In this present time, marketing has reached a new dimension in the Digital world. Every business needs to have a digital presence, no matter how big or small its range is. This is because; digital world is capturing the maximum global population. They spend more time in different virtual platforms and use the features for different purposes. Hence, business owners must be very sincere in implementing strategies to grow in this digital field, & for B2C business having proper PPC marketing strategies is extremely important.
The important strategies for optimizing websites include SEO, social media marketing, PPC advertising etc. All these are effective, although if one wants to target a huge number of audiences, PPC strategies can be extremely beneficial.
PPC Advertising and Its Types
PPC or pay per click is an advertising method that can be helpful for website owners if they want to target particular demographics. In this model, advertisers bid on the price each time users click on their online advertisements. There are eight types of PPC ads available. They are as follows:
- Display Ads
In this type of ad, advertisers pay to display their ads in front of users. Display ads can come in front of the users if they have shown interest in the products beforehand. This type of advertisement is generally for increasing brand awareness. Therefore, if a business owner wants to build awareness about a particular product, this advertisement can be helpful. This types of ads charge you per thousands impression, & pay-per-click too. this type of ads are widely used in remarketing purposes.
- Search Ads
This is one of the most common PPC advertisements, and the working method is also simple. This whole process depends on the search method of the audience. So, firstly, the advertisers choose keywords related to their brands. Afterwards, they input them into their Google ad copies. Therefore, this optimized ad copy helps to gain more potential customers. These PPC search ads come with an ‘Ad’ marker on SERP.
In this types of ads a PPC Specialist must choose his target audience, location, age group to get best Result, You also need professional Ad copywriting services to get maximum possible CPC. In this type of ads landing page plays a critical role, the landing page must be very relevant, that contains proper keywords & a working form, poor landing page will lead to lower CPC or CPA.
- Remarketing Ads
From the name, one can understand it is about targeting the same audience that visited a site earlier. This cost-effective PPC marketing is responsible for a huge conversion rate. This ad works via Google remarketing ad campaign by targeting the following types of customers:
- Users that came previously to the site
- The previous customers
- Users who came across the YouTube videos of the brand
- Video Ads
For their engaging appearance, video advertisements are becoming a popular strategy in digital marketing. Therefore, the advertisers can focus on bidding prices on their video ads for maximum reach. An example of video advertising can be those advertisements shown on YouTube.
- Shopping Ads
Similar to the search ads, shopping ads are seen with the shopping queries of the users. In addition, they contain the images and details of particular products. These types of PPC ads are beneficial for e-commerce businesses.
- Social Ads
It is about showing adverts to people browsing on social media, for example, Facebook, Instagram, LinkedIn etc. This is generally paid in nature. In addition, a paid social advertising campaign can help create different types of PPC campaigns.
- Amazon Advertising
There is no chance of argument with the popularity of Amazon. The platform receives almost 206 million people regularly. Therefore, there is nothing more beneficial than this Amazon to increase brand awareness. There are 3 types of advertisements on Amazon, they are:
- Product display ads
- Sponsored products ads
- Headline search ads
- Gmail Sponsored Ads
These are the shopping or display advertisements shown on Gmail, and Google ads generally create these. Whenever the users interact with a website, the marketers get the details. Therefore, this works by the following process,
- By saving the Gmail ID
- Forwarding the Gmail IDs
- Analyzing the Gmail clicks
So, these are the types of PPC advertising that business owners can use for effective digital marketing. However, certain strategies to run these PPC ads properly demand special attention.
Top 10 PPC Strategies
The most important pay-per-click strategies are as follows:
- Creating Catchy Ad Copies
It is one of the most important strategies to get the maximum result out of a PPC campaign. Marketers need to do effective keyword research to make compelling advertisement copies. These keywords should be implemented into the copy and URLs. Therefore, when the searchers search with these keywords, the ad will grab their attention. Any content writing agency can provide these writing services to website owners.
- Proper Landing Pages are Important
Any advertisement aims to direct the audience to a specific landing page of a website. Hence, the quality of these landing pages matters the most. Otherwise, the irrelevant landing pages will lead to a reduced user experience. Therefore, beginners need to make comprehensive landing pages. In addition, while creating landing pages, one should remember to ensure Google’s core web vitals which means having great page load speed, interactivity and stability.
- Fixing Proper Budget
As a beginner, one should be very cautious about the budget. These online advertising plays optimum when they are implemented properly. However, at the initial stage, one cannot be that skilful in handling all types of issues related to the advertisements. So it is always recommended to maintain a proper budget to avoid any huge losses.
- Mentioning Numerical in Ads
Numbers can grab the attention of the audience instantly. So try inserting numbers with offers such as “50% discount” to catch the audience very easily.
- Show Ads on New Platforms
Apart from conventional social media platforms, one can try the comparatively new ones for comprehensive reach. These platforms can be Pinterest, Linkedin etc. One can easily target different demographic audiences by running ads on these platforms.
- Build a Proper Account
To get better results, beginners should categorize the products and services they want to run advertisements for. By categorizing the products and services in the PPC account, advertisements will be distinguished. In addition, while running ads in two different countries simultaneously, advertisers have to make two different accounts for maximum reach.
- Optimize for Mobile Advertisements
As smartphone users are increasing daily, advertisers need to optimize the website and the ad campaign for mobile devices. It is proven that mobile devices do maximum search or shopping. In addition, B2B marketers are also using smartphones to search for specific companies. Therefore, mobile-optimized PPC ads are important for every beginner advertiser. It increases the click-through rate and conversion rate.
- Optimizing Campaigns
After choosing any campaign, advertisers should also optimize the campaign for effective results. The tips for doing so can be:
- Biding on the proper keywords
- Choosing the relevant location
- Spend on high-performance keywords
- Creating individual landing pages for each campaign
- Adding negative keywords
- Choosing suitable platform
- Checking on impression share, etc.
In addition, conducting regular A/B testing is important for PPC marketing. However google also offers some services to help newbies, like Dynamic Campaign, Automated Ads, Performance Max etc, where google uses its large database & it’s AI to target audience for your business
- Using ad Extensions
Ad extensions are important to boost ad clicks. Some of the best ad extensions are:
- Sitelink extensions
- Price extensions
- Location extensions
- App extensions
- Structured snippets
- Call extensions
- CallOut extensions
- Seller rating extensions, etc.
By adding ad extensions, advertisers can increase the visibility of their advertisements on Google SERP.
- Re-examining the Report
If an advertiser uses the same PPC performance report over and over, it will not give an optimum result. One can easily get this evaluation report from the “overview” page provided by Google ads or Microsoft ads. The objectives of this evaluation are:
- Checking data repetition
- Metrics
- The functionality of the information
Therefore, these are some of the important strategies that PPC marketers should follow to run ad campaigns more effectively. The next segment will discuss the importance of implementing PPC best practices.
Importance of PPC Strategies
The importance of these strategies is as follows:
- It enhances the visibility of a website
- PPC advertising helps to identify the potential customers
- It helps in conversion
- Immediate and accurate results
- Boosts revenue and many more.
Therefore, the PPC campaign is highly needed for business owners to get a better reach, but a poorly optimized ad campaign can rapidly drain your budget, & throw your business in loss. To avoid that one should hire a professional PPC Expert for that job.
Conclusion
One must always remember that PPC campaign may not be equally fruitful for B2B business, for that one should have their proper marketing funnel set up, of which PPC Campaigning may or may not be a part of.
Thus, by analyzing the different aspects of PPC strategies, one can be least assured that it is an important part of digital marketing. Advertisers need to implement the right technical detailing while running ads. Pay-per-click marketing is all about trying and failing. Beginners have to think out of the box to achieve a comprehensive goal. However, one should be very careful in fixing the budget and utilizing that properly. By organizing everything completely, beginners can achieve the goal of PPC marketing.
