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2300 Main Street, Suite 900,
Kansas City,
Missouri - 64156
USA.
Tel : 816-533-4417
Email : contact@saltrank.com

How to Use PPC in Kansas City

If you are a business owner, you know that a successful marketing campaign is worth its weight in gold. So how do you go about running a successful marketing campaign? With all the options out there, it can be challenging to figure out where to spend that all-important advertising budget. 


Thankfully, we are experts at Salt Rank in Kansas City and are standing by ready to help you navigate the world of online media advertising. From Search Engine Optimization to PPC advertising, our expert staff is ready to help, no matter the size of your business.


So let’s take a look at one of these areas of expertise. PPC or Pay per click marketing and advertising. What is it? How does it work?


Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal is to lead the person viewing it to click through to the advertiser’s website or app and then complete a valuable action, such as purchasing a product. One of these popular advertising platforms is search engines. They allow you to display ads that are relevant to what users are searching for. Advertising services like Google Ads and Bing Ads operate with real-time bidding, where advertising space is sold in a private, automated auction using real-time data.

How Paid Search Works

Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword. A combination of multiple factors is used by the search engine to determine who will win the auction. These factors include the bid amount and the quality of the ad. To get involved in these auctions, advertisers use accounts on platforms like Google Ads to set up their advertisements and determine where and when they would like those ads to appear.

Keywords

Keywords lie at the center of PPC, connecting advertisers to users’ search queries. Advertisers can choose whether to match keywords with search queries exactly, or they can allow for variations such as the different ordering of the words, different spellings, or the inclusion of other words. It is also possible to have negative keywords which help to prevent irrelevant traffic as the ads won’t display from search queries containing those keywords.

Ads

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Ads are what the users will see if the auction is won. They typically contain a headline, URL, and a description. On a SERP they can show up on top of the results or at the bottom of the page. Services like Google Ads and Bing Ads also provide features called ad extensions that enhance the appearance of ads. Some of these extensions include site extensions and call extensions. These extensions can increase the visibility of your ad, as well as communicating more information.

Ad Rank

There is more to winning the auction than just having the highest bid. Search engines also look at other factors to determine which ads should be at the top and most valuable spot. They consider the bid amount, but they also consider ad relevance and quality, the context and time of the search, the format, and whether ad extensions were used. The quality can be determined by things like the historical click-through rate, the relevance of the keyword to the ad/search query, and the landing page quality. Your ad should be high quality and relevant, but your company’s website’s ease of use and good user experience are also essential in determining whether and how often you will win the bid to have your ad displayed.


In short, it can be a somewhat complicated thing to figure out if you are just getting started. That is where hiring a service like Salt Rank in Kansas City can come in handy. They specialize in this type of marketing and have proven strategies to ensure success. They can provide you with benefits like:

Ad Creation

Because it all starts with the creation of your ad, at Salt Rank, we are always testing new ad concepts and comparing results to ensure we are using ads that generate the most ROI for you. This can help to ensure that you aren’t unintentionally wasting your budget on clicks that have no value to your business.

Keyword Optimization

While an ad campaign can never be perfect, we strive to get as close as possible. We continuously monitor, test, and optimize your ads to increase efficiency and cost-effectiveness. We research demographic data, performance reports and even check your clicks to try and ensure that unqualified clicks are prevented, decreasing your costs, increasing your conversion rate, and ultimately increasing the number of clicks you receive.


PPC advertising can be a great way to reach a high number of customers without it costing an arm and a leg. To ensure you get the most out of your advertising budget, consult with an agency to help you to navigate the world of online PPC advertising successfully.


Contact us today if you need help setting up and managing your PPC advertising!

Pay Per Click Marketing | A Beginner’s Guide

Pay per click marketing is an incredibly powerful marketing strategy that can help companies generate thousands in revenue. With the ability to set up a campaign in a matter of minutes, directing consumers to your company’s website, a company can start reaping the rewards almost immediately, making it an essential strategy for many companies.


So you’re probably wondering, how does pay per click (PPC) work?


If you are looking to improve the effectiveness and ROI of your marketing campaigns, then understanding how PPC works is essential. Many businesses jump straight into making their PPC campaigns then complain when they don’t see the returns they were expecting. By understanding how PPC works, users will have a much better chance of having a successful campaign.

How Pay Per Click Works:

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When it comes to PPC, there are three main players: advertisers, the middle man (or PPC network), and publishers.

Advertisers

Advertisers are businesses or individuals who use PPC to promote their products or services. They pay the PPC network to display their advertisements on their network. Whenever a visitor clicks on their ad, they are charged money by the network. This is where the term “pay per click” came from.

Network

Networks are the websites where the advertisers display their ads. A few examples of networks are sites like Adwords, Bing Ads, Facebook Ads, or even Google. Networks charge Advertisers every time an ad is clicked. The amount they are charged depends on the keyword they are targeting and their competition. It can be anywhere from a few cents to tens of dollars for each click.

Publishers

Publishers are individuals who team up with PPC networks in order to earn revenue from displaying their adverts. Almost all publishers own some website which they can show adverts on. When website visitors click on these adverts, publishers receive a split of the revenue. How much they receive in the end depends on what keyword the user clicked and what the average bid of that keyword was. Many PPC networks introduced publishers with the aim of increasing the network’s display and potential audience. By having their ads displayed on more websites, apps, and videos, a more extensive range of users can is reached. 

The Bidding process

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The way that a Network determines the cost to the advertiser of each click can be a complicated process. A keyword that is very common, and that has a lot of competition from multiple advertisers will be much more expensive per click than a keyword that is not as commonly used. Also, as there are only a limited number of advertising slots available on a web page, businesses need to battle it out to claim their spot. This is where bidding comes into play. Depending on the keyword you choose to bid on, you can also bid for the placement of your ad. However, it’s important to note that bidding for the number 1 spot is not always worth it. It is still possible to have a successful campaign by being in the number 4 spot. The chances are that you will pay a lot less than the 1st position, but will still receive relevant clicks. 

When advertisers create PPC campaigns, they are often given a choice between having advert displayed on the network, or displayed with their partners. The benefit of having publishers and partners means that advertisers can often pay less per click than they usually would.

Quality Score

Another thing to consider when devising a pay per click campaign is to consider the quality of your ad. Quality Score is Google’s way of rating the quality and relevance of the ads displayed. It is used to determine your cost per click, and also your ad position. Making sure that you have a good quality score can be the difference between paying a small CPC and a huge CPC. If you want to increase your chances of having a good ROI and a successful ad campaign, then you need to ensure that your ads have a good quality score. So make sure that you have a relevant ad with relevant keywords. A good CTR and a quality landing page will pay dividends in the long term.


If you are starting out with this, getting in touch with a company that specializes in this type of marketing can be a huge help. Using pay-per-click services the right way has great potential in helping your business to succeed.

Let’s talk about your business

Please let us know how we can help your business. You can shoot us an email, call us, or connect with us via Social Media.