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Paid Search and Display

Basics of Ad campaign on search engine results page


Published on Nov 9, 2018

PPC which is pay-per-click is a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on to the advertisement.

For example, you have a website and a company advertisement is placed on one of your website page, every time someone clicks on the advertisement, the user is taken to that company website page and the company will pay you for every click on their advertisement irrespective of whether a purchase is made or not by the visitor.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.

Another popular PPC model is Google’s Ads. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties. Every time a search is initiated, Google digs into the pool of Ads and chooses one to appear in the valuable ad space on its search results page. The “winner Ad� is chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns.

Google is the most popular search engine and it makes good business sense to buy ad space on the search engine results page. Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select.

While many factors influence the ranking of the Ad, some things that you can focus on when designing the PPC campaign on Google:

  • Keyword Relevance - Crafting relevant PPC keyword lists, tight keyword groups, and proper Text Ads. Text ads will get visitors to your website depending on how powerful your message is and how relevant it is to what they want. Basically an Ad Group is the container for your keywords in your search marketing campaigns. Those Ad Groups then house Keywords, Text ads, landing pages.
  • Landing Page Quality - Creating optimized landing pages with persuasive, relevant content and a clear call-to-action points that don’t hinder or annoy the visitor, tailored to specific search queries.
  • Quality Score - Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks.

PPC campaign is a continuous process. Managing the campaign is equally important. Regular review can be done using the reports that can be generated using Google analytics. A plethora of options are available in the Google analytics report that can help you to view the data from various perspectives for each of the element of your campaign.

Based on your analysis, you can add more relevant words to expand the reach of your campaign. Some keywords or phrases may be under performing and this will be costing your campaign budget, hence you can remove these expensive words, add new relevant words and modify the campaign to fulfil its desired objective.

You may also redesign or modify your webpage or some elements of it and determine how the elements like call-to-action sections are performing. The overall efficacy of the landing page can be judged and improvements can be made to increase conversion rates.

Top-performing PPC advertisers are always testing and tweaking their ads to find the most compelling messaging for each keyword group and landing pages to maximize clicks and Quality Score and ultimately lower the cost per click, which equates to higher ROI.

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