pay per click advertising

Understanding pay per click advertising for your online promotions

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Pay per click adver­tis­ing is one of the two search engines mar­ket­ing strate­gies that you can use to get tar­get­ed traf­fic to your site through search engines.

pay per click advertising sales increasePPC is also a type of online adver­tis­ing where you pay when a user clicks on your ad and goes to your web­site or land­ing page. With PPC cam­paigns adver­tis­ers bid on key­words to prey their adver­tise­ments and appear on first page in search engines.

Anoth­er SEM strat­e­gy is search engine opti­miza­tion, known as SEO. SEO dif­fer from PPC because it uses free tech­niques such as on-page seo and off-page seo to send traf­fic to a site.

PPC ads dis­play at the top and the right hand side of the search engine results page with the cap­tion “Ads” or “Spon­sored Links” on search engines like Googe, Bing and Yahoo!

Why use pay per click advertising

Pay per click adver­tis­ing can accel­er­ate tar­get­ed traf­fic to any web­site. PPC ads are very use­ful for any­one who wants direct traf­fic to their pages. You can direct traf­fic to mul­ti­ple pages at once, such as your land­ing pages.

Google found that busi­ness­es make $2 for every $1 spent, and 41% of clicks go to the first three ppc ads on search results, that’s accord­ing to word­stream.  Out­bounce found that PPC vis­i­tors are 50% like­ly to buy a prod­uct. This shows you why you should diver­si­fy your traf­fic sources, you should have pay per click  strat­e­gy along side your oth­er mar­ket­ing strate­gies. For fur­ther read­ing on pay per click sta­tis­tics vis­it blueco­ro­n­a’s post.

It can also be mea­sured for imme­di­ate results, per­for­mance and return-on-invest­ment (ROI). Unlike SEO which takes time to build results, PPC can show results with­in the first few hours of open­ing your account and cre­at­ing your ppc ad cam­paigns.

With ppc you can set a dai­ly, week­ly or month­ly bud­get that suites you. And you can increase sales with­in a short peri­od of time.

PPC is a type of inbound mar­ket­ing strat­e­gy that helps you draws vis­i­tors to your site, so make sure you draw the right con­vert­ible click to your site.

pay per click ads

Paid search marketing overview

There’s mul­ti­ple paid search mar­ket­ing tech­niques that you can use. They include google pay per click and paid social media adver­tis­ing like face­book adver­tis­ing and oth­ers. But the two men­tioned here are the biggest, with google pay per click lead­ing the way.

The dif­fer­ence between google pay par click is intent based, mean­ing you can tar­get peo­ple who are ready to buy the prod­uct. Those are the peo­ple who search for the spe­cif­ic prod­ucts.

While face­book adver­tis­ing is a broad base adver­tis­ing, mean­ing is good for intro­duc­ing your prod­uct to some of of the peo­ple who could be inter­est­ed in your prod­uct but not ready to buy.

So face­book is only good for spread­ing the word about your prod­uct, then lat­er the very same peo­ple could go to google to search for the prod­uct when they are ready to buy.

Through paid search mar­ket­ing peo­ple can either search for a prod­uct that using rel­e­vant key­words. Your ads will appear at the top if the your key­words match the ones typed by the user. Search engines use sim­i­lar type of dis­play­ing ads and the same posi­tions. The pay per click ads appear just above the SEO results, on the right hand side and on bot­tom page of SERP’s.

What do you pay for in PPC?

While with oth­er types of online adver­tis­ing you might loose your mon­ey with­out even get­ting a sin­gle click or way less than you antic­i­pate. As the phrase says pay per click, in ppc you only pay for clicks.

Unlike oth­er types of adver­tis­ing where you pay per views or impres­sions which might not get you clicks. CPM which is cost per impres­sion as an exam­ple you but it does not bring clicks to your ads, it makes no sense to use.

Also with pay per click adver­tis­ing you can choose what time you want your ads to be dis­played and which region. You can geo-tar­get your ads base on the area you want your ads to be dis­played.

Come to think of it there’s no point in show­ing your ad to peo­ple who are not inter­est­ed in it. So find the peo­ple who will click on your ads at the right time.

Pay per click vs search engine optimization(ppc vs seo)

When it comes to the two SEM mar­ket­ing there’s no one that can replace the oth­er. Pay per click can has it’s spe­cif­ic pur­pose which is get­ting you instant traf­fic. While SEO takes longer to build but it still works for some one who seeks longer results with no bud­get.

PPC might be cost­ly but you can rely on it while build­ing your SEO results. You can either use both of them at the same time or just one of the. But please note, that if you are not using PPC, your com­pe­ti­tion might be using it.

How pay per click works?

Is good to get a sense of how pay per click adver­tis­ing works before you start using it. In some cas­es you might just want to get a bit of under­stand­ing but not ful­ly get­ting involved. Is also relat­ed to how search engines work. That could be a good idea if you have a busy sched­ule and let an expert or a pay per click com­pa­ny han­dle it for you. It would give you a bet­ter view and per­haps you will be able to ask rel­e­vant ques­tions.

Keyword matching

Since ads are dis­played based on key­words a user search for then it makes sense to use mul­ti­ple key­word match­ing types. Is always a wise idea to do a prop­er key­word research before cre­at­ing your ppc ad cam­paigns.

There’s three types of key­word match­ing in Google that you can select from. That is the exact match, phrase match, and broad match option.

If you select the exact match option then google will only dis­play your ad if a user types the key­word as it is. Exam­ple of a exact key­word match could be when you decide to use a key­word,

social media advertising tools” like in the image below

ppc advertising for beginnersThis search shows the exact phrase that I typed on the google search box.

But, If a user decides to search using a slight­ly dif­fer­ent key­words “like “Social media tools ” then your ad is not going to be dis­played.

The key­word set to phrase match dis­play the ad if the ad includes the iden­ti­cal order of the words. Note that your ad will also dis­play even if your key­words are sur­round­ed by oth­er words.

If you real­ly want to suc­ceed on your ppc cam­paigns you need to match the key­words with what your tar­get audi­ence is search­ing for. For exam­ple if you are sell­ing roof­ing mate­r­i­al, it would be wise to spec­i­fy the area you are at.

The keyphrase “roof­ing mate­r­i­al” might not be as spe­cif­ic to every­one. Rather say “roof­ing mate­r­i­al in Johan­nes­burg”. This gives some­one who’s search­ing for this items in Johan­nes­burg a clue that they can find them near­by.

You can still make it in broad search like “roof­ing mate­r­i­al” but you will reach your tar­get audi­ence faster with a spe­cif­ic search phrase.

pay per click advertising ad copy optimization

When opti­miz­ing your ppc ads you fol­low the same way way of search engine opti­miza­tion. In PPC you should opti­mize the title of your ad copy by includ­ing the focus key­words.

You should also opti­mize the body of your ppc ads, in this case the descrip­tion of the ad should include a brief expla­na­tion with the key­words.

Landing page testing

PPC is good for test­ing mul­ti­ple land­ing pages, it makes it sim­ple to see which land­ing page does bet­ter with what key­word options.

You can cre­ate two land­ing pages with almost sim­i­lar key­words and opti­mize them. This is also know as A/B test­ing which is great for test­ing two land­ing pages. Put them online and cre­ate ad copies or PPC ads for each one of them.

You should be able to see which one per­form bet­ter or gives more clicks. The ad that gets more clicks and con­verts wins the con­test.

Then you should be able to con­vert your prospects into cus­tomers. Is very impor­tant that you do land­ing page test­ing at the begin­ning of the cam­paign so that you save time and mon­ey. There’s no point in spend­ing mon­ey in a key­word or land­ing page that does not bring results.

Quality Score

Google cre­at­ed an algo­rithm that can see whether your ad relate to your key­word and also that your land­ing page relates to your ad. This give google an oppor­tu­ni­ty to rank high the ads with a high­est qual­i­ty score for that key­word.

They cre­at­ed to ensure that peo­ple don’t just cre­ate ads and send users to unre­lat­ed land­ing pages. So you can not have a key­word like Bore­hole Water Drilling while you sell pork on your land­ing page.

So Qual­i­ty Score works well for trac­ing every­thing relat­ed to your pay per click adver­tis­ing ads, from the key­word, your ad title, ad copy, and your land­ing page.

The qual­i­ty score goes from zero to ten, with 10 being the most rel­e­vant. So if your ppc qual­i­ty score is low, say 2 then you should improve it by opti­miz­ing your land­ing pages first. The ads should be the last things that you wor­ry about.

If your land­ing page is not well opti­mized you could loose the high­er posi­tion. So yes search engine opti­miza­tion in this case on-page opti­miza­tion, still plays an impor­tant in pay per click adver­tis­ing.

PPC Keyword Bidding

Search engines make mon­ey through adver­tis­ing but they are also thought­ful for peo­ple using their their search engines.

When bid­ding for a key­word adver­tis­ers set their own amount on how they val­ue a click for that par­tic­u­lar key­word.

One adver­tis­er might val­ue the same key­word you are tar­get­ing at R25.50, and the oth­er might val­ue it at R19.70 and while you could be valu­ing it at R16.35 and the fourth one might val­ue the exact key­word at R11.90.

You could all be bid­ding for this very same key­word. Accord­ing to Google the high­est bid­der does not win though, the low­est bid­der might still end up win­ning for that key­word based on mul­ti­ple things includ­ing the qual­i­ty score I told you about.

The more rel­e­vant your key­words, the whole ad copy and land­ing page con­tent is the high­er your chance of get­ting more clicks.

Also if your ad keeps on get­ting more clicks from your ad then this tells google that your ad should be showed more often for that key­word.

Click through Rate

Let’s say, you are bid­ding for the same key­word against your com­peti­tor and your com­peti­tor val­ues a click for that key­word at R20.00 and you val­ue it at R10.00. Then Google shows each of your ad 15 times but your com­peti­tors ad get’s clicked ones while yours is clicked 6 times then you have good click through rate.

This means google will end up show­ing your ad more times than your com­peti­tors ad because based on the for­mu­la, google will end up mak­ing more mon­ey from you.

That also means you could also make more mon­ey if you are able to con­vert your visitors.This should tell you you need to increase your click through rate so that your ads get clicked more times than your com­peti­tor.

Pay per click tools

There’s quite a few pay per click tools that you can use for dif­fer­ent pur­pos­es. Google comes with a whole lot of tools that you can use for online mar­ket­ing.

The first tools the Google Key­word Plan­ner tool which gives you many starts regard­ing key­words. You can plan your key­words using this tool and cre­at­ing your own ad copies based on info you find.

Anoth­er one is the Google AdWords, which is a plat­form for cre­at­ing pay per click adver­tis­ing cam­paigns. All you just do it open and account the good thing is that there are many oth­er tools attached to it, like google ana­lyt­ics.

An alter­na­tive to Google AdWords is Bing Ads which is the sec­ond biggest ppc plat­form in the world. With bing ads your ads can also be dis­played on Yahoo!bing ads pay per click advertising

You might also want to track your clicks, there are sev­er­al tools for the but one that stands out is Con­ver­sion­Ruler. There’s more tools that can come to good use, like the web base software’s such as Key­word­Max and Atlas OnPoint.

There’s no way you would do well in PPC with­out using any com­pe­ti­tion analy­sis. For that you’ll need a soft­ware which could give you infor­ma­tion about your com­pe­ti­tion.

You can use AdAchiev­er and AdGooroo for a more graph­i­cal dis­play of the starts. Some of this tools might cost a few dol­lars to give you the required results.

This arti­cle will show you how to increase your google adwords click through rate in six sim­ple steps


That’s it, I believe I gave you a bit of under­stand­ing about pay per click adver­tis­ing or paid search mar­ket­ing. This might not yet my area of exper­tise but I believe I shared most of the impor­tant things you should know.


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