What is PPC?
What is the full form of PPC?
And, what is PPC Marketing?
Let’s begin with the Fundamentals:
PPC stands for Pay-per-Click– is a complex digital marketing channel. It showcases a great pool of opportunity for Companies to grow their business through relevant traffic and conversions.
PPC (pay-per-click) Marketing also known as search engine marketing (SEM). It is a form of online advertising in which advertisers pay a publisher (usually a search engine, website owner, or a network of websites) when the ad is clicked. Advertisers bid on the perceived cost of a click in relation to the keywords, platforms, and audience type.
Pay-per-click marketing is an advertising channel where marketers don’t pay for the impression or ad placement. They only pay when their ad is clicked by an online user. However, the bid amount may affect the placement of the ad.
The most basic paid ad format appears on search engine result pages (SERP) like Google or Bing. Advertisers have the opportunity to place their brand, product, or service in the form of an ad that targets a specific keyword, people and location.
Majorly the Paid Campaign is used for Goals like
- Boosting sales,
- Generating leads
- Brand Awareness
In the Pay Per Click campaign it is essential to choose the perfect keywords. In this online era, users are surfing about different services, products, information as in when needed. Advertisers have the ability to show a targeted ad at the precise moment this search is taking place. For Instance, if a user searches for “shoes,” an advertiser can show an ad regarding “shoes.”
What do PPC ads look like?
Mainly PPC ads emerge in search results, but not all. There are three major types of pay-per-click marketing ads.
Text ads are the default ad type in Google Ads. A text ad is composed of a written copy by the advertiser. Format and character limits are dependent on the PPC platform you are using. Text ads are most commonly elicited through the Search Network- when users search on Google for a keyword held within your PPC campaign.
This is what a text ad on a Google SERP looks like through Google Ads:
A display ad is shown in the layout of an image or motion graphics. Moreover, PPC platforms that offer display advertising often has a particular size and content. Adding on advertisers must comply with the requirements when creating their visual creative.
Display ads usually show up and are available for advertising placement on websites across the internet. Placing ads on websites where the advertiser’s target audience is the basic method to earn revenue through PPC.
Below is an example of a display ad:
A shopping ad is typically delivered after a searcher queries through a search engine or shopping engine. Shopping ads typically contain an image of the product, the price of it, and any applicable product specification ie; size, color, availability, etc.
This is what a classic shopping ad looks like:
Which are the main Paid Platforms?
Innumerable platforms offer text, display, and shopping PPC ads but there are three main platforms you can’t overlook:
Google Ads is Google’s chief PPC advertising platform. In addition, Google offers pay-per-click advertising on its Search Network and searches partner sites alongside with image and video advertising on its Display Network.
Adding on Advertising through YouTube is also available through the Google Ads platform. Now marketers are leveraging the increasing usage of emails and now you can see ads on your mailbox too. This is adding one more feature to your email marketing, which is showing good ROI in recent times.
Microsoft Advertising (officially Bing Ads) is Microsoft’s PPC advertising platform. The platform allows pay-per-click advertising on its Search Network (Bing.com) and searches partner sites (counting Yahoo.com) along with inhabitant advertising on Microsoft-owned web properties (such as MSN).
Nearly half (46.7%) of Indian internet users started product searches on Amazon compared with 34.6% who went to Google first.
Amazon Advertising is the fastest-growing PPC platform for e-commerce vendors. Amazon allows advertisers to create display- and shopping-focused campaigns that promote their products on Amazon’s shopping network.
Why is Pay Per Click important in 2020?
One of the most essential digital marketing goals is having your site rank high on Google organically. This takes a lot of effort and in-depth knowledge of how websites function. It’s a time consuming, and often erratic, process. If you’re not an expert, have partial knowledge, or are looking to have your site ranked on Google to bring new traffic to your site for a particular event, location, or season, then possibly Google Ads or pay-per-click (PPC) campaign is for you.
Here below are the benefits of PPC Marketing.
There are 4 discrete benefits to PPC marketing:
- Swiftness (Speed). Advertisers can hastily drive a major sum of traffic to the website. If managed successfully, PPC marketing is one of the fastest digital marketing strategies to drive traffic and conversion growth.
- Accuracy (Precision). Creating a highly targeted audience to show your ad is straightforward, especially on Search & Shopping Ads network.
- Agility. Performance insights are available almost instantly, which makes it easier to make the modification for improving your chances for a successful campaign.
- Measurement. With effectual conversion tracking, advertisers can see the ROI of the ads.
Now, the question arises: Is Paid Advertisement suitable for your Business?
If you have a website, think of PPC advertising as a marketing channel. The keyword is ‘think’. Only because you have a website does not mean that you should slot in PPC.
Before starting your initial PPC marketing campaign, make your budget, advertising goals, competition, and risk forbearance:
- Do you have a clear goal? PPC advertising is most effective when you can match Rupees spent to a conversion lead form completion. Crisp and clear conversion goals help you achieve that.
- What are you trying to achieve? PPC is great for responsive, quick advertising. But when you stop spending, PPC stops generating. If you want to balance this with earned media, try accumulating search engine optimization (SEO) to the plan.
- How much can you spend on PPC before you get a return on investment? Certainty check: Your ads won’t bring instant results. So be ready to spend some money without a return. It might be Rs.2000 to Rs 50,000. Just have a number in mind.
You don’t have to have a perfect answer to these questions. But it’s essential to consider them before you jump in.
PPC is suitable for any size of the business, whether small, medium or big. Although being the biggest brand on the planet as of now, Amazon also invests in Google Ads. Not only Amazon, but even Facebook uses google ads and other PPC methods for increasing their user-base and generating more revenue.
Having PPC as a part of your marketing strategy will ensure that you capture your likely customers at the right time.
With PPC, you can also build your online marketing strategies to calculate the much-optimized results.
If you maintain and optimize your PPC campaigns regularly, you can surely enjoy getting qualified and conversion-oriented traffic.
Also, if you are not using PPC so far, it’s frightening you are missing on a lot of opportunities for digital growth.
However, as each coin has two sides, even PPC has its drawbacks. So,
What are the drawbacks of PPC Marketing?
While there are discrete advantages to PPC, the advertising model comes with potential drawbacks advertisers should be alert of.
- Cost. PPC marketing can sometimes be very expensive, depending on the competition in your industry. Some ad placements can cost over Rs100 per click. PPC has an auction model for the ad budget.
- Waste. Due to the technicalities, some people might end up wasting the budget, so doing it right becomes very crucial.
- Volume. PPC marketing, particularly on the Search Network, frequently depends on search volume. If users aren’t looking for the product or service you offer, Search and Shopping ads won’t generate much traffic and hence it could be a waste.
Pay-per-click marketing is a multifaceted digital marketing tactic. Therefore, It can be a risky marketing channel if not managed accurately. Know more about us as we have wide range of experience in managing ROI Driven PPC Campaigns.
But it offers major value, and it has to be a central building block for any successful digital marketing campaign. Know your goals, set your budget, and test carefully.
By now, you would have already established if PPC Marketing is accurate for your business.
Accetrix, a digital marketing company in Ahmedabad, India is the right place that helps you manage PPC advertisements. There’s nothing holding you back. You have the information you need. Connect with us for getting free consultation on your PPC Campaign
So are you ready to change your marketing strategy plan?
FAQs for PPC.
What is PPC?
Pay-per-click, also known as cost per click, is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines.
How does PPC Work?
In a PPC campaign, you pay the Search Engine or wherever the ad is placed, for listing your ad on their organic search. You can also pay whenever someone clicks your ad based on the Cost per Click (CPC) of your keyword.
Benefits of PPC Marketing?
A great PPC campaign can reap profits much faster than any other online advertisement. The PPC method if targeted properly can reach the right audience which can turn the traffic into customers. This is cost-effective compared to other advertising methods.
What does PPC stand for?
PPC stands for Pay Per Click. In this you pay only if someone clicks on your ad. This form of advertisement is measurable and you control your budget which helps your business to achieve maximum ROI on your marketing spend.
What is Google Smart Campaign?
Google Smart campaign uses the massive data which google collects through its algorithms and optimizes your ad accordingly. It continuously monitors and optimizes your ad campaign as per the performance, which in turn improves your chances to meet your ad goals.