First of all, let us find out what PPC is. PPC stands for pay-per-click. It is a model of internet marketing in which advertisers pay a fee each time one of their advertisements is clicked. In other words, it is a way of buying visits to your site. This way you are not attempting to get those visits organically.
If you are curious to learn more or you already know that you want to use PPC to market your business but you are not sure where to start from then keep reading. Let us find out together how PPC advertising works. One of the most popular forms of PPC is the search engine. 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.
How to Start Your PPC Campaign
Running a few PPC accounts and your campaigns for a set period of time allows you to compare results. This is the best way to do it. The standard setup procedure involves the following steps:
- creating account and deposit funds
- receiving confirmation regarding the activation of your account
- choosing keywords and text
- watching your traffic (in order to evaluate your choice of text and words)
- adjusting your bids and budget accordingly
Most PPC campaigns allow you to bid on your position, meaning that you can bid on the number one position in the sponsored listings category. Bidding can be very competitive, with advertisers paying per click. Considering your price an acquisition cost-per-customer is a part of the larger picture of website management strategy.
When your visitor arrives, you must make sure that they find what they are looking for. Many marketing consultants say that you must be able to guide them to complete actions that you desire, for example: placing an order, completing a transaction, making a reservation, becoming a lead, signing up for a newsletter etc.
According to several studies, a visitor who has once made a purchase on a site and has effectively become a customer is likely to return again. Advertisers have only to fork out money if someone clicks on the ad that advertises their products. This is why PPC advertising campaigns are in great demand and are becoming a rage among advertisers.
Now let us discuss some WordStream’s Free PPC Campaign Management Tools:
WordStream’s Free Keyword Tool
Finding out areas in which improvements can be made as well as opportunities for growth are challenging for many small businesses running a PPC campaign. It is known that keywords are the heart of it.
There is a tool called WordStream’s Free Keyword Tool. It allows you to identify easily new keywords that are relevant to your business. It also identifies quickly if you can include it in current and future campaigns. You simply have to enter a search term into the Free Keyword Tool to identify related keywords.
WordStream Advisor makes PPC campaign management easy. It is a comprehensive PPC campaign management platform and is the most intuitive, responsive tool of its kind on the market. WordStream Advisor features a centralized dashboard with a suite of tools that allow you to manage every aspect of your PPC account from one intuitive interface, from ad text optimization and benchmark performance data to landing page creation and deployment to call tracking.
In addition to your paid search campaigns, you can also manage your Facebook advertising initiatives through WordStream Advisor, making it the most fully featured online advertising platform available today. No other paid search management platform makes advertising with Google AdWords, Bing Ads, and Facebook ads as easy or simple as WordStream Advisor.
How to Use Tracking
Use a tracking service which will allow you to check how effective clicks are and adjust campaigns accordingly. It can also help you to see which keywords and search terms bring more visitors and learn which advertising copy is most effective. With the help of tracking, you can find out which source or search engine brings the best results. And finally, at the right PPC, you can determine conversion rate and set goals.
Accountability is when you can make sure you are getting what you pay for a source of traffic: country, etc. Also, it helps to know how long do they stay, how many pages are viewed.
A tracking system will tell you if your traffic is low quality and what is the reason for it. Low-quality traffic may overload your servers, spike your traffic and finally frustrate you. It is a waste of time, money, and resources. More important it will create false expectations. With the help of tracking system you can find out the several issues:
- It can be the country which is not your market. For example, a place where most people do not have credit cards
- May the visitors land on your homepage and leave without clicking any further? Visit duration is one of the most important statistics which tells you if people are interested in your site. The number of pages the visitors look at.
- Phrase matching is when the visitors should be presented with a link to your site when they search for a related keyword or search term. The worst-case scenario is when you present your link randomly, or as a pop-up.
Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors complete a transaction, or subscribe to the service that you provide. Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales. A conversion rate is a statistic that tells you what percentage of your visitors. Those visitors that convert from visitors into customers or leads. High-quality traffic will deliver a higher conversion rate.
The Importance of PPC Campaign Structure
The mistake of many advertisers is that they forget the importance of how they should organize and structure the keywords. Keywords are the foundation upon which PPC campaigns are built, but this is equally important as the structure. Sadly, fewer advertisers concern themselves with their account structure. This can affect the performance.
There are many ways in which you can structure a PPC campaign. All successful paid search campaigns share the same five elements:
- Ad groups
- Ad text
- Landing Pages
Campaigns are the highest-level element within a paid search account. Ad groups are the second-highest level account element. Within each ad group are your keywords ad text and landing pages. Keywords should be relevant to their ad group. Ad text should be unique, written by prospective customers in mind, and contain the keywords that are relevant to that ad group. Landing pages should match their accompanying ads.
It is vital that account structure is logical and highly organized. Badly or non-professionally organized accounts can be difficult and time-consuming to organize and correct once they are already launched and active. So that is why it is crucial to consider the structure and relevance of your PPC campaigns before launching them.
There are some finer points that you need to consider while planning a PPC campaign. Picking the right website among numerous ones is the key to a successful PPC advertising campaign. What you need to do is to look for a search engine that is worthy of your campaign.
Better to expend your money and energies on the high PPC search engines. Those that charge less do not get much traffic. In case their anti-click-fraud systems are not advanced enough and you may end up having to deal with security issues as well.
Every single click costs you money so you should not choose any keyword that comes your way. Use only those keywords that may persuade and lure visitors. Also important to make sure that keywords that you select are in use by web surfers.
Some webmasters prefer search engines that do not charge any fees even when they realize that PPC engines can be productive if you want to have a loyal customer base. One of the most important things is to know and determine what amount of money you want or can afford to shell out. In the end, we all know that a business runs for profits.
Succeeding in a single PPC campaign is quite an accomplishment, but delivering results in time and time again is something else entirely. Being able to consistently produce campaigns that achieve results is the difference between an amateur and a professional search engine marketer.
In order to achieve consistent results, you need to follow a systematic process covering the same three core processes of research, implementation, and optimization. Before you even worry about who your target audience is or what keywords you want to target, you need to understand what the business hopes to achieve through running a PPC campaign.
To some people creating a PPC advertising campaign may seem difficult at first. But hey, with a little research, you can design your own campaign, and reach a larger percentage of your target audience. Any unscientific approach can be disastrous for you. So you should have a tactful and well-rounded approach in order to run a PPC advertising campaign.
Successfully managing a PPC campaign is about working smarter, not harder. You have got a business going on; PPS Management can be a full-time job. You should mostly focus on growing your business and taking care of your customers. This is what really matters. Good luck.