Is PPC Really Expensive? And How To Optimize Your PPC Campaigns?
Let’s start by stating that, “If you don’t know what you are doing, PPC can be expensive!”
Let us introduce you to PPC (Pay-Per-Click) first!
PPC or Pay-Per-Click is an advertising model.
PPC advertisements are used to drive traffic to a website – in which the advertiser pays the publisher when his ad is clicked, hence the name Pay-Per-Click.
Sometimes you might have the top results in the SERPs, which look a little like this.
Some folks believe the result in the above image is due to an SEO ad or SEO advertisement, where in reality, they are popping up due to PPC.
Although SEO advertising is a thing, the main difference between the two approaches is that: SEO is organic, and PPC is paid to advertise.
Trust us when we say that PPC is a whole new world.
PPC can be quite overwhelming too!
PPC marketing is also known as SEM (search engine marketing).
If you do not know what you are doing, PPC can drain you of your budget and have nothing to offer you in return.
These are some of the forms of PPC’s:
- Text Ads
- Responsive Text Ads
- Video Ads
- Image Ads
- Call Ads
And the well-known PPC Ads Platforms are:
- Google AdWords
- Bing Ads
- Amazon Ads
Where PPC can drain you out of your budget – it can also prove to be an economic engine!
If PPC is done correctly, it can create wonders for your brand, creating incredible value and immense ROI.
PPC advertising is the best option for brands that are looking to grow by increasing their ROI.
PPC gives you an option to target the most elite traffic and drive them to your website.
Through this strategic process, PPC experts bring visitors who are already searching for the service/product.
These customers are more likely to convert!
For example – If your PPC strategy is perfect and you have targeted the most authentic audience – on an investment of $100, you can earn $1000.
Running A Successful PPC Requires Optimization And Planning
Previously we said that PPC can create wonders for your brand “if planned/optimized correctly.”
The question now is why PPC optimization is necessary and how you can optimize your PPC campaigns.
Let’s start with Why PPC optimization
The process of PPC optimization entails the following:
You need to realize the importance of optimizing your PPC campaign!
Without ongoing optimization of the components mentioned above, your money will be wasted!
These Ads platforms like Google AdWords and Amazon Ads make it very easy to set up a campaign and run it.
However, they can also easily spend all your budget if you don’t have an ongoing strategy.
There are many things connected to an ongoing campaign, so you have various elements you need to optimize!
Your PPC campaign is useless if it is not optimized correctly for the search.
This is the reason why PPC optimization is crucial for any PPC strategy.
Worried? Well, don’t worry! Keep reading, and you will get your PPC campaign running in no time!
So you want to optimize your PPC campaign?
Your PPC ads can be optimized in the following levels – let us tell you how!
- Ad Groups
- Key Phrases
- Landing Pages
Before learning the optimization technique, know that your brand goals and marketing objectives will tell you whether PPC advertising is right for you or not.
We have encountered very few brands that have not benefitted from PPC advertisings.
With that out of the way!
Of course, they had their campaign property set up and managed by experts.
Note that the optimization options given below are not limited.
5 Ways To Optimize Your PPC Ads
You need to understand the market and the targeted audience.
There are specific options for advertisers. Through these options, they can target a precise audience.
Targeting the correct audience will bring the most authentic audience – hence the probability of your conversion rate will be higher.
Some options available in the PPC campaign interface are as followed!
- Network selection (search, display, search, and display)
- Device selection.
- Location targeting (country, city, and region)
- Bidding selection (focused on clicks)
- Budget setting
- Ad rotation selection (evenly over time)
- Ad extension selection (contact information)
Ad groups do not have many optimization options. However, some have optimization options like:
- Group naming
- Group bid selection (CPC or CPM)
- Automation rule usage (change bids, pause ads, and enable ad)
Ads include both text and image optimization options. Depending on the type of campaign, you can optimize your ads.
Some of the ads optimizations are:
- Headline Editing.
- Display the URL section.
- Destination URL section.
- Image type (mobile, banner, leaderboard, square, small square, large rectangle, etc.)
Key phrases are the most crucial part of a PPC campaign.
Key phrases depend on the type of campaign you are running
Also, key phrases tell you that what keywords your audience is using to search for your brand.
Some of the key phrase optimization options are listed below.
- Match type (broad, phrase, exact)
- Maximum CPC (CPC or cost-per-click)
- Maximum CPM (cost per thousand impressions)
- Average Positioning.
Landing pages are not a direct part of your PPC campaign, but they play an essential role.
They optimize your cost per click and conversion rate.
This optimization increases relevancy and conversion rates.
When a user lands on a page – he instantly realizes that your product is the one he was searching for – hence he makes the purchase.
Landing page optimization includes the following options:
- Design selection (layout, colors, or logos)
- Copy usage (strong headlines, relevant text, and trust-building reviews or testimonials)
- Usability Optimization (easy to use forms and functionality)
- Necessary Call to action (CTA button)
So now you know what you have to do to get your PPC ad campaign rolling.
Note that the steps mentioned above are essential, and they need to be optimized professionally.
An Expert Team
Finally, our last point…
So, you got it all right!
You are optimizing your ads now!
But know this– this is not a one-time show!
In SEO vs. PPC, we would rather stand on the SEO side because both SEO and PPC are similar, but the results actually matter in both approaches.
The results in SEO are more qualified as compared to PPC nowadays.
SEO and PPC are also similar because you need to continuously optimize your ads to get the best possible results.
PPC ads are a lot like SEO (search engine optimization). You have to constantly monitor your efforts, keep an eye on the analytics, and constantly improve your previous implementations to get awesome results.
There are, however, several PPC advertising agencies that can help you with your ROI so, getting an expert to do your bidding is the perfect solution here.
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