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Pay Per Click Explained
Everything you always wanted to know about PPC
What Is Pay Per Click Marketing?
The power of the Internet is limitless. To help your product reach the target audience, you must strategize to use this power to its fullest. Online marketing can, therefore, be greatly beneficial.
One of the effective and popular online marketing is, Pay Per Click. It helps you to earn for every website visit and the clicks.
There are several steps to arranging and strategizing a Pay Per Click Marketing campaign. From selecting the relevant keywords to arranging them, there is a lot involved. You can plan a campaign for the requirements of your business as well as the website.
Read on to know more insights about what Pay Per Click Marketing entails.
Brief about Pay Per Click Marketing
Pay Per Click, also known as PPC Marketing, is a form of online marketing. In this model, advertisers have to pay an amount each time someone clicks on their advertisement. This gets the advertiser visitors to their website. These views are essentially bought.
Advertisers usually bid depending on the keywords, target audience, and the platform. Search Engine Advertising is a widely-used form of PPC marketing. In this form, you can bid for your ad's placement among the sponsored links of the search engine that pop up when someone searches with a keyword related to your website and content.
You have to pay the search engine whenever someone clicks on your advertisement. With great planning, the turnover can be phenomenal. You can earn way more with a click than you have to pay for it.
PPC can be used for several marketing pain points. From increasing sales to promoting your brand, you can customize your campaign to suit your needs. However, it is all about relevance.
Your ad will be visible at the moment someone is searching with relevant keywords and such. This can be achieved with careful planning, structure, and target settings.
Platforms for Pay Per Click Marketing
There are several platforms that host PPC Marketing. As much as it is beneficial to the advertiser, it is beneficial to these platforms too. It helps them cater to both advertisers as well as users. This, in turn, makes them seem relevant and useful to all their users.
Their target of providing relevant, streamlined information catering to the user is served even as they bring in their advertisers' revenue. It is a chain process that profits everyone involved. Depending on factors like your budget, convenience, business, and target audience, you can choose from the following options.
Listed below are some of the most popular ones.
1. Google Ads
Google Ads is reputed to be the largest pay per click platform. Under them, advertisers can bid on relevant keywords and pay per click on their ads. Google Ads work on Real-Time Bidding.
The winners of the bid are chosen interestingly. Google does not focus only on the highest amount of money paid. Rather, they focus on the quality and relevancy of the ad text and keyword. Google’s system helps advertisers reach their target audience within their budget.
Whenever there is a search, Google Ads selects a number of winners from all the bidding advertisers. Their advertisement appears in the ad space of that search result page, among the bidders, who will appear on the page and where it depends on their Ad Rank.
This Ad Rank is calculated by multiplying two factors. First, the CPC Bid, that is the largest amount that the advertiser can pay. The second factor is the Quality Score, based on several factors like the relevancy of your keyword, the click-through rate for your website, and more.
2. Microsoft Advertising
Microsoft Advertising is another popular pay per click marketing platform. It places the ads on Yahoo and Microsoft Networks. It majorly works on keyword-based networking and is associated with Microsoft Search Network.
They also provide a learning curve with certificate courses that help you learn more about marketing. If you are using Google Ads, you can also pull that information for advertising in Microsoft.
3. Facebook Ads
Facebook Ads are highly effective and useful. They have great targeting options, which make them a popular choice. Plus, with this option, you can advertise on Instagram as well. The advertiser can set targets for their ads based on several factors.
These include session-based behavior, location, user interests, and more. Facebook also displays native ads that help the other ads to blend in and seamlessly appear on the user's feed.
Keywords for Pay Per Click Marketing
Keywords are one of the key points of pay per click marketing. Most successful Google Ads have a continuously evolving list of keywords. You need to review your keyword lists from time to time.
The more relevant and up to date your keywords, the more will be your reach. It will also help you remove underperforming or unnecessary but expensive keywords.
Your keywords drive traffic to your website. Not only are the most popular keywords important, but so are the long-tail ones. They are highly specific keywords. They are also less competitive and, therefore, cost less.
To successfully choose your best keywords, you need to do thorough research that includes several points.
Read on to find what they are and take note of them.
- Match Type
Keywords are linked to search queries. Each keyword is, therefore, assigned a match type. These define the queries that will allow your ad to pop up.
You must assign a match type to your keyword to help it reach its target audience. The following are the different categories of match types.
- Exact Match
Under this match type, the ad shows up when the exact term or a close variant of the same is searched. These close variants include synonymous keywords, even if there are spelling or grammar differences between the keyword and the query. It is designated with brackets.
- Phrase Match
When you categorize under this match type, the ads are visible when the searches match a phrase or a close variation, including words before or after it. Its close variant form can even contain misspellings.
On the other hand, if the original phrase's basic meaning or essence is lost, the ads won't come up. It is designated with quotation marks.
- Broad Match
By default, all keywords are assigned this type. It can contain all types of variations, including related searches, synonyms, and even wrong spellings. There is also present, Session-Based Broad Match, that takes into account the users' other searches during the session.
- Modified Broad Match
type is a sub-type of this category. The only difference is that it shows ads when a "+" sign is added in front of the query. Close variations of the sign are also allowed.
- Negative Keyword
Negative Keywords might sound bad but can be hugely beneficial. They help filter out unnecessary and irrelevant traffic. Some examples of negative keywords can be “expensive” in relation to coupons or discounts. On adding this term, your ad will not show when the query containing it is typed.
- Ad Groups and Campaign
Planning the entire PPC campaign is an essential part of it. The first step to getting the most out of the keywords is to choose keyword themes. Each keyword theme then goes on to have their campaigns.
These campaigns again have subcategories, which are called ad groups. In turn, each of these ad groups contains variations of the themed keywords. Variations can include added words, different arrangements of words, and more.
Types of Advertisements for Ad Copy
Now that the keywords and ad groups have been planned, the next step is to work on the Ad Copy. This makes up the content of the ad itself. If this is attractive and enticing, only then will the user click and visit the content.
There are various types of advertisements. Each has its structure and protocols.
Text Ads
Text Ads have their structure. Advertisements must have the relevant keywords and keyword themes. It should be something that will urge the user to click on the advertisement and a good proposition.
On clicking this text, the user is taken to a page where the ad's message is continued. This is called the "landing page." Expanded Text Ads have now replaced the regular Text Ads in Google as well as Microsoft.
Now that mobiles are more in use than ever, you should be aware when writing that your ad copy will show on mobiles. However, you have to write a single ad copy that is automatically formatted for desktops as well as mobile handphones. Ads are advised not to have excessive punctuation, capitalization, or unnecessary jargon.
Each search engine can have its specifications. The structure and details of Text Ads as per Google Ads are as follows.
• Headline 1- Maximum 30 characters, including spaces
• Headline 2- Maximum 30 characters, including spaces
• Headline 3- Maximum 30 characters, including spaces
• Description 1- Maximum 90 characters, including spaces
• Description 2- Maximum 90 characters, including spaces
• Path 1- Maximum fifteen characters
• Path 2 -Maximum fifteen characters
Image Ads
Display Network campaigns are also often done by advertisers. These campaigns use Image Ads. The units containing the Image Ads are incorporated into the content of multiple sites present in the Display Network.
Typically, there are nineteen standard image sizes. You can either use these or customize a responsive ad that adjusts its size, depending on where it is displayed.
Product Listing Ads (PLAs)
ECommerce organizations commonly utilize this type of ad. They typically appear when you search for products you want to buy. They contain the title of the product, a sample image, and the price listing. Often discounts and slashed prices are displayed too.
To use PLAs in your Google Ads campaign, a Google Merchant Center account must be connected. This is because they use Google product feeds. Even in Microsoft Advertising, you need to use a Bing Merchant Account. The feature on Microsoft is simply called Product Ads.
Types of Campaigns
There are several different types of campaigns. Planning the campaign that is the best for your content is very important. The following are the types you can choose from.
- Shopping Campaigns
Shopping Campaigns utilize Product Listing Ads (PLAs). As we have seen, they are available both on Google as well as Microsoft. A Shopping Campaign can be created once the product feed is put in the Google Merchant Centre.
Usually, advertisers make product groups and then bid on the attributes of the feed. Attributes include product type, brand, category, etc. This type of campaign is not based on any keywords.
The queries are matched with the most relevant product. This is why all products must have sufficient information, relevant description, and a good title.
- Search Network
Search Network comprises the main Google search domain as well as its partners. These include the likes of amazon.com. This is keyword-focused advertising and is the most common form. Basically, the ads are shown whenever users' queries match with the keywords present.
- Display Network
This type of campaign is more focused on brand awareness and content. Display Networks are sites that show text ads as well as image and video ones. The ads are displayed within the content of the site.
Instead of targeting based on keywords, it focuses on the users. This goes on to create brand awareness and generates interest in the content itself. For example, the user is taken to a blog about the different types of face masks and their suitability for skin types if they search for face masks.
Although it might not focus on any particular mask, it can generate more interest in the brand itself.
- Search Network with Display Opt-In
This is a combination of both the Search and Display Networks. In the older version of Google Ads, it was called Search Network with Display Select. You can now create the normal Search Network campaign in the latest version and then simply choose to include Display Network.
In this type, it is Google who determines where the ads may perform the best. This control is, therefore, taken away from the advertiser.
Important Settings
The key to a successful campaign also lies in selecting the best settings. Once you have planned and set up the type of campaign you want, it is important to meet your targets. These settings help you reach your goals.
- Location Targeting
Pay Per Click Marketing can be broken down into several levels. Effective planning takes into account all of them to make the best of them. Location targeting is an important factor.
Advertisers can choose to show their ads in specific locations. This helps them get to the audience who will be most likely to get interested in their content. For example, sunscreens ads will get much more interest and engagement in California than in Washington DC. Advertisers can set up modifiers according to locations.
- Ad Scheduling
Scheduling of ads is important to get maximum engagement. Advertisers can choose to run ads only at specific times. Ad scheduling helps to manage when ads show efficiently.
For example, a shopping website can show their ads all the time. However, for campaigns by shops or cafes with specific working hours, it would make sense to show the ad only in those hours.
Like in location targeting, bid modifiers can be set up in this case too. They can be set for days or even hours. This is an effective measure when thinking about how weekends promise more engagement than weekdays. Consequently, bids for weekends might be higher.
- Device Targeting
Different devices can have different bids set to them. Ads show across all devices, including desktops, mobile handphones, tablets, etc. Desktops, laptops, and tablets are deemed similar by most search engines.
Therefore, the same bid is applied to them. However, mobile handphones have different bid modifiers catered to them.
- Method of Delivery
Ads can also be delivered via different methods. There are two choices for this- standard or accelerated. They are based on the budget put into the campaign.
The standard option displays the ads throughout the day. It is a better option if there are budget concerns. It does not show the ads all the time, depending on the budget.
On the other hand, the Accelerated option shows the ads for every relevant query. This is done till the budget is exhausted. Therefore, it is better when there are no budget constraints.
At Google Ads, there are two ways in which your ad can be delivered. First, there is Optimize. In this way, the delivery is dependent on ads that are expected to get a larger number of clicks.
Secondly, there is the Rotate Indefinitely Option. In this, the ads are not developed catering to any target volume of clicks. The ads are delivered evenly and steadily to the auction.
- Ad Extensions
Ad Extensions add a unique touch to your PPC ad as well as enhance it. Essentially, they are links that show any additional information regarding your content. Sometimes, search engines generate ad extensions automatically. They can also be set and controlled manually by the advertiser.
Ad Extensions are proven to increase Click-Through Rates. This can be attributed to the fact that larger ads are visibly noticeable on the result page of a particular query. The following are the many types of ad extensions present.
- App Extensions
Most services these days have their native apps or are accessible through apps. This type of ad extension is a great option for advertisers looking to promote apps and app downloads.
- Location Extensions
Location Extensions are used to show the address of a particular business. They are used for businesses that have a building or office. This service is available both at Google Ads and in Microsoft Advertising.
- Sitelink Extensions
Sitelink extensions help users navigate better into your website. They are additional links that showcase categories and pages present inside your website. These extensions also take the user deeper inside your website.
They must be relevant to the keyword and search term. Sitelink extensions are added manually in the editor or the interface itself.
- Call Extensions
Call extensions allow users to put in their contact information with their PPC ad. If your business does not require this feature, you can choose not to add this. For mobile handphones, these come with the click-to-call facility.
This allows the user to make a call to the business directly. This is also a better option than simply displaying the number on the site as often, users either might not find it or think it is too much of a hassle to copy the number and then call.
- Seller Rating Extensions
Seller Rating extensions help ensure a good image of your business. Google automatically sets them. They do so with the help of trusted reviews from reliable sources.
The ratings show if your business has had at least thirty reviews of 4+ stars calculated over a year. Search engines also do a thorough check to fake identity reviews. The unnatural and sudden flow of ratings is often considered suspicious.
The business process of a particular website is also taken into account. Regular customer feedback and reviews are gathered by advertisers too. This helps them make this extension a successful part of their campaign. This also helps check the authenticity of their ratings.
- Consumer Rating Extensions
Consumer ratings are customer reviews that are gathered via various surveys. It is automatically set by Google, who gathers these ratings from reliable sources. A minimum of thirty unique reviews must be present in order for this extension to be visible.
This feature is only available in Google Ads. It is also up to them to decide which ads and businesses they will make visible.
- Review and Report
It is always important to check on how well your campaign is going. There are various kinds of reports that can be made on your PPC campaign. These reports help you get an insight into how effective your campaign is and if any changes are needed. They also let you know if there is any need for remarketing.
- Segment Options
Segmenting your content and data into various sets will help you review it more easily. You have the option of segmenting your data when you are running a report. It can be done based on location, time, device, etc.
Depending on the level of breaking down you would like, you can choose between various options. Some segments are exclusive to certain sets of data. These options are available on the tabs of Google Ads.
- Filters
Filters are again useful to review large amounts of content. Breaking them into smaller pieces ensures sufficient attention to each of them. You can create filters in Google Ads as well as in Microsoft Advertisements.
You can create filters based on the performance data. Subsequently, you can make changes or fix goals on the particular data that was filtered out.
- Columns
Columns help you customize the interface with pre-set standards that help you analyze your data. They can be applied to all tabs present in the interface. You can add several data using Columns. These include the likes of assisted conversations.
- Auction Insights
The Auction Insights report gives you details on the auction for search results. This includes information about who your competitors are. You can gather information on the impression of your campaign in comparison to your competition. This, in turn, will help you judge whether you need to make any changes in your bids.
It also helps you see if you have competition from other industries. Knowing this can help you plan your keywords well. If needed, then you can add keywords, bid on different ones, and more. This report is available only on Google Ads.
- Search Query Reports
Search Query Reports are one of the most popular and useful optimization techniques. It is beneficial to do this at least two times a month. They are used to filter out unrelated queries.
These can then be used to add negative keywords. This helps in expanding your list of keywords. Both Google and Microsoft have facilities to do this type of report.
- Placement Reports
Placement Reports are based on the places in the Display Network where your ads show up. With this report, you can analyze where you want your ads to be visible. You can bid for specific websites or remove its irrelevant ones, which are just costing you money with no results. This report is also suggested to be done at least twice a month.
Display Network
Display Network is reputed to bring in a larger volume of traffic compared to other network types. It is also a cheaper option. However, traffic can be quite unfiltered. In order to bring in more qualified traffic, you need to carry out specific targeting through the various options present.
The following are some of the most popular forms of targeting.
- Placement Targeting
The locations where your ads will be shown are called their Placements. They can be set manually by you. It is then called "Managed Placements."
You can also let Google Ads automatically optimize your placements based on your targets. Placements are very important because it ensures your content reaches where your audience is most likely to be.
Placement Reports are greatly helpful in this aspect. With them, you can locate where your ads are performing the best and where their performance is the worst. Adding the best-performing sites to your "Managed Placements" tab ensures you utilize the high engagement you are getting from there. Subsequently, you can remove the placements which are not performing well.
The importance of placements also depends on your targeting method. If it is location-specific, placements are very important. However, if your targeting is primarily focused on other factors such as interests, age, etc., placements do not hold that much importance.
Some placements will always perform better than others, but it is not that much of importance if it's not your primary concern.
- Contextual Targeting
Contextual Targeting is defined as the use of keywords in your Display Network. They are not as highly specific as Search keywords but behave more like Broad Match keywords. They help display your ads on sites that have the same themes.
So, they are more focused on ad groups as keywords in a single ad group act as a theme. Contextual Targeting can also be combined with other methods to make the targeting of better quality.
For example, if your Display keyword is "moisturizer," your ad will appear on any site that talks about moisturizer.
- Topic Targeting
In topic targeting, you can choose Display Topics. These are themes that Google uses to match them to sites where you can display your ads. Placement Reports are also valid on these to see how the ad is performing on the matched site and see if it matched the theme accurately.
The topics to be targeted can be decided from the themes that fit the content of your advertisement. They may not be highly specific if your goal is more focused on creating brand awareness and impressions. In that case, you can go for broader themes that match the essence of your product.
The themes for Topic Targeting can be selected from pre-set ones. Unlike Display Keywords and ad groups, you cannot make them on your own. The bidding happens on the level of Topics instead of at the level of keywords.
- Interest Targeting
Interest Targeting is very similar to Topic Targeting. They have similar themes, but the difference is that Interests are based on users' behavior, whereas Topics are based on websites. This information is gathered by Google based on users' browsing histories and interests.
Google gathers this information because it can appear on any site that the user with that particular interest is on, even if the site itself is not related to your content.
Endnotes
There are, therefore, several aspects of Pay per Click Marketing. An effective and successful campaign takes into consideration all of these factors. Good Pay Per Click Marketing helps you push your brand forward in a highly competitive market
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