INDEX An Introduction to PPC Marketing
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Paid Search Marketing What is it and How it Works
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All About Developing Your PPC Strategy
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Quality Score & Its Impact on Google Ads
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All About Click-Through Rate & Its Importance
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Why Keywords Matter & How They Work in PPC
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Effective Steps to Create & Structure Your Ad Groups in Google AdWords
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Things You Should Know About PPC Budgets & Bidding
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A Comprehensive Look at PPC Ad Targeting Options
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Top 10 PPC Copywriting Tips to Create Winning Ads
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The Complete Guide to Ad Extensions
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11
All Things to Know About PPC Ad Formats
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Top 10 PPC KPIs You Should Keep a Track Of
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An Introduction to PPC Marketing
The internet is the go-to place for everything. If you want to buy a new pair of sneakers, you search on the internet. With the internet, you can learn new things, stay entertained, and also connect with people over the horizon. The extensive use of the internet has compelled businesses to have an online brand presence. If you run a business and want to go online, what do you seek? You wish to start generating leads, create a buzz of service or products. It doesn't matter whether you start from scratch or you're in the game for a long time, your website will always need to boost traffic, and this is where PPC Marketing or Pay-Per-Click comes into play.
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Let's get into the depths of PPC and understand it better.
An Introduction to PPC Marketing 1. What is PPC? PPC marketing is a process used in advertising in Google's paid section alongside other SERPs. Popularly, PPC is also known as Search Engine Marketing or SEM and paid search. PPC allows advertisers to reach their target audience whenever they desire at a required budget. As one of the most elaborative forms of digital marketing. As an extraordinary channel, PPC allows the advertisers to place their bids for targeting and reaching out to users on the internet. You can find users from paid search, display advertisements, as well as businesses despite the sizes. Advertisers can seamlessly leverage PPC to reach their interested prospects. To get visibility in search engines, PPC is the most sought-out practice that you can seamlessly measure, control, and budget to reach the target audience without a hassle. In due course of time, PPC has gained a positive reputation among search engines, especially Google. This model of marketing on the internet deals with web traffic, which is a paid service. As a website owner, you'd only have to pay when a visitor or someone
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Keyword
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Contextual Targeting
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Business Domain
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Quality Score
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User Interests
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Remarketing
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clicks on the said ad. Several factors govern PPC such as:
An Introduction to PPC Marketing 2. Introduction to PPC for Advertisers Advertisers use PPC to gain prominence on Google, Bing, Yahoo, AOL, Ask.com, among others. They utilize the metric to acquire new customers to expand profitability. PPC is the ads and the search results which users see at the top of the results page. These search ads are featured in the first parts of the search engine page that users see while searching for almost anything. Advertisers generally ask how much traffic they can generate from this medium or what are paid search marketing benefits? • There are around 6 billion search queries on the internet per day. With PPC, advertisers can encompass the search queries relevant to their businesses and bring traffic to the website. • As advertisers, you can also show the ads on display networks. These networks are other sites that allow you to show ads. Note that these ads can also be partnered with Google or Bing, which further expands your horizon to display advertisements. • You can also set targeting capabilities suitable for you to get new customers on board in terms of Geography, Individual Websites, Mobiles/Desktop Computers, Time/Days. When you're integrating PPC to drive traffic, make sure that you follow there 'Rs': •
Relevance
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ROI
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Reach
These factors will aid you to level the playing field across numerous companies of distinctive sizes. This guide will provide you with the head start to try PPC at
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any moment.
Paid Search Marketing: What is it and how it Works
Stepping into the realm of Paid Search Marketing can be daunting at first but because it is so incredibly beneficial for businesses, it pays to include it in your digital marketing mix. All you need is to get started with the right basics. And, that’s exactly what we’ll equip you with through this guide. If you’ve been asking yourself questions like “how do I get paid for search marketing?” or “is paid search the same as SEM?” keep reading as we uncover these concepts below.
1. What is difference between SEO and SEM? SEM is not the same as SEO — and in fact, they function quite differently — but they help you to accomplish the same end result: Gaining traffic. Before we take you into the entirety of Paid Search Marketing, let’s discuss how SEO and SEM Page4
are different from each other.
Paid Search Marketing: What is it and how it Works SEO or Search Engine Optimization is largely organic, but it requires a lot of work and the result could sometimes take days, months, and sometimes years. We say “largely” because in order to drive traffic through SEO, you must invest in content marketing. In fact, SEO is all about content marketing. SEM, on the other hand, is a full-blown paid strategy. In this, you basically pay Google to get traffic. Now, you may be wondering “why should I pay Google when I can write my own content and drive my presence online through SEO?” Consider this: PPC ads receive 65% of clicks, while organic searches receiving 33%. Your PPC ads get seen, clicked on, and acted upon much faster. When you combine PPC with organic SEO, your chances of success rise dramatically. Why digital marketers help businesses push their services on Google is that it is the biggest player in digital marketing. Technically, Google is bigger than all the search engines combined.
2. What is the difference between organic and paid search? Paid Search scales up your business as soon as you want. If you’re willing to spend more money, you’ll get more traffic. You can target any region across the country, even the world. With paid search, you can choose which hours you want your ads to be running. Visitors will join even the aggressive landing pages which focus on services, offers, & products. With organic search the end results are better, you will receive more traffic in the course of time. The moment you stop with page advertising, it stops, with keeps changing and keeping up with the algorithm is tough.
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organic search or SEO the story is entirely different and it is free. The algorithm
Paid Search Marketing: What is it and how it Works
If businesses have an omnichannel approach leveraging both organic and paid search marketing, they are much likely to succeed. This is the reason why businesses should leave out Paid Search Advertising if they have a strong organic presence. If you’re still wondering, ‘Is paid search worth it?’ The answer is yes!
3. Why does paid search work well? Proximity plays a great role in targeting customers whether it is online or offline. Moreover, small businesses tend to target customers who are close to their physical location. Sometimes, experts tend to ignore that paid search is a robust way by which you can target to attain traffic among local areas. PPC enables the consumers to locate your business through mobile devices when they are on a
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hunt. This is where PPC gives you an upper hand.
Paid Search Marketing: What is it and how it Works
4. How does search engine marketing work?
When you make a payment to a search engine, 70% of work is already done. Once you make the payment, you get a leap that further gets you a customer or a potential customer. When a potential customer visits your site and the nature of your business seems lucrative to them then rest is history. For instance, let's pretend that you sell T-shirts and the average order is around 200 bucks and extends up to Rs.1000. People can easily pay for things. As businesses, all you have to do is pay Rs.5 a click, Rs.15 a click, Rs.20 a click and so on. Once you start profiting from Paid Search Marketing, it’s an ongoing work. You’ll pour the extra-earned money into SEM again to get more traffic and make a profit. In simpler words, paid search marketing provides businesses with an opportunity to advertise among sponsored listings in partner websites, social media platforms or search engines. Businesses incorporating digital marketers often ask – “how can I improve my SEM strategy?” As it is very much important for businesses to incorporate SEM strategies, we’ve outlined the most-needed • While conducting Keyword Research, go local. • Make use of social sites and local search engines to put advertisements.
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SEM practices for the people who want to know more about it. Read below:
Paid Search Marketing: What is it and how it Works • Smart Search Engine Marketing practitioners tend to ‘Capitalize’ during local holidays. • Never compete with the local team, they are indefinitely a huge asset. • There is less competition during the international search, hence marketers can ditch bidding the same keywords which are used in the US. • Make sure that the steps of conversion are easy when the visit is on the landing page.
5. So, why pay-per-click is important? PPC as online marketing methods powers businesses with websites to pay for strategically placed advertisements per click. The process is more about ‘buying visits to your websites rather than organically attracting them. The paid ads on any search engine, whether it is Google, Bing, and Yahoo are placed on the topmost position in the search result. In addition to this, the organic ones are usually placed underneath the paid counterparts. Other than search engines, paid ads can be found on Facebook, YouTube, Pinterest, Twitter, and Instagram. Hence proving the claim that they are strategically placed on all types of websites across the whole of the internet. Find out why PPC is important below: • It is extremely targeted - You can showcase your ads as per interests, location, gender, age, device-type among others. • You can make changes to the ads for the individuals who have already visited your website. PPC is great at retargeting too. It helps in converting people over time. • It is easy to track paid advertisements.
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• It is very much cost-effective. It provides a good return on investment.
Paid Search Marketing: What is it and how it Works • It is fast, if you don't get traffic in hours of placing ads then it will happen in days. Guaranteed!
6. How do I start a search engine marketing campaign?
Here’s how you can do it. a. Select your desired SEM Channel You’ve all the liberty to choose between Microsoft Advertising, Google Ads, and eBay Advertising, Amazon Advertising as well as Pinterest Ads. b. Have an estimated budget (Monthly) You need to have a basic idea of how much you want to spend every month. If with the advantage of changing the budget. With SEM it is very easy to increase, decrease as well as stop the advertisements any time you want to.
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you’re doing this for the first time, then run a test budget as it will provide you
Paid Search Marketing: What is it and how it Works
c. Your landing page must be set-up specifically for SEM traffic Always set your landing pages where you’ll get your advertisement as well as SEM traffic. d. Track results via conversion tracker You must make sure that you’re setting up a conversion tracking to keeping tabs on the results. The popular SEM platforms are integrated with trackers that allow tracking up of keywords that generate conversion, the landing pages and advertisements are best for your growth. You can benefit significantly from the conversion traffic. e. Opt for campaign targeting In terms of SEM, the most targeted element is keywords. Make sure that the key phrases which people type on search engines that further makes your products & services visible to them. f. Create Advertisements and launch a campaign The advertisement must be based on targeting. The trick is to make the ads aligned with the keywords which you are targeting. Also, make sure that the ads are driving traffic to the relevant landing pages. Want to grab and convert more qualified leads? Paid search marketing is your best friend! But remember that while with paid search, the idea is to optimise
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targets, keywords and ads, the key to winning with PPC is to always keep testing.
All About Developing Your PPC Strategy
The PPC or Pay-Per-Click is an integral element in internet marketing that powers advertisers to pay a definite fee for every time a potential customer clicks on their ads on search engines and social media sites. As beneficial as PPC is for business, it’s hard to reap the much-raved benefits of this technique if you don’t have a strategy. Much like everything else in digital marketing, a PPC strategy must be planned out with some considerations. So let’s talk about the how’s and what’s of PPC strategy.
1. What is a PPC strategy? keeping platforms like Facebook and Google AdWords in mind. The reason why the platforms are made is to empower people to run ads consistently. You can create an AdWords account in a few clicks and even make it live by following the
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Getting started with a PPC strategy and launching is easy. The strategy is curated
All About Developing Your PPC Strategy
process. Facebook has more of a streamlined process which prompts in turning posts into ads. SEM professionals as well as advertisers are often required to deliver their PPC Strategy sometime. The airtight strategy when brilliantly placed would help in meeting up with the objectives of the business. In the world driven by the rat race, curating a competitive PPC campaign strategy isn’t seamless anymore. As of now, Advertisers are coming up with several ways for targeting their audiences. Further, making Ad spend an unprecedented challenge.
2. How do you create a PPC strategy?
As an advertiser or SEM profession spending money on clicks but not earning more from these clicks would cost you. You need an effective Pay-Per-Click Strategy. There is an absolute need of using the strategy that way you use images, messages and tools which are provided by distinctive PPC platforms. The goal is to curate a strategy that would be seen by genuine internet users a strategy behind the ads and steps which users have to go through in the website for conversion. Some of the common goals of PPC are:
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who intend to buy products or services. To make the goal come to life, you need
All About Developing Your PPC Strategy
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Brand and Product Consideration.
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Brand Awareness
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Leads or Customers
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Sales
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Repeat Sales
You have to create a marketing funnel or a customer journey. The endgame here is to establish several milestones on how you reach from point A i.e., ‘Click’ to point B i.e., ‘Sale’. The hard and inescapable truth is most of the users who will be a part of your funnel or journey will make the ‘Click’ but won’t make the ‘Sale’. Hence, the milestones will aid to optimize the traffic and at the same time optimize the funnel that you’ll take users to become your customers. You can
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Awareness
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Consideration
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Decision
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also implement the basic sales funnel if you want, be creative:
All About Developing Your PPC Strategy
Once you create a strategy, you’d also have to track and measure the entire progress of potential users through the funnel, simultaneously. The users have to take the route you put into effect to make the sale.
3. Why is PPC so important? Businesses irrespective of their physical presence in a locality, or at national and international level need to grow and make profits. They expect to make a profit through expansion and having a presence on the internet could boost their sales. Some of the advantages of PPC are: •
It provides instant traffic
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It targets thousands of keywords.
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Enlists with more data search reports.
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Quick to adapt
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Provides robust market research
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Cross-platform device compatibility
There might be times when you’d ask: “how effective is PPC?” The answer is very much. The moment your PPC Campaign is ready, you can push to get traffic, mainly targeted traffic instantly on the landing page. There are a lot of guides that provide you with details to optimize PPC campaigns. Here we’ve streamlined in four steps.
a. Choose your keywords carefully
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1. How do you manage a PPC campaign?
All About Developing Your PPC Strategy
When you’re curating PPC strategy, the first thing you need to consider in determining the targeted keywords. These keywords will play an important role when users will type the keywords in a search engine to find out the information they desire. For running a successful campaign, you’ve to be aware of the technical terms for distinctive industries that people make searches for on the internet. Make sure that the keywords are long-tailed highly-targeted keywords that suggest the intent of users. The longer keyword you use, the better it is for visibility. b. Integrate landing pages to your campaign Like keywords, landing pages also play a vital role in the success of a campaign. These pages are curated either to provide solutions or answers to users. While curating landing pages, you must consider curating the pages which are built in accordance with keywords providing helpful information, comprehensively. c. Pen down your ads Once the pages and keywords are ready you must shift your attention to writing ads. The ads must have two essential parts, Headline and Call to Action. The headline must comprise the keyword which you’re considering to target. Headlines might also provide the company’s information like brand name or accolades. As search engines bold certain keywords, your potential customers can find you. to-Action. Terms like ‘sign up now,’ ‘buy now,’ and ‘call now’ would do the trick.
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Once you've got their attention, push them into conversion by using CTA or Call-
All About Developing Your PPC Strategy
d. Track your results One of the added benefits of PPC is that the digital marketing industry is highly trackable. The platforms will provide the times your Ad appeared and times it has been clicked. It also displays who clicked your ad. You can refine your PPC campaign with the information. Additionally, use the information in refining the PPC campaign. These above-mentioned steps are also the answer to the most common query about PPC, ‘How can I improve my paid search?” Pay-Per-Click is not free, every time a visitor clicks on the ad it will cost you a certain amount. At the time of preparing strategies, there are always certain questions like, how much should you spend on PPC? Or, how do you calculate PPC? While Pay-Per-Click ranges are variable, the average CPC that businesses pay to advertise in India could be anywhere from Rs 0.50 to Rs 2.50. It all depends on your budget, daily ad spend, and the goals you’re trying to accomplish. If businesses are willing to pay, then they might be keen to know, what is PPC conversion rate? In general, the PPC conversion rate is a percentage of PPC traffic which converts users into customers. When you generate an average of 100 clicks in a month from the ads, then out of 100, only 10 visitors make the
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purchase. Hence, the conversation rate becomes 10%.
All About Developing Your PPC Strategy
When it comes to calculating of PPC budget, there are two straightforward formulas: 1. PPC Budget = (No. of Customers / CR2) / CR1 x CPC 2. No of customers = (Revenue / Sales Period) / Aver. Sale Amount After knowing the ins and outs of PPC, you must be thinking what if there is a way to boost up the performance. Technically, there are ways by which you can have a robust PPC Performance. Let's dig into the million-dollar question of the advertisers, ‘how can I improve my PPC performance?’ Here are some tactics that will bring a paradigm shift in the PPC campaign performance: • You must have a crystal, well-defined goal to reach your desired milestones. • When it comes to incorporating keywords, incorporate the ones in the landing page as well as advertise which have high-performance or high CTR. • Keep optimizing the keyword score. The quality keyword might be the turning you need to make a PPC campaign successful. • Have a list of keywords which are negative as they will aid you to avoid unnecessary traffic. • The ad copy should be engaging. • Use the extension to the fullest that comes with SEM platforms. potential customers. • Never stop remarketing, it will help in capturing the missed opportunities.
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• The campaign should be optimized for mobile device users. They are your
All About Developing Your PPC Strategy
Developing a PPC strategy that works for you is an ongoing process. You need to keep tracking your hits and misses, and work on them to optimise your results. Of course, you may not want to continue investing in PPC efforts once your organic SEO efforts take off. Or, you may want to boost your organic SEO results with PPC campaigns every once in a while. Whatever be the case, it pays to closely monitor your PPC strategy to know where you stand and where you need
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to head to maximise your results and returns.
Quality score & its impact on Google Ads
Mastering Pay-Per-Click or SEM is not a single day’s job. Understanding basic concepts concerning PPC when you’re trying to master Google AdWords takes time. If you are a beginner, having a basic understanding of PPC is a critical first step. One of the key concepts you should learn about is Quality Score for keywords on Google AdWords. There are tons of mistakes beginners make while checking the keywords’ Quality Score on Google Ads. But these mistakes can cost them money and loss of opportunities because Quality Scores have a massive influence over both the effectiveness and cost of the paid search campaigns. Just like credit score is important whether an individual is qualified to take loans or not, the same goes for Google Quality Score, which affects how PPC ads that Page19
you’ve run earlier performed and how much you need to pay for every click.
Quality score & its impact on Google Ads
1. What does Quality Score mean? Quality Score (QS) is the rating that Google offers to users to inform them about the relevance and quality of PPC ads as well as Keywords. Quality Score is also important while determining CPC or Cost Per Click and the maximum bid that you’ve to make to accumulate ranking in the process of auction. There are certain factors that determine Quality Score:
2. What is a good Google quality score? The number between 1-10 helps the advertisers in gauging how great the PPC campaign is and how good they are doing when it comes to selecting appropriate keywords, driving users and writing solid ads. The smart work that advertisers put into motion help in driving traffic to the land pages. When it comes to determining a good quality score of Google AdWords, real-time Quality Score is always encouraged. compared to the number between 1-10. However, Google doesn’t share the details and the result with advertisers. It's not that Google doesn’t want
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In addition to this, the real-time quality score has significant granularity as
Quality score & its impact on Google Ads
advertisers to know about the real-time QS, and neither does Google intend to keep advertisers in the dark. The reason why Google doesn’t share the real-time QS with advertisers as the data fluctuates almost all the time. Also, the data that comes from real-time Quality Score is distinctive for each search that takes place on Google. If your next query is, what does a high quality score indicate? Then let us explain to you as to why is Quality Score Important? If your Quality Score is high then it indicates that the ad you had placed as well as the landing page are quite useful as well as relevant to the viewers. Quality Score provides advertisers with a general sense of quality with respect to ads.
3. So, What does a high quality score indicate? When it comes to having a significantly high Quality Score suggests that the systems of Google AdWords determine the ad, as well as the landing page, is useful and relevant when a visitor is looking at the said ad. Higher Quality Score also indicates the general alignment taking place between marketers and consumers. Further, it also suggests that an advertiser has done appropriate research, who you want to approach, and the way you speak to the potential visitors while making a Google search. This also indicates that you’re showing the visitors exactly what they wish to see on the internet, comprehensively. Every time advertisers take stalk of the components that determine the quality score, the alignment concept becomes vividly clear.
Three importance factors determine your quality score are:
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4. What are the three main factors that determine ad quality?
Quality score & its impact on Google Ads
• Relevance of Ad
If you want users on the internet to click on your ads, then consumers have to get your message via the ads you post. Ads that have strong relevance indicates a robust alignment between keywords searched on Google and the ad’s copy. If you’re looking forward to achieving strong alignment with your ads then make sure that the ad’s copy should consist of the words which are used frequently. • Expected CTR A strongly anticipated click through rate indicates there is a perfect blend among also indicates that the people are searching for “Green Sneakers for Men” on Google and your bidding is benefiting you.
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the keyword which you’re bidding and the words search on Google. Further, this
Quality score & its impact on Google Ads
Nevertheless, you cannot achieve alignment by simply brainstorming and guessing. Rather, you’ve to look into the data on the search bar. AdWords tools can help you achieve this milestone. • Experience of visitors on the landing page The contents of your landing page, as well as your keywords, need to be perfectly aligned. If you’ve placed your bidding on “smartphones under 20,000” then your landing page must have the keyword. If the designated keywords are present in the copy of the landing page and as alternative text in images, then it signifies that you’ve come to the right place. If you’re looking for text on how can I improve my quality score? Or how do you get a 10 out of 10 quality score in AdWords? Then make sure that your entire approach to PPC has a hyper approach. When you’re focusing on the appropriate search queries, make sure that you target your advertisements to a definite segment of internet users. With Google
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AdWords, make sure you work smarter.
Quality score & its impact on Google Ads
5. How often is Google quality score? Every time a user makes a search on Google which ends up triggering ads leading to the calculation of Quality Score. By the looks of it, Google incorporates a statistical history that is associated with keywords, your account, as well as ads which aid in the ranking. It further determines how much you have to pay to Google per click in real-time. Nevertheless, it is important to note that to witness a significant change in Quality Score, it will take some time.
6. How can I improve my landing page quality score? The internal system of AdWords evaluates as well as visits the landing pages, regularly. For instance, if significant changes are made towards improving the experience of the landing page then it might lead to a significant Quality Score in the due course of time. If you want to improve the landing page quality score then take a look at the instructions mentioned below: a. Offer useful, relevant, & original content: • Your landing page should be relevant to the keyword and ad text • Be precise on the service or the products that you’re offering to your visitor. For instance, if the ad is for a classic bike, then they do not want to land on the “all bike models” page is useful • Offering useful content or features which are unique to your site might convert a visitor into a customer
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• Make sure that the information you’re providing through advertisement
Quality score & its impact on Google Ads
• Your site must look authentic, foster transparency and trustworthiness • Be transparent while sharing your business’ information and its goal • Visitors look forward to filling out the forms to attain products and services to establish communication with you • The website should be compatible with all devices. Decrease the loading time of your website
7. What change would have the least positive impact on an ad's quality? If the bid amount is raised then the ad would have a least positive impact. If, as a beginner, you feel as if you wish to improve your ad’s quality then you might want to work on your PPC strategy first, tweaking it consistently for better results. Just thinking that raising the bid’s amount might do the trick, then you’re mistaken. If as a budding advertiser, you are endeavouring to improve the ad’s quality and you feel raising the bid’s amount would benefit you, you’re quite mistaken. You need to keep experimenting and trying until you get the hang of Google AdWords as digital advertisement is the future and we’re already living in the
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said future.
All about Click-Through Rate & its Importance
Google AdWords metrics and costs greatly depend on the type of business & strategy to meet goals. On average, the click-through rate on PPC across distinctive industries is around 1.91%. By the looks of it, 1.91% is on search networks where 0.3% is on Display Networks. Industries such as dating are benefitted by PPC as people want to find partners, desperately. Nevertheless, there are other industries like Taxes, Legal Firms who fight to get traffic. Are you thinking, Why click-through rate is important? And where does ClickThrough Rate fit in here? Click-Through Rate or CTR is very crucial for advertisers. On platforms like Google Ads and Bing CTR determines cost-per-click and ad ranks. Since the ranking. If your CTR is high, then you’ve better ranking and you have to pay less.
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beginning, Google has been open about the stance and importance of CTR in the
All about Click-Through Rate & its Importance
Click-through rate is the overall percentage of ad views which is generated through clicking. In addition to this, CTR is one of the important factors in the Quality Score mechanism of Google. The search giant incorporates Quality Score for determining cost-per-click and ad position.
1. So, What is a good click-through rate? When advertisers take their baby steps into the world of PPC and SEM, they often wonder about the appropriate CRT for Google Ads. Allow us to answer the question that has been bugging to advertisers for quite some time. Good click rate entirely depends on business type, industry, goals and other factors. There are several benchmarking tools available on the internet which you can use to check whether your CTR is high or low. These benchmarking tools would also show if the CTR is average in each industry. Ideally, you need to spare some time to determine your click-through rate. Clickthrough rate isn’t similar to everyone. In addition to this, CTR on an average basis depends on factors like keywords, industry, and the level of competition. In Google Ads, a good Click-through rate has an edge over the average. Hence, you should focus to beat the benchmarks concerning CTR. The benefits of higher CTR is insurmountable. For instance, a high click-through rate leads to greater
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Quality Score and drives a higher rate of conversion.
All about Click-Through Rate & its Importance
2. What does a high CTR mean? The higher is the CTR, the higher is the Quality Score. Further, high CTR also benefits in reducing CPC and improves ad rank. However, these aren’t the only benefits of having high CTR for a business. As an advertiser, it is important to have high CTR and at the same time market other channels. The channels include CRO, Organic Search, Email Marketing, and Social Media. If you manage to incorporate a unicorn-worthy CTR, the benefits will be massive.
3. Some of the benefits of having high CTR: • As an advertiser, if you have a higher CTR, you also get big discounts. This isn’t confined to vanilla search advertisement, but all properties of Google whether it is Gmail Ads or Google Display Network. Having remarkable CTR also impacts the impression share. It also showcases how your ads are shown in the first place. • Your position in Organic search gets a boost. With enhanced CTR, your pages will start appearing in notable organic positions. Moving up a single spot in Google’s SERP would require you to increase the Organic Clickthrough rate by 3%. You can work this out as you want to climb a higher ladder over and over again. There is a catch, nevertheless. If your page falls down in terms of organic search Click-through Rate, then your webpage will appear in lower organic positions. • Let’s talk about the benefits which you’re actually interested in, “conversion rate.”. If you increase your click-through rate, then your your click-through rate just by 2x then your conversion rate will increase 50%, straight-away.
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conversion rate will also increase. Additionally, if you manage to increase
All about Click-Through Rate & its Importance
• Did you know that Twitter and Facebook have a Quality Score checker? Yes, you heard it right. Facebook incorporates Relevance Score whereas for Twitter it's different. Twitter calls it Quality Adjusted Bid. Irrespective of their names, Quality Score is important everywhere. So, if you have a higher score result, the cost/engagement will be lower. • The last benefit will surprise you! People will be eager to see your email. Yes, the boring notification pings on smartphones and laptops that you hate.
4. Are you still thinking, Does click-through rate matter? Let’s dig a little deeper. CTR is a crucial metric as it aids an advertiser, hence businesses understand their customers. It is CTR which suggests what works for you and what doesn’t when you’re trying to connect with your audience. When CTR is low, that could only mean two things. • You’re targeting the wrong segment of the audience. This will cost you a lot if you don’t manage this initially. • You’re not able to speak the language of your target audience. Hence, they are not convinced enough to make the click.
5. How CTR Impacts Ad Rank? Click-through ranks isn’t an indication of the ads’ relevance to searchers. It also plays a vital role in making your ads scroll in search engines. So far, this is all the advertiser, your goal should be how to improve CTR over time. Remember, if
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more reason why understanding the very essence of CTR is important. As an
All about Click-Through Rate & its Importance
you have a poor click-through rate then your ad will position low. Even if you pour thousands of dollars in bidding, it won’t do any good to PPC. Businesses usually seek advertisers if they face this circumstance- How do I increase my click-through rate?
6. Let us introduce you to 8 ways to improve your CTR, right now! • Put your complete focus on Quality Score. Improve them as you gain more and more knowledge about CTR and PPC. • Never compromise on getting your hand on the best of the ad extensions. As of now, there are 10 types of ad extensions. Use the one that is best for you and your campaign’s goal. • Smart bidding strategies are not simply put into motion for maximum result. Utilize them to their core to get the best results. • When you’re shuffling through different types of ads. Try all of them. In the long run, this stress will be your boon. • You’re going to create keyword groups for an ad campaign, yes? Create the ones that are tightly themed. • The ad copy that you’ll pen down should be compelling. Else the visitors will be repelled. • Make use of remarketing audiences. They are, they were and they will always be your potential customers, Period. • Never forget to highlight the pricing in the ad copy. The Internet has become an integral part of our lives. And with the internet, a part to play in PPC. As YouTube drives more engagement today,
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streaming platforms are the go-to medium for entertainment. YouTube also has
All about Click-Through Rate & its Importance
7. What is a good YouTube CTR? The YouTubers and content creators are always curating ways to get more clicks. It is obvious if the analytics confuse you and you cannot seem to justify the growth of your channel. The problem with most YouTubers is that they are fixated on comparing themselves with other channels. The truth is the math will never add up. Do not be disheartened from this as it is possible to make good use of CTR on YouTube. According to YouTube, almost half of the videos and channels have CTR of around 2-10%. Nevertheless, you’ve to be extremely careful when it comes to interpreting the numbers. If the channel is small, the number is small. This suggests you’ll have bigger spikes if CTR is either 30% or 1%. This is the reason when it comes to having a robust YouTuber CTR, and having realistic goals will aid you to succeed. Never take monitoring click-through rates as well as conversions for granted. There will always be changes and with that, challenges. Keep practising, keep learning, to have a better understanding of Search Engine Marketing, Pay-Per-
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Click, and Click-through rate.
Effective Steps to Create & Structure Your Ad Groups in Google AdWords
In the world of online advertising, keywords play a significant role in getting targeted traffic. If your results aren't up to the mark, your poor choice of keywords is probably one of the reasons. If you incorporate the right keywords, you can connect with your targeted audience. Paid ads are essentially dependent on the effectiveness of keywords. Pay-Per-Click Keyword research is by far the only medium by which you can know which keywords you can choose to get maximum visits. Given that there are numerous steps involved in selecting the right keywords, the procedure is quite simple.
1. What is the importance of PPC? advertising on the internet. And here why: With PPC, you get to reach your target audience almost immediately. PPC allows you to enhance the reach of your business and drive more potential customers to your site must faster than
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Pay-Per-Click (PPC) is considered as one of the most sought-out means of
All about Click-Through Rate & its Importance
your organic efforts. But PPC can also help to boost your organic results over the time.
2. So, what determines the position of PPC? The idea of determining the position of PPC is closely related to generating ROI. Google, Bing and Facebook try to feed you the details of ROI that you're generating. Are you thinking where did Facebook come from in PPC? or Is Facebook pay per click? The answer is social media platforms like Twitter, and Facebook also provides PPC in their ecosystem. However, like advertisers, you should never follow their words when it comes to ROI. In reality, the numbers that you get on the PPC platforms show much more conversions than you're getting. If you evaluate your lead generation, products sold, then they say a different story. If you want to track your position on the search engine, you need to look at your database. In addition to this, if you're looking forward to enhancing your PPC position, then you've to consider the following options: • Your ads should always focus on the keywords that you're targeting. • The ads which you are writing should also focus on keywords. • Make sure that the landing page you created, shows the keywords you
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mentioned your ads. This will aid you to look authentic.
All about Click-Through Rate & its Importance
When you begin to keep track of your PPC, you'd come to know what changes are required to compel the visitors to click and move up your position. How effective is PPC? PPC is exponentially effective for businesses of all budgets. You can simply implement PPC for targeting visitors in all stages of the curated funnel. However, when you plan to run a PPC campaign, begin by focusing on keywords. Ensure that the keywords you are putting in the campaign will lead people to your ads on search engines. The golden rule of PPC is that low is the funnel, higher is the rate of conversion. Since the beginning of digital marketing and search engine marketing and to this, nobody ever focuses on the downsides of PPC. Let's divert our focus to, What are the disadvantages of PPC?
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optimization, PPC is regarded as a boon to any business or industry. In addition
All about Click-Through Rate & its Importance
Given that PPC is a gift to businesses on the internet, it does have downsides. However, it is also important to note that the downsides of PPC are considerable. If a business with high-profit margin approaches budding advertisers, then it's a win-win for everyone. However, if a business has a steady profit and they are looking forward to making more profit, then things can get challenging with PPC.
3. Some of the notable disadvantages of PPC are: • As the name suggests, you have to pay for each click. As long as the businesses profit from PPC, investment in PPC seems great. However, when you're incorporating PPC for business, you've to think in terms of Click-Through Rates. • Getting into Google AdWords initially will be very much overwhelming. Further, you've to digest several things such as keywords, budget, CPC, CTR, negative keywords, among others. If you're unaware about PPC, you might dig a hole in your pocket. • The growth of businesses is tied to investment and budget. Given that with PPC it's easy to scale the budget, there are always the repercussions which you need to consider. • Generating ROI on Pay-Per-Click is on a short-term basis. • You have significantly less control over the content. PPC is great for scaling; we are repeating it, but 'Content is King." much help right at the outset.
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• If you want to create awareness of your brand, then PPC might not be of
All about Click-Through Rate & its Importance
This doesn't mean you've to discard PPC completely. You can make use of PPC anytime you want to but also have an organic approach to scaling too. Having gotten to know the disadvantages of PPC, are you considering whether as advertisers you should work on PPC. There has always been an everlasting debate, "Is SEO or PPC better?" The answer is very simple. If you want to help businesses reach new heights then consider utilizing both PPC and SEO practices. PPC will increase engagement for a short time, and utilize the time to build your presence organically.
4. What are the keywords in PPC? When it comes to PPC, keywords play a fundamental role. It is keywords which you use for defining where the ads would appear. Keywords can either be 'single word' or 'a combination of words which are added to AdWords campaigns. Keywords are also responsible for determining their reach. Advertisers are instructed to use keywords analytics data alongside research tools for finding appropriate keywords for the campaign. Additionally, the keywords which you have selected should be also relevant to the products and services your business has to offer. Also note that if you use a Pay-Per-Click Keyword tool, then you'll be at an advantage as it would help you to establish a cluster of keywords that would bring prominence to your ad campaign. This also answers one of the precedent questions that advertisers seek initially- "How do I find PPC keywords?." We are going to get you in the
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depths of getting the best keywords for your business:
All about Click-Through Rate & its Importance
•
Take a stalk of what your competitors are doing
•
Brainstorm
•
Use keyword research to expand your list
•
Unify keywords in the Ad Groups
•
Use keyword research to refine your said list
PPC keyword is the most crucial part of the search ads' strategy. Don't jump into conclusions in a hurry. Given that the process for research comprises multiple steps, you can still benefit from significant data.
5. How to manage PPC Keywords? Once you're sure which Keywords you're going to use in the PPC Campaign, half of your work is done. Nevertheless, the trick is to organize them and put them into use. Organizing will optimize the money which you've invested as well as your time. Organizing and managing keywords will aid in targeting customers better. Further, this will reduce your costs and improve the Quality Score for maximum engagement.
6. How can PPC help your business? Advertisers run targeted Pay-Per-Click campaigns to help businesses scale. PPC allows your business to appear among the search results immediately. Further, they reach your designated targeted audience and further attract them. PPC also
When you generate a substantial number of keywords in PPC, you can save a lot of money. PPC aids your brand to get the visibility it needs for boosting sales.
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reaches out to your potential customers through retargeting.
All about Click-Through Rate & its Importance
PPC is more than capable enough to draw a wide array of the audience to your website via ads and landing page. Over time, PPC can aid to raise the business' organic result. PPC Campaign has a robust power to enhance your marketing approach. Moreover, the efforts can bring a new notch and boost your business, drastically. With PPC, you will also have quite precise data in real-time about the ads' performance. A well-organized Pay-Per-Click campaign comprises several forms of keywords. These keywords have distinctive intent levels like: •
Commercial Keywords
•
Brand Keywords
•
Long-tail Keywords
•
Low-intent Broader keywords
•
Competitive keywords
Without proper utilization of keywords, PPC marketing cannot be successful. Therefore, it's incredibly important to understand how keywords work in PPC ads and how you can improve on your keywords strategy to garner better results
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from your PPC campaigns.
All about Click-Through Rate & its Importance
1. Effective Steps to Create & Structure Your Ad Groups in Google AdWords Curating and optimising your ads is a crucial element to ensure that paid search is a success. When you are setting up ad groups, there are certain things you should consider to get the most out of paid campaigns. For instance, while setting up ad groups make sure that you create distinctive ad groups for separate landing pages. This would distribute the traffic to the website. In other words, your ad groups should have a primary focus on landing pages. If you have more ad groups it is better for your landing pages and thus, the campaign.
2. What is a group in Ad? marketers to drive traffic to the landing pages and increase the rate of conversions. In Google AdWords, ad groups contain all the keywords which are used in PPC campaigns.
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Ad groups are the essential components of PPC marketing. Ad Groups aid digital
All about Click-Through Rate & its Importance
A Group in an ad is the breakdown of the services that business offer. They also contain identifiable keywords right within the ad group. Having different ad groups in a PPC campaign allows one of the keywords or ad groups to come out as a winner. Google Ads’ single account comprises over 10,000 campaigns per account, which includes the paused and active ones. That might be overwhelming for a beginner advertiser to manage. This brings us to the next step of streaming ad groups in Google Ads.
3. How many ad groups should be in a campaign? doesn’t matter how many ad groups you should have to make a campaign successful. Several variables come into play, hence deciding on a single number
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You might be expecting a number to determine ad groups in a PPC campaign. It
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isn’t justified. The best practice by many notable advertisers suggests that having a minimum of 10 and maximum of 15 ad groups per campaign is appropriate. However, other advertisers suggest having 6 to 9 ad groups are best for campaigns. Are you still wondering, “How many ad groups can be created in single campaign?” The answer you’re looking for is the number of ad groups that must be in a campaign entirely depends on what you want to achieve from the campaign. Different businesses require different niches, sometimes these niches are small, and other times, they are vast. For small niche, you can only build 3-4 ad groups whereas for you need to build 10-20 ad groups for the big niche. The small niche cannot acquire more keywords and vice versa. If you’re starting your career as an online advertiser, it is advisable to begin a PPC campaign with ad groups ranging from 5-15. Somewhere between these numbers will get you going, and as you hone your skills, you’ll understand ad groups numbers in a PPC campaign better. So, how many ad groups is too many? The answer is simple. It depends on your goals from the PPC campaign, availability of keywords, niches to attract an audience. “Practice, Learn, and Execute” the best practices to help businesses grow!
4. How do I organize my ad groups? keywords in different ad groups. However, there are certain golden rules that you shouldn’t miss out during PPC campaigns:
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There are numerous things that you can consider while compartmentalizing
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• Avoid Duplicate Keywords:
Incorporating the same keywords in multiple ad groups won’t reap any benefits during an ad campaign. Some platforms don't allow marketers to duplicate keywords. When you put multiple keywords in ad groups you tend to lose the control of deciding the set of ads your users should see. This might even lead to a problematic scenario where optimization and reporting will generate falsified information regarding the keywords’ performances. We have come across many aspiring advertisers who ask, How many keywords should I have per ad group? Each ad group should have a maximum of 20 keywords. The idea is to keep the ad group compact. So, if you have a handful of keywords, it’s better for the campaign. The problem with stuffing keywords in ad groups to make any ad clickable is, if you have too many ads, it leads to lower click-through-rate and poor ad quality.
• Think prior to the grouping: New advertisers often tend to create fewer groups or several groups. It takes a considerable amount of time to curate the perfect grouping strategy for PPC campaigns. Curating a PPC strategy and executing it will not require much hassle. In AdWords, you can shake things up as long as the campaign is still
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running.
All about Click-Through Rate & its Importance
• Language Preference: When your products and services are designated for a single location, and you wish to target a regional language, then you have to run ads in those languages. Further, you have to run new campaigns.
• Budget: Some keywords require a budget of their own. If this is the case with you then you can split those keywords among different campaigns.
• Bidding Options: Different bidding options allow you to bid in distinctive ways like automated and manual bidding. You can also place your bid as per CPA or Cost Per Acquisition while putting your needed cost-per-action. Over time, the system will optimise your Google AdWords account to meet the strategized goal.
• Misspellings: Whenever you want to experiment with new words to see how they are performing, it is strongly advised to put these words in their respective campaigns as well as ad groups. This would help you to understand if the keyword is helping your campaign or hurting it. Then it's up to you to use the
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keyword or discard it.
All about Click-Through Rate & its Importance
5. What is single keyword ad groups? Do they exist in Google AdWords?
SKAG or Single Keyword Ad Groups are an integral part of Google Ads. Having just one keyword in the said ad group makes it special. Single keyword aid in gaining a streamlined account structure alongside more control. They also aid in improvising CTR, Quality Score and reduce ad spend without having to compromise with the results.
6. What are the three main factors that determine ad quality? Advertisers strive in producing top-notch content with PPC, or blog posts, and social media posts. Google takes ad quality very seriously as the search giant uses ad quality to determine the places where your ads will appear. There are three factors which determine the ad quality:
• Ad Relevance: ads aren’t relevant to their needs. Ad relevance is difficult to master, but it isn’t impossible. Making ads relevant require keywords that intrigue users to click
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Potential customers won’t click on ads on Google or other search engines if the
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and respond on the landing page. You have to keep adapting to the statistics to make ads relevant to the potential customers.
• Expected Click-through rate: Google ponders on the performance of past ads to measure the ‘expected clickthrough rate or CTR. If Google thinks that your previous ads were a success, then the latest campaign will also be successful. Improving your CTR is about enhancing the ads’ performance over time.
• Ad Experience on Landing Page: When a prospect clicks on ads, they expect a fluidic experience. Services and products you offer must be present on the landing page to make them click a success. Google takes stalk of your page views, bounce rate and numerous other
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metrics for determining the effectiveness of the landing page.
Things You Should Know About PPC Budgets & Bidding
Pay-Per-Click has a vast presence in Search Engine Marketing. It is estimated that businesses spend approximately $106.5 Billion on numerous advertisement platforms. Google AdWords formerly known as Google AdWords is the leader as PPC platform. At the time of writing, the overall market share of Google AdWords is more than 73%. Facebook and Bing follow next in line after Google. They also have a massive market share compared to other platforms. As the availability of PPC platforms is vast, there are a wide array of strategies to aid advertisers and marketers get the most out of the marketing efforts. Different PPC platforms require different strategies and approaches for a successful campaign.
1. What is PPC Bidding? Pay-Per-Click bidding is the most common process used by advertisers in Google the top search results. Businesses who want to have an online presence and drive traffic via PPC place their bids on certain keywords. Advertisers and
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AdWords. Advertisers place bids in PPC auctions to secure ad placement among
Things You Should Know About PPC Budgets & Bidding
businesses secure the keywords which are relevant to getting traffic for their websites. In a successful PPC campaign, bids play a crucial role while placing ads. Google AdWords asks several questions during the beginning of a PPC advertising campaign. Google asks the amount you're willing to spend every time an ad is clicked. However, the advertisers don’t have any means to know if the bid is higher or lower for the similar targeted keywords.
2. How do you calculate PPC? Advertisers should always calculate PPC for their campaign. PPC costs usually vary from one industry to another, and this makes campaigns of all companies different from each other. Calculating the Pay-Per-Click advertising budget is important to minimize the costs and reckless spending than it is needed.
People who are new to PPC have to understand the fundamental difference of customers’ lifetime value and initial transaction that comes with the ads. Initially, your ad might be able to generate a transaction of $5. If your ad has Customer’s Lifetime Value as $5,000 then paying $1 for a single click is justified. Let’s dig deeper into the PPC budget.
a. Describe the goals of business and advertising If you want to calculate a budget then, you should know what you’re advertising. accurately.
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There is a smart way that advertisers can partake in calculating PPC budget
Things You Should Know About PPC Budgets & Bidding
Let us introduce you to a methodology which works, SMART goal-setting. Your goals should be: • Relevant • Measurable • Achievable • Relevant • Time-bound Normally companies only have a few goals which they need to achieve via PPC advertising, such as: • Brand Awareness • Customer Acquisition or Lead Generation • Customer Retention If your goals are properly compartmentalized, they will yield better results.
b. Understand the traffic requirement As an advertiser, you need to understand the traffic that businesses need to grow. You need to have an utterly realistic conversion figure which is achievable in two weeks. Keep tabs on the historical data of Google Analytics. When you run PPC campaigns, you can keep tabs on the conversion rate to understand traffic better. Upon finding the conversion rates, use the formula
If you need 200 new customers then your conversion rate lies between 6% and 8%. Hence the calculation would look like:
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mentioned below to calculate traffic:
Things You Should Know About PPC Budgets & Bidding
Traffic Needed = 200 customers/6% = 3300 clicks Traffic Needed = 200 customers/8% = 2500 clicks So, you need around 2,500 to 3,000 clicks to drive new customers to the business.
c. Get an Estimated Cost per Click Once you’re aware of the total clicks you need for achieving the business’ goal, you have to calculate the CPC of each click. When it comes to CPC, you’ve three options: • You can refer to historic data of the previous campaigns to get similar keywords. By far this is the best option for you • You can make sure of Google Keyword Planner to accumulate Cost-PerClick concerning location, target keywords, competition and volume • You can also avail industry benchmarks to get the desired result
You will find the average CPC data if you search your Pay-Per-Click account. However, there is a catch, finding CPC data requires that you’ve run the same ads in the past.
3. How can you get CPC data from Google Keyword Planner? b. Enter the targeted keywords c. Find the maximum as well as average CPC
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a. Look for “Get Search Volume and Forecasts”
Things You Should Know About PPC Budgets & Bidding
d. Note down the data
Now that you know how to find the CPC data, let’s discuss, “What is maximum CPC bid limit?” The maximum CPC bid limit is the bid which you set for determining the amount that you’ll pay to get clicks on your ads. If you set your maximum CPC to $2.5 then throughout your PPC campaign you won’t have to pay for over $2.5 for clicks. However, there are some instances where your maximum CPC might exceed such as: • Search Partners • Enhanced CPC • Bid Adjustments
4. Calculating PPC Advertising Budget The previous steps have already provided you with the variables you need while calculating the PPC budget, such as: • Definite goals to convert potential customers into customers. The rate of • The average rate of conversion (6% and 8%)
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conversion is important as you’d get a return on your investment.
Things You Should Know About PPC Budgets & Bidding
• Clicks you require to drive customers into buying products and services (between 2,500 to 3,300) • CPC- $2.5 These are the data you need for calculating the PPC budget. Avail the formula below to get overall PPC budget: Traffic needed x Average CPC Calculate CPC twice to have an estimative range (high/low) of the budget. You might be thinking, what is a good PPC budget? It is very much obvious that as a budding advertiser, you want to know how much you are needed to spend on PPC. Businesses need to pay an average of $1-$2/click to place advertisements on the search network of Google. Every month, businesses need to spend around $9,000 to $10,000 on an average on Pay-Per-Click. Setting a PPC budget has the benefit of its own.
5. What are the advantages of setting your PPC budget? The following are the reasons why you want to set the PPC budget: • You can bring your brand from the darkest pits and place it right in front of your customers. • Tracking PPC campaigns gets easy if you set the PPC budget before moving forward with the strategies. They also offer complete transparency. • You are in control of what goes in and out of the PPC campaign.
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• You only have to make the payment when visitors click on your ad(s).
Things You Should Know About PPC Budgets & Bidding
• PPC increases sales alongside traffic on the website, do you still think you shouldn’t set the PPC budget right before the strategies are worked out? • You can remarket your ads and get the customers on board who you missed out in the first place. • Even if you want to grow strong organically on the internet, PPC won’t come in your way.
So, how much does it cost to bid on Google AdWords? You are already aware that some keywords come with a hefty price as compared to others. Bidding on Google AdWords also depends on how competitive your niche is. You have to consider these examples before kick-starting PPC campaigns. Statistics suggest that the average CPC in Google AdWords lies somewhere between $1 and $2.
6. What are the types of bidding strategies? With Google, you can either bid in automate or manual. Let’s take a look at
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bidding strategies that Google provides to the advertisers in 2020:
Things You Should Know About PPC Budgets & Bidding
Note that all strategies are robust and they are curated to suit your business and industry. Your campaign will always be on the safe side if you garner enough data from your bidding strategy. Further, run benchmark performance in Google
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AdWords.
A Comprehensive Look at PPC Ad Targeting Options
If you’re about to run a PPC campaign for the first time, you’ll probably be asking yourself: Which PPC channel should I use? With the abundance of PPC ads platforms, you have many choices. From the most popular Google ads to Bing, Yahoo, Gemini, and others, you can push targeted messages to your audience based on several criteria, which includes search behaviour, preferred content, past viewing patterns etc. To give you a detailed picture of PPC ad targeting landscape, let’s dive into the ins and outs of targeting options for search, display, and remarketing campaigns.
1. How do PPC ads work? PPC advertising is quite extensive and comprises a wide array of platforms. Nevertheless, most of the PPC campaigns fit into the circles of Social Media Advertising and Google AdWords. Page54
Let’s dig in how PPC works on Google Ads.
A Comprehensive Look at PPC Ad Targeting Options
As an advertiser, you have to pay Google a certain amount of money to make your ads visible on the right and top side of organic search listings. When a user clicks on the ad, you’ve paid the Cost-Per-Click (CPC) that comes from your designated budget. The moment your budget is spent, Google will stop running ads until you can deposit more funds. Google Ads are further segregated into Local Search Ads, Search Ads, Remarketing, and Display Ads.
2. How do I target Google ads? Targeting ads has become an integral part of successful ad campaigns. Over the years, audience targeting has evolved greatly in Google Ads. Remember, you might have curated the most killer ad; however, to get views and acquire customers, you have to show them to the right segment of people in the right time to reach your goal.
3. What are the two types of targeting that can be done with PPC advertising? You can choose to target Google ads via: •
Content Targeting
•
Audience Targeting
a. Content Targeting: This type of targeting is based on topics, placement, content keywords, and
• Topics: With topic targeting, you can reach a wide array of pages at once on Display Network. Google Analytics analyses web content and tends to
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display expansion.
A Comprehensive Look at PPC Ad Targeting Options
consider factors like language, text, link structure, as well as page structure. Further targets the ads on the basis of topic selections. • Placement: If you choose this targeting medium, Google will search only for the relevant sites. In placement targeting, you do not require keywords. There are chances that placement targeting might either be a subset of the website or the entire website. • Content Keywords: Always choose the keywords which are relevant to the products and services you provide. You also have the liberty to curate any set of keywords to meet desired goals and reach demographics. • Display Expansion for Search: You can also allow Google AdWords to simply find users for you. All you have to do is combine smart targeting and automated bidding.
b. Audience Targeting: Audience targeting focuses on Demographics, Affinity, In-Market, Customer Intent, Similar Audiences, and Remarketing. • Demographics: You can target the ads on how your services & products trend among users with certain ages, locations, device types, and genders. • Affinity: Advertisers who are running TV campaigns could extend their Network or Google Search.
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campaign to the internet and reach their target audience by using Display
A Comprehensive Look at PPC Ad Targeting Options
• In-market: With in-market, you can show the ads to users who search for services and products that you offer. These internet users are best for the category retargeting. • Customer Intent: You have to choose the keywords or phrases which are relevant to users who will visit your site and avail your services. • Similar Audiences: You get the chance to expand your audience by simply targeting users from remarketing lists. These types of users aren’t interested in the search for services or products; however, they are interested in interacting with your ads. • Remarketing: These are the target users you’ve already interacted via app, website, and ads. The peculiarity of these users is they are at the brink of conversion. Also, these users might return to avail service or purchase a product.
4. Social PPC Ads Google has around 98% of reach across the web, so investing in Google Ads is beneficial. Nevertheless, Paid Ads on Social media platforms offers unparalleled refinement. Facebook has around 1.55 million active users. In addition to this, Facebook also has Instagram, the photo-sharing platform from a recent
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acquisition. So you can get the most out of these social media platforms.
A Comprehensive Look at PPC Ad Targeting Options
5. How are ads targeted? Google AdWords regularly analyses several web content and takes language, text, page structure, and link structure into consideration before the ads begin targeting users on the Internet. As mentioned-above AdWords then decides the central theme of webpages alongside target ads. This analytics helps AdWords to have an understanding of where your ads belong. Thus, you start getting traffic on the website. If you’re wondering, do you need keywords for display ads? The answer is yes. When ads display keywords, the user begins to find relevance to his/her search. If your business is about manufacturing laptops, then it should speak the language. As a user who is looking forward to buying a laptop looks for relevance as it would further decide whether the user turns into a potential customer or customer. Let’s move on to the next question that many aspiring advertisers have — how Page58
do I run a paid search campaign?
A Comprehensive Look at PPC Ad Targeting Options
There are certain fundamentals of running a paid search campaign successfully, such as:
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Identify the right searches for advertising business
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Target searches that are looking forward to your products and services
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Provide an interactive ad and relevant landing page to obtain their attention.
These are the most fundamental rules to run a paid search campaign. However, there are four things in Google AdWords that you need to implement for running a paid campaign.
•
Choose specific keywords for your ads to attract an audience.
•
Your Google AdWords account should have properly compartmentalized
•
Write down the most creative as well as an interactive ad.
•
Keep modifying the content of the ad to entice more visitors. Page59
ad groups.
A Comprehensive Look at PPC Ad Targeting Options
After completion of the PPC strategy and execution, you may be wondering — how do I get my first PPC client? In the world of digitalization, finding a client can be a little tough. Many advertisers also find it hard to land their first client. Yes, landing the first client could be a challenging task, but it is also something that advertisers can seamlessly achieve. •
When you’re running a PPC campaign, make sure that the client does all the work for you. New businesses come from good word of mouth and referrals.
•
Turn into a thought leader. Understand your audience, what they want to see, how can you help them and at the same time help your business.
•
Never lose track of the sure-shot prospects.
•
Be honest and transparent about the products and the services you’ll provide to the customers.
6. How can PPC help your business? Many businesses are already online as the mainstream scenario of business is becoming more global. This is one of the many reasons why people are in a rat race to grow their businesses. When advertisers run targeted Pay-Per-Click campaigns for businesses, they instantly pop-up in search results. Further, these ads entice unattended customers and compel them to visit your website. Resulting in increased sales and profits.
•
Pay-Per-Click is a revenue driver
business to increase profit and revenue. With PPC, businesses find the opportunity to increase their sales with online advertisements. If your PPC
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Business owners across the world are looking forward to expanding their
A Comprehensive Look at PPC Ad Targeting Options
strategy is robust and well-structured, then your PPC campaign could immediately enhance conversion rate, website traffic as well as revenue seamlessly.
•
Pay-for-Performance:
Businesses want to increase their revenue for sure. However, they also like to have control over spending and costs. One of the best things about PPC is that you can monitor your spending and check whether the spend is profiting your business. If you find the on-going PPC campaign is spending more of your resources then you can make changes and direct the resources, as per your requirements.
•
Using the right keywords:
When you’re running a PPC campaign, you already know that keywords play a crucial role in getting the clicks. As advertisers, you should always test the keywords to garner an idea if they’re perfect for the website and thus business, or not. What makes Google the leader in PPC is, the search giant thrives for providing precise and accurate data with regards to the performance of all ads. Further, this would enable advertisers to receive valuable insights into the keywords’ effectiveness during a PPC campaign. PPC has the potential and power to give an upper hand to advertisers in terms of marketing efforts. PPC campaigns not only help businesses boost revenue but aid them to prosper. The entire world is online as of now, as it is the survival of reach their target audience, thus increasing their reach.
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the fittest, businesses are incorporating PPC campaigns all around the year to
Top 10 PPC Copywriting Tips to Create Winning Ads
Pay-Per-Click copywriting doesn’t have a set formula. Nevertheless, great PPC copywriting will get you clicks by escalating your reach and enticing your audience. Therefore, ignoring the importance of PPC copywriting is perhaps one of the biggest mistakes you could make. PPC copywriting increases your chances in boosting sales, increases brand awareness and also improves notable web metrics. So how to get it right? We have compiled a list of 10 must-dos that can improve your take on PPC ads. But before moving on with the essential tips regarding copywriting, let’s explore the basics of copywriting in PPC.
1. What is a PPC strategy? ahead with PPC without having a concrete plan. But this is a recipe for failure.
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When budding advertisers are planning to launch a PPC strategy, they usually go
Top 10 PPC Copywriting Tips to Create Winning Ads
Like everything else in the business world, your PPC efforts must be preceded with a solid strategy. Here are four crucial things that you need to consider while curating PPC strategy: •
What are your goals and objectives?
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What are the ways to serve the most clickable and persuasive ads?
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Who is your target audience?
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Where are user directed upon clicking on your ads?
By the looks of it, PPC is more about tapping or creating a journey for your potential customers to buy the services as well as products that you’re selling. However, these customers aren’t random users of the internet, they also need to have an interest to avail something from you. With PPC strategy you can reach the right people in the right time frame. And what do you get out of it? Accessibility and profit.
2. Let’s discuss, what are the best practices for successful online copywriting? a. Get to know your audience If advertisers want to write the best ad copy for their audience then you’ve to think like your audience. Businesses usually write about their services and
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products, because it is natural. However, you have to do the exact opposite.
Top 10 PPC Copywriting Tips to Create Winning Ads
If you want to shape your ads, then take demographic data into consideration. Some of the examples of demographic data are: •
Location
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Age
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Interests
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Language
b. Address the audience Whenever you’re curating an ad copy, try to build up an interpersonal relationship by addressing them with your and you. If you speak directly to the users in the ad, it makes them feel personable. With an impressionable ad copy, you can seamlessly create friendly relationships with customers from the beginning.
c. Use emotions to connect with the audience No one remembers bad PPC ads. Never turn off your audience with bad words. When you’re creating a PPC ad, you have all the power in the world to make your audience feel something. This is achievable if you are already aware of what your target audience wants. You might ask, How do you master copywriting? Copywriting is about expanding one’s horizon. For instance, if you use some negative feelings in your copy ads, then there are chances they will work better as compared to the positive ones. The best way of making people click on ads
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through copywriting skills is to convey them they are missing out.
Top 10 PPC Copywriting Tips to Create Winning Ads
d. Use statistics and numbers Everybody loves statistics, they are the best way to get immediate attention. If you fuse emotional quotient with statistics, it will entice the target audience greatly. Additionally, statistics and figures can increase the Click-Through Rate Some brands try to feature numerical statistics concerning their businesses. You can simply advertise how many customers you’ve helped to reach their goals through your products and services.
You can avail the services of copywriters to curate a catchy slogan, or jingle or something creative.
e. What is a copywriter in advertising? A Copywriter is a professional responsible for generating audio scripts, slogans, words that accompany advertising visuals. You can curate an ad of your own or hire a copywriter to get the ad and its content. Copywriters are trained to understand the brief of the clients as well as ads’ characters. If you still want to know what makes good copywriting? The answer is to consult a PPC specialist if you’re working on a PPC campaign for the first time. They know how to position your service, product, as well as businesses by
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motivating your prospects to click on the ads.
Top 10 PPC Copywriting Tips to Create Winning Ads
f. Discard Objections Most of the users on the internet need convincing before making a click. The same goes for purchasing as well. If you incorporate a few objections as well as selling points, then address them in the ad copy, you could land your very next client. All you need to do as advertisers are remove the excuses that your audience is supposed to make to not make the click.
g. Use the ad space, smartly With Google, you get 30 characters to curate a headline and 80 more characters for the description. You can use these two tools as well as your creativity to maximize the power of your ad. Make sure that you put all the relevant information on your brand and products. If you manage to squeeze a couple of details in the description then it might just do the trick.
h. What makes you different, convey your audience There are thousands of brands that offer the same products and services as you. The smart move is to not convey your audience how similar you are with your competitors rather what makes you different from them.
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Your distinctive brand’s image
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Your brand’s accolades and awards, among others.
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You can project your audience about:
Top 10 PPC Copywriting Tips to Create Winning Ads
i. Go Local Users on the internet do not see ads of big corporations. They see ads of businesses and corporations that do not have a face. People tend to trust local vendors more than international and national-level counterparts. You make the location of your business visible through your ads. Also, incorporate local phone numbers in your ads to gain the trust of your customers. There is a mantra in management “think global act local,” this is well suited to garner trust from potential customers on the internet.
j. Use creative CTAs
You must have seen many ads having calls to action as “call now,” is there an urgency to make the call? It is recommended to avoid cliche CTA buttons and bring some new phrases into play. You are already aware of what the audience wants. You may also use some strong verbs such as Join, Build, Get, among others How to write CTA for Extra Effective Text Ads?
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Avoid Overcomplicating the ad
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Unify the content on the ad with that of the landing page
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Include some special offers
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Make your ads mobile-friendly
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To have effective test ads, you need to follow certain tricks with CTA, such as
Top 10 PPC Copywriting Tips to Create Winning Ads
As long as you experiment and put new practices in motion, you’ll have a better reach.
k. Run a frequent split test Running split tests regularly on PPC ads will allow you to try CTAs in distinctive locations. Further, this would aid you to know what works best for you. You can also highlight numerous benefits the customers can get from your products as well as services. In the long run, this practice will help you to garner the attention your business needs. These tips are not limited to Google AdWords, Microsoft Bing, or Facebook. Rather these steps can be followed in all PPC platforms to acquire more visitors
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from ads to your website and landing pages.
The Complete Guide to Ad Extensions
In Google AdWords as well as other PPC platforms, ad extension is the most under-utilized tool. Ad extensions allow advertisers to capture a significant amount of traction on SERPs, while they also aid to generate more conversions, sales, and clicks. This guide will acquaint you with everything there is to learn about ad extensions. Without further ado, let get into the in-depth fundamentals of PPC ad extensions.
1. What are ad extensions and what are the types of ad extensions? These extensions are an integral part of PPC platforms. They allow searchers to gather extra information from the ads. In addition to this, they also provide visitors with information about services/products. Additionally, these extensions comprise links which are directed to relevant customer reviews among other things.
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pages of the site. Visitors can directly message you from SERPs, provide you with
The Complete Guide to Ad Extensions
Sometimes, Google can add these extensions automatically. The extensions which are added automatically are called Automated Ad Extensions. On the other hand, you’ve to add these extensions manually, hence referred to as Manual Extensions.
2. What is a Google ad extension?
Technically there is no difference between the ad extension of Google AdWords and other PPC platforms. So, whatever ad extensions Google Incorporates it is the same as conventional ad extensions. Here is the list of seven Google Ad Extension which you should be using in 2020:
a. Sitelink Extensions: As the most common and frequently used ad extensions, Sitelink allows potential customers click on these CTAs they are directed to the official website of the business.
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advertisers to add short snippets of information which act as CTAs. When the
The Complete Guide to Ad Extensions
Sitelink ad extension can be used in any type of ad campaign. Its primary role is to attract visitors to visit for the buying cycle.
b. Call Extensions:
These are also widely used popular extensions. In PPC Campaign, they feature phone numbers of businesses at the top-most part of the ad, right next to the URL site. These are a great choice for businesses and organizations who possess the bandwidth to accept calls from customers who ask queries. Consider them an asset for the convenience they provide to both customers and business owners.
c. Call Out Extensions:
They are the most distinctive from all the other extensions. They are a little new to the realm of PPC. The benefit of Call out Extensions are, they introduce CTAs right within the ads. Are callout extensions clickable? room for the information that you’d wish to share from the ad.
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Unfortunately, they cannot be clicked. They exist to provide a much-needed
The Complete Guide to Ad Extensions
Let’s dig call out extensions deeper, what’s an example of an effective callout extension? Free Return is the ideal example of a callout extension. By the looks of it, Call out Extensions are quite specific, short text comprising only 25 characters. Make sure that you use this extension to showcase information concerning services, products, and business attributes.
d. Structured Snippet Extensions:
These extensions help to capture the attention of the visitors. Hence the advertisers will get more clicks for the business. With Structure Snippet you can create clickable headlines, hyperlinks which you can send to users to the designated website. You can also feature a quick-to-read description for all products. These are some of the most-loved ad extensions on all PPC platforms,
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including Google.
The Complete Guide to Ad Extensions
e. Location Extension:
The name says it all, these extensions are exactly what they sound like. Location Extension allows you to add the address of business right below the ad. You can also add the details of the organization’s working hours via this extension. Users will be directed to the Google Map as this extension allows users to get directions without a hassle. If you have a physical location, this is the best extension for your business, period.
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f. Price Extension:
The Complete Guide to Ad Extensions
With Price Extension, you can seamlessly showcase the cost of products and services. You can simply list the items which link to a particular URL. If you want, you can also feature information and pricing of the said products and services. The transparency of the product and service’s price can increase the rate of clicks from visitors if it suits them.
g. App Extension: The world has become mobile since 2010 after the mainstream availability of smartphones. Today around 90% potential customers around the world use smartphones to check things on the internet. So, if you have a mobile application dedicated to your business will aid you in staying ahead of your competition. Further, you can also enhance your engagement with them. Note that app extension is the mobile-only extension. They only feature the logo and name of your business’ app right next to the CTA, namely ‘Install.’ This extension offers new ways to keep the audience engaged via smartphones.
3. Do you still feel, Why Ad Extensions are needed? Well, ad extensions play a crucial role to optimize the paid search ads. In addition to this, the power you to have a competitive edge, and at the same time increase CTR alongside performance. Extensions also help your ads climb up ranks on search engines. However, some of these apps are embedded in Google AdWords, hence they do not require to be made operational. Then there are the other segments of extensions which are required to be set up. Are you thinking, how do I use Google ad extensions? Google AdWords:
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The following are the steps how you can get started with ad extensions at
The Complete Guide to Ad Extensions
1. Locate the option, namely ‘Ads and Extension.’ This would aid you to create extensions via Google dashboard. 2. The next step is to click on the option, namely Extensions. 3. After completing the steps mentioned above, you’ll come across a list containing different forms of extension. 4. You can choose your most desired extension for your business. 5. Lastly, all you have to do is choose the button, namely ‘Create.’ You’ll be prompted to provide different kinds of information as per their extension type. There are several ad extensions that allow advertisers to enter URLs & descriptions.
4. What is the benefit of using ad extensions with Google ads? Ad extensions on Google layout additional information that benefits advertisers and customers. They allow users on the internet to directly participate to obtain search results. With the extension, your ads will also get more prominence and thus help you in getting more and more clicks which is quite similar to phone calls.
5. How many ad extensions can show at once? When you find a callout extension surface on the ads, like advertisers, you can rotate the ads between two to six places. Even you’ll find the advertisement text in different places. The pro-tip while using ad extension is not to use 25 characters completely during the advertising, the shorter your ad is, the more Page75
clicks it will get.
The Complete Guide to Ad Extensions
6. What's a key objective in delivering ad extensions? The reason why integrated ad extensions with PPC platforms are important, ad extensions provide users with proper information in the perfect time frame.
7. What are the three main factors that determine ad quality? There are multiple factors which determine the quality of the ad, like: •
The keywords which you used in Google AdWords’ PPC campaign should have relevance to an online advertisement.
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Landing page experience provides your customers with the products and services they are looking for. Every time a potential customer clicks on an ad, they are immediately directed to the landing page. If the landing page has similar keywords to the ads, visitors find your website genuine.
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Expected CTR or Click-Through Rate is an estimated rate through which viewers would click on ads to visit the landing page. To estimate CTR, Google will calculate the history of the keyword(s) alongside the ads; position.
Ad extensions can be utilized to make your ads relevant on search engines. They also tend to capture significant traffic to the landing page(s). Make good use of
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ad extensions to make the most out of your PPC campaigns.
All Things to Know About PPC Ad Formats
PPC or Pay-Per-Click advertising is a type of bidding on an auction. PPC aids marketers in increasing visibility to build brand awareness, ads, and campaign goals. PPC helps in creating optimized campaigns for better reachability. PPC ads are available in numerous shapes as well as sizes. The ad formats are available across Bing Ads as well as Google Ads. Before moving forward let dive into what are the two types of advertisement? The two types of advertising are: •
Organic
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Paid or SEM/PPC
Organic advertising is a word-of-mouth method which is used in SEO-based blog posts. Paid online advertising is also referred to as Search Engine Marketing without a hassle like SEO.
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which uses several paid ads, promoted posts through PPC to reach an audience
All Things to Know About PPC Ad Formats
1. What are ad formats? Majority of the PPC formats are available on Google AdWords, making it the most sought after platform for Pay-Per-Click Advertising. AdWords also offers numerous ad formats that support marketing objectives. For instance, some of the ads can be found on SERPs; whereas visitors can locate other ads on websites through Google Display Network.
2. What types of ads format does Google Ads support? The following ad formats are supported by Google Ads:
a. Text-Only Ads To some advertisers this might seem basic; however, text-only ads are effective if your goal is to reach a designated target audience. Text-only ads on Google are seamless to set-up, convenient to maintain. In addition to this, it works well for sellers who offer basic services and goods to consumers on an everyday basis.
b. Ad Extensions With ad extensions, you can strengthen the text ads by adding links to category page/product, star review, physical address, as well as a phone number. They enhance ‘real estate’ which the ads occupy on SERPs (Search Engine Result
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Page), further capturing the attention of users.
All Things to Know About PPC Ad Formats
c. Call-Only Ads
Most of the mobile searches on Google often lead to online purchase. Do you know that mobile searchers often call up business directly after seeing ads on search results? Call-Only Ads are perfect for businesses having a local presence as phone calls are the most go-to method for the customers to reach out to you directly. Also. Most of the leads that connect you from Call-Only Ads.
d. Image Ads
These types of ads can be viewed on websites which are partners of Google. Image Ads are the best way to build awareness of a brand; however, they cannot drive sales. Service providers looking forward to building trust can avail this ad.
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Advertisers can leverage their audiences if they want to enhance their reach.
All Things to Know About PPC Ad Formats
e. Responsive Ads People are moving to mobile devices to make searches on Google. It is important for advertisers to adjust appearances, sizes, & format for screen compatibility. GDN ads have both images and texts. Further, they are scaled automatically to fit ad space.
f. Video Ads If advertisers want to make a great impression on the audience and also increase their brand awareness, then video ads provide them with great opportunity. You can seamlessly place the video ads on the partner websites of Google or your ad
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can be a part of YouTube video.
All Things to Know About PPC Ad Formats
If you’re thinking there should be more options for ads on PPC, then allow us to provide you with robust information on how many types of ads are there?
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Twitter Ads
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Facebook Ads
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Bing Ads
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Tumblr Ads
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Banner Ads
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Retargeting Ads
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Reddit Ads
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Flash Ads
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Mobile Ads
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In-Game Ads
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AdMob Ads
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Email Ads
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Gmail Ads
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YouTube Ads
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Pinterest Ads
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Instagram Ads
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Vine Ads
g. What are the 4 main types of ads? There are several advertising types which you can amalgamate while curating a digital marketing strategy. Digital advertising is the most volatile as the world with every passing day. Let’s get into the four main types of ads you can use in your business today:
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has moved to the internet due to pandemic. Moreover, trends keep on changing
All Things to Know About PPC Ad Formats
a. SEM (Search Engine Marketing) SEM campaign aids to acquire massive brand awareness in a short span. Advertisers can start their SEM campaign by simply adding a description, title, and CTA. To make an SEM campaign successful advertisers have to incorporate keywords.
b. Social Ads Social media has become an integral part of people’s lives, today. These platforms propagate connectedness where people bond over common ground. If budding advertisers create ad campaigns on social media platforms, you can acquire new clients and garner brand awareness. Social Ads are a magnificent choice to make a conversion or implement a branding strategy.
c. Email Marketing It is by-far the modest marketing format while has its origin to the birth of email. Over the years, email marketing has gone through several changes to reach renewed potency. In Europe, email marketing has the highest conversion rate including Spain. They yield higher profitable goals through automation tools.
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Email marketing is the best form of marketing to maintain an existing client.
All Things to Know About PPC Ad Formats
d. Display Advertising
Display Advertising is for the people who want advertising formats with visual prowess. This advertising contains videos and images which are published in designated places. You can avail of this type of advertisement from Google Adwords.
3. How do you display ads? Generally, display ads range from animations, static images, to interactive apps and videos. As advertisers, you need to create content irrespective of its niche to be used as display ads. And why should you use them? With Display Ads, you can: 1. Increase brand awareness 2. Reach audiences on devices & platforms 3. Personalise their approach with demographic and contextual targeting
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4. Retargeting increase ROI
All Things to Know About PPC Ad Formats
4. What are the 3 types of Google ads available in SEM? In Google campaign types revolve around three advertising networks: •
Google Display Network
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Google Search Network
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YouTube Network
These advertising networks determine where the ads will land or appear. Your ads might appear on Google-partnered websites, Google Sites, and mobile apps.
5. What is the best advertising method? There are several advertising methods in the world. Google Ads is the best way by which you can reach masses on the search engine. Advertisers are well aware that Google Ads is the epitome in digital marketing. However, there is one type of advertising which will also benefit the budding advertisers. Let’s discuss social media advertising Social Media Advertising is a boon for businesses around the world. If you’re starting your career as an online advertiser, incorporating social media strategy for businesses might benefit you tremendously. Advertisements in social media platforms are limitless. There are several schemes that social media platforms provide to advertise products and services. In addition to this, they are affordable. If you combine social media marketing with content marketing it will boost your reach. One of the benefits of social media advertising is that brands can find recognition at regional, country-wide,
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and overseas markets.
All Things to Know About PPC Ad Formats
Social Media benefits in 2020 •
Social media ads allow new advertisers to keep stalk over their business growth.
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It is convenient, affordable, and effective.
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Targeting customers is very easy.
Other than social media marketing, content marketing is a robust method. The reason is content marketing can support other modes of advertising such as PPC, social media, and also SEO. This is the reason why most businesses tend to make content a fundamental part of the strategy. Advertisers entering the realm of digital marketing might find it overwhelming to select the robust PPC ad format to help businesses grow. When it comes to choosing an ad format, make sure that it works best for your business. For instance, if you want to showcase your products, choose a visual ad to reach the perfect audience. There is only one way to know which ad format is best for you,
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track its metric, conversion rate, and traffic source.
Top 10 PPC KPIs You Should Keep a Track Of
KPI or Key Performance Indicator is a definitive measurable value which demonstrates a company’s effectiveness to achieve business objectives. KPIs aid to determine the financial, strategic, and operational achievement of your business, while also helping you estimate your standing in the market. KPI works a little differently in PPC or Pay-Per-Click. Nevertheless, advertisers can use KPIs to determine the success rate of their campaigns. Additionally, KPI will also allow you in setting up Google Ads and Google Analytics before the campaign even begins
1. What are common KPIs? a. Clicks of successful PPC campaigns. As a KPI clicks measure how many internet users
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Conversion in PPC starts with a single click. Hence, clicks are the early indicators
Top 10 PPC KPIs You Should Keep a Track Of
have clicked your ad. Advertisers often measure clicks which took place throughout a month to pause ads that aren’t working.
b. Quality Score PPC advertisers find Quality Score to be the most slippery KPI. Google has created the metric to determine the relevance of the ad content. Understanding KPIs is a little complicated as it is not as straightforward as clicks. How does Google quantify Quality Score? According to Google Ads, •
Quality Score between 7 and 10 suggests that you are paying less money to Google Ads for advertisement.
•
Quality Score of 6 or lower suggests you’re paying more money to make ads relevant.
Given that there is a confusion with measuring Quality Score, advertisers focus on having an improved Quality Score to reduce paying more money for advertisement.
c. Click-Through Rate
Most advertisers ask, is click-through rate a KPI? Let’s find out! Click-Through Rate (CTR) is the most crucial element to measure a campaign's performance. You can measure CTR in the following way: This formula reveals that out of 1,000 impressions, the ad was clicked around 100 times. Hence, your CTR is 10%.
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Total Number of Clicks in a month ÷ Total Impressions
Top 10 PPC KPIs You Should Keep a Track Of
It is important to benchmark and improves CTR of several campaigns. If your CTR performs better it will also boost Quality Score.
d. Cost Per Click Pay-Per-Click advertisers usually possess a predetermined budget. Further, this helps them to know how much they are paying for an ad campaign. CPC does measure how much payment an advertiser has made. If you want to measure cost per click then divide the total campaign cost by times the ad was clicked. If you want to check the campaign cost manually then multiply total campaign clicks with CPC.
e. Cost Per Conversion Just like CPC, Pay-Per-Click allows you to set CPA while setting up advertising campaigns. As per Google, you can calculate CPC by dividing total conversion cost by no. of conversions. CPA is also determined by Quality Score.
f. Conversion Rate or CRV
It is the CVR for which businesses hire PPC marketers/advertisers. Also, conversion rate indicates the success of a campaign. Measuring CRV is easy, you can divide no. of conversions by total clicks. impressions or clicks.
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For advertisers, It is important to aim for conversion other than focusing on
Top 10 PPC KPIs You Should Keep a Track Of
g. Impression Share (CPM) CPM comes into play when a user sees an ad on the internet. Impression Share doesn’t depend on whether a user clicks the ad or not. CPM doesn’t indicate if users found your ads effective. Nevertheless, they determine how much visibility your ads are getting. Advertisers receive competitive insight indirectly with CPM.
h. Average Position Google tends to balance organic and paid search results. The search giant doesn’t hand over the highest bidder with the 1st position. Hence, Google determines the average position based on an ad's rank. You can calculate the ad rank by simply multiplying CPM and Quality Score.
i. Budget Attainment This is a very essential KPI which PPC marketers should consider. Mostly, PPC marketers avoid budget attainment while measuring PPC performance. They also overspend or underspend the budget due to inconsistency with bidding.
j. Lifetime Value Lifetime Value of LTV indicates the abilities of a marketer and account’s health. However, it is complex to calculate customer LTV. Companies retaining acquired customers through paid search make much more revenue.
2. What KPIs should you be tracking?
trackable. Moreover, they should be tracked regularly to make sure that the ads are working.
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From the list of the KPIs in PPC which are mentioned, almost all of them are
Top 10 PPC KPIs You Should Keep a Track Of
3. How do you set KPIs for yourself?
When you’re planning for a PPC campaign, you need to have KPIs set for yourself: •
Have a measurable roadmap or a goal as to where you’re headed
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Understand both lagging VS leading indicators
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Focus on a few KPIs and enhance them
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Use deliberate techniques rather than brainstorming ones
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Keep evaluating your KPIs performances
Let’s move on to the KPIs in Google AdWords.
4. What are the most important factors to review in AdWords in order of priority and why? Google AdWords is the epitome of PPC. Small to large businesses are turning to Google for advertising and marketing their products and services. Before you kickstart your campaign, certain factors would stop you from burning a hole in your pocket. Let’s take a look at the factor in order of their priorities:
a. Always have campaign tracking ready When you’re about to introduce a new product or service, make sure that the progress is tracked. You can track the progress directly through Google Analytics
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as the tracking system is robust.
Top 10 PPC KPIs You Should Keep a Track Of
b. Keywords, Ads, Landing Pages must align When you're setting up all elements in PPC, make sure that they have a common ground. For instance, if you want to make an ad for a laptop, it should focus on the laptop, not the graphics card. Landing pages and ad posts should have relevant keywords throughout the campaign.
c. Negative Keywords are your best friend This is the most overlooked step. However, adding these keywords aids in filtering irrelevant search & they eliminate spending recklessly.
d. Ads should Rotate Evenly Your ads must be optimized for click. Moreover, this will help Google to determine which ads trigger more clicks. When you put your setting to rotate evenly, your ads get optimized to all kinds of screens.
e. Use Ad Extensions With an extension, you can display information related to the company. This information will provide your company with real estate on the ads itself. When you’re about to choose KPIs for your PPC campaign, keep your end goal in mind. It’s easy to get caught in metrics that don’t really contribute towards your main objectives. When done right, tracking KPIs can make a world of difference to your campaign results and will effectively help you to reap better
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ROI from your PPC efforts.
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Top 10 PPC KPIs You Should Keep a Track Of
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