What is PPC?
Two Ways to Measure PPC (Pay-per-Click)
There are two basic ways of measuring per click: flat-rate and bidding.
The flat-rate measurement model is based on a fixed amount that will be paid for each click on a published ad.
On most occasions, the publisher has a rate card that lists the pay-per-click (PPC) within different areas of their website or webpages.
The amounts vary depending on the page content. Content that attracts valuable visitors (people who are willing to pay) has a higher PPC than content that attracts less valuable visitors. However, advertisers can negotiate lower rates, especially when committing to a long-term or high-value contract.
In a closed auction run by a publisher or advertising network, the advertiser places bids against other advertisers.
Each advertiser informs the host of the maximum amount he or she will pay for an ad space (often based on a keyword or search query).
Before, I delved into the 5 key strategies to double your paid ad result. You can’t talk about PPC without talking about Google ads.
Let’s dig into what Google ads are.
Google Ads: what are there?
Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click (flat rate) on their advertisements.
Google Ads: How It Works
Each time a search is initiated, Google digs into the pool of ad advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns and the size of their keyword bids.
Advertisers and Users View Google Ads
Google Ads’ system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income.
Types of Google Ads
- Text Ads
- Image Ads
- The expanded text ads
Elements of Google Ads
Text Ads: Google’s text ads comprise:
- Three headlines with a maximum of 30 characters each
- 2 descriptions with a maximum of 90 characters
- Two display URLs of 15 characters each
Image Ads: Google’s image ads comprise:
- An image of 50K max
- Image name
- Display URL
- Destination URL
- Image format: gif, jpg, png, and SWF.
- Image Resolution: 300 x 50 mobile leaderboard, 468 x 60 banner, 728 x 90 leaderboard, 250 x 250 square, 200 x 200 small square, 336 x 280 large rectangle, 300 x 250 inline rectangle, 120 x 600 skyscraper, 160 x 600 wide skyscraper
5 Key Strategies to Double Your Paid Campaigns Result
If you are looking for PPC hacks or tricks to boost your paid advertising campaign, then this post is just for you, as I’ll be sharing with you hidden tactics and strategies on how to take your paid campaigns to the next level.
- Hack your conversion funnel.
Most online marketers save clicks to get users faster through their conversion funnel. The reason is that the faster they get through the funnel, the faster they are converted. You can hack your conversion tunnel to achieve maximum results by tweaking it and adding a few things, such as a small “gif demo” of your goods, which can convince your viewers to click.
- Apply a remarketing strategy.
Many customers may come to your site through your ads and have probably tried to purchase a few items on your e-commerce site but didn’t go through with the purchase. Remarketing can be used to remind the customer about the product, thereby increasing the visibility and chances that the customer may end up making the purchase.
- Keep a secret reserve fund.
Basically, every advertiser has a scheduled monthly budget that has been set up for his PPC ads to see how well his PPC performs. The purpose of having a reserve fund is to help you create additional ads when viral content is in vogue. This procedure can give you the edge you need to maximize the results of your paid campaigns.
- Create a schedule for your ads.
Try scheduling your ads so they only pop up at a stipulated time programmed for them to appear. You can schedule the ads to appear at a certain time or hours of the day when you know your audience is active online the most. Doing this at the appropriate time increases the visibility of your ad and doubles your traffic and click rate.
- Run tests for your ads.
Before completing your paid ad campaign, you need to test-run the ads for effectiveness and a good deliverability rate. You can develop multiple models of your ads, try out different functionalities on them, and see how well they do. This will give you an insight into which models are best suited to generate more pay-per-click rates, which can later turn into conversions.
How to Manage Your PPC Campaigns
Yes, I have shared strategies and tactics that will help you scale through. Let’s now delve into how to manage your PPC campaigns.
If you’ve used the above strategy to hack growth in your campaigns, you must manage your campaigns regularly to make sure they are effective.
Here is the gist:
To continuously see results, you should be analyzing the performance of your ads and making the following adjustments to optimize your campaigns:
- Split Ad Groups: Improve your click-through rate (CTR) and quality score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
- Adjust Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
- Experiment by adding new PPC keywords. Expand the reach of your PPC campaigns by adding keywords relevant to your business.
- Sprinkle some Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
- Improve Landing Pages: Change the content and calls-to-action (CTAs) of your landing pages to align with individual search queries to boost conversion rates. Don’t send all your traffic to the same page.