Pay-per-click (PPC) is an advertising medium where advertisers pay a fee each time their ad is clicked. It is essentially a way of buying visits to your website, rather than earning those visits organically. Using Google AdWords, an online advertising service, our search engine marketing (SEM) professionals analyze and employ relevant keywords and build expert landing pages designed to rank high in Google, Bing, Yahoo, and other search results. The key is to show ads to users who are searching for your products or services.
For example, as illustrated below, after searching Google using the keywords, “bethesda apartments,” the first link takes you to a landing page for one of our clients, Bethesda Place Apartments. The landing page is full of necessary information and contains a clear and concise call-to-action.
Want to better understand how PPC works and how your business can take advantage of it? We have listed the five main components of successful PPC marketing below!
1. Keyword Selection
When starting a PPC campaign, you must select the keywords you want to bid on. Choosing solid keywords that represent what your business has to offer will increase your chances of gaining new visitors to your website. Google offers you tools to determine which keywords are the most popular and which may be likely to show the most commercial intent.
2. Keyword Bidding
After determining your keywords, you bid on them. Google uses a modified auction system where the highest bid doesn’t necessarily have the highest ranking ad. Account quality and even the landing page can be important in determining how much you actually pay if someone clicks on your ad. The higher the bid, the higher your PPC advertising will rank. Some keywords will have more competition than others, so it’s important to select a variety of keywords to try to find the most effective keywords for a given budget. After you’ve been running the campaign for a while, you’ll be able to see which keyword clicks are bringing in the best return on investment (ROI), and which ones may need to be paused.
3. Ad Copy
As they say, content is key. Your ad text content should effectively address your target audience. This could result in a decrease in the quantity of clicks, but an increase in the quality of clicks. So, while click costs go down, conversions by more interested visitors go up. Keep your ad copy as relevant to the keywords as possible. This will likely mean that you’ll have groups of keywords/phrases that are similar that trigger the same ads. You only have a limited amount of space to write your ad copy, so make each word count! You can write multiple ads for the same groups of keywords so that you can see which one works the best and then iterate on that to create new ones.
4. Landing Pages
The next step is a well-designed and informative landing page. Your landing page should support the specific content of your PPC advertisement. Customized PPC landing pages give customers what they are looking for without the inconvenience of going through your homepage, which may have distractions and information that may not be relevant to the search. This will lead to increased conversions and return on investment.
5. Campaign Analysis
Analyzing the data from your campaign is important so that you can identify problems and resolve issues in an efficient and timely manner. Moreso, it will help you to optimize your campaign to get the best results.
Ready to launch your own PPC campaign, but don’t know where to start? That’s what our expert search engine marketers are here for!
Contact us at firstname.lastname@example.org or 301.725.8000 today and receive $150 worth of Google AdWords absolutely FREE!