Tag Archives: Pay-Per-Click Advertising

Pay-Per-Click Advertising

Top Pay-Per-Click Advertising Mistakes Have To Avoid

With the advent of platforms like Google AdWords and Bing Ads, posting targeted advertisements by Pay-Per-Click (PPC) Advertising method has become infamous. Just like any other digital marketing initiative, PPC requires honest efforts, a solid plan of action and effective execution. The concept is simple. Pay-Per-Click Advertising target users on websites through information like gender, age, geographical location, and device type/operating system and device type. Businesses/brands pay for publishing their ads which are targeted to the right users via the information provided above and here is also a helpful concept about the Adword Phishing which is an attempt by Google AdWords

PPC:-

Pay-Per-Click Advertising is associated with specific keywords, which when the user types in Google Search are matched and the relevant ad is displayed. For example, if you are an 18-year-old girl residing in Gurgaon and you search for Software coaching institutes, you will get relevant results near your location. Also, the ads may differ if you are using a laptop or a phone (i.e. device type). Pay-Per-Click Advertising is a clever and effective way for marketers to target ads not just on websites/blogs but also on popular apps. The advantages are huge, but only when used in an intelligent way avoiding foolhardy tactics. It is no surprise that the marketer often gets stuck up in their Pay-Per-Click Advertising campaign failing to get the desired number of clicks and that all is considered or a part of marketing and to know about how PPC & Search engine marketing strategy of works.

For example, a major problem marketer’s face is that they are unable to get/search many keywords for their ad. An ample amount of research is required to get a lot of keywords matching your Ad URL to have viewers. Failing to do so leads too little to no clicks since your audiences’ keywords don’t match yours.  Also, before setting up an effective Ad campaign there are abundant setting options that need to be disabled. You must be well aware of those before getting going. Also, many businesses think of running ads 24×7 quoting the high probability of visibility. It may not be so always.  It may be more effective to target Ads at the right time only. Moreover, if you are a business that is advertising a service that operates only during work hours, then it makes no sense to advertise 24×7.

PPC Advertising Campaign:-

There are a plethora of points marketers need to keep in mind to market their brand through Pay-Per-Click Advertising successfully. It’s all about avoiding common mistakes and standing out. Let’s dive deeper and explore what are the don’ts of Pay-Per-

Click Advertising:

  • Don’t optimize everything all at once. For example, you change your Ad content, bids and keywords together. It may lead to more visibility of your Ad but you will never know which factor worked the most. Or which didn’t at all. Thus, in PPC campaigns Optimization is a planned step by step process. It shouldn’t be done all at once as it could kill useful insights.
  • Analysts can’t emphasize the importance of A/B testing. It is crucial for every step-in time. For any small change, be it ‘20% off today’ or ‘20% off now’, customers can show a diverse pattern of behavior. A/B testing needs to be performed at regular intervals to gain insights.
  • Perform careful bidding, not eyeing the top every time. Of course, everyone wants to be at the top, but bidding for the top blindly can blow your budget more than the revenue you would generate by more clicks. Consider ROI carefully and always bidding for the top is not the best ROI in the long term.
  • Google offers an innovative tool called Extensions. You can include special offers, text messages, and other attention-grabbing content. Extensions increase user engagement with your brand and make your ad look more fun. If used smartly, extensions can boost your AdWords Quality Score and better your Ad position. Ultimately, it’s all about effective optimization of Extensions to increase the visibility of your ad

         Pay-Per-Click Advertising

  • Schedule your ads at the appropriate time. Run ads at a time they are most relevant. For example, if your restaurant is closed on Friday, then you wouldn’t run the ad ‘Come in Today’ on Friday. Also, you enjoy cheaper clicks at a time when your competitors’ budgets are depleted. Thus, monitoring the ideal ‘days of the week’ and ‘time of the week’ is important.
  • Another mistake marketers commit is not having a proper structure of your Pay-Per-Click Advertising campaign. Not categorizing layout of your Ad with respect to medium like Facebook, YouTube, etc.; not setting budgets on areas of your business you wish to promote signify poor structuring. Also, not being able to send potential customers to landing pages most relevant to their search is another limitation.
  • Don’t run a campaign for a very long time because it doesn’t leave room for much change in your Ad. In contrast, a campaign for a short period of time allows for significant changes that could attract a big pool of customers. So, don’t commit to a long-term campaign.
  • Don’t ignore attribution analysis in Google Analytics.

It is very rare that someone converts to a customer on the very first visit to your ad. Usually, after seeing your ad, if the user is interested to buy something, he/she will search for competitors and then decide what’s best. He/she may make multiple visits on your website at different times to narrow down if she will buy your product or not. Thus, to gain insights about what influenced customers’ decisions and for future decision-making, rigorously use attribution analysis offered by Google Analytics.

 

  • Not linking all your Google properties. The integration of Google properties with your AdWords account generates more data and opens the door for more optimization and business insights. Link Google Analytics, Google Merchant Centre (for example, enable shopping campaigns by uploading your product details to Google), Google Play, Search console and your YouTube account to AdWords.
  • Hyper-focusing on optimizing only certain keywords is another potential error often committed. Open your mind to diverse keywords/ ways of searching. Keep an eye for fundamentally different types of keywords and optimize a large set. Analyze what could you be doing differently in your account.

We sincerely hope these tips come in handy for when you start your PPC Ad Campaign. Wish you all the best!

 

 

 

 

 

 

 

 

 

Pay-Per-Click Advertising

How to use Pay-Per-Click Advertising for your small business?

Search Engine Optimization (SEO) and digital marketing to boost your brand publicity are one of the hottest trends today.

So, while we’re at it, you may want to know how the Pay-Per-Click Advertising works does. Pay-Per-Click Advertising is a marketing strategy in which companies develop Ads and collaborate with online platforms that publish their ads and the best ways to improve the Pay per Click Campaign

The businesses then pay a certain amount to platforms depending on the number of clicks garnered. Businesses that run such Pay-Per-Click Advertising campaigns online bid for phrases that the user might use while searching. The more keywords or phrases the Ad company is able to get under its belt, the more likely it becomes to get more views. Those views could be on the Ad itself or on the landing page. also visit here to know about Google Adwords and responsive search ad

With platforms like Google, Bing, Facebook, Twitter, Instagram there is an abundance of ways to increase your product outreach. From search engines to social media getting big, small businesses definitely have a variety of resources at their disposal. However, with stiff competition using these resources to one’s advantage is the real challenge.  When the majority of Google search users don’t visit the second page at all, you have to up your game to get your Ad on the very first page. This could be ridiculously difficult if you’re a small business or have just started. Mentioned below are common Pay-Per-Click Advertising platforms and how they work:

  • Google has developed a tool specifically for digital marketing called Google AdWords. Since it is the most popular and commonly used search engine, it is a wise option to get started with AdWords. You can research different keywords relevant to your Ad. Google also provides various Analytics tools to show you AdWords Quality score, which tells you the performance of your Pay-Per-Click Advertising. There are many other options available at your disposal.
  • Bing is another search engine that shows your Ad on Yahoo. It is the second most commonly used search engine after Google and can cost you less on Ads.
  • Facebook is the giant of social media. Many people believe it to be a monopoly since it controls a major chunk of online data. It’s the go-to for most companies when it comes to advertising their products online. Facebook also gives the advertisers data about their users to let businesses know more about them and target Pay-Per-Click Advertising effectively. This helps the businesses a lot who look to connect with their audience at a personal level.
  • Instagram’s popularity has skyrocketed unexpectedly. With the world going digital and people seeing the world through a digital lens, Instagram offers access to a diverse audience. If you can reach your target customers through creative visual content, Instagram is your oyster. It could be even more useful if you are eyeing millennials.
  • Twitter is an online news and social networking service which has an active user base. You can leverage it to broaden exposure of your company, share informational content and promote your brand. Also, what’s interesting is if your tweets are funny/ relatable for the users, you could get many retweets. This will increase your popularity. As history has shown, Twitter is heaven

For amusing and intelligent content creators.

  • LinkedIn’s key objective is reaching a professional audience for B2B enterprises. You can easily network with relevant businesses and crack a deal.

In order to push your Pay-Per-Click Advertising above your competitors’, there are certain strategies/tips you need to keep in mind. To stand out, you have to put a keen effort and be consistent. Here we list down crucial points you need to keep in mind before starting your PPC Ad campaign:

  • Research your keywords well. If you want to sell your product well, you need to know your target audience. Since search engines and other platforms use algorithms to pick keywords and show relevant ads, you have to pay keen attention to picking the best keywords. Research phrases and keywords that match your commercial intent the most. In order to be relevant to your audience narrow down your keyword to those that exactly resonates with your product/service. Also, remember that researching keywords is a regular process. You can use tools like SEMrush, Google Keyword Planner, Ahrefs Keywords Explorer to search for keywords.
  • Customize your landing page with a ‘call to action’. As soon as users click on your Ad they are directed to a landing page. In order to convert a customer, you want to show something interesting about you. To make your page look more engaging make a ‘call-to-action’. It could be anything from ‘download a free trial’ to ‘subscribe to us today’, depending upon the type of your business. Your landing page should be interactive and prompt the user to know more about you.
  • One more thing you may need to keep in mind is the loading time of your page. Studies have shown that 49% of consumers expect a web page to load in 2 seconds or less and 40% of viewers leave a website with a loading time of more than 3 seconds. So, make sure you page loads within 2 seconds to avoid losing out on potential customers.
  • Review your AdWords quality score and try to enhance it. Google measures this score from 1-10 and a higher score implies more exposure to your ad and a lesser cost per click. Google decides what ad to show and where to show it based on your quality score. Readjust your keywords, relevance of your text and quality of your landing page to boost your quality score. Simply put, an AdWords quality score determines the value of your ad. The more, the better.
  • Devising a comprehensive Pay-Per-Click Advertising campaign has become a science. For a small business (SB), it is advisable to rely on a professional specializing in Pay-Per-Click Advertising, since most of SB’s don’t have the means of outsourcing paid advertising. Listed below are some resources your small business could use to manage your campaign:
    • WordStream makes it easier to handle social media alerts and analytics dashboard
    • PPC Hero is a blog where PPC advertising experts share their wealth of knowledge about running a successful campaign
    • Facebook for Business does a great job of walking advertisers through the process of PPC Advertising

We sincerely hope our tips help you in understanding PPC Advertising better!