Running a business on social media is never easy. There are multiple new terms that we encounter every day. New features are being launched every day and many of us are not familiar with them. Search engine marketing (SEM) is a very renowned way of marketing online. Pay-per-click also known as PPC advertisement is one of the ways for SEM.
It is a very powerful tool to drive traffic to your website and generate leads. These advertisements work as follows – a fee is charged every time someone clicks the ad and visits your website. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. These ads appear on search engines like Google, Facebook, Instagram and so on where the potential customers can click on them and make purchases.
How do PPC advertisements work?
1. Keyword selection –
Advertisers bid on keywords relevant to their target audience. Suppose a brand sells sunscreen, then there are multiple keywords they can target. For example, sun protection, tanning protection, sunscreen, and many more keywords can be targeted that are often searched by the people who are looking for a sunscreen. This will work best for pay-per-click advertisements. Every time a keyword is searched, the search engine determines which ads are relevant for it based on the advertiser’s bid.
2. Ad auction –
The ad auction occurs every time a keyword is searched by a user. The search engine makes available the ad that matches the relevant keyword, the ad’s quality score and the advertiser’s bid.
3. Ad placement –
Ads are displayed above or below organic search results, or on other relevant websites and platforms. Advertisers pay only when their ad is clicked, making PPC a cost-effective advertising model.
Strategies for successful pay-per-click advertisement –
- Make sure you research your keywords properly. it should be relevant and match the content along with producing more CTR for the website.
- Write compelling ad copy that includes relevant keywords and a strong call-to-action (CTA). Use ad extensions to provide additional information and improve ad visibility.
- Create a dedicated landing page optimizing it for conversion. Ensure your landing pages are relevant to your ad copy and provide a clear path to conversion.
- Test different ad variations to see which ones perform best. Experiment with different headlines, ad copy, and CTAs to optimize your ads for maximum performance.
- Set a realistic budget based on your advertising goals and monitor your campaign performance regularly. Adjust your budget as needed to maximize ROI.
- Use targeting options such as location, demographics, and interests to reach your target audience. Refine your targeting based on campaign performance data.
Wrapping it up –
PPC is a distinguished tool for generating better leads on ads. When used carefully keeping in mind the various strategies, it can give amazing results. Keep monitoring them for results and any changes that may be required. Metrics like conversion rate, clickthrough rate, cost per click and quality score can ensure that you are going on the right track or help you transition into better ad content when required.
Other social media terms –