Starting a business is a big load and getting your products or services to sell is an even trickier feat. It takes some of the most astounding marketing strategies to be visible to the audiences and make them actually buy what you’re selling. You can build a killer website to get started with your venture, but have you wondered what if no one visits it? This is exactly where PPC campaigns play their part and bring you the visitors you need. PPC Advertising counts among those phenomenal online marketing techniques that work opposite organic strategies.
What is PPC?
PPC stands for Pay-Per-Click, which means that a marketer pays for every click on the ad they have placed on a digital platform. You can see it as buying visitors to your website instead of earning them through organic traffic. The advertisers set a daily, monthly, or any other budget that suits them to place ads on Google, Facebook, YouTube, or any other platform. Whenever a visitor clicks on that ad, the advertiser pays for it, and the amount gets deducted from your budget. The platform that one uses to advertise runs ads until the set budget lasts. Your ads stop running when the allocated budget is used up.
Now, there are multiple platforms and mediums where marketers can place ads to get visitors and boost traffic to their websites. Some of these mediums are as follows:
Google PPC Ads
Google Ads are generally the most common ones when you want to place ads. Here, marketers play around with the keywords and advertise against a particular one. Besides, the keyword can be a general or a highly specific one that targets a filtered audience and potential customers. General keywords such as “black leather coats” cost more money than specific ones such as “black leather coat Gucci 2022”. This is because the general ones are more searched by users as compared to highly specific keywords.
Google displays ads in various ways counting in Local Ads, Display Ads, Search Ads, and Remarketing.
Local Ads: Local Ads target users in a particular area or who are searching for other businesses close to yours or on Google Maps. This will lead people to your business, help you get more visits and calls, and spread the word about your venture.
Display Ads: You might have seen different ads on a side panel while surfing the internet. Those are the display ads that involve both text and pictorial advertisements on a third-party website or app.
Search Ads: Search ads are super common among PPC marketers that show up on top of the organic results on Google. You tell Google a keyword you want to place an ad against and other details about your ad. Now, whenever a user searches using the keyword you selected, your ad will be the first they will see. Next, Google decides between you and any other advertisers who might have chosen that keyword whenever a user searches for that. The one with the higher proposal wins!
Remarketing: How many times has it happened that you searched for something once, and it starts appearing everywhere to you? Well, that’s remarketing. With this campaign, people who have visited your website before, see the ads to reconnect you with them.
Social Media Ads
Social media is another extremely potent platform to market and attract consumers. Where Google ads work by reaching out to the people specifically searching for something, social media ads reach out to people simply browsing. The biggest giant in social media is Facebook, which holds around 1.5 billion users, making it an exceptional option for businesses to market. Besides Facebook, other great mediums include Twitter, Instagram, LinkedIn, Snapchat, etc. One of the fantastic boons of being an advertiser on social media is that you get to decide who will see your ad by setting the criteria of your audience. Also, you select whether you want to direct the users to a landing page or get them to take other actions. The options include like, follow, share, subscribe, check-in, re-tweet, and more.
Managing Your PPC Campaign
PPC Campaigns are highly effective; however, they need careful monitoring and optimization to work the way you want them to. You need to manage your campaigns regularly to make sure that they don’t lose their efficacy. There are a few things that you should do to ensure that your efforts are working and that everything is going in the correct direction.
Pick Your Keywords
Having a proper knowledge of the keywords to use in your campaign is extremely important. It’s a string of communication your consumers use to get to you. You should go for long-tail keywords that are highly targeted to reach the audience you want. E.g., the word “shirts” won’t give you many users, but a more detailed keyword will surely get you the customers you want.
Create Landing Pages
Playing with your potential customers won’t get you anywhere. You need to provide them with the information they’re searching for, and this is precisely where landing pages play in. When you link a page to your PPC ad, make sure that you’re providing the info that your users came searching for. This will prove you reliable in their eyes and build trust that might make them your customers in the future.
Write Perfect Ads
You can do everything, but if you miss out on writing a perfect ad, it might mess it all up. There are two significant parts of an ad you make; the headline and a call to action. The headline must include the keyword you intend to target and some information about your company. Also, you can bold the keyword to catch users’ attention straight away. Furthermore, you should add a call to action to convert your users into customers. Some examples of strong CTAs are: call now, sign up now, buy now, etc.