If you want to increase your business’s visibility, look into launching pay-per-click (PPC) advertising campaigns. When you create a PPC campaign, you bid for certain keywords that will be displayed above organic listings on search engines. Then, if a potential client clicks your ad, you get paid for that click.
Considered to be among the most successful methods of advertising on the internet, PPC helps businesses gain better visibility in search engines. It also makes website users better able to make conversions. In addition, results are instantly visible and consistent.
Creating high-quality copy for advertising is essential for the effectiveness of PPC. While every industry and brand must take a different approach, there are some tried and tested strategies to draw the attention of buyers.
Below are the top recommendations on how to create highly-performing PPC advertising campaigns.
Choose a suitable platform that you can use for your PPC advertising
The first step to conducting an innovative PPC campaign is choosing which platform you will use. Google Ads are probably the most well-known PPC campaign for today’s marketers, But did you know social media marketing sites such as Facebook and Twitter also provide pay-per-click advertising?
The following is the way each one of these ad platforms is commonly used.
Facebook Ads
Facebook Ads lets you put “sponsored” posts on the news feeds of people who align with certain audience characteristics defined by you and the advertiser. This PPC Campaigns service allows you to select your audience and the budget and style to meet your advertising goal, including brand awareness, web traffic, site traffic, and shopping visits. Facebook will then put your ad in the news feeds of users that meet your criteria and charge you each time this advertisement is clicked.
Twitter Ads
Twitter Ads function similarly to Facebook Ads. Utilizing Twitter’s PPC advertising platform, advertisers can select eight different goals for their advertising that include app installation and the number of followers who have joined Twitter, engagements on Twitter and website traffic, and the target audience they want to reach for their advertisements. Twitter can then “promote” your post on the news feeds of those who meet your criteria and bill you each time the ad is clicked.
Google Ads
Google Ads lets you purchase high-ranking real estate on Google’s different web properties, including search engine result web pages (SERPs). Your campaign could be a Display Ad or an App Ad, a Search Ad, an App Ad or a Video Ad, which puts your videos on YouTube. These PPC campaigns let you determine your budget for advertising and customize your audience or commit to groups of search terms for which the search result you wish to be displayed. Google then charges you every time the results are seen.
For a detailed explanation of managing a PPC advertising campaign, let’s concentrate specifically on Google Ads in the following steps.
Select the kind of ad you would like to buy
Each of the platforms mentioned above offers you a choice of the kind of advertisement you wish to purchase clicks. On Facebook, for instance, you can select between one image or video to serve as your advertisement’s primary asset. On Google, the options available to you for ad placement include:
Display Ads
The banner ads are displayed anywhere within Google’s Google ecosystem, including Gmail, YouTube, and similar domains in Google’s “Display Network. “
Search Ads
This is the type of advertisement you are most likely to think of when you hear the word PPC. Search engine marketing, such as Google’s Search Ads, shows your selected website in a hyperlinked search result when users type in certain keywords. You can pick the search terms you want to use when you set the parameters for the Google Ads campaign.
App Ads
They help promote the app you’ve designed to sell through Google Play, the company’s app marketplace. With this type of ad, Google automatically synthesizes the advertisement’s design using the content of the download page for your app. Google then displays advertisements in your preferred locales and languages. App Ads are available throughout the entire Google ecosystem, including Google Search, Google Play, and YouTube.
Video Ads
Google’s Video Ads are available on YouTube and other Google partners’ platforms. Advertisers may display their videos before or during, or even after the completion of videos that have a common public with the advertiser.
Calculate your ad budget and bid strategy
Your PPC campaign budget will determine the amount you’re willing to pay for clicks you receive from your ad spots. For instance, you’ll establish an annual budget for Google Ads, while other platforms, such as Twitter and Facebook, require you to choose the increments you’d like your payments to occur.
For instance, when your marketing department is allocated PPC, you’ll want to know how many campaigns you’re conducting. Let’s say eight, which could, in theory, make every campaign worthwhile. Once you’ve determined the budget allocated to the campaign in question, divide this amount by the number of days you’d like the campaign to be running. For instance, the daily budget could be minimal if you intend for it to last 14 days.
But there’s another aspect of budgeting in PPC. There are a few things to consider: not all topics and audience segments are the same in worth. This means that certain types of interests, audiences, segments of the audience, and, in particular, search terms will have different costs per click.
Most PPC platforms feature “auction” systems that help you determine what your audience’s criteria will cost. You can also choose many bidding strategies that can aid you in making the most efficient purchases for your advertising campaign. For instance, on Google Ads, These bidding strategies are:
- Cost-per-Click (CPC) auction: You pay Google each time someone clicks your advertisement.
- Cost-per-thousand views (vCPM) auction: You pay Google each time your ad is displayed to the users.
- Cost-per-acquisition (CPA) bidding: You pay for your advertisement every time. However, your amount is adjusted to the amount it takes the company to “acquire” a customer -or similar behavior on your site.
- Cost-per-view (CPV) bidding: You pay Google each time your advertisement is seen, clicked on, or engaged by YouTube.
You can customize your target audience and their interests, location, and search keywords
In every PPC system, you can decide who you want your ads to be able to reach. This “who,” in the case of Google Ads, includes your audience’s location, interests, apps, and, obviously, any types of searches they conduct. You can also build customized audiences with their individual “custom affinities” and “custom intents” to assist you in tailoring your PPC campaign to the most relevant individuals.
Once you’ve determined your audience’s preferences, you’ll enhance it by defining specific search terms for which SERPs you’d like your advertisements to appear (assuming you’re making Google Search Ads). Be aware of the keywords you pick for each advertisement. Contrary to the advice Google Ads might suggest, the more keywords you select to advertise, the more likely you’ll be to an unintentionally targeted audience.
Begin with 2 or 3 keywords high in search volume. Correspond to the needs of the person you want to attract.
Organize your campaign into “ad groups. “
In creating Google Search Ads, you’ll select your chosen keywords. If you’re making PPC ads for Twitter using the same campaign framework.
You can also alter the search terms associated with this ad so that your ads. In front of those most interested in your information. For instance, instead of choosing two keywords that sound similar. Have a large daily search volume, You can look up the particular words in your search term. Set your advertisement to appear on any search query with those keywords
