The Efficacy of PPC Advertising and Its Uniqueness

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There are various ways to advertise in your business. Many people use a combination of all these. You can choose which is best for you. PPC advertising is one of the key methods used in Online advertising. You can pick this as one way to promote your business.

pay per click advertising, pay per click marketing, pay per click services,

This method helps generate clicks to any that website. Alternatively, you can say it is a way to direct traffic to the website by way of using a few relevant keywords that are related to your services or products. As the name suggests PPC is pay per click and it generates paid traffic. The publisher gets paid by the advertiser every time someone clicks on the ad. This can be said to be one of the effective strategies of the search engine campaign in digital marketing to drive traffic to the website.

Impact on ROI will be seen when the ad campaign is well optimized and best PPC practices are followed. The ad campaign needs to be well planned and should be given enough time.

For this PPC ad campaign to be really successful and give good results a step by step process has to be followed.

1. Goal setting

Any campaign needs an objective and so does PPC. It is this objective that will help make it effectual. While planning the campaign strategy this objective needs to be the key driver. The objective for marketing can be any or all of these- lead generation, brand awareness, increase website traffic and/or more sale generation. To fulfil the goal of the ad campaign each of these objectives need proper planning.

2. Picking the platform

PPC ads can be placed on various platforms like google, Bing or yahoo. Even social media portals like Instagram, Facebook and so on can act as the platforms for the PPC ads. You need to choose the platform wisely and then plan the strategy of the ad campaign accordingly. Google ads is an interface for advertising offered by Google and it is one of the most effective platforms for PPC. You can publish your ads on this platform and expect good results from it. The other platforms mentioned are also relatively effective so they too can be used to place your ads for the PPC campaign.

3. Targeting the audience

You need to know your relevant audience. This can be done according to the geographic location which is known as geo-targeting or it can be targeted to a specific kind of device, wireless network or operating systems known as device targeting.

In geo-targeting, you need to identify and choose your location where your ad campaign can do well. It can be a city, country or particular area in your city. With this, you can focus on the locations via the ad campaign to find your right customers. This will help in an increase in ROI. This can help optimize the campaign leading to give significantly good results.

In device targeting, you can reach a particular group that uses a specific kind of device. Most people use mobile phones today. So your campaign can target this audience that uses this device the most. You can even customize the ads for different OS and devices. Thus a huger audience can be targeted with the ad campaign.

4. Keyword research

This is a continuous activity and can be time-consuming. At the start, you create a core keywords list. This should be refined over time and then a better list formed with some long-tailed and low-cost keywords that are highly relevant. Then you need to also weed out underperforming and high-cost keywords.

5. Effective text creation for ads

Text plays a key role in ad campaigns. This is a form of promoting the products and services on the platforms and also a way of communicating with potential customers.

The broad rule is that the text should contain a core keyword, promotion, lucrative discounts and call to action. All that can compel searchers to click on the ad.

This ad text can add to the resultant quality score of the ad which depends on multiple factors. You need to make the text appealing and unique. Matching the ad to the landing page can give better results.

6. Addition of ad extensions

Ad extensions can enhance your ad. Use this to your benefit. Through this, you can give additional information about your business like phone no, address, rating, and even additional links to the webpage. This can make the ad prominent and more relevant ad that can ensure high CTR and enhances the quality score.

7. Scheduling of ads

To optimize the ad strategy ad scheduling is vital. Show your ad when a customer is searching online. Show it at a certain time like business hours or on certain days.

This can help you attend the customers better. This can be deduced by reviewing the performance on different days and time of the day.

Then accordingly you can schedule the ads. This can also help you bid for less adjusting according to the time-based performance.

8. Landing page optimization

One important factor you should not miss in a PPC campaign is the landing page quality. It can affect the final ad quality score.

Poor content or badly designed websites may not appeal to the searchers. This can act as a deterrent to the buyer. Also, the landing page needs to give complete information regarding the product or service that you offer including the call to action button.

Optimizing the landing pages for each ad copy when you create multiple ads is a better option.

9. Filtering negative keywords

You need to identify the keywords for which you do not want your ad to be shown. In PPC ad campaign negative keywords prevent the ads from displaying for specific keywords.

So you need to do proper research for these negative keywords and make a list. This filtering will also help you reduce the ad cost and can improve ROI by way of reducing the mean CPC.

10. Monitoring competitors

One of the important factors in the marketing campaign is benchmarking. Keeping an eye on the competitors can be highly beneficial for your business.

You need to monitor their ads, the keywords used, their appearance, their strategy and everything that is needed to know.

Creating an ad similar to that of the rival can be detrimental. Design the ad copy smartly and make it look better than that of your rival company.

11. Conversion tracking code installation

To know which keywords are leading to clicks and conversion and are beneficial to your business is really important. The tracking code can help you do that. Thus you can then optimize your bid and also improve your ROI.

12. Use of analytics

Tracking and monitoring the PPC ad campaign is key to know how successful it is. What things are working and what are not should be known specifically.

When publishing ads on Google platform via google ads using google analytics will help. This will give an insight into the behaviour of the searcher. You can now also measure the website bounce rate.

This will reveal the number of visitors to the website and also those that did not perform any kind of action. Tracking the conversion rate and CTR is also important. You can then optimize your campaign and landing page based on this.

13. Vital points

For a PPC campaign to be effective you need to continuously pursue it with researching on it and refining it from time to time. Your approach should always be attentive and alert.

Don’t let complacency creep into the ad campaign. It can be pretty detrimental. All the efforts and money spent until then can all go waste. So it is important to know what should be given more importance to in a PPC campaign and what is relevant in it.

So you need to make a plan and strategy and then invest in it accordingly and deploy a PPC expert to handle your ad campaign. The more time you give to it at the start better will be the outcome of it. So putting your business in competitive hands is really vital for the growth of your business.

It is important to have a budget and also invest wisely. You can also set a daily budget for the ad. Once this budget is reached it will disappear from google or the search engine you have placed the ad on.

Also, it is important to know which keywords are worth investing in. The keywords that have higher competition and budgets can get exhausted faster. Also, it is vital to keep an eye on the bid, ad effectiveness, and overall engagement. This will allow you to adjust the bid as you progress in your PPC ad campaign.

To sum up

So you can say that the effectiveness of the PPC ad campaign is nothing but the effectiveness of the landing page, keywords, ad copy, and the PPC manager. These are the four components that play a key role in the ad campaigns. These need to work in tandem to give the best results of any PPC ad campaign.

Does Your Website Need to Be SEO Friendly for PPC Marketing?

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You come across two terms SEO and PPC with respect to websites. Before coming to the query and finding a connection between the two let us know what is SEO and PPC briefly.

seo,ppc,adwords,pay per click

You can say SEO – short for search engine optimization is to make the right people to visit your website. While PPC – short for pay per click is a kind of advertising on different search engines like google.

The website owners pay these search engines to make sure of the high results for any search that a customer ensues.

So practically and technically both are different entities for websites. You can say both complements each other just like the two sides of a coin do.

Do SEO and PPC work together

Going back to the query in the title you can give a short reply as yes. After you launch your website you may not have put in any effort on the SEO front.

Then also you can get results using the PPC campaign. Likewise, to make effective SEO it is not necessary to run a PPC campaign.

Your ad quality score on google and the bid amount will help the search engine to decide the PPC position. For organic search ranking, hundreds of signals are considered to determine the position or ranking.

Though both are separate entities devoid of each being dependent on the other they complement each other can be said to be the outcome.

Balancing act

You can say that each one benefits the other. Albeit they may not be direct benefits but the advantages are still significant.

When you use both the PPC campaign and the SEO strategy for your website there will be an increase in the website visibility. Usually, this can be most relevant in the mobile devices wherein PPC ads tower above the top results.

Thus you can infer that both the SEO and PPC are complementary to each other and they will furnish somewhat similar results and can create a harmonizing effect.

Help with keywords

Your website needs an overall keyword targeting. For this, both PPC and SEO can be used. This can be explained thus. Deploying a good SEO strategy, a website can pick up long-tailed keywords.

However, in PPC campaigns this is not usually used. You can make it work the other way also. Now Google provides secure search this limits the access to keyword data during an organic search.

But using PPC you can get a better analysis. Using this campaign, you can check to click through the rates and then effectively track the conversions.

This allows you to arrive at better decisions in the use of keywords while targeting SEO. The PPC campaign will let you know the best converting keywords.

This will be the ones that most people use while searching for a particular product. Thus with a review on the content, you can go for better optimization. Thus enabling you to pick up higher traffic in organic search for this keyword.

More landing pages for SEO

During your PPC campaign, you create landing pages. These can be used for an organic search. You only have to find out how these landing pages will fit into the overall website.

It should not have duplicate content. This can be an issue with SEO but not with PPC. Then you can take steps to change the content and proceed with this strategy to increase your traffic through organic search and thereby pave the way for overall growth in business.

Web page efficacy helped by PPC

PPC campaigns can help improve the success of web pages. This can be tested with different pages to find out which copy, designs, calls to action, colors or buttons bring in the best of conversion rates.

With this information, the landing pages of the PPC campaign can be improved. Also, this can be used to better other action pages on the said website.

This can bring to our notice that a web page action can be made better with PPC campaign. And of course, this is the need of the hour.

If this strategy works for your website, you should go ahead and to the maximum to increase the traffic to get a higher conversion rate.

Both work independently of each other

In a technical sense, both the SEO and PPC are different and work independently of each other. But a technically savvy person can see through the fact that with using SEO and PPC together both can be used to improve the other.

So this takes us to the point that both the entities are relevant. But all these inferences do not lead to the real answer to the query though at the start it was stated in the affirmative.

Dig deep

Now let us really delve into the answer to the query. Millions of businesses are run some successfully and some failures. Some see success at the start but finally goes downhill.

While you have examples of some ventures going the slow and steady race to come out with flying colors. So the success story of each business is different. Each has followed a different approach and strategy.

Also, you may notice the fact that the same strategy does not work with every venture. Each and every business needs a unique approach that is customized for its growth and success.

SEO vs PPC

So one may wonder if a PPC campaign should be used or SEO should be used. The approach solely depends on the objectives, present situation and of course the marketplace.

When yours is a start-up you can face some hard times with using SEO. It is time-consuming and is a little complex in giving effective results for an organic search.

A start-up waiting for the SEO results to show and then grow may run out of time and relevance bringing about its downfall earlier than anticipated.

Instead, if PPC is used a fast track result can be offered. Of course, it needs to be done expertly and correctly to show positive results in its favor.  The main part is to understand potential customers first.

Understanding how they are using the web leads to determine which strategy is the best. A PPC campaign, SEO based organic search or a combination of both.  This strategy needs to change as per the situation demands too.

Pros and cons of SEO and PPC

This brings in the fact about the pros and cons of SEO and PPC. So when you go through this you may be able to decide which is the best policy to be deployed in your situation.

Also, you can get to know how to integrate both the SEO organic search and PPC campaign to bring about the best of results for your growth.

SEO helps improve organic traffic is what we learned through all the arguments above.

Now let us delve into its benefits

  • Awareness
  • Branding
  • Trust and credibility
  • Website traffic
  • Cost per click
  • Return of investment
  • Cost-effective
  • Sustainability
  • Improved CTR
  • Strategic advantage

Now coming to the drawbacks

  • Slow organic traffic
  • Targeting keywords not easy for start-ups
  • Poor content reduces organic visibility
  • Need high in house resources
  • Sustainable link building takes time and expert help

These are a few of the pros and cons of SEO.

Now coming to the benefits of PPC
  • Position on the page
  • Improved ads
  • Visual product ads
  • Brand visibility
  • Control on budget
  • Better targeting
  • Speed
  • Agile
  • Marketing intelligence
  • Stability
  • A/B testing
Now coming to the pitfalls of PPC campaign
  • Adding and spiraling costs
  • More effective locally
  • Global campaigns expensive
  • Need constant investment
  • Lose lead generation on payment default

To avert the pitfalls and use the advantages one must make a smart choice. This can and will influence the final outcome. You need to find out which kind of ads are working better- text ads or product ads.

Use the ones that give better results. Evidently, this can be a trial and error method. But in the end, you get a favorable result.

Competitors to face

Till now you are working with your strategy. But you may have business competitors. You need to get an edge over them. So you need to know what kind of campaign they are running.

Also, their strategy may affect your campaign and it becomes imperative for you to find out how it is affecting your campaign. For successful PPC you need to have skilled management along with optimization. You need to monitor bids, positions, quality scores along with click-through rates.

Conclusion

This needs to be given time and an expert needs to be deployed for a successful campaign. Only then your PPC campaign will be a success. Usually, a local business that has little competition can do great business with SEO.

You may not need to spend much on this too. however, a newly established e-commerce business going global will have many competitors and will struggle with organic search results. In such a case a PPC could bring better results.

Though both the campaigns the SEO and PPC are independent of each other you need to find out which works the best in your case depending on your business type. Yes, your website does not have to be SEO-friendly for PPC marketing but results can be better if it is so.