The Complete Guide To PPC Advertising

The Complete Guide to PPC(Pay-Per-Click) Advertising helps to drive paid traffic to your website. It would give detailed information about keyword research, ads, ad groups, display, assets, automation, and more. The most common platform for PPC advertising is Google Ads, where advertisers bid on each keyword to appear at the top of SERP. There are other social media advertising platforms such as Facebook, Instagram, LinkedIn, and Twitter.

The Definitive Guide To PPC Advertising

What you will learn here:

1. What is a PPC Advertising
2. Why is PPC Advertising important for businesses
3. How to set up PPC campaign on a Google Ads account
4. What are the different types of PPC ads
5. What are the top PPC platforms
6. Different types of Google Ads bidding strategies
7. What are some limitations of PPC Campaigns

 1. What is a PPC Advertising

PPC stands for Pay-Per-Click and it’s a form of digital marketing where advertisers pay for each click on ads. In PPC, advertisers have to participate in an auction to bid on every relevant keyword to their products and services. This method achieves immediate visibility on search engines.

2. Why is PPC Advertising important for businesses

PPC advertising is essential for businesses for several reasons which are here:

Produce Cost-effective results

Advertisers only have to pay if user clicks on their ads. They can set proper budgets for their campaigns.

The Real-time control

Advertisers can control their bids, ad targeting, and ad copy in PPC.

Instant traffic

PPC Advertising provides instant results. There are several platforms such as Facebook, Instagram, Twitter, and YouTube which increase the brand’s visibility.

Measurable results

Advertisers can measure their campaign’s performance by tracking conversions, ROI, and KPI.

Targeted Audience

In PPC Advertising, advertisers can target specific audiences which is essential for the success of the campaign. You can target demographics, interests, and locations to reach the right audience.

3. How to set up PPC campaign on a Google Ads account

Here are some steps if you want to set up PPC campaign on a Google Ads account:

1. Go to ads.google.com and sign in for an account.
2. Click on the “New Campaign” button, and select your campaign goal.
3. Choose the campaign type.
4. Set the location which you are targeting, language, budget, and bidding strategies.
5. Create an ad group based on your products or services.
6. Select the relevant keywords for every ad group.
7. Create multiple ad variations for each ad group.
8. Write compelling headings, descriptions, CTAs, and add ad extensions.
9. Set up your billing information to fund your account and this is mandatory.
10. Review all the settings and publish your campaign.

4. What are the different types of PPC ads

PPC advertising can be highly profitable if the proper strategy is created. It is crucial to know about all the types of available PPC ads. After getting this knowledge you can create PPC marketing strategies.

Here are the different types of PPC ads:

Search

The user enters a keyword into a search engine. These search ads appear at the top of search engine results pages (SERPs). These ads are specifically text-based and relevant to the user’s search.

Display

These ads appear on websites, apps, YouTube, and other digital platforms. The display ads are in the form of a banner and include a variety of media such as images, videos, and interactive elements. It is specifically for brand awareness. CPI (Cost Per Impression) or CPM (cost-per-thousand-impression) is paid each time the ad is displayed.

Video

Video ads are used to promote products, services, and brands. These ads appear on YouTube and social media platforms in the form of reels or posts. These are purchased on the CPM or CPV.

Remarketing (Retargeting)

Remarketing means allowing the business to show ads to those users who have previously interacted with their websites or mobile apps. These ads are shown to remind and gain their attention back to their website or app. They are usually purchased on a CPC or CPM basis.

Other ad types

There are some ads come under different characteristics such as the type of business allowed to use or set up requirements. These include

• Remarketing list of search ads
• Performance Max
• Local Search Ads (LSA)

5. What are the top PPC platforms

Several popular platforms offer PPC advertising solutions. Google, Microsoft Bing, and Facebook are among the most popular.

• Google Ads
• YouTube
• Facebook Ads
• Instagram Ads
• Microsoft
• LinkedIn
• Twitter

6. Different types of Google Ads bidding strategies

There are 8 types of Google Ads bidding strategies:

1. Target cost per acquisition (CPA)
2. Target return on ad spend (ROAS)
3. Maximize conversions
4. Maximize conversion value
5. Manual cost per click (CPC)
6. Enhanced cost per click (ECPC)
7. Maximize clicks
8. Target impression share

7. What are some limitations of PPC Campaigns

PPC Campaign has some limitations which are listed below:

• PPC ads are only visible if you are paying for them. They are immediately removed from the search results if you stop paying.
• Bidding on keywords can be expensive, there is a lot of competition.
• Clicks and visits don’t always convert into leads, you need to convince them.
• It needs practice to set up an effective campaign.
• You have to exclude irrelevant search terms from your campaign.

FAQ’s

What is A/B testing in PPC Advertising?

A/B testing use to determine the performance of the campaign which is performing well among two campaigns.

How is CPC calculate?

CPC = Advertising cost /Total no. of clicks

What is ROI?

ROI (return on investment) is the comparison of how much you have invested on ads vs. how much money you have gained.

What is KPI?

KPI (key performance indicator) helps to track the performance of you campaign and determine all the goals and objectives accomplish.

What is CTR?

Click-Through-Rate is no. of clicks you gain / number of times your PPC ads is shown. If 200 click and 2000 impressions are there, then CTR would be 20%.