Digital Marketing

How pay-per-click advertising drives profits and brand awareness

More, How PPC helps you reach your customers

Pay per click advertising plays an important role in any marketing strategy. That may be a bold statement for some, especially since many small and medium-sized business owners are intimidated by this advertising strategy. And if you’re like many people, you can’t help but wonder, “Does pay-per-click work?”

You figure that if you pay Google even a small amount, say $1.00 per click, your advertising budget will be depleted in no time considering all the Google searches that occur daily.

Let’s explore why this assumption might be holding you back, and how pay-per-click advertising drives revenue and brand recognition.

First, what is pay per click?

We’ve all seen search engine results labeled ‘Ad’ at the top and bottom of a search engine results page (SERP). Pay Per Click (PPC) is a marketing strategy that allows advertisers to place ads online and pay the hosting platform (for example, Google or Bing) when someone clicks on their ad. The seller using the PPC strategy hopes that the ad will lead a user to click on the seller’s app or website and purchase a product or service, or take some other valuable action. Search engines host PPC ads, displaying ads at the top and bottom of the SERPs that are relevant to their users’ search queries. Pay per click with Google AdWords is one of the best options. Bing is another, as many computers today come loaded with Bing as the default search engine.

Google AdWords – Paid Search

One of the most popular PPC advertising platforms is Google. What could be better than getting your ad in front of the same person searching for what you’re selling in real time? The moment they enter their search query, Google displays a relevant paid search result to show them exactly where to buy that product or service.

How paid search works

Each search query point on the search engine results page (SERP) triggers an instant auction for the keywords the user enters into the search bar. Advertisers bid on these keywords in advance when they set up their marketing campaigns through the advertising account. The search engine then determines the winning bid for that keyword based on a combination of factors, including bid amounts and the quality of the ads. The winner gets the top position and the others are below him, either at the top or bottom of page one, page two, etc.

Bid adjustments

Don’t see any results? Advertisers can adjust their bids at any time, based on the best criteria for their campaign. For example, suppose a particular marketing campaign works well on mobile devices. In that case, the advertiser can increase their bid by a certain percentage to ensure that their ad shows more frequently on mobile phones and tablets.

Conversion tracking and cost per click

Why is conversion tracking important? Because you need to know how much money you’re making (or losing) from an ad. It’s the only way to determine if your cost per click (CPC) is eating into your profits.

Negative Keywords – Google

With so much emphasis on bidding on the best keywords, you might not think about adding keywords that you don’t want to rank for. However, keeping those words in mind can eliminate dead clicks (clicks you pay for, whether or not they convert to sales).

For example, if you have a pizza restaurant that targets the keyword phrase “Florida pizza,” you don’t want to attract people looking for jobs as a pizza delivery guy. Therefore, you may want to enter “pizza jobs” as a negative keyword to prevent your ad from showing for searches on the keyword phrase.

One real world example we have found involves a company that offers cold therapy to reduce “saddlebags” in the hips and thighs. Before launching your PPC campaign, we enter “Harley Davidson” or “bike panniers” as negative keywords. This tactic prevents the client from showing up in those search results or paying for any unintentional clicks.

Just scroll down to the section where you can add negative keywords to your campaign, click the + sign and add a negative keyword phrase to make sure Google doesn’t show your ad to users who enter an unwanted keyword phrase. in your search query.

pixel remarketing

With the beginning of user data collection, programmatic retargeting advertising has become one of the top strategies to stay in the mind of someone preparing to buy your product or service. Remarketing pixels allow you to show targeted ads to specific people who have already interacted with your digital properties (for example, website). You can embed these pixels on your website, in emails, and when setting up your pay-per-click ad on a search engine or social media platform.

HTML code that is invisible to the user tracks the behavior of your email subscriber, website visitor, or social media follower from the moment they interact with the digital media you embedded with the tracking pixel. The data these tracking devices collect provides insights into user behavior that could help you formulate your content strategy, including personalized email marketing sequences. If you use them in Google AdWords PPC ads, your ads may follow the user, appearing on other websites or social media platforms they visit after interacting with your remarketing pixel.

video remarketing

Video remarketing, also known as retargeting, is a form of PPC advertising that uses a tracking pixel to collect identifying information about users who have visited your website, viewed a video, or interacted with your digital content. Video remarketing then serves video ads to that contact list. For example, if you use YouTube, you can set up video ad campaigns that show specific YouTube videos to users who have viewed a specific video. They watch that video, then YouTube will show them the video you want them to watch next (for example, a video you created to promote your product or service).

Attention to your pay-per-click marketing strategy

Pay per click is not a marketing strategy that you can set once and forget about. To get the most out of your investment, you need to take care of it every day. From budgeting to analysis to bid adjustments, everything you do to stay on top of your PPC campaign will improve your profits. Click here for an easy to follow PPC checklist.

Social Media Advertising and Reach Ads

As an advertiser, you may also want to consider advertising on social media as another way to reach more potential customers. Social media advertising is all about putting some money behind an already working social post, then deciding on its demographics (gender, age, location radius, even interests) and setting a budget and time frame for your promotion. . Facebook is one of the leading social media platforms for advertising, but there is a difference between social advertising and pay per click. In social networks, the advertiser pays for impressions, not for clicks.

  • Facebook: boost a post or post an ad

  • Instagram: sponsor a post

  • Twitter: promote a tweet

  • LinkedIn: Boost a LinkedIn Post

  • More pay-per-click tips

  • Design multiple ads in batches and update ads quickly to avoid ad fatigue and banner blindness.

  • Look at your campaign numbers daily and tweak your creatives, bids, and negative keywords as needed to improve results.

  • Use remarketing pixels to get your ad to appear on other sites your potential customers visit.

  • Make a remarketing video explaining what it would be like to be a customer of your business and include a testimonial.

  • Use opposite messages (for example, if your funnel is emotional, your video should be logical and vice versa).

  • Remarket with a video ad that shows what it’s like to buy your product or be one of your customers.

  • Use multiple headline variations and A/B split test your ads.

Pay-per-click advertising can play an important role in your marketing plan if you know how to maximize your results.

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