Pay-per-click advertising plays an important role in any marketing strategy. This can be a daunting task for some, especially if the advertising strategy scares away very small to medium-sized business owners. And if you are like most people, you can not help, but "Pay per click?"
If you pay a small amount to Google, pay 00 1.00 per click — your ad budget will be eliminated in a short order, taking into account all Google searches that take place every day.
Discover why this is taking you back from growth and how pay-per-click advertising drives profit and brand awareness.
First, what does it mean to pay per click?
We have all seen the search engine results labeled 'Advertising' at the top and bottom of the search engine results page (SERP). Pay-per-click (PPC) is a marketing strategy that allows advertisers to place ads online and pay the hosting platform (e.g., Google or Bing) when someone clicks on their ad. The seller who is using the PPC strategy expects the ad to lead the customer to purchase the product or service by clicking on the seller's application or website or to take other valuable action. Search engines host PPC ads, displaying the top and bottom ads of SERPs related to their users' search queries. Pay per click with Google AdWords is one of the top options. Bing is another, because many computers today are loaded with Bing as the default search engine.
Google AdWords - Paid Search
Google is one of the most popular PPC advertising platforms so far. What better way to put your ad in front of the person you are looking for than what you are selling in real time? The moment they input their search query, Google takes the relevant paid search result to show them where to buy that product or service.
How paid search works
Each search engine results page (SERP) triggers an instant bid for user input keywords (s) into the search query search bar. Advertisers bid for these keywords in advance when they set up their marketing campaigns through an advertising account. The search engine determines the winning bid for that keyword based on a combination of factors, including bid amounts and ad quality. The winner gets to the top, while others come at the top or bottom of page one, page two, and so on.
Bid adjustments
Didn't see any results? Advertisers can adjust their bids at any time depending on the best criteria for their campaign. For example, suppose a particular marketing campaign works well on mobile devices. In that case, the advertiser can increase their bid by a certain percentage to ensure that their ad is more visible on cell phones and tablets.
Exchange tracking & cost per click
Why is exchange tracking important? Because you need to know how much money you are making (or losing) from advertising. This is the only way to determine if your cost (CPC) per click will eat up your profits.
Negative words - Google
With more emphasis on bidding for the best keywords, you may not have to think about adding keywords that you do not want to rank. Yet those words add up to unproductive clicks (clicks you pay on whether or not they turn into sales).
For example, if you're a pizzeria targeting the keyword phrase "Florida pizza", you do not want to attract people looking for jobs that distribute pizza. So you may want to enter "pizza jobs" as a negative keyword so that your ad is not shown for keyword searches.
A real-world example we encountered was the company that offers cold therapy to reduce “saddle bags” on the hips and thighs. Before launching their PPC campaign, we entered "Harley Davidson" or "bike saddle bags" as negative keywords. This strategy prevents the client from showing up for those search results or pays for any accidental clicks.
Scroll down to the section where you can add negative keywords to your campaign, + sign in and add a negative keyword phrase, making sure Google does not show your ad to users who input an unwanted key phrase in their search query.
Remarketing pixels
When it comes to customer data collection, retrograde programmatic advertising has become one of the main strategies to keep in mind for those who are willing to buy your product or service. Remarketing pixels allows you to show targeted ads to specific people who have already communicated with your digital features (e.g., website). You can embed these pixels in your website, emails, and search engine or social media platform when you set up your click-per-click ad.
HTML code invisible to the user tracks the behavior of your email subscriber, website visitor or social media follower from the moment you interact with the digital media embedded in the tracking pixel. The data collected by these tracking devices provide insights into user behavior that can help you shape your content strategy, including personalized email marketing scenes. If you use them in Google AdWords PPC ads, your ads may follow the user and appear on other websites or social media platforms they visit after interacting with your remarketing pixel.
Video remarketing
Video remarketing, also known as retargeting, is a PPC ad that uses tracking pixels to gather information that identifies users who have previously visited your website, watched the video, or engaged in your digital content. Video remarketing provides video ads for that contact list. For example, if you use YouTube, you can set up video advertising campaigns that offer specific YouTube videos to users who have seen the video you specified. They will watch that video, and then YouTube will provide the video they want to watch (e.g., the video you created to advertise your product or service).
Leaning towards your pay-per-click marketing strategy
Pay-per-click is not a marketing strategy that you set once and forget about it. To get the maximum return on your investment, you need to lean towards it every day. From budget to analytics to bid adjustments, every work you do to stay at the top of your PPC campaign will improve your profits. Click here for an easy-to-follow PPC checklist.
Social Media Advertising and Reach Advertising
As an advertiser, you may want to consider social media advertising as another way to reach more potential customers. Social media advertising involves placing some money behind an already working social post, and then determining your population (gender, age, location radius, even interests) and determining the budget and time period for your promotion. Facebook is one of the top social media platforms for advertising, but there is a difference between social advertising and pay-per-click. On social media the advertiser pays for impressions rather than clicks.
Facebook: Increase the post or run the ad
Instagram: Sponsor a post
Twitter: Promote the tweet
LinkedIn: Promote the LinkedIn post
More payment tips per click
Create multiple ads in batches and refresh ads quickly to avoid ad fatigue and banner blindness.
Look at your campaign numbers every day and adjust the creatives, bids and negative keywords needed to improve results.
Use remarketing pixels to motivate your ad to show off your opportunities on other sites you visit.
Make a remarketing video explaining how to be a customer of your business and include a testimonial.
Use the opposite message (e.g., if your funnel is passionate, your video should be logical and vice versa).
Remarket with a video ad showing how to buy your product or be one of your customers.
Use multiple header variations and A / B split will test your ads.
Pay-per-click advertising plays an important role in your marketing plan if you know how to maximize your results.
If you are ready to increase your ROI with pay-per-click advertising, contact us today for a free consultation!
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