360 Degree Media Group Blog

Mastering Pay-per-Click (PPC) Marketing

Posted by Jodie Dimmock on Oct 12, 2015 12:00:00 PM

It’s no secret that the internet is the primary source for researching everything and anything. According to MarketingProfs, 91% of online adults use search engines to find information and 54% of those users utilize the engines every single day. With such extreme usage, it’s evident why marketers are keen to take advantage of the medium. The way that you can break into the search engine advertising world is through Pay-per-Click (PPC) Marketing.

shutterstock 277193390

What is PPC

PPC is an advertising model that utilizes the massive popularity of search engines by directing site traffic towards sponsored pages. It is called “pay-per-click” because, put simply, you pay for every instance that your advertisement is clicked. The most immediate results on a search results page are these sponsored ads.


The Price of PPC

The ad space is sold in an auction-type forum. Advertisers place bids on keywords (which are prime search terms). The value of these bids depends on the competiveness of the keyword and the budget of the campaign. However, placing a bid does not ensure that you are going to receive a spot on the sponsored page…

The rank of your advertisement on a search page is a combination of the size of your bid and your “quality score.” This score is determined by the quality of the ad, the ad’s performance, and the quality of the page the searcher is directed to. Quality scores are an important aspect of the system because they help ensure the user will be pleased with their search results. 


Choosing the Right Keywords

The primary means of mastering PPC is through a thorough understanding of keywords. The secret to keywords is finding relevant, niche terms. Broad keywords are not only pricey but have often proved unsuccessful. One great way to find great keywords is by utilizing Google’s Keyword Planner. Remember when crafting your ad and landing page that your material must be entirely correlated and targeted to your customer. 


Managing Your Campaign

Your PPC campaign must be managed thoroughly. It is not enough to simply toss money to Google and expect your site traffic to skyrocket. It is imperative to keep tabs on the effectiveness of the campaign and check your account often, especially since PPC can become incredibly expensive if mismanaged.

In order to successfully run your campaign be sure to take advantage of analytics reports. Through this, you can check the number of site visitors, if you have selected the proper keywords, if the new visitors are becoming customers, if your budget needs adjusting, etc.

Since keywords are so important in PPC marketing it is essential to ensure that you are utilizing the most efficient terms. Through analytic reports you can determine if your keywords are functioning well. One fantastic facet of PPC is that the system is very flexible; it is quite simple to change your keywords and adjust your campaign.

Additionally, although PPC can lead to immediate results, it is always important to look at the price tag. Utilizing your analytics tools is the best way to determine if your campaign is resulting in a profit. If not, it is time to adjust or temporarily suspend your campaign. Conversely, keeping your bid competitive increases your chances of securing that high ranking.


Benefits of Paid Search over Standard SEO

Perfecting SEO is a complicated and lengthy process. A PPC campaign is easy to launch and one can often see immediate results.

Additionally, the paid advertisements are the very first results to pop up on the user’s search results page. The immediacy of the link makes them highly visible and very likely to be clicked on. 

Successful businesses are constantly trying to increase the number of clicks to their site. These companies recognize that the world is continuously delving deeper in the digital age. Taking advantage of all facets of the internet is not only smart but entirely necessary.


New Call-to-action

Topics: sem, search engine marketing, ppc marketing