Quick understanding of PPC Advertising

PPC advertising aims to touch basic aspects of PPC marketing. It is a digital marketing strategy used on a large scale by advertisers and firms to invite traffic and convert it in potential customers. One of the common types of PPC you may have noticed is when you search any keyword on your search engine, you must have seen some websites (mostly at the very top) that have a little icon saying “ad”. These are all PPC marketers. You can see PPC ads highlighted in yellow in the picture below. You will get quick understanding of PPC advertising here.

What is PPC advertising?

PPC stands for “pay per click” which is a digital marketing strategy to put advertisements on particular keywords when searched on a search engine. However, the payment for the advertisement must be made as per the clicks by potential customers. The amount that must be paid by the advertiser per click may vary depending on a range of factors (like search volume, competition, bidding strategy etc.). Usually, higher the searches, higher the CPC (cost per click). Essentially, it’s a way to buy visits to your website. 

Search engine advertising is the most common type of PPC marketing. It allows the advertisers to place their ads wherever they seem fit and pay amount as per a click by a visitor. 

Remember, almost all paid search ads are PPC ads, but not all PPC ads are search ads.

Google ads is the most popularly used for search engine advertising. Google Ads allows you to bid on keywords and pay for each click on their advertisement. The platform enables you to create campaigns that will appear on all Google services. Every time a search is initiated, google looks for all the advertisers and puts some on the top and others at the bottom. This decision of who must get more opportunity relies on factors like, quality, and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.  

Google is the most used search engine hence the space for getting higher traffic is more in google. A few things to be kept in mind while using google ads for PPC are: 

• Ensure the keywords you use are relevant, popular, and likely to be searched. A thorough keyword research must be done before choosing a few keywords. 
• The quality of your page/website must be good. It should load fast. It must look appealing, and a visitor must feel the need to stay on the website to explore more. If not taken care of, this could easily turn into a high bounce back rate which would result is degrading the page. 
• Having good quality scores, backlinks and retention rate always helps in converting more audience.

Why must one use PPC marketing? 

1. Cost effective: PPC marketing works on the principle that no fee must be paid without clicks. A small amount of fees is charged only when a targeted customer clicks the ad.  

2. Targeted audience: Since, most of PPC works on keyword research and campaigns, the audience that actually views the links are the ones who have searched up the keyword themselves. This means that they are interested in the keyword and hence have a higher chance of converting into a customer. 

3. More traffic: Since your website is advertised, it will be displayed in such places where maximum people searching the particular keyword will be able to see it. This allows more and more traffic to drive in and hence more click through rates and increased sales revenue. 

PPC Keyword Research 

Keyword research for PPC marketing must be done thoroughly by analysing all the potential keywords, number of searches per month, relevance, seasonality etc. An advertiser must also regularly update his keyword list because the search rates may vary over time. Staying on one keyword will eventually start losing the traffic. Advertiser must update the website as well as the keyword to stay up to date and in the way of the traffic. An effective keyword list must be:

1. Relevant: Focus must remain on the objectives of the firm. It must not deviate from what the business sells or what goals the business has. Also, relevance among the audience is very crucial. Staying relevant also means that the target audience must be always intrigued by whatever the webpage is offering. This would require understanding the wants and luxuries of the target audience and creating the page accordingly. 
2. Exhaustive: The list must not only have the most popular and most frequently used keywords, but it must also include the long-tail keywords. Long tail keywords are the ones which don’t have a lot of popularity; however, they add up to account for majority of search driven traffic.  
3. Expansive: The keyword list must be ever expanding. New keywords must keep adding up as the audience gets new interests and wants.

We hope that you’ve learned about PPC advertising through this article quickly. We would be taking a deeper dive into other aspects of PPC advertising like Display Ads etc. in coming days. Stay tuned!

This article is written by Himani