Whether youâ€™ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but arenâ€™t sure where to start, youâ€™ve come to the right place, because Iraqi companies started to pay more attention about getting higher in Google ranks in their field.
First, weâ€™ll need to define PPC and establish a basic understanding of how PPC advertising works. Letâ€™s go!
What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, itâ€™s a way of buying visits to your site, rather than attempting to â€œearnâ€ those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword â€œPPC software,â€ our ad might show up in the very top spot on the Google results page.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee.
How PPC Works?
Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword.
A combination of multiple factors, including bid amount and the quality of the ad, decide the winner who will appear in the top spot of the SERP.
These auctions are what keeps the gears of PPC moving.
Auctions begin when someone searches for something on a search engine; if there are advertisers interested in showing ads related to a userâ€™s search query, an auction is triggered based on keywords that are bid on by advertisers. The ads that win the auction then appear on the search engine results page.
To get involved in these auctions, advertisers use accounts on platforms like Google Ads to set up their ads and determine where and when they would like those ads to appear.
Accounts are split into campaigns for ease of management and reporting of different locations, product types, or other useful categorization.
Campaigns are further divided into ad groups which contain keywords and relevant ads.
Keywords lie at the center of PPC, connecting advertisers to usersâ€™ search queries.
Queries are the actual words that users type into the search box of a search engine in order to find results.
Keywords, on the other hand, are what marketers use to target these users by matching their search queries.
Keywords work as generalized abstractions of a wide range of search queries, which are prone to irregularities like misspellings.
Depending on the keyword match types they use, advertisers can match search queries with more or less precision.
For example, advertisers can choose to match keywords with search queries exactly or to allow for variations such as different orderings of the words, different spellings, or the inclusion of other words.
It is also possible to have negative keywords, which will prevent ads being triggered by search queries containing those keywords, in order to avoid irrelevant traffic.
Managing Your PPC Campaigns
Once you haveve created your new campaigns, youâ€™ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:
Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Donâ€™t send all your traffic to the same page.
Youâ€™ll learn more about all of these elements of PPC campaign management as you move forward through the coursework in PPC University.