freelancer in Miami, Florida.
She is also a passionate writer and loves to explore new, innovative and digital news.
In spare time she is an eco activist.
Editor at Digital Strategy One.