If you’re not familiar with PPC marketing, you may be wondering why it can be so effective at generating sales and what exactly it entails. Here are 10 things you probably didn’t know about PPC marketing that will give you some insight into how it works and why it’s such an effective tool for advertising your business.
1) PPC Is Essential
Paid search marketing has emerged as one of today’s most effective and affordable digital marketing strategies. In fact, eMarketer predicts US mobile search ad spending will reach $18.36 billion in 2018, a 27% increase from 2017. With paid search on track to generate more than $20 billion in revenue by 2020. There’s never been a better time to learn how it works—and why it works so well for businesses around the world.
2) Why So Expensive?
It’s a simple question, and it deserves a thorough answer. A great PPC Company uses both software and experienced human beings to perform intricate work on a daily basis. There are so many moving parts involved with running an effective campaign that using automated processes for everything isn’t always possible—and can even hurt your results. Skilled professionals working in-house provide deep expertise, from initial setup to ongoing optimization, ensuring every dollar spent delivers greater value than ever before.
3) What Happens When Google Makes A Change?
If you’re like most people, you don’t exactly go around paying attention to every single change that gets made at Google. However, if you run a website or business and rely on these changes not only for traffic but also for sales. (such as through Google’s AdWords platform), then it pays to keep tabs on these changes. This way, when major updates occur, you won’t be completely blindsided by them.
4) Choosing The Right Ad Group Structure
The ad group is a core component of Google’s pay-per-click (PPC) platform. An ad group is essentially a folder where you can create and manage your campaigns. As such, it’s important to make sure you have a solid understanding of how they work and how they can impact your campaign in order to make appropriate adjustments as necessary.
5) Understanding Ad Extensions
Ad extensions are one of those things that sound complicated but actually aren’t. Essentially, they’re clickable elements that you can add to your AdWords ads to help users take action and make it easier for them to convert. For example, an ad extension could be a phone number or a coupon code, among other things.
6) Ensuring Quality Score Doesn’t Slip
What Is a Quality Score? A Quality Score is Google’s way of gauging how relevant and useful your landing page is to someone searching with one of your keywords. That’s why it’s important to make sure your ads, site and landing page all match so that you don’t see a decline in quality score.
7) Using Negative Keywords Effectively
When you’re setting up your campaigns, it can be tempting to throw in every keyword you think might be relevant. But if you do that, there’s a good chance your ad won’t show for any of them. That’s because Google AdWords will only display ads for keywords with a positive expected clickthrough rate – otherwise known as an actual likelihood that someone searching for that keyword will click on your ad.
8) Avoiding Common CPA Mistakes
If you’re at all familiar with Pay-Per-Click (PPC) marketing. Then you know that it is an effective way to promote your business. However, despite its benefits, PPC can be tricky and often expensive when done incorrectly. Here are some things to keep in mind if you want to avoid common CPA mistakes.
9) Planning Your Account For Best Results
Whether you’re new to paid search or a seasoned veteran. It pays to plan your AdWords account carefully before letting loose with your ad spend. Ask yourself: What is my goal? How much money do I have to spend? Which keywords will generate sales and traffic? Once you’ve answered these questions. You can begin setting up your account—but first, you need to ensure that it’s set up properly.
10) Having A Good Budget
A good budget is key to managing your finances. The most important step in setting up a good budget is figuring out what you have coming in and going out every month. If you don’t do that, then it doesn’t matter how many different budgets you set up. They won’t work for you because they aren’t specific enough to fit your life.
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