What is PPC Advertising?
PPC stands for pay-per-click, a digital marketing approach in which advertisers pay a fee each time one of their advertisements is clicked. Unlike other forms of advertising, such as Facebook, which charges per 1000 impressions (CPM). It is just a way of acquiring website visitors rather than attempting to gain such visits naturally.
Google Ads is one of the most common types of PPC but other search engines such as Bing can also be used. It allows marketers (like us!) to compete for ad placement on a search engine’s page when a customer searches for a term related to what the company offers. For example, if we build a campaign with the keyword “PPC Advertising Agency,” our ad may be towards the top of Google’s results instead of in the dark pit that we call the 2nd page of Google.
Top 3 Best Practices
PPC advertising is one of the most advanced ways to promote your business online because of the numerous choices for optimising and adjusting your campaign. As there are various aspects involved, it is tough to perfect and takes years of practice to become completely proficient. The average user can frequently find it difficult to see results from a Google Ads campaign, so we’ve created a ‘Top 3 Best Practices’ guide to help create a successful campaign:
1. Make a High-Converting Landing Page
Creating a highly convertible landing page is one of the most crucial components of your PPC and Google Ads marketing. This is due to Google’s “Google Quality Score” algorithm, which examines your landing page and gives it a score out of ten. If this score is low, Google will drastically increase your CPC (cost per click) because your ads will be shown less frequently because Google does not believe your landing page is relevant to the user’s search.
2. Write Exciting Copy
Companies typically overlook the significance of effective copy in the success of a campaign. Consider this: if your Google Ad contains great copy that users can relate to or solves a specific need, people are more likely to share it with their friends and family. This is effectively free promotion, that will significantly improve the ROI you see from your PPC campaign.
Copy has an immediate impact on your brand. Some business’s ad copy can be lazy and sometimes looks like it only took them a whole 2 minutes to write. Try starting off with a “negative” to hook them in (and no I don’t mean “Buy this or else” 🤣). Let’s say we’re advertising an eco-friendly coffee brand; you could write something like “Your Ordinary Coffee is Bad for The Environment”. See how this automatically hooks you in and makes you ask why? This is what I mean by “negative”.
3. Do Proper Keyword Research
Many people who begin PPC use keywords that they believe people will search for, completely counting on luck that they chose a keyword with decent & high-quality traffic. Instead, try using Google’s keyword research tool, which can be found in the “tools and settings” area of your Google Ads account’s nav bar. This provides precise data on how many people are searching for keywords related to your company, rounded up to the nearest ten. With this, you can quickly select keywords that you know have high traffic, boosting the likelihood of your campaign’s success.
Another little trick is that you can “Start with a website” so you can search for your competitors to see what keywords they are using. Then you can decide whether to compete or not compete with them on their keywords!
Key Takeaways
To be perfectly honest, PPC and Google advertising can be tough. Not everyone has the time to understand and perfect the principles of PPC Advertising, especially given how diversified it is, changing year after year, month after month, monitoring daily. The recommendations above are only a few of the numerous variables and factors that go into constructing a successful PPC and Google ad campaign.
Superfly helps businesses all across the UK create engaging & high-converting PPC & Google campaigns. Do you need help with yours? Give us a call on 01482 242007 or email nick@superflymarketing.co.uk
