PPC Guide: Your Resource for Paid Search Advertising & Paid Search Marketing
Here at Internet Marketing Media Services, our mission is to put money in our clients’ pockets. One of the best ways to do so is through PPC advertising and marketing. This article can serve as a guide to ensure your team understands the basics of PPC. Once it does, your brand will be on its way to increasing both profit margins and ROI. Also, your company will understand how to use its budget well and convert plenty of leads. Are you ready? Let’s get started.
An Introduction to PPC & Paid Search Marketing
PPC stands for pay-per-click. It serves as an advertising model to assist marketers when they put ads on online platforms. The marketers then pay the platforms whenever an ad receives a click. To avoid confusion, PPC is sometimes referred to as “SEM.”
What is the main goal of placing a PPC ad? It is to get people to click so that they will access your app or website. (Or even a blog.) Once this takes place, your team’s next goal is to convert that lead into a buyer.
Some of the best advertising platforms in the world are search engines. Why? Brands can feature ads that get based on the terms people are searching for. Bing Ads and Google Ads are two popular examples of online advertising services. They both use RTB. This stands for real-time bidding. This is when inventory gets sold in automated auctions. These private auctions take place thanks to real-time data getting applied.
How Can I Learn PPC?
Learning about PPC is easy thanks to the effective resources of our firm. We’ve helped countless companies launch successful PPC campaigns for the first time. Consider applying the following eight-step process. It will put you on the right track toward having successful PPC advertising.
- Do plenty of brainstorming with the director of your marketing department. You could check out a PPC guide that IMMS has composed.
- Take advantage of keyword tools. These will clue you in on the demand for your product or service.
- Organize your PPC campaign keywords in an effective way. You can’t run a great ad without having structure.
- Feature negative keywords as part of your PPC ad campaign.
- Keep your budget in mind at all times. This sometimes means having to work backward.
- Research the landscape of your competitors. For example, see if they’re using a certain SEM or SEO strategy.If they are, consider applying that SEM or SEO strategy to your PPC ad campaign. (Feel free to check out our company’s free 2021 SEO Guide. Our SEO Guide’s packed with tons of professional PPC tips. It also features tips for using SEO across all social media platforms.)
- Write and post-professional ad copy. Your advertising should feature keyword after keyword that will get people interested.
- Post a powerful call to action on your site or blog. Your CTA should drive traffic to your professional website.
Which Is Better- PPC or SEO?
Both PPC and SEO are great resources. It comes down to whether you’re seeking long term traffic to your website. If you are, SEO is your best bet. But it might take months before you start to see effective results. PPC/paid search ads will help you get fast results.
But keep in mind that PPC will take up a good-sized part of your budget. Many companies choose to get the best of both worlds. They use SEO for their main web pages. And they use PPC/paid search ads for individual landing pages.
What Is Paid Search Advertising?
Paid search advertising and paid search marketing are the same concepts. Both of them help businesses find opportunities to post-digital advertisements. Some businesses prefer advertising within a search engine’s sponsored listings. (Google AdWords is an example of this.) Others prefer to advertise through the resources of a partner site. Either way, companies can do PPC (pay per click) advertising.
This is where a business shells out some money whenever someone clicks on an ad. A less common solution is for a business to pay only for a PPC ad getting displayed.
Is Paid Search the Same Is SEM?
SEM stands for search engine marketing. It can refer to both paid searches and SEO (search engine optimization). PPC is a form of paid search advertising. That’s why it stands for pay-per-click. CPC is another form of paid search advertising. It stands for cost-per-click. Sometimes SEM refers to paid search advertising. (This is often when there is a small emphasis on SEO or SEJ.)
But it is rare for SEM to get referred to in this capacity. So, no, SEM and paid search advertising are not the same thing. But they also aren’t that different from one another.
How Do I Get Paid Per Click?
When it comes to pay-per-click, Google Ads is the most popular model. (Google Ads used to get called Google AdWords.) But Microsoft and other companies also have models that are like Google Ads. Through any pay-per-click model, users bid on keywords through an online auction.
Once the auction concludes, they pay for every click on each advertisement. Different keyword searches will result in unique ads. In fact, Google can dig into a pool of advertisers in milliseconds. The Google algorithm selects a winner that will take up the open ad space.
That’s how a PPC ad gets posted on any search engine results page. So, do you want your brand to get paid per click? If so, you’ve got to start attending online auctions for ad keywords.
The Basics of Paid Search & Keywords
All popular SERPs contain ad spots. (SERP stands for search engine results page.) Every ad spot leads to an auction occurring that’s based on the specific keyword in the search. Which company appears at the top of the SERP varies on a case-by-case basis.
It depends on criteria such as ad quality and the exact bid amount. Auctions are the lifeblood of PPC. As soon as someone searches for a keyword, an auction takes place. Any advertiser can make a bid for whatever keyword they believe will connect to their brand. Once the advertiser wins the auction, their ad can get featured on the SERP. This process is crucial for improving marketing and advertising results.
How does a company take part in auctions? The advertiser first needs to create accounts on platforms such as Google Ads. It can then create the ads and figure out where it believes the ads should get viewed. Most companies have their accounts split up into different campaigns.
What are some common campaign factors? They include criteria such as the type of product and the locations of the searches. Next, advertisers divide the marketing campaigns into ad groups. Each group features distinct ads and specific keywords. Keep in mind there’s free template after template online where you can do practice auctions.
PPC Marketing: Google Ads & Microsoft Advertising
When it comes to PPC, there are two popular platforms. They are Google Ads and Microsoft Advertising. In fact, Google Ads is the number one PPC platform in the world. Since 2000, Google Ads has gone through many changes. And those changes have benefited marketers across all industries.
The platform has a reputation for assisting all sorts of businesses. From small mom-and-pop stores to Fortune 500 companies. Microsoft Advertising is like Google Ads in many ways. It uses PPC technology to showcase ads on Microsoft and Yahoo-related websites.
Many people love that Microsoft Advertising takes advantage of Search Partners. Keep in mind that Microsoft Advertising focuses on the keywords within ads. There are more desktop searchers interacting with Microsoft Advertising than many people expect. For example, there were 137,000,000 unique desktop searchers on the Bing Network in 2017.
The Importance of SEO Keywords for PPC & Paid Search Marketing
Keywords are the heart and soul of PPC. Without them, advertisers cannot connect to people’s search queries. What are queries? They are the words searchers type into platforms like Google. Keywords serve as the bridge that connects the searchers to advertisers.
This is an example of how SEO planning affects advertising. This is why advertisers target potential customers using relevant keywords. The more relevant keywords, the greater chance your site can get optimized.
Keep in mind that every single letter and word in a keyword can affect the outcome of results. For example, say your company is a hamburger restaurant. Your team should know which exact keywords get more traction. Sure, “burgers near me” and “hamburgers by me” mean the same thing. But one of them may connect with way more search queries than the other.
Search Engine PPC Campaign Ads on Google & Other Platforms
Understanding how to use keywords is not enough. Your team should also know how to use ads in campaigns. All ads get placed into ad groups. Each ad group goes after certain sets of keywords. That’s why each ad group must have a specific theme.
Your company’s ads need to be as perfect as possible. Why? Because they’re what people see after auctions take place. You only get one shot (and a few seconds) to interest each person. So, your team must make their ads as amazing as possible. (IMMS can help your team create award-winning ads. Give us a call today for more information.) Campaign ads always feature three crucial factors.
- 1. An eye-catching headline.
- 2. A brief description.
- 3. A URL.
Where the ad appears depends on the specific SERP. Some get featured at the bottom of pages and some get placed at the top. It’s worth the time and effort to test out different variations of ads. Testing will help your team figure out what works the best. It’s also helpful to use ad extensions. Extensions can make your ads look more appealing. Platforms such as Bing Ads (Microsoft) and Google Ads offer these extensions.
Managing Your PPC & Paid Search Budget
Some auctions won’t cost your company much money. Others will be very expensive. This is why your brand has to figure out an exact budget and stick to it. Your budget can get divided into two separate factors.
- The dollar amount for each campaign.
- The dollar amount for bidding. This applies to the ad groups and keywords. These concepts are crucial for search engine marketing.
It’s all right for campaign budgets to go over-budget on some days. But you should never overspend on a campaign’s total monthly budget. Your brand’s account strategy will determine the budget. Keep in mind that bid-numbers allow your team to control their spending.
Any ad group has to have a bid. How much money an advertiser spends depends on more than the total bid amount. Factors such as ad rank and the activity of your rival brands also get taken into account.
The Search Engine PPC Ad Ranking System
Winning an auction involves more than spending the most money. Every search engine considers other variables. That consideration occurs while dividing where the ads get placed on the SERPs. Here’s an example. Google takes the following five ad ranking factors into account.
- The relevance of the ad.
- The quality of the ad.
- The amount of the bid.
- The search context. This involves parameters involving the person that’s making the search. Common factors include the location, time of day, and what type of device the person is using.
- The format impact. Formal impact refers to whether the ad features extensions. Many extensions can change an ad’s format.
What’s the number one metric for determining the relevancy of ads? The Quality Score. Here are the four factors that search platforms take into account with the Quality Score.
- The CTR. This involves the history of the click-through rate.
- The quality of the landing page.
- How relevant the ad and keyword is to the user’s search query.
- How relevant the keyword is to the advertisement.
PPC & Paid Search Ad Targeting
Do you think keywords are your company’s only targeting option? Think again. There are other options to ensure your ads get viewed by the right people. Make sure your team takes the following five factors into account.
- The date of a search.
- The time the search occurs.
- What device the searcher is using.
- The location of the searcher.
- Specific demographics.
The more specific your team’s targeting is, the better your ad will perform. It’s as simple as that. This is another example of why every word in your ad copy must be there for a reason. Here’s an example. You don’t want an ad that connects with retired people when you’re trying to reach millennials.
The great thing about bids is you can adjust them at any time to enhance your targeting. This will give you better control of your traffic by connecting with people likely to buy.
PPC & Paid Search Conversions
Sure, clicks are an important resource. But what’s even more important to the manager of a marketing department? Conversions. They’re when someone that’s clicked takes the next-step action that your company wants. This can be anything from signing up for an email list to purchasing a product. This is why it’s so important for your team to track conversions. Otherwise, how will you know if your PPC campaign is working?
Sometimes companies realize that their other marketing channels are driving the conversions. If this is the case, your team must determine how to improve its PPC strategies. The key to doing so is using analytics. Services like Google Analytics can help your staff track their conversions.
If your team continues to struggle with PPC, please contact IMMS today. We would be happy to give you more advice on how to take your PPC advertising to the next level.
Contact Us for Help With PPC, Paid Search Marketing, & SEO: Search Engine Optimization
Is your company about to embark on an advertising or marketing campaign? If so, your marketing manager doesn’t have to do it alone. Not when IMM is here to help you with your digital marketing and advertising needs. No matter what your budget is, we’ll put a digital marketing strategy in place.
The plan will serve as a guide that can help you get great results with new customers. Our firm uses advanced and effective professional analytics technology. It will allow us to assess how well your company’s web pages perform. This is part of our patented search engine planning process.
We’ll go keyword by keyword to figure out how to optimize all your content. We’ll then make changes to your SEO or SEJ structure. Our team will insert all sorts of relevant keywords. But each keyword won’t only go onto your website or blog. We’ll structure your advertising so that each ad gets recognized by Google. And even Microsoft through Bing or any other popular search engine platforms.
We know how frustrating paid search marketing can feel. That’s why we’ve provided SEO resources to hundreds of companies for years. Whether you need an ad template or paid search advice- you’re in the right spot. Our firm even features its own Director of Search Engine Marketing.
But that’s not all. We even have a Director of Paid Search Marketing. This is to ensure that all clients know how to take care of their paid search ads. And we’ve got tons of resources to help you along the way. So, what are you waiting for? Give IMMS a call or email right now. We’re ready to help you put an ad campaign plan to action that can get effective results.