We welcome you all to the next post of our discussion titled PPC 101: Better decision comes from better understanding. To all the new visitors, we have begun a campaign to familiarize all PPC learners with the essential concepts of PPC marketing.
The core intent behind starting this series is to help learners establish a solid foundation in PPC marketing. We also hope to make every new online business knowledgeable enough to do effective dealings with the PPC services for better PPC campaign management.
As you know generating leads from the PPC is always a challenge and it is not everyone’s cup of tea. So, understanding it from the basic concepts is what makes you a pro to handle all size of PPC campaign.
In this piece, we will take our discussion a step further and begin a discussion on every single type of PPC marketing approach that is proven to provide results that exceed the expectations of the businesses or advertisers.
The first such type of PPC marketing approach is Paid Search marketing. Let’s see what Paid Search marketing is.
A Brief Discourse on Paid Search Marketing
Although many searchers prefer to click on the natural listings, sufficient numbers do click on the paid listings since sponsored search results are placed on the top three positions of the search engine page results. Many studies have already proved that the top 3 positions attract the maximum clicks.
So, with the right strategy and lucrative proposition, a booster of Paid Search marketing can drive quality traffic for which you get a good return.
How Paid Search Marketing Works?
If we have to conclude this in short, then we would say that this happens in the following four phases:
- Keyword research that will help in generating leads.
- Keyword bidding by the interested advertiser
- Keyword auction by the Search engine
- Your Ad Rank and Cost per click (CPC)
Let’s examine each of these phases in further detail.
- Keywords bidding
Paid search, like everything else in the search industry, is dependent on keywords. After doing strong keyword research, the advertiser just picks his favorite keywords—“General physician Delhi,” or “Yoga Instructor Bangalore”—and tell Google how much he is willing to pay to be the first result shown to searchers looking for General physicians in Delhi or a yoga Instructor in Bangalore.
- Ad auction
When both the advertiser and his competition compete for the same keyword, the search engine auctions to select whose sponsored link gets the highest place in the SERPs for the same keyword. To grant an ad rank, they take into account your quality score (which indicates how useful and relevant your ad is to the search engine and the keyword) as well as your offer.
- Ad rank and Cost per click
You only have to pay for your advertisements when they are clicked, not when they are shown. So, if you win the auction and get your ad shown, but no traffic comes in, the exposure was free. Even so, you may be capturing the attention of prospects that do not click through to your site but do take note of your product, service, or phone number in order to contact you later.
What Are the Major Perks That Result from Paid Search Marketing?
The main benefits of using paid search marketing to promote your brand, your products, and services are:
- It Is an Extremely Targeted Method To Improve Traffic And Generate Leads
Whether the goal is to raise awareness of a new service, sell more items, or build an email marketing list, a sponsored search may play a significant part in achieving business objectives. An advertiser should realize that sponsored search is distinct from many traditional marketing channels in that it allows potential consumers to find you when searching for the exact product or service you offer.
- Quick Yields
In contrast to SEO, this digital marketing approach has a stellar reputation for producing results in a short period of time. An SEO approach can frequently take months to improve search exposure, but sponsored search allows you to appear quickly for the terms you wish to target.
Furthermore, it simply takes a few hours to set up an efficient sponsored search campaign in Google Ads. There aren’t any creative materials to create or upload. Though campaigns are fast to put up, they do need long-term attention. To achieve long-term effectiveness, programs must be evaluated and adjusted.
- Flexibility in The Optimization of PPC Campaigns Is Much Better Than Other Digital Marketing Approaches.
Another significant advantage of sponsored search is the ability to make changes. Keywords, ad content, ad extensions, and the landing page utilized for the ad may all be customized.
Your campaign manager can evaluate what’s working and what isn’t based on data in the account.
For example, suppose one term is significantly more expensive than the others, yet people brought in by that phrase aren’t connecting with the site properly. This term can be disabled or the bid reduced in order to concentrate on keywords that will attract engaged traffic to the site.
These improvements may also be applied to alternative ad wording, landing sites, and so on. In paid search marketing, there is a plethora of A/B testing possibilities.
- It Is A Cost-Effective Technique
Paid search advertising requires you to pay only when someone clicks on your ad, which means no money is wasted on impressions for individuals who will never interact with your ad. Another significant advantage of sponsored search is that, unlike some other digital advertising platforms, there is no minimum expenditure restriction. If you’re a small business attempting to make the most of a limited budget, a sponsored search might be a wonderful choice.
- Scaling Your Results Is A Piece of Cake In Such Marketing Campaigns.
Search engines like Google allow you to track results for each ad, term, and even user. Connecting your campaigns to a Google manager account (if you’re marketing your brand through Google Ads) aids in determining what works and what doesn’t in a search campaign.