Beginner’s Guild to Pay Per Click
Here’s a beginner’s guild to pay per click and how many small businesses use it for advertising.
If you’ve ever searched for anything on Google and found a small “Ad” mark in the top corner or at the bottom of the page, you’ve seen Google paid search advertising. Also known as pay-per-click (PPC) ads, they are a form of marketing technique that 45 percent of small businesses use to generate traffic to their landing page.
PPC is an extremely effective advertising technique that you almost certainly want to implement for your company. But how exactly do you do that if you’re new to PPC? How does paid search function, and how can you implement it in your business?
Paid search advertisements usually appear at the top of the search engine platform, assisting in attracting users looking for products or services similar to yours. However, how does paid search operate?
To get your PPC campaign underway, you’ll need to create a Google Ads and a Bing Ads account. You can then begin creating paid search advertisements for your company.
Keywords Are Key
Begin by identifying the specific product or service that your campaign will promote. Once you have a good understanding of what that is, you should choose a keyword collection to target: certain keywords people use when they search on Google and Bing.
In Search Engine optimization, keywords function as follows: you tell Google and Bing the searches you want your ads to appear for, and then those ads appear for people who conduct those searches. However, you do not want to use random keywords.
Your keywords should be extremely important to the product or service you’re selling. If you’re selling surfboards, begin with keywords such as “Oahu surfboards.” Additionally, it is advisable to target keywords that contain your brand name.
Long-tail keywords — those that are many words, make excellent targets since their precision generates more significant traffic while having less competition for keywords which make bids cheaper.
Bid On Keywords
After creating an initial list of campaign-specific target keywords, the next step is to bid on those keywords in Google Ads.
When anyone searches for a keyword you’ve specified in Google Ads, your ad is not automatically shown. After all, the likelihood is that other businesses wish to target certain keywords as well.
Other than that
Google determines which advertisements to show based on two factors.
- Bid Price: The bid price is the amount of money you’re willing to pay to get an ad shown. Since you only pay for an ad when it is clicked, your bid effectively serves as a way for you to specify the maximum cost per click (CPC) for a given campaign.
- Quality Score: The Quality Score is Google’s evaluation of the overall quality of the campaign, from the design of the landing page to its relevance for the user.
When determining how much to bid, you should keep your budget in mind. Google Ads enables you to set maximum bids — the highest amount you’re willing to pay for a specific keyword, so you can monitor your spending and stay within your budget.
Additionally, you should consider your keyword priorities.
A high-priority keyword would almost certainly command a higher bid than a low-priority keyword. You don’t want to bid more than necessary, but keep in mind that your competitors will bid against you, increasing the bid amount.
Craft Your Landing Pages
The next step in the Google PPC process is ad development. This includes the development of the blurbs that appear at the top of search results, as well as the landing pages to which users are directed when they click on them.
When creating your advertisements, keep your target keywords in mind.
If you’re creating an ad for the keyword “scuba diving,” ensure that your ad is entirely focused on your scuba diving services. By matching user search purposes, you can boost your Quality Score and increase clicks.
The search result blurb should be written in such a way that it entices users to click, which means capturing their attention quickly.
Having said that, you should also ensure that your advertisement is truthful and corresponds to what users discover on the landing page. The landing page should be straightforward and focused on a single call to action (CTA) encouraging users to convert.
Target Your Audience
After you’ve created your ads, you can start implementing targeting. You’ve led them in the right direction with your keyword bidding, but there’s still plenty you can do to ensure they hit your target audience.
Google Ads enables you to target subcategories of Google users based on a variety of criteria, including
This is amazing since it is important to reach the appropriate audience. Your campaign won’t be an attempt to market every user on the web, only a particular group of people will be interested in what you offer.
One of the most effective methods for determining the target demographic is to build a series of buyer personas. You might already have some for other marketing purposes, but if not, begin creating some. Consider the traditional demographics, profession, and place of your target audience.
Once you’ve created a buyer persona for your campaign, you can incorporate the demographic characteristics of that persona into the targeting settings to ensure your campaign is reaching your ideal audience.
Track Your Findings
Now that your ads are online and your targeting is set, That means you’re done, correct? To be honest… no. That is not how pay-per-click advertisement works, but this is a good thing! You can change your promotions in Google Ads at any time to increase your results.
Once your ads are shown, you can track their performance inside Google Ads. It will display metrics such as click-through rate (CTR) and conversion rate, allowing you to determine which ads and keywords are the most powerful.
You may either pause or edit advertising that is delivering less-than-satisfactory results to see if they change. Advertisements that consistently fail to favor you are probably no longer worth bidding on.
The longer you track your campaign, the more opportunities for improvement you’ll have and the more results you’ll generate!
MY FINAL THOUGHTS ON THE Pay Per Click Ads
Pay per click advertising will help drive short term results. You can pay to get advertising featured over organic search results, they can also help you create brand awareness through search engines with payed ads. In addition to increasing leads, you will even optimize the conversion rates, and you will also make more money.
Are you having difficulty getting the best results from your Google and Bing PPC campaigns? Oahu Webmasters will be delighted to assist! We are well-versed in all aspects of PPC.
At Oahu Webmasters, you’ll be assigned a personal webmaster who will guide you through the entire pay-per-click process for your digital marketing needs.
If you have any questions, please use this connection to contact us.