What is PPC MARKETING?

Pay-per-click (PPC) advertising is essential to any effective search engine optimization (SEO) strategy because it can offer immediate results.

Did you know? Creating well-crafted PPC ads can boost your brand awareness by up to 80 percent, and 65 percent of customers click through on paid advertisements.

You can achieve many different goals with PPC. The most common reasons to use pay-per-click ads include improving brand visibility, identifying new leads, bringing more traffic to your site, and increasing conversions.

But, while there are many positive motivations for investing in PPC marketing, the main reason boils down to growth. While PPC is quite easy to execute, getting it right does take some planning and preparation.

Here, we will look at all the essential ingredients for creating a successful and sustainable PPC campaign strategy. Here’s what our ultimate PPC guide will cover:

• PPC: Important Terms 
• Benefits of PPC campaigns
• Types of PPC campaigns 
• PPC Platforms
• PPC vs Organic 
• Creating A PPC Campaign: Step-by-step
• PPC Campaign Strategy & Examples

PPC marketing: Important terms

Before we delve any deeper into our PPC guide, let’s take a look at some essential PPC marketing terms that you need to know.

Search Engine Marketing (SEM)

Leveraging search engines to market your brand, services, or products to specific target audiences through paid and organic techniques.

Cost Per Click (CPC)

How much does it cost to earn a single conversion or sale from your PPC ad?

Cost Per Mille (CPM)

This is also known as cost per thousand. With a CPM pricing model, advertisers or marketers pay for every 1,000 ad impressions.

Ad Rank

This is ultimately where your ad appears on a search engine results page (SERPS). Ad rank is calculated by multiplying your quality score by your maximum CPC bid.

Quality Score

 This is a metric that measures the relevance of a  PPC marketing ad.

Bid

The maximum amount of money or budget a PPC marketer is willing to spend on each ad click.

Ad groups

The grouping or segmenting of your PPC ad keywords into certain categories or themes.

Landing page

The webpage or destination that a user will click through to when engaging with a paid ad.

Anatomy of a PPC campaign

Now that you’re up to speed with essential PPC marketing terms, we’re going to look at the anatomy of a well-crafted pay-per-click campaign.

As you can see, there are four key elements to a well-balanced PPC campaign. Here you have:

• The main headline includes the primary key term ‘wedding dresses’ (loaded at the front) and tells the user exactly why they should click on the ad
• The display URL features the brand name as well as the primary keyword. It’s short, punchy, and scannable
• The first description forms the opening section of the ad’s body copy. It sheds a little more light on the headline and also features the primary key term
• The second description forms the next or concluding section of the ad’s body copy. This is an opportunity to share USPs, specific motivations to click and add a strong call to action (CTA).

From the backend, you have the option to set a range of parameters including:

• Target keyword
• Maximum bid
• Target demographics
• Target regions and locations
• Headlines
• URL
• Description lines

We will give you practical tips on how to set up and launch a successful paid ad.

The benefits of using PPC in your marketing campaigns

The main benefits of launching a PPC campaign strategy include:

• You can reach a wider target audience quickly while earning a healthy return on investment (ROI) for your efforts
• You can appear at the top of specific SERPs pages almost instantly and start earning traffic
• You can connect with ‘warm’ leads that are likely to engage with your brand and buy your services or products, by reaching them at the right stage of their journey
• You can use your PPC data to enhance and optimize other areas of your digital marketing strategy.

PPC Marketing: Conclusion

PPC isn’t overly difficult, but it does require some knowledge of how the process works. It also commands a great deal of planning and research if you want to get the best ROI from your efforts.

For Planning and researching first, you need to know the different types of PPC Campaigns.