Pay Per Click
PPC stands for pay-per-click; a way of internet marketing in which advertisers pay a fee each time for their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. Every time ad is clicked, sending a visitor to website, we have to pay the search engine a small fee.
A lot goes into building a winning PPC campaign:
Keyword Research and selection
An effective PPC keyword list should be: Relevant, Exhaustive and Expansive.
Search engines reward advertisers by charging them less for ad clicks that can create relevant, intelligently targeted pay-per-click campaigns. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So, it’s very important to learn how to run and manage a PPC campaign.
Managing Your PPC Campaigns:
After creating a new campaign, it is required to manage on regular basis to make sure they continue to be effective. Continuously analyzing the performance of account and making the following adjustments to optimize your campaigns:
Add PPC Keywords:
Expand the reach of your PPC campaigns by adding keywords that are relevant to the business.
Add Negative Keywords:
Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Split Ad Groups:
Improve click-through rate (CTR) and Quality Score.
Review Costly PPC Keywords:
Review expensive, under-performing keywords and shut them off if necessary.
Refine Landing Pages:
Modify the content and calls-to-action of your landing pages to align with individual search queries to boost conversion rates.
There are majorly three kind of PPC campaign are popular: