Learn The Basics of Pay-Per-Click (PPC) With a Digital Marketing Agency in Orange County
Whether you don’t know anything about PPC or know a little but you are unsure about how to get started, you came to the right place. In this article, a digital marketing agency in Orange County explains the basics of Pay-Per-Click and how to create an effective campaign.
What Exactly Is PPC?
PPC stands for Pay-Per-Click, it’s an online advertising model in which is accessible for everyone that owns a site. Advertisers pay a small fee every time someone clicks on one of their ads. PPC is the opposite of organic traffic because you buy the visits to your site.
A lot of PPCs can be found in search engines. For example, when you search a keyword on Google and the first results have “Ad” on the top left corner, those are PPC. Search engines allow advertisers to bid for their ad placement when a person looks up a specific keyword that relates to their business.
Every time someone clicks on your ad, you are sending them to your website, and you pay the search engine a small fee, it can be 30 cents, or it can be $15, it depends on different factors that will be explained shortly. It’s important to make your PPC campaign work accurately because one $15 click might result in a $150 sale.
How To Create The Right PPC Campaign
Building a winning PPC campaign is the most important aspect to consider before you decide to invest in it. Google charges less for ad clicks to advertisers who create excellent Pay-Per-Click campaigns, the ones that are useful and satisfy users. To create an intelligent campaign on Google you need to use Google Ads.
What is Google Ads?
Google Ads is the only Pay-Per-Click advertising system that allows businesses to create ads on Google’s search engine. Advertisers bid on keywords they think their audience will search for their product or service. Every time a user looks up that keyword on the search engine, Google examines the pool of Ads and selects a set of winner ads to show up on the ad space of the keyword’s results page. But, how does Google Ads selects the winners? Let’s dig into that.
What Makes a Winner Ad?
Who gets to appear on the page of a search result on Google is based on an Ad Rank calculation; Multiplying the CPC Bid and the Quality Score.
CPC Bid is the amount of money an advertiser is willing to spend on a keyword. The Quality Score is a calculation of different components like the click-through rate (CTR), the quality of the landing page, and the relevance of your content, that determines how relevant and useful your ad is to the user. This prevents irrelevant ads with high bids from taking over the top results.
If your Quality Score is high you will have a higher chance to be a winner ad. To achieve that, you should focus on improving your CTR, which can be done by a digital marketing agency in Orange County.
How Does Google Determine What You Pay?
To come up with the cost of your ad, divide the Ad Rank of the advertiser below you with your Quality Score, and then add $0.01. For example, if you bid $3.00 for a keyword and your Quality Score is a 10, your Ad Rank has a total of 30 points. Let’s say this puts you on top of the Ad Rank, and the second advertiser has 25 points, you will have to pay a total of $2,51:
25 / 10 + $0.01 = $2,51
If the second advertiser had a Quality Score of 5, and the third advertiser had a ranking score of 21 points, then we can calculate that the second advertiser would pay $4,21 for his ad:
21 / 5 + $0.01 = $4,21
In conclusion, having a high-Quality Score will be the key to get a higher position on your keyword searches and pay less for your ads. As we mentioned already, many factors play in getting a good Quality Score, optimizing the landing pages with relevant and attractive content to increase the dwell time of the users is one of them. You can always contact a digital marketing agency in Orange County to help you improve the quality of your landing page site.
Let’s talk about the importance of selecting keywords and match types for your Pay-Per-Click campaign.
Why is PPC Keyword Research important?
Remember that your entire Pay-Per-Click campaign revolves around keywords, so it’s important to create a good keyword list regularly to make sure you don’t miss out on valuable and relevant keywords that could drive traffic to your website.
You should consider keywords that are relevant to your business, and terms that are frequently searched in your niche. You should also add long-tail keywords, which are more specific and less common, but they are less competitive, therefore less expensive.
How To Manage PPC Campaigns?
Now that you’ve created your PPC Campaign, you will need to analyze regularly the performance of your campaign to make sure it’s effective. You will need to do some adjustments to optimize your campaign.
- Expand the reach of your PPC Campaign by keeping the keyword list updated and adding terms that are relevant to your business.
- Review the cost of PPC Keywords and get rid of the ones that underperform.
- Review your current keywords to see if any non-converting terms can be considered negative keywords to save money on wasted clicks.
- Split up your ad groups into smaller, and more specific groups to improve your CTR and Quality Score.
- Revise the content of your landing pages and modify calls-to-action (CTAs) based on search queries to boost the conversion rate. Make sure your ads don’t direct traffic to the same page.
We hope this article has been helpful and you are ready to start working on your Pay-Per-Click campaign. If you have any questions, contact a digital marketing agency Orange County provides for you and they will be happy to help you at every step of the process.