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Pay-Per-Click Marketing: Using PPC to Build Your Business

Pay-per-click marketing is a way of using search engine advertising to generate “clicks” to your website.  One specific way that you’ve probably seen is Google Ads PPC.  The pictured ads at the top of a search with sponsored in the corner, or those links in the search lines with the little green box that says ad in them.  That is what pay-per-click advertising is.

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Here’s how it works.  Every time your ad is clicked, a consumer is sent to your website and you pay the search engine a small fee, hence the term pay-per-click.  When your PPC campaign is well-designed, that fee will be trivial because the visit is worth more to your business than what you pay for it.  For example, if you paid $5 for a click, but the click resulted in a $100 sale, using PPC would be a given.  In order to make the most of your PPC campaign in Kansas, contact an advertising agency that specializes in pay-per-click to help you develop the best campaign for your specific business.

Ultimately, pay-per-click marketing is a win-win scenario for everyone.

  • It’s good for the searchers – Research has shown that searchers click on paid search ads more often than any other form of digital advertising.  This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit what they are looking for.  Because pay-per-click ads are search engine based, the results and ads shown are generally highly relevant to what that consumer was searching for. 
  • It’s good for the advertisers – Advertisers are offered a unique means of putting their product in front of consumers who are actively and specifically seeking out that product.  This is because searchers reveal their intent through their search query.  Advertisers are also able to accurately measure the quality of the traffic that results from each search engine click which enables them to fine-tune their advertising efforts.  Your local pay-per-click company in Kansas, such as SaltRank, is a great place to start a winning PPC campaign.
  • It’s good for search engines – PPC enables search engines to meet the needs of searchers and advertisers at the same time.  Searchers comprise their user-base and they want to provide relevant results to those searchers so that they stay happy users.  Advertisers provide the search engines with their revenue stream, so the engines want to ensure that the ads shown are relevant to the consumer so that the advertiser has success and continues to use them as a marketing strategy.
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A unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space.  They reward the highest-quality ads that are the most popular with the users.  So, the better and more relevant your ads are, the greater your click-through rates will be, and the lower your cost per click will be.  This is a great reason why you should contact an advertising agency specializing in pay-per-click advertising.

Is Pay-Per-Click Marketing Right For You?

So, now that we’ve discussed a bit about pay-per-click marketing, let’s discuss whether it’s right for you.  PPC offers advertisers a unique opportunity to:

  • Grow your customer base – PPC allows you to connect with searchers who are actively looking for products and services like yours.
  • General leads at low costs – Because pay-per-click marketing allows you to reach leads and prospects when they are researching and looking to buy, it’s a highly effective way to bring interested visitors to your site and likely convert those visits into sales.  Also, search engines generally offer an algorithmically generated discount for making their users happy.

In truth, pay-per-click marketing is a strategy that can work for almost any kind of business.  Whether you’re looking to sell products through e-commerce sites, generate leads for a service-based industry, build your brand awareness, or drive foot traffic to your local store, PPC can help with that.  The difficulty is in the execution.  In order to get the most out of your pay-per-click campaign, you need to follow a few best practices.

Keyword research. 

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Keyword research for PPC can be very time consuming, but it is incredibly important.  Your entire PPC campaign revolves around keywords.  The businesses that are the most successful are continuously growing and refining their PPC keyword list.  If you only do your keyword research once, you are likely going to be missing out on hundreds or even thousands of valuable, low-cost and highly relevant keywords that could be driving traffic to your site.  An effective keyword list should be relevant, exhaustive, and expansive.  In addition, your PPC keyword strategy should also include regular negative keyword discovery which can help to ensure that your ads are not showing up for searches that are not relevant to your business.  If you’re looking for help and advice with this in Kansas, don’t hesitate to reach out to a local advertising agency that specializes in PPC advertising.

Managing your pay-per-click campaigns.

Once you have created your ad campaign, you’ll need to manage it regularly to make sure that it is, and will continue to be, effective.  Regular account activity is one of the best predictors of account success.  You should be continuously analyzing the performance of your ads.  Even 20 minutes a week can make a bit different.  Here are a few things that you should monitor and adjust as necessary.

  1. Add PPC keywords – Expand the reach of your pay-per-click campaigns by adding keywords that are relevant to your business.
  2. Add negative keywords – Add non-converting terms as negative keywords to improve your campaign’s relevance, as well as reducing wasted spent. 
  3. Split Ad Groups – Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you to create more targeted ad text, and better landing pages.
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By continuously optimizing your pay-per-click campaigns, you’ll be able to grow your customer base and increase your ROI.  Don’t be afraid to reach out to your local advertising company in Kansas to help you with your PPC campaign.  Spending a little more money to get started on the right foot can increase your returns and decrease your costs in the long run.

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.

Maximize Your Business Sale With An Effective PPC Campaign

 

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PPC management is a complex process and involves in depth analyzing and superior skills. You must choose a reputed PPC company who specializes in delivering an effective PPC advertising and marketing campaign.

 

A meticulously planned PPC campaign optimized with conversion boosters will deliver targeted website traffic. A  digital marketing agency employs experts who are creative and have proper knowledge and experience regarding pay per click strategies for augmenting business processes.

 

PPC (pay per click) campaigns help to derive targeted traffic to your website. One of the most effective ways to maximize efficiency and boost ROI is to optimize conversion rate (CVR) by testing innovative approaches without putting undue pressure on the budget.

 

Five techniques that will help you build more conversions and secure good results in 2018 and beyond.

 

 

Optimize keyword quality scores

 

Quality scores are often considered as one of the most important things which invariably lead to reduced costs and better ad positions.

 

 

The three main elements that determine QS are:

 

 

i) Ad relevance –Establish clearly how far the keyword is relevant to the ad copy. Create significant headlines; focus on the needs and sensitive points of your targeted audience.

 

 

ii) Landing page experience – Quality scores are basically dependent on the landing page experience and expected CTR. If the landing page experience is not good, your quality scores will be bad. People tend to click faster and convert faster on your landing page if it is explicitly and unambiguously designed. Dynamic text replacement (DTR) will provide some quick benefits and can improve quality score.

 

iii) Expected CTR (click-through rate) – PPC experts consider CTR as one of the most crucial factors when determining QS. Having more high-quality ads will generate more clicks and conversions as compared to ad groups with merely one.

 

2. Intellectual Re-Marketing

Customers who visit your landing pages are at various stages of their buying journey. Intelligent re-marketing is a unique way to connect and engage visitors to your website who may not have made an instant purchase. The main aim of re-marketing is to capture the interest of lost users as well as retain customers. Never serve the same messaging. Find innovative ways to add value up and down the funnel.

 

Tips for remarketing ads in order to capture the interest of lost leads:

 

 

i) Test different lead magnets: Different visitors respond to different types of media. Split-test your remarketing ads to offer an e-book and webinar.

 

ii)Name-drop influencers: Include popular influencers in your remarketing ads. This alliance builds up trust.

 

iii)Use dynamic targeting: Serve specific ads to different audience segments.

 

3. Utilize the innovative concept of machine learning

 

AI and machine learning brings the promise of higher-performing marketing at speed. This is an automated endeavor which also aids in budget management. With this you will be able to use more data than any human can handle in order to make quick adjustments in real time.

 

4. Test new ad extensions

 

 

It is important to capture as much SERP (search engine results page) as is possible. In order to do this, you can test different ad extensions on your top-performing campaigns.

 

Ad extensions are available in different forms, the most popular of which are:

 

i) Sitelink Extensions

 

ii) Callout Extensions

 

iii)Structured Snippets

 

iv)Location Extensions

 

Google provides additional extensions for ads that appear on the mobile devices. These are:

 

i) Message Extensions

ii) Call Extensions

 

5. Highly developed segmentation with in-market audiences

 

By using in-market audiences within your display ads targeting, you can easily target users according to their consumer behavior, as well as the content they have shown an interest in online. Thus, you can serve hyper-specific ads to customers who exhibit an interest. Ranging from persona segments to product categories, there are numerous options.

4 Steps to Making your PPC Campaigns Voice Search Compatible

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Here is a step-by-step guide to win over voice searches in your PPC campaigns.

 

Do you know one in five mobile searches was made by voice last year?
The trend is changing. Nearly 70 percent of recorded mobile voice searches were of conversational language. Technology is there to make life easier. And with the emergence of voice searches, it continues to build a deeper, at some times questionable, relationship with the smart devices.

 

That’s not all! Voice search is also turning more natural and rewarding. With a 20 percent chance that any mobile search will be a voice search, it is an important time to get ahead of this trend and start shaping up your PPC accounts.

 

If you are in business and wish to make a profit utilizing Intelligent Personal Assistants (IPAs), such as the Siris, Alexas, and Cortanas, you need to know how you can use PPC campaigns to optimize voice search traffic.

 

Learn four easy steps to create efficient PPC campaigns for voice search:

 

Step 1: Check if your campaigns are receiving voice search traffic

 

For this, export a search query report from AdWords. And if you are managing a high-traffic account, a 30-day lookback window will be suitable to check out. Now filter search terms for the most used personal assistants. Create a column for “search query word count” and check for all queries over six words. This is similar to a more long tail/conversational query.

 

Step 2: Look for your negatives

 

Once you are done with search query gold mining, it is the right time to find your voice queries that might be slightly relevant, but not be ideal for your campaigns. In such cases, adding phrase negatives will help prevent further low-quality impressions.

 

Step 3: Check your existing negatives

 

When you have a legacy campaign, with potentially years of performance data, you have to add low intent/research-based phrase negatives to your campaigns. And to take the most advantage of increased voice search, you can consider removing negatives such as:

 

  • “when does”
  • “where do I”
  • “how to”
  • “near me”

 

Lastly, look for IPAs names within your existing campaign list.

 

Step 4: Build out voice search keywords

 

By now your phrase and broad match keywords will be beginning to pick up voice searches within your campaigns. However, you likely will not be capturing all of the high-value potential queries. So, after exporting your search query list, followed by filtering for voice search queries, you have a pretty good idea of what your ideal audience is searching for.

 

With the help of a keyword tool of your choice, you can begin to build on these long-tail search queries. This is essential to ensure you make the most of your voice search traffic. Later, you can add more conversational-type keywords for your campaigns.

 

So, with only a little bit of analysis and some simple questions to Siri, get started to start testing additional voice search queries in a low-risk environment.

 

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