PPC stands for pay per click, it is a type of online advertising, model or campaign used to drive paid traffic to websites. Under PPC campaigns, you set a budget for the advertising and select a particular platform like Facebook, Google or Instagram and you only pay for the clicks you receive. It can play a very important role in your online marketing strategy. It helps you to rank your site high on Google.
PPC is associated with first-tier search engines like Google ads. It can be used for time-sensitive and specialised campaigns directed at your competitors. It is a time-consuming job where you can’t guarantee a hundred percent result. It also requires a deep knowledge of how websites work. It depends on a lot of unpredictable turns as you can’t determine the factors that might affect the rating.
PPC advertisement is a very broad concept and it includes wide ranges of platforms and mediums. We can mainly classify them into two categories: Google Ads, Bing Ads, and Social media platform advertisements.
In the case of Google Ads, you can pay according to your wishes for broadcasting your ads on the top and bottom of natural search listings. When someone clicks on your ad you can pay Google by ‘pay per click’ (PPC). You can upscale or downscale anytime you want. This is a really flexible and easy way to use it.
In the case of social media advertisements, you can have a very large audience who are scrolling in general. You can put an advertisement in various formats like images, videos, etc. You can even filter the advertisements based on location, age group, user profiles, choices, etc. Facebook and Instagram have the data of their users which is used to fit your advertisements into their feed. This way the people who might be interested in your product or business get visibility to your ads which will drive traffic to your website and ultimately bring you more business.
Set your goals and expectations in a clear and crisp manner in front of your entire team for your PPC campaigns. This will not lead to a waste of time and budget because in most cases unplanned campaigns lose sight of goals and can lead to an awful lot of waste. You should know who your targeted public is.
While choosing keywords try to analyse, discuss and find out the most possible keywords your targeted audience might enter into the search engines. Make sure that the content on your landing page matches the keywords shown in the ad. This shows consistency to the consumer and gains trust and is great for Quality Score.
Determine what is the expected outcome of the whole process. For example, do you want the user to buy a particular product, if yes then add the content on the landing page that should lead him/her to that particular direction? You should also be clear to set a proper budget. This way you can control the expenditure and know when you have found your target. Keep your campaign eye-catchy, simple and relevant.