Have you been struggling to increase your website traffic? but still, your website traffic numbers don’t budge. Have you ever wondered why is getting traffic so hard? Well, for the success, you really need to have that urge of doing better every single day to stand out from your competitors. The common problems marketers and business owners across various industries encounter is traffic for the website. You need to know your current traffic stats before you start growing your website traffic. This is your baseline.
One of the most well-known methods for bringing quality traffic to a website is through the use of pay-per-click marketing. Paid search is one of the most effective ways to grow your business. It is also one of the quickest and most direct ways of driving qualified traffic to your website. If you are looking to have your site ranked on top of the search engines to bring more traffic to your site and if you are not a web expert then perhaps a pay-per-click (PPC) campaign is for you.
PPC allows you to reach targeted audience fast by specifying who will see your ads by entering specific keywords and you only pay when someone performs an action on your ad. PPC is a good fit for almost any type of business. You can use it to sell products, services, raise brand awareness or get new leads from Google or social media platforms, web traffic, product and brand consideration. You can use PPC for keyword domination.
With PPC advertising, you get to reach targeted audience fast by selecting options of who can see your ads and when someone performs a click on your ad, then only you pay. As the name says, it works on a pay-per-click basis. Pay per click advertising is an incredibly powerful marketing strategy that can generate businesses thousands in revenue. The PPC Campaign works best for new websites to increase traffic in less time. PPC not only needs a good budget but also needs a proper strategy.
PPC has become increasingly sophisticated over the years. PPC has proved that it is one of the best platforms for online advertising. It can generate businesses thousands in revenue. The reason to use PPC advertising is:
- It helps you to achieve a greater number of marketing and business goals.
- It allows you to test your campaign easily.
- It allows you to reach more people.
- It provides immediate, consistent and targeted traffic.
What is PPC?
PPC is a method of advertising through the major search engines and paying for traffic on a pay per click basis. The point is to buy visitors and bring fresh traffic to your website, instead of relying on people just discovering your website organically.
For example, if you want to find people who are looking for information on electronic gadgets, you might pay to appear in the top results for specific electronic gadget and information on it. When someone clicks on one of these links, they are then sent to your site and you have to pay the search engine per click.
For any business to succeed, it first needs customers means traffic. SEO and PPC both serve the same purpose by driving online traffic towards a site. But, there’s a huge difference between the two. The traffic coming from SEO is organic and that is free. Traffic coming from PPC, on the other hand, isn’t free, as it’s made clear in the name (pay-per-click).
How does Pay-Per-Click work?
There are many things involved in a successful PPC campaign than you might realize. Sure, PPC lives up to its name. It’s an online advertising method in which you only pay when somebody clicks on your ad. If you want to run an effective PPC campaign you’ll have to familiarize yourself with bidding, keywords, landing pages, budgets, ad copy, and much more.
In a way, PPC advertising works as a silent auction means in a PPC campaign, you pay search engines to list ads for your site at the top and right of the organic search listings. The advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services.
There are countless ad networks that offer PPC. However, some are more popular than others, the heavyweights in PPC advertising are,
- Google AdWords: It is developed by Google to help marketers reach their customers instantly. Google AdWords is the PPC option that allows you to run an ad on private websites and in the search results.
- Bing Ads: Give you the option to advertise on Bing, Yahoo and Microsoft.
- Facebook: Facebook is the single best alternative to Google AdWords. It displays your Facebook ads to people via the Audience Network and you’ll be paying every time when someone clicks on your ads. You will be charged based on ad impressions, video views, and other metrics.
List of Google AdWords Campaign Types
Let me brief you about the different types of AdWords campaigns from which you can choose. Type of AdWords campaign to use depends largely on exactly what you sell and who makes up your target market.
1. The Search Network
People who see your ads in search are actively looking for whatever it is you sell. It shows text ads on the search engine result pages. If you want your ads to be visible to people who are searching for your products or services, as well as build some brand recall, then go ahead and choose this ad type. You will find three different goals here: sales, leads and website traffic.
2. The Display Network
The display network consists of over a million news sites, blogs, articles, and other websites that accept text ads, banner ads, and video ads from Google AdWords. In display campaign type many goals are there like sales, leads, website traffic, product and brand consideration and brand awareness and reach.
3. The Shopping Network
This is perfect for generating online sales as well as getting leads for offline sales. If you have an e-commerce and retail business and want to boost online sales, then this is for you. If you sell products rather than services, and you have an online storefront for customers to complete their purchases, Google Shopping might be an ideal choice for you. Your ads will appear not only when users specifically search within Google Shopping, but also when a regular search triggers Google Shopping results. You are only allowed a product image, price, and name, without the text that accompanies a search ad. Make sure your ad speaks for itself. You can select from the following goals: sales, leads and website traffic.
4. The Video Network
If you have spent much time watching YouTube videos, you are probably aware of the pre-roll videos. However, you do not have to pay every time an ad begins. Instead, the video network uses a pay per view advertising model. Pre-roll ads give viewers the option to skip through the ad. If a viewer clicks the Skip button, you are not charged for that display. In addition, a regular commercial requires the user to make a phone call or type in a URL to take action. In a pre-roll video ad, all the user needs to do is click on the video to visit your website. You can select the single goal from the following that would make this campaign successful to you: leads, website traffic, product and brand consideration and brand awareness and reach.
5. Universal App Network
Universal App campaigns streamline the process for you, making it easy to promote your apps across Google’s largest properties including Search, Google Play, YouTube, and the Google Display Network. Just add a few lines of text, a bid, some assets, and the rest is optimized to help your users find you. Select your mobile app’s platform as either Android or iOS.
Ways to Improve PPC Campaign
There are several components to a PPC campaign. It’s important to understand each one of them if you want to be successful in online advertising.
1. Keyword Research: By choosing the keywords most relevant to your business, you increase your chances of connecting with the users who are searching for the products or services. Your keywords should be relevant to your ad group.
2. Landing Pages: Landing pages are a critical component of your pay per click program. When people click on your ad, it has to “land” somewhere, right? That’s your landing page. Customized pay-per-click landing pages give customers what they need without the hassle of going through your home page.
3. The Ad Group: An ad group consists of a group of ads related to a particular campaign. These are a great way to categorize services or similar products that you are planning to advertise within a campaign.
4. Keyword Bidding: The higher the bid, the higher your PPC advertising will rank. You can start by bidding as high as your pay per click marketing budget will allow and make adjustments over time as you see results.
5. Ad Text: It is the most overlooked component of a PPC campaign. Putting some catchy text in your ad can make people click on it.
How long does PPC take?
Another question which usually gets to hear is how long does PPC take to work?
Well, your ads can be up and run pretty quickly. It usually takes 1 to 2 weeks to build an account and run an ad with a landing page, keyword research, title and description. But once you turn on the ads, they are on within a day or so.
Tips for a successful PPC campaign
It is important to use PPC the right way and to optimize your campaigns. PPC marketing can drive targeted buyers to your site if it’s done correctly. Following tips can help you make the most from your next PPC campaign.
1. Set an objective
If you have a clear objective it will allow you to keep a clear focus. Do you want to drive more traffic to your site or do you want to maximize leads, sales, downloads and subscriptions? There are three questions that will be helpful
- Who is targeted by this Campaign?
- What outcome are you looking for?
- How will you know the PPC Campaign is a success?
2. Know your audience
This is a critical part of your planning. If we understand the right target customer then it will be easy for any marketing industry and PPC is no different. This will allow you to put your ads appropriately. If you know what your target audience likes, who they are and how they talk you can begin to create ad messages that will speak their language.
3. Do your keyword research for PPC
Keyword research is the key to any successful PPC campaign. If you don’t want to waste your budget bidding on words or terms that are not relevant then better be careful with the keyword research. It can be time-consuming but it’s the foundation. So, it’s essential to do keyword research before you start your campaign or else you can easily go off in the wrong direction. Put yourself into your customers’ shoes. What kinds of words and queries would they need to type into the search box to bring them to your website? Include keywords that are related to your product or service.
4. PPC ad copy for your researched keywords
This is where you need to convince your customer. The important factor to consider is putting the relevance of your ad text to the keywords in your ad group. Don’t forget to include a call-to-action. This helps in achieving a high-quality score and in maintaining a high click-through rate.
5. Direct your ads to the relevant landing page
The common mistake which many advertisers do is directing visitors to the homepage or creating a generic landing page for all ads in the campaigns. An ad will perform much better if it is targeted to a page that includes content that supports the content in your ads. Link directly to a relevant landing page for each campaign. It will be more effective if the landing page is relevant to the ad.
6. Regularly track your ad performance
It is extremely important to keep track of the ad performance and make adjustments if needed. Google Analytics is one of the best tools, but you may use anyone. If you want your PPC campaign to succeed then don’t forget to track.
7. A/B Testing
A/B testing can help you determine what is working. A/B testing should be considered as a performance booster process to optimize your PPC campaigns. Some elements that you can test are:
- The headline.
- Landing page text.
- Call to action wording.
In today’s crowded Internet, PPC is an effective tool to get your business noticed. You can effectively improve the performance of your PPC campaigns and enjoy better results if you take these optimization tips into account. PPC ads are beneficial to web users and advertisers. Anyone who wants to drive more traffic to their e-commerce website should read this article, whether you already run PPC campaigns or not.