PPC Marketing

You’ve come to the right place if you’ve heard a little about PPC marketing and want to learn more about it or if you’re already aware that you want to use PPC to market your company but aren’t sure where to begin. This is the first of two blogs on PPC that will educate you on everything you need to know and show you how to use it to your advantage. We must first define PPC and get a fundamental grasp of how PPC advertising functions. Move along! Find below all you need to know about PPC marketing and its benefits shared by the leading search engine marketing agency Singapore.   What is PPC Marketing? PPC, a short form for pay-per-click, is an online advertising method that allows advertisers to place ads on platforms like Google Ads and pay a fee each when someone clicks on. You can perform almost any search using Google (or Bing), and you’ll notice ads appearing in the middle of the page with results. Check out the product grid on the right. Some advertisements indicate the search results have a commercial purpose. Companies use PPC to increase traffic and sales or get inquiries from their targeted customers. Most PPC platforms offer a wide degree of targeting, meaning that you can display ads to only those who meet your demographic. Search engines are the most popular method people use to search for companies offering products and services. When there’s an active market interested in what your business provides, you have the chance to close a deal. PPC will help you get your message in front of the people you want to reach with the exact degree of targeted advertising can’t provide. Do you want to contact those who live near San Francisco and are looking to purchase a second-hand Ford Mustang? This is a simple task. PPC allows you to reach out to your target audience in a moment when they are searching for similar businesses to yours while collecting data that will aid in improving the method’s effectiveness over time. Paid advertisements are a major business. For example, it is stated that Alphabet (Google) makes over $162 billion yearly via its advertising platforms.   Search Engine Marketing (SEM) The aim of all kinds of digital marketing is to be ranked for a specific keyword, which you may achieve in various ways. Search Engine Marketing (SEM) is any type of advertising or marketing (paid or unpaid) done through an internet search engine like Google, Yahoo, or Bing. SEM is a broad term that includes paid advertisements and the process of optimizing search engines, which is organically ranking for certain keywords. It is important to remember it’s not the only way to use PPC is through search engines. Social media can also have PPC ads (think Facebook’s Ads). CPC Cost-per-click (CPC) is the amount an advertiser charges for every click they receive from their advertisement. CPC is the bid you place in auctions determining where your advertisement will be displayed. As you might imagine, the higher your bid is related to the higher placement of your ad. You decide to set the CPC at the highest price you’re ready to spend per user of your advertisement. The amount is the amount you actually will pay is determined using an equation: (Competitor’s Ad Rank/Your Qualitative Rating) + 0.01 = CPC as a real. Let’s look at the various terms used in this equation to understand what you’re paying for.  Ad Rank This number determines the location of an advertisement on a search results page. It’s the same as the Maximum Bid multiplied by the quality score. Quality Score It is the number search engines assign to your advertisement based on the click-through rate (CTR) (measured in comparison to the CTR of advertisements in the same place — the relevancy to your keyword, overall quality of the landing page as well as your previous performance within the results page. Maximum Bid This is the highest amount you’re willing to pay per click on your advertisement. Here’s a picture from WordStream which illustrates what I’m talking about: The CPC can be set manually, which means you decide the highest bid you can offer for your advertisements or enhanced options, allowing search engines to adjust your bid according to your objectives. One of these enhancement options is bid strategies which automatically adjust your bids in response to the number of clicks or conversions. CPM (Cost per Mille) CPM also referred to as cost per 1,000, is the price per thousand impressions. It is most often used to describe paid advertising on display and social media. There are various kinds of cost-per (s)… such as cost-per-engagement and cost-per-acquisition (CPA); however, to preserve your mind space, we’ll remain with clicking, a.k.a. CPC. Campaign The first step in setting up your PPC ads is determining your advertisement campaign. Think about your campaign in terms of the primary message or message you want to convey through your ads. Ad Group One size doesn’t fit all. So, you’ll need to create several ads within your campaign that are based on the most closely relevant keywords. Then, you can establish a CPC for every ad group you design. Keywords Each ad in your group will be targeted by a group of keywords that are relevant or important phrases. Keywords tell search engines what phrases or search queries you wish your ad to be displayed within search results. When you know which keywords are most effective, you can make a micro-CPC specific for the keywords in your advertisements. Add Text The keywords you choose should be reflected in the text of your ad. Keep in mind that the relevancy of your ad will determine your Quality Score. Hence the text on your advertisement (and your landing page, in general) must be in line with the terms you’re targeting with your keywords. Landing Page Landing pages are an important component of your paid advertising strategy. It is the