What is PPC & Google Ads?
Pay-Per-Click:
PPC is a form of search engine advertising which
generates relevant traffic to your website through paid ads. It works on clicks
rather than impressions which means you will be charged when people will click
on your ads.
PPC is a paid search engine marketing tool, which drives traffic to
your website from the search engine by showing your ad in the top search engine
results.
When a person clicks on your ad, the visitor will be sent to your
website. Pay-Per-Click is a part of Search Engine Marketing which also includes Search Engine Optimization.
PPC marketing gives advertisers a great opportunity
to place their ads in search engines like Google banner that helps them to
promote their products and services based on their customers' interests and
behavior.
You can also use responsive ads as well for your marketing campaign.
The most common platforms for PPC advertising are Google, Yahoo, and Bing.
Google Ads:
Google Ads is a paid marketing and SEM ad platform
which helps advertisers to promote their product and services using PPC ads and
other ads on Google Network which includes Google Search Network and Google
Display Network.
It is the most common platform for Search Engine Marketing
because of 3.5 billion search queries a day. The common types of ad on Google
Ads are Search Ad, Display Ad, and Shopping Ad.
Process of Campaign setting on Google Ads:
Google PPC management can help you to get more
conversions from Google paid ads. You can set up your campaign for Google advertising
with the simple following steps:
1. Create a Campaign:
Start the process of PPC campaign setting on Google with making a Google Ads
Account, for which you need a Gmail Account. You can start with Google Adwords sign
in and then click on the “Search Network only” as the campaign type and
give an appropriate name to your campaign.
2. Locations:
You can choose specific and multiple locations, where you want to promote your
product and services through the ad. It helps you to target specific customers to
get a better quality of results. You can choose a country, one state or different
cities with a specific radius of kilometers/miles.
3. Ad Schedule:
Ad scheduling helps to schedule the timing of your ads. It is very useful if you
are promoting your ad in multiple countries where the time zone is different in
each country. You can also schedule the days in which you want to advertise
your ads like advertising of your services from Monday to Friday.
4. Set Bid for your Ad:
Bid setting is very important for your Google PPC ads because your ad will
appear in the top search results based on your bid. There are different
types of bidding options available on Google Ads, like Cost per Click, Cost
per Impression and Cost per Acquisition. The higher bid for the ad is one
requirement because the ad ranking in top search results also depends upon
the Quality Score of your ad as well.
5. Create Ad Groups:
You can create different ad groups for different products and services in one
campaign. An ad group is an advertisement that will appear in the search
engine as an ad. It includes the name of the ad, image of your products, the headline of
the ad and description of the ad.
6. Add Extensions:
After creating your ad you can add extensions to your ad to make it more useful
and reliable. Extensions could be site-link which directly connects your ad to
your website, Call which provides your contact number and Structured Snippet
which shows short information about your offerings to your potential customers.
7. Audience:
Google Ads provides better targeting options because you can choose your
audience based on a different factor. It works on factors like
demographics and devices. It helps you to target the quality customers who are
interested in your product and services.
8. Set Demographics:
You can set the demographics of your target audience. It divides your target
audience between the basis of their age, gender, parental status, and household
income. It helps you to target a specific audience of your product and services
which gives quality results to your ad.
9. Devices:
You can target your customers based on different devices like Mobiles,
Tablets and Computers. It gives you a more filtered audience for your ads. It is
better to target mobile users if you are targeting youths because they spent
most of their time on mobile. And if you are targeting working professionals,
a laptop is the best option for them to advertise.
10. Add keywords:
Keywords are very important for your PPC ad because your ad will appear in the
search engine based on the keywords that you choose. The most common
type of keywords are Broad Match, Modified Broad Match, Phrase Match and
Exact Match.
11. Review of the Ad & Payment:
It is the last step in the process. After completing the process you can review your
ad groups, keywords, and the whole ad. You can also check the amount of daily
budget for your ad that you are going to spend. When you make the payment, your
ad will be visible on the search engine.
Why use PPC & Google Ads
More Sales and Conversions:
PPC can help you to get more sales and conversions from searches on the search
engines as it works on clicks. You can easily generate PPC leads for your
business. Because, PPC attracts the “in-market audience”, who are looking for
your product or services. It means only those people will click on your ads who
are genuinely interested in your product or service.
Amazing Targeting Options:
Google Ads gives you a great opportunity to target your potential customers based on different factors like age, gender, household income, devices,
location, and timing. It makes your target audience more specific and improves
the quality of your results. You can simply target as per your requirements.
Boost your Website’s Traffic:
The main objective of PPC ads is to generate leads and more conversions.
However, it also helps you to get more relevant traffic to your website. Your
the ad appears in the top results of the search engine which attract a good amount
of traffic to your website because of better brand visibility and awareness
from your ad.
Effective Costing of Advertisement:
You can manage the cost of your campaign using different bidding strategies as
per your planning. PPC ad has a more flexible cost structure because you only
need to pay a small fee for the number of clicks made by your target audience.
And, you can increase or decrease the daily budget of your ad as per your
requirements.
Performance Analysis & Remarketing:
Google Ads helps you to analyze your performance. It provides real-time data of
your ad campaign and the actions taken by your target audience. You can use the
Analytical tools of Google for the analysis. The performance analysis will also
help you to target the existing users with remarketing. With remarketing, you
can show your ads to those customers who already gone through your website. It
increases the chances of your conversions.
Final words:
PPC is the most effective way to generate leads,
drive more traffic to your website and to get more conversions. And, it is the main part of Digital Marketing. Google Ads is
one of the most common PPC platforms that everyone is using today. It provides
many opportunities for advertisers to promote their products and services in the
form of Google Text Ad, Google Display Ad and Google Shopping Ad.
PPC is a simple way to promote your business using
online advertising. It helps you to target your customers more specifically
that makes your work easier and effective. PPC provides very flexible and cost-effective advertising on the search engines. It is a great tool to promote your
brand online and to get more conversions on your website.
By: Abhishek Panwar
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