Search Engine Marketing is the name of the game where you need to put your money in order to accelerate business growth.
PPC (Pay-Per-Click) is an advertising or marketing model that is ruling the search engine marketing or the paid advertising on the internet.
This means, you cannot ignore the significance of the PPC marketing and advertising in the online retail business.
To introduce you to this new economic model, here is a detailed but yet very simple to understand guide for small businesses.
What Is PPC?
PPC ( Pay-Per-Click) marketing is a type of marketing or online advertising strategy where advertisers have to pay for their ads every time a user clicks on the ad.
Advertisers, in this case, you being a small business owner bid on the perceived value of these ad clicks depending upon the platform, keyword, and audience category.
It is an economic model established under the category of something you can define as SEM i.e Search Engine Marketing.
PPC is almost a synonym to paid search for most marketing and advertising professionals.
The measurement of PPC advertising or marketing is CPC (Cost Per Click). PPC marketing is one of the most powerful and highly effective tools for small businesses and marketers.
It is the best fuel to the e-commerce industry rising dramatically with facilitating most of the marketing models such as affiliate marketing, social media marketing and more.
Pay-Per-Clicks work the best when the relevance meets the right marketing strategy.
First, you have to understand how it works at the ground level where prospective buyers are involved.
Image Source: WordStream
When a user searches for “camping equipment” on Google, he or she is supposed to see many results ranking on search engine result pages (SERPs).
Apart from that you often see the top few results different from the organic results with a tiny label attached to it saying “Ad”.
On the other side, there is a partition showing some selected results with pictures and pricing from e-commerce websites with a tag at the top saying “ Sponsored”.
Both of them are pay-per-click (PPC) advertisements.
Why PPC Marketing Must Be Integral To Your Business Marketing Strategy?
First of all, let’s address the elephant in the room! The very confusion regarding the interchangeability of terms “PPC Marketing” and “PPC Advertising”.
Well, it is because PPC is an economic model that blurs the line between advertising and marketing.
On one side, you see it as an actionable strategy with being leads and sales oriented like marketing.
Then, it is indeed the paid visibility that makes it more like an advertisement.
As a small business owner, it is highly unlikely that you have already tried search engine optimization and social media advertising or paid ads.
And you must have also seen lead generation through networking, content marketing, and other strategies.
PPC makes the most sense right now that your business demands after all other strategies tried and tested.
But don’t get convinced here. Take a look at all these compelling reasons or more like benefits of using PPC ads for your marketing strategy.
Pay Only When User Clicks
Advertising often sounds too costly especially if you are well aware of the PPC concept.
It is not about putting your brand name on giant billboards or coming on the television ads.
Such ads are certainly costly but more relevant to reach out to a larger audience with non-niche messaging.
PPC is far more effective as it only shows up to the users who are not just relevant but a potential buyer for your product.
But the most important difference is in its very name “pay per click” as the advertisers or small business owners only have to pay when someone clicks on your advertisement.
So basically the ads are free in a way as far as the impressions concerned. You would only pay for its clicks.
Easy To Measure & Track Results
Unlike traditional marketing or advertisement, the best part of digital marketing is it is measurable and trackable.
With PPC advertisements, you can always measure the views, impressions, and click-throughs.
The campaign comes with a tracking feature where you can see everything in the works in real-time.
It allows you to understand what’s going on and change, customize or adapt accordingly for better results.
Helps You In Precise Targeting
Targeting is the most crucial part of creating advertisements or promoting products.
The more you focus on targeting your audience, the more likely you will be better at personalizing the ad making it easy to appeal to and better conversions.
PPC marketing or advertising is the best at targeting that core audience you want to tap into.
This works even better for those small businesses with a very specific type of product looking forward to a target niche audience.
It helps you go for precise targeting even in the most crowded industry. The best advantage you get is to cut all the competition around it.
Boost Your Marketing Competence
Search Engine Optimization is always considered one of the best ways to attain brand visibility and derive traffic to your website.
But there is no doubt that it takes time to achieve that. Even with social media marketing, it takes time to build a following, develop a track or maintain engagement.
PPC Advertising is something that can just really boost your marketing capacity and derive effective results in a very limited time.
In fact, PPC ads are more result-oriented and target-driven, increasing the core competence of your marketing strategy.
Stop Anytime You Want
It may not sound as much of a big deal if you are not aware of the traditional advertising campaigns.
Usual advertisements or even paid social media marketing bleeds small businesses with heavy loads of cash over time.
It is disastrous when you see it is not working but hooked on to be working eventually.
PPC marketing is so convenient and easy to stop giving full control and sanity to the advertisers.
In fact, you can stop any PPC ad campaign within 5 minutes from any device with the internet.
There is no clause, agreements, guaranteed payments or any such constraints that you have to even be concerned about.
PPC Is More Action-Driven Than Visibility-driven
We already talked about how PPC is quite sitting in the middle of being an advertising and marketing strategy both.
However, if you want to really dig deep and establish the core of the PPC strategy, it is more action-driven rather than visibility-driven.
In fact, it is pretty much clear as PPC ads are shown in the search pages when users are looking for a particular product or service.
PPC is indeed focused on encouraging users to take action by clicking on a particular ad and buying from it.
The PPC ad itself is not helping much in the visibility of the brand for many reasons from first to being non-intentional in that.
What is Google Adwords?
Simply put, PPC advertising or marketing is synonymous with Google Adwords because it is clearly the most popular PPC advertising campaign platform.
It allows small business owners and marketers/advertisers to create Google ad campaigns to contain all their PPC ads.
You get to create these ad groups where each of them enlists numerous keywords that are highly relevant to every ad in that particular group.
If you sell footwear, you might have an ad group like “ women sports shoes”, “ black men shoes”, “sports shoes”, “men boots”, and so on.
Each of these ad groups must have upto 30 relevant keywords associated with it with custom-created advertisements targeted specific kind of customers accordingly.
Image Source: Munro
There are hundreds of relevant keywords associated with many ad groups helping plenty of advertisements running or yet to be run in multiple ad campaigns when it comes to large enterprises.
Google AdWords offers its premium tool called Keyword planner that helps you find out the relevant keywords to target the audience and create ads.
Definitely, you can look for plenty of keyword planner outside, however, Keyword planner is really effective and free to use.
How Google AdWord PPC Advertising Works?
Google Adwords is a very user-friendly format where even for newbies it becomes really easy to create accounts and manage ad campaigns.
However, for the first time, it might require a little bit of working around to get hold of things.
But it doesn’t mean that PPC advertising is easy to win.
It takes time, experience, and a lot of trial and error to grow your marketing skills just like with any other marketing strategy.
Google Adwords also offers a guided tour to create your ad campaign when you first sign up.
Make sure you already decide :
- What will your ad campaign be?
- What particular product or service you will be promoting?
- Who is your target audience?
- Do you have a basic idea of some relevant keywords or search terms?
- Have you thought about what your ad group is?
There are three different options you get for matching keywords in your PPC ad to the search queries of your potential user.
The broad match keywords are the default option in Google Adword. They particularly target your ads with similar search terms using the Google Algorithm.
It is very broad, so you can use the modifier to specify at some level and reduce the generalization.
Exact Match is pretty much as the name suggests. They are the keywords targeting only the search terms quite identical to your primary keyword.
It even allows misspelling, change in the spacing of the words in the phrase, and the plural versions as well.
Phrase Match particularly targets search terms or the queries from the target users that include a particular phrase or the close variations.
However, it always remains in the order as it appears in the ad.