What Exactly does PPC means or stands for?
You must have come across this term PPC most often and it must be intriguing! And if you know it you also must be wondering how PPC works for you?
First let’s know how to Define PPC and establish a simple understanding of How PPC Advertising works. Let us go!
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a commission each time one of their ads is clicked. Essentially, it’s a method of buying visits to your site, instead of attempting to “make” those visits organically.
How Exactly Does PPC Marketing Works?
Search engine advertising or SEM (Search Engine Marketing) is one of the most common kinds of PPC. It enables advertisers to bid for ad placement in a search engine’s sponsored links if someone searches on a keyword that is related to their business offering. By way of instance, if we bid on the keyword “PPC software,” our advertisement might appear in the exact top place on the Google results page.Each time our advertisement is clicked, sending a visitor to our website, we need to cover the search engine a small commission. If PPC is working properly, the fee is trivial, since the visit is worth more than what you pay for it. In other words, if we pay Rs 60 to get a click, however, the click results in a Rs 600 sale, then we have created a hefty profit.
A lot goes into building a winning PPC campaign: by researching and selecting the right keywords and phrases, organizing those keywords into well-organized campaigns and advertising groups as well as setting up PPC landing pages which are optimized for conversions. Search engines reward advertisers that will create applicable, intelligently targeted pay-per-click campaigns by charging them less for advertisement clicks. If your ads and landing pages are all helpful and satisfying to customers, Google charges you less per click, leading to higher profits for your business. Therefore, if you’d like to get started using PPC, it’s important to understand how to do it right.
How To Conduct An Effective PPC Campaigns Through Adwords?
Conducting PPC marketing through AdWords is particularly valuable since, as the very popular search engine, Google gets massive amounts of traffic and for that reason delivers the maximum impressions and clicks to your advertisements. How frequently your PPC ads look is dependent upon which keywords and match kinds you choose. While the Amount of factors determines how effective your PPC advertising campaign will be, you can achieve a great deal by focusing on:
Keyword Relevance — Crafting relevant PPC keyword lists, tight keyword collections, and suitable advertisement text.
Landing Page Quality — Creating optimized landing pages with persuasive, relevant content and a very clear call-to-action, tailored to specific search queries.
Quality score — Quality score is Google’s rating of the quality and significance of your keywords, landing pages, and PPC campaigns. Advertisers with greater Quality Scores get more advertising clicks at lesser prices.
Keyword study for PPC could be incredibly time-consuming, however, it is also incredibly important. Your entire PPC campaign is built around keywords, and also the most prosperous AdWords advertisers continuously develop and refine their PPC keyword list. If you merely do keyword research after, when you produce your first campaign, you’re likely missing out on thousands and thousands of invaluable, long-tail, cheap and highly relevant key terms that may be driving traffic to your site.
Relevant — Obviously, you do not wish to be paying for Web traffic which has nothing to do with your business. You would like to find targeted keywords and phrases which will lead to a higher PPC click-through rate, effective Cost Per Click, and increased profits. That usually means the keyword phrases you bid on ought to be closely linked to the offerings that you market.
Exhaustive — Your keyword research must include not just the hottest and frequently searched phrases in your niche but also to the long tail of research. In addition, they are not as competitive and hence less expensive. You need to constantly refine and enlarge your own campaigns, and create an environment in which your keyword list is continually growing and adapting.
I have heard of Google Adwords. Is Google Adwords same as PPC?
I am sure you must have come across the term Google Adwords and must be curious about what it is and how Google Adwords is different from PPC? Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
Adwords is probably the most popular when it comes to PPC advertising, although, it is not the only one as there are other companies that offer the same services. The list includes other software giants like Microsoft, Yahoo, and Facebook to name a few. Probably why Adwords is so popular since it is owned by Google, which also owns the biggest search engine of the same name. This provides clients the benefit of advertising through Adwords in Google searches; thus providing them with ads that are targeted to specific people and specific needs. For big companies though, it is common practice to utilize more than a few advertising services in order to have a wider online presence.
PPC also has many loopholes since over the years, some people have exploited this by using automated software to generate huge amounts of clicks. This is not a legal practice and any publisher who employs such techniques to increase their income is likely to get banned. Adwords is probably one of the stricter companies when it comes to what you can advertise. Names and words that have been trademarked by a competing company are not allowed on Adwords.
What is PPC in SEO? Does PPC help SEO or is PPC better than SEO?
In order to satisfy the requirements of today’s search landscape and join with more qualified customers, strategists will need to produce campaigns that deal with PPC and SEO as a unified force as compared to different disciplines.
The ongoing adjustments to the Search Engine Result Page or SERP layout are meant to help Google align with consumer objectives in a better way by improving the content quality and listings relevance.
This will certainly allow Google to become a better service provider for online consumers at the same time it also presents new challenges for SEO strategists. Each adjustment requires strategists to develop new methods for ranking within prime search listings.
DOes integrating SEO with PPC help?
Developing digital marketing campaigns that combines SEO with PPC is not only necessary for achieving prime listing positions but it’s now the only way to maximise traffic and conversion opportunities.
You will be in a position to identify a multitude of critical data points dedicated to consumer behavior, intentions and location/geography.
Let’s see what all other advantages you will be able to achieve by combining SEO with PPC:
- You can modify your organic keyword strategy so that you can create and optimize new content to rank within specific geographic locations, applying exact phrases used by your target audience to align with their intentions
- Adjust your PPC budgets so that you shall only be running ads within the most popular markets and effective time frames; and
- Align your PPC ads with their offline marketing schedule to maximize awareness and conversions.
Combining both PPC & SEO will result in approximately:
- 30-percent increase in organic traffic
- 25-percent increase in paid clicks
- 35-percent savings in ad spend
- 20-percent increase in quarterly profits
How to intelligently combine Search Engine Optimization with PPC:
- Share keywords information to increase the intelligence of your campaigns.
Keywords will be the foundation for almost any successful search engine optimization or PPC campaign.
To get PPC strategists, keywords are used to facilitate creative relationships with consumers that are located farther down the conversion funnel.In the world of SEO, keywords are used to dictate the information architecture of a website, in addition to its articles strategy.
Run keyword research in order to identify terms that align with their target audience’s online behavior, project traffic growth and drive qualified conversions.
Because more consumers are now using long-tail phrases and complete sentences when searching than in the past, keyword data needs to be shared across all the teams working in order to offer coordinated messages which maintain brands top-of-mind and solicit qualified conversions.
- Establish shared goals and also combine metrics.
PPC and Search Engine Optimization Integrated KPIs. The information the teams collected will offer more accuracy around consumer behavior. It can also be utilized to encourage your brand’s inbound marketing campaigns.Teams that combine their PPC data with organic user participation metrics (e.g., average session duration, bounce pace, pages per session) have the ability to gain unique insight around how users are interacting with certain digital properties, as well as how they behave once they leave your site.The metrics that your SEO and PPC teams review in order to establish their key performance indicators (KPIs) should be almost identical. When this occurs, you are able to employ this information to other marketing channels like PR, social media or email marketing.
Remove silos to improve production.
Approaching search engine optimization and PPC as two separate silos isolates critical information and diminishes the productivity level of even the most well-executed online campaigns.
It hardly ever makes sense to maintain both of these disciplines apart, as the teams can offer each other particular points of information that are vital for identifying and fulfilling conversion opportunities.
Use info that informs Cross Channel decisions and justifies action.
Cross Channel Optimization for PPC and SEO. When it comes to gathering enough actionable data to come up with powerful, intelligent strategies, extracting information out of one specific field, like SEO or PPC, is not enough.
Although the quality of your organic data may provide insight about how to produce functional plans. The sum of verified information, organic search may catch will not be sufficient to justify real action.Conversely, information that’s gathered from the major search engines themselves as a result of paid search activity is both valuable and based on a substantial sample size that allows you to go forward confidently.If your organization treats Search Engine Optimization and PPC as two distinct entities, attempt to ensure that your attempts are aligned through shared:
Do you want to know some easy and simple techniques to increase rankings within Google Search Engine Result page?
Now that we’ve covered the principles which allow your search engine optimization and PPC teams to come together efficiently, use the following tactics to get the maximum amount of real estate within Google SERPs as possible.
Landing page optimization
Optimizing your landing pages to drive qualified traffic and conversions is an essential component of any digital marketing campaign. Search engine optimization strategists will provide their PPC counterparts with critical information about customer intentions, objectives and requirements to decrease bounce rate and increase click-through-rates (CTR).
PPC strategists may subsequently make use of their insights across consumer online activity to perpetuate paid adverts that just arise in the front of one of the very qualified consumers possible. In doing this, both the teams have the ability to encourage one another in a way which improve user experience, maximize relevant traffic and also reduce wasted advertising spend.
Approaching SEO & PPC in a holistic way
Running paid ad campaigns that :
1) offer precise messages and
2) can be found adjacent to a organic listings on Google
Can increase entire CTR and lead to some higher yield on your investment.
While managing online campaign if you conduct paid advertisements alongside keywords which your competitor already ranked for organically.It will be acutely much more effective.
As a result of this, total revenue throughout organic and paid stations will increase drastically.
Utilize your seasonal statistical data to make a calendar of all events which guides you on how to:
Make organic content which aligns with specific consumers within specific locations;
Run paid advertisements which contains unique messaging service primarily based on location and intention;
Maximize brand awareness during peak activity points like the holiday shopping season; and
Increase consumer reaction and conversions during seasonal low points.
Be in front of the competition
Search engine optimization and PPC strategists should come together like a cohesive unit to share with you vital points of information which highlight exactly how and what your competition is doing out of the digital perspective.
Create monitoring methods which identify your competitors in terms of:
positioning within SERPs;
Branding initiatives; and
Primary and secondary keyword stipulations.
Utilize this information to correct your ad spend, to improve CTR also to beat your opponents, simply by taking up more ownership within SERPs.