No matter whether you have heard about PPC marketing & are very curious to know more, or you know you would like to take the help of a PPC marketing agency in Fort Lauderdale for your business, however, you are not very sure where you must start, you are at a right place! It is your first attempt in the PPC world, the set of guided courses, which can teach you everything that you want to know about the PPC as well as how you can make this work rightly for you and your business online. First, it is important to define PPC & establish basic knowledge about how does PPC advertising functions.
What’s PPC Advertising?
PPC is the online advertising method where advertisers pay every time the user clicks over their online ads. There’re different kinds of PPC ads, however, one of the common kinds is paid search ads. Such ads come when people look for things on the internet by using the search engine such as Google –particularly when they’re performing the commercial searches, it means that they are searching for something they can buy.
This can be anything from the mobile search (somebody looking for the “pizza” on phone) to local service (somebody looking for the plumber or dentist nearby) to somebody shopping for a gift for Mother’s Day or high-end item such as enterprise software. These searches trigger the PPC ads. In PPC advertising, the businesses running these ads are charged only when the user clicks on the ad, thus it got its name as “pay-per-click.”
How Does Paid Search Works?
Each time there is an ad spot on the search engine page, an auction happens for keywords instantaneously. The combination of several factors, which includes bid amount as well as the quality of the ad, choose the winner who can appear in a top position. Such auctions keep gears of the PPC moving. They start when somebody searches for anything on the search engine. Suppose some advertisers are interested in showing their ads that are related to the user’s search query, then an auction will be triggered based on the keywords, which are bid by the advertisers.
Rules of the Ad Ranking in the Paid Search
Google’s platform is known as Google AdWords, though it might appear a little complex, it is made to offer maximum ROI to everybody involved: Google, company, and searchers. In a way it does is by rewarding the most relevant, and intelligently targeted PPC campaigns just by charging less for the ad clicks. Hence, the specific & useful the ads are, the better you will be able to perform. You will be rewarded for showing interest in your website.
Each time the search gets initiated, Google digs in the pool of the AdWords advertisers & chooses the set of winners to come in ad space on the search results page. There are many different factors that decide the winners and itincludes the quality or relevance of keywords or ad campaigns, and the size of the keyword bids.
Managing PPC Campaigns
When you have created the new campaigns, you will have to manage them regularly to ensure that they stay effective for long. Actually, regular account activity will be the top predictor of account success. You must be analyzing the performance of the account as well as making the following adjustments for optimizing your ads campaigns:
- Adding Negative Keywords: You can add some non-converting terms or phrases as the negative keywords for improving your campaign relevancy & decrease wasted spend.
- Add Keywords: Expand the reach of the PPC campaigns just by adding more keywords, which are relevant to the business.
- Review Costly Keywords: You can review costly and under-performing keywords as well as shut them off if essential.
- Refine Landing Pages: You can modify content & calls-to-action of the landing pages that will align with the individual search queries to increase the conversion rates. Never send all the traffic to the same page.
- Split Ad Groups: You can improve CTR & Quality Score just by splitting your ad groups into smaller and relevant ad groups that help you to create targeted ad text as well as landing web pages.
You will learn about various elements of PPC campaign management when you move ahead through their coursework in the PPC world.
