Well, through online advertising programs, such as Google AdWords, marketers specify how much they are willing to Pay Per Click. Especially, for a user who clicks through to their website landing page. As it is an auction-based system, the advertiser who bids more for a certain keyword gets the most exposure.
While many ads campaign has a set start and end date, some campaigns eventually become evergreen. For those campaigns, there are things you can do to keep the momentum going.
But, when the event is over, replacing the web registration form with gated access to all the recordings allows you to keep pulling in conversions. So that in the end, organic traffic becomes a source of leads now that it’s in its evergreen state.
What is Pay Per Click?
Pay Per Click (in short PPC) is a method of online advertising used to direct traffic from the place where the user found the ad. And then thereafter, the user clicked on it, to the landing page.
In reality, PPC has always been one of the highly used models for driving traffic to Websites. It’s no brainer that – a highly effective Cost Per Click (CPC) campaign not only needs a good budget but also needs a proper strategy. But, you also need to be an expert or hire a PPC expert to create and optimize your campaign.
PPC advertising programs like Adwords offer easy ways to create your first ad and monitor its effectiveness. But, I’m sure you might not like to use the trial and error method. And especially when a big chunk of money is on the line.
In addition to PPC, it is important to consider the views of Experts on Google AdWords Quality Score. Whereby, a Quality Score is an essential key when it comes to a successful paid search marketing campaign. Yet many PPC advertisers find it a frustrating and confusing metric to fully comprehend and to master.
In that case, for PPC marketers to solve the AdWords Quality Score riddle, I recommend The Ultimate Guide to Quality Score (by WordStream). Featuring insights from some of the top minds in pay-per-click advertising.
How is Pay Per Click Advertising done?
Have you ever noticed the advertisements that appear alongside Google Search Console and other search engine results? If the answer is yes, then you’re already familiar with what pay-per-click, or PPC advertising is. But, the question here is, How is PPC done?
In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more. As such, to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject to what is known as the Ad Auction.
Read Also: Why are keywords important?
Entirely, Ads Auction is an automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs. And as its name implies, the Ad Auction is a bidding system.
Meaning that advertisers must bid on the terms they want to “trigger,” or display, their ads. Whereas, these terms are known as Keywords.
Say, for example, that your business specializes in Online Digital Marketing. A user who wants to learn more about such a topic might enter the keyword “online digital marketing” into a search engine to find a blog offering research guides.
Below is a sample illustration:
At the moment the user submits their search query, the search engine performs the complex algorithmic calculations that the Ad Auction is based upon.
This determines which ads are displayed, in which order, and by which advertiser. And of course, there you have it! Pay Per Click, explained.
There are different types of PPC ads, but one of the most common types is the paid search ad. These ads appear when people search for things online using a search engine like Google. Especially when they are performing commercial searches, meaning that they’re looking for something to buy.
This could be anything from a mobile search like someone looking for “pizza near me” on their phone. Or even a local service search like someone looking for a dentist or a plumber in their area. As well as someone shopping for a gift (“Mother’s Day flowers”) or a high-end item like enterprise software.
All of these searches trigger pay-per-click ads. Whereby, in pay-per-click advertising, businesses running ads are only charged when a user actually clicks on their ad. Hence the name “pay-per-click.”
Master Pay Per Click Advertising with WordStream Advisor
Before I conclude, the basics of pay-per-click advertising are simple, but managing a successful paid search account can be anything else.
Not to mention, many advertisers simply cannot devote the time and effort required to stay abreast of developments to Google AdWords and Bing Ads.
Meaning that many are missing valuable opportunities to grow their business through PPC. In such a case, the jmexclusives team is always ready for a plug.
I also recommend using WordStream suite of free tools, as well as their Advisor software platform. To demystify pay-per-click advertising management and allow you to focus on what really matters. And which is – growing your business and helping your customers.
Above all, WordStream Grading Tools can help you every step of the way, whether you’re an experienced PPC advertiser or are new to the world of paid search.
And together, we can provide insight into actionable data, including:
How are WordStream Graders used in PPC?
WordStream Advisor takes the headache out of pay-per-click advertising. With the 20-Minute PPC Work Week system, you can discover new opportunities, optimize your account, and adjust your ad spend to align with your paid search goals.
WordStream Advisor automated alerts will notify you of areas in which immediate action can be taken. In order to yield better results, and make suggestions on which areas of your account can be improved.
WordStream Advisor will allow you to:
- Discover new keywords
- Create logically organized ad groups
- Identify negative keywords that could be wasting your ad budget
- Improve your ad copy
- Create compelling, relevant landing pages
WordStream is a pay-per-click advertising agency that can help you achieve your pay-per-click advertising goals.
Having said that, to find out how you can achieve that, try their free AdWords Performance Grader Plus to assess the strength of your AdWords account.
Or even, get access to WordStream Advisor Free Trial and discover how much easier paid search can be.
As usual, I hope the above guide was useful towards increasing and improving on your Pay Per Click (PPC) ads strategy.
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