Learn How to Get Customers through Pay Per Click

If you’ve heard about PPC marketing and want to learn more about how PPC works, or if you already know that you want to use PPC as part of your online advertising strategy but aren’t sure where to start from – you’ve come to the right place!

In this guide, we’re going to learn all about PPC, how it can help you get more customers and revenue through search ads, and the best Google Ads tips for successful PPC campaigns.

What is PPC and how does PPC work?

Pay Per Click (PPC) is an online advertising approach in which advertisers are charged a fee each time a customer clicks on one of their search ads. In other words, it’s a means of buying website visits rather than having to “earn” them organically.

Search ads are one of the most prevalent forms of PPC and online advertising. When a user searches for a phrase related to a company’s product, it allows company marketers to bid for ad placement in a search engine’s sponsored links.

As an advertiser, you’ll have to pay a tiny fee to the search engine every time your ad is clicked on and a user is directed to your website. When a PPC strategy is implemented correctly, the cost per click is low because the user’s visit is worth more than what you spend for it. In other words, if you pay $3 for a click that leads to a $300 transaction, you’ve made a pretty good profit through your online advertising strategy.

There’s a lot that goes into creating a successful PPC campaign – researching and choosing the correct keywords, arranging those keywords into well-organised campaigns and ad groups, and creating PPC landing pages that are optimised for conversions. Advertisers who can construct relevant and intelligently-focused Pay Per Click Google Adwords campaigns are rewarded by search engines by having to pay less for each ad click. 

Google Adwords costs you less per click if your online advertising and landing pages are useful and gratifying to consumers, resulting in better earnings for your business. So, if you want to start using PPC, you must first understand how to do it correctly.

What is Google Advertising?

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Google Advertising is the world’s most popular PPC advertising solution. Businesses may use the Google Adwords platform to generate search ads that are displayed on Google’s search engine and other Google domains.

Google Advertising uses a Pay Per Click approach, in which users bid on keywords and get charged for each click on their adverts. When a user searches for a particular keyword, Google filters through its pool of advertisers and chooses a set of winners to appear in the premium ad space on the search results page. There are many factors that influence the selection of the “winners”, including the quality and relevance of their keywords and ad campaigns, as well as the magnitude of their keyword bids.

More specifically, who appears on the page is determined by an advertiser’s Ad Rank, which is computed by multiplying two main elements – CPC Bid (the maximum amount an advertiser is prepared to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This online advertising strategy allows successful Google Adwords advertisers to reach out to potential customers at a low cost – in a nutshell, it’s simply an auction.

PPC marketing using Google Advertising is especially beneficial since, being the most prominent search engine, Google receives large volumes of traffic and provides the most impressions and clicks for your search ads. The keywords and match types you select impact the frequency at which your PPC advertising appears in front of users. And while many factors influence the success of your PPC advertising campaign, you may achieve a lot by concentrating on the following:

  • Keyword Relevance – Creating appropriate PPC keyword lists, keyword groups, and ad content.
  • Landing Page Quality – Creating optimised landing pages with compelling, relevant content and a clear call-to-action suited to individual search queries.
  • Quality Score – Google’s ranking of the quality and relevance of your keywords, landing pages, and PPC campaigns is known as Quality Score. Advertisers with higher Quality Scores receive more search ads clicks at a lower cost of PPC.
  • Creative ad wording is essential, and if you’re utilising online advertising on the Google display network ads, you can use a tool like a free Smart Advertisements Creator to produce designer-quality search ads that will entice users to click.

PPC Keyword Research

The foundation of any PPC campaign is its keywords, and the most successful Google Adwords marketers are constantly growing and refining their PPC keyword list. Keyword research for PPC may be extremely time-consuming, but it’s also vital for the success of a Google Adwords campaign. If you just do keyword research once, when you start your first campaign, you’ll likely miss out on hundreds of thousands of helpful, long-tail, low-cost and highly relevant phrases that may generate greater traffic to your site.

Here are some things to consider in online advertising when conducting keyword research:

  • Relevant – Obviously, you don’t want to pay for web traffic that has nothing to do with your company and is unlikely to buy from you. You want to uncover focused keywords that will result in a greater PPC click-through rate, a lower cost per click, and more earnings. The keywords you bid on should be directly connected to the products or services you offer.
  • Extensive – Your keyword research should include not just the most popular and most-searched phrases in your field, but also long-tails of search terms. Long-tail keywords are more specific and less common, yet they produce the vast majority of search traffic. They’re also less expensive since they’re less competitive.
  • PPC is iterative and expansive. You want to continually revise and develop your Google Adwords campaigns, as well as create an online advertising environment in which your keyword list grows and adapts.

The Best Google Ads Tips for Making More Money

A successful sponsored search ads campaign consists of several components. Here are a few of the best Google Ads tips for making more money by optimising your PPC advertising.

  1. Make Your Landing Page Relevant

It’s quite easy to become fascinated by paid search ads platforms, fine-tuning bids, testing ad wording, and focusing all of your efforts on the ad itself. But there’s something else that requires just as much effort, if not more: your landing page. Streamlining your search ads is just the first step, but having a compelling landing page that users are redirected to when they click on your ad is what will help you get more purchases.

PPC marketing’s ultimate objective is to make a sale. A successful online advertising strategy directs qualified leads to a landing page that converts prospects into clients.

You should optimise your landing pages for PPC conversions by aligning the message of your online advertising with the content of your landing page. Maintaining uniformity across your keywords, ad text, and landing pages should increase click-through and conversion rates while decreasing CPC (Cost Per Click).

Because you already know that your clients are interested in your offer and message in your ad, you can enhance conversions by repeating the message and CTA on your landing page. By sticking to this simple guideline, you will be able to create more captivating advertisements that will drive more conversions.

  1. Optimise Negative Keywords

Negative keywords are one of the most effective tools at your disposal for ensuring the integrity of your Google Adwords and Microsoft Ads campaigns. Both systems allow you to designate which terms are inappropriate for your product or service.

Informing Google what your product isn’t is one of the best Google Ads tips that you can use to keep your advertisements from appearing on keyword searches that aren’t relevant to the clients you’re looking for.

Let’s assume that you own multiple off-campus student housing complexes and operate an apartment management firm. These flats are designed for students and not regular families. So, to guarantee that you only attract qualified traffic, omit phrases such as “family”, “cheap” and other qualifiers from your search ads to eliminate traffic from searchers who aren’t in your demographic.

Remember: it’s just as important to tell Google Adwords what your goods and services aren’t as it is to tell them what they are. Negative keywords may be introduced at the campaign level, but you can also zero down on specific ad groups by adding unique keywords.

  1. Use the Right Keyword Match Types
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PPC advertising is a direct attribution marketing channel, and Google Adwords uses keywords to determine user intent.

When a user enters a search word into Google, advertisements are shown based on how relevant the auction system judges the search term to be and then shows an ad accordingly.

There are four categories of keyword matches, which means there are four different ways you may “instruct” Google and Bing on how to handle the phrases you choose.

  • Broad: This is the broadest net you can cast, and it will match searches with any terms that comprise the target keyword in any sequence (including synonyms).
  • Broad Match Modified: This is the second-largest net you may cast. Unlike Broad Match, which allows your ad to appear for any keyword in the phrase you’re bidding on, Broad Match Modified instructs Google that “all of these phrases must be in the search query, in whatever order or placement”.
  • Phrase Match: Using this modification, your ad will appear only when searchers use the precise phrase you specified. The query must include all of the keywords you’ve noted, in the precise order you entered them.
  • Exact Match: Similar to phrase match, this keyword modifier instructs your Google Adwords on things like misspellings, plural variants of a term, or inferring interchangeable keywords to what you’ve provided.

Each kind of match involves a trade-off between impressions, relevance, and cost.

If you want the most impressions, Broad Match is the way to go, and it usually comes at the lowest CPC. However, it’s possible that you may be matched to a slew of unrelated queries, which will cost you added money.

Exact Match, on the other hand, will have the fewest impressions but a greater relevance and click-through rate. The disadvantage is that it’s usually more costly.

  1. Alter Keyword Match Type Over Time

When you start a new online advertising campaign – Google Adwords or Microsoft Ads – start with multiple ad groups with strong themes of related keywords. It’s recommended that you begin with Broad Modified match types, since they provide a high amount of control over when your search ads appear while also providing enough possibilities for you to collect data.

As the data shows what truly converts, you can then shift the emphasis to a mix of Modified Broad, Phrase, and Exact Match terms. Winning search queries may be “upgraded” to Exact or Phrase, but your Modified Broad will remain the larger net that helps you identify new items to bid on.

Google Adwords is an Investment!

Image source: IB Photography / Shutterstock.com

When PPC works well, the fee is less since the visit is worth more than what you paid for it and this method allows winning advertisers to reach out to potential customers at a low cost of PPC. 

The keywords and match types you select impact the frequency with which your PPC advertising appears. A well-managed Pay Per Click search ads or Google Shopping ad campaign can help firms significantly improve their income, and because Google Adwords compensates you for each click on your advertisements, make sure you optimise the whole experience to drive conversions.Now that you know how search ads and PPC work, try the best Google Ads tips above for your PPC Google Adwords, and you should be able to generate more money and sales for your business through online advertising!