We have the Internet that provides a huge platform for advertising products and services online. Advertisers around the world have shown a keen interest in making good use of the Internet that is omnipresent these days.
Contrary to the traditional advertising model, the recent methods of internet marketing involve innovative techniques to catch more eyeballs and pull online traffic to visit, listen, view, or buy a product or a service that is on offer. It is done through a model that is now being widely regarded as Pay Per Click (PPC). It is a successful model for internet advertising that directs online traffic to particular websites, where the advertisers pay the publishers a certain amount when their ad is clicked.
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
Entities Involved in PPC Advertising:
- Product or Service Seller
- PPC Advertiser
- Landing Page Provider
- Landing Page
- Viewer or the Visitor
Take a close look at the illustrations below that depict the general roles of the entities involved in PPC advertising:
A product/service seller contacts advertisers for PPC based Ad programs.
PPC Advertiser creates Ads and provides landing pages for Ads.
Users click the Ads and visit the landing pages.
PPC – Bird’s eye view
Lets take a look at Terminology related to PPC:
It is a collection of relevant keywords under one name. Maximum 20,000 keywords can be added into an Ad Group.
An Ad Network is an online business that specializes in matching up of advertisers to the websites looking to host the ad. Ad networks work as brokers for both suppliers (sites with content that can host ads, and buyers (the advertisers).
Ad position is the order in which an ad is displayed on a webpage. For example, ad position “1” means the ad is displayed first on the webpage.
It is a value used to determine the Ad Proposition.
This is a marketing term used for the action you want the website visitor to take.
It is a series of relevant ad groups.
It is a metric showing how often a visitor clicks your ad after seeing it. It can be defined as the number of clicks per thousand impressions. CTR contributes to Ad Rank.
Conversion is the action the user wants when he clicks on an ad. It occurs when a visitor takes action. For example, the user makes purchases, signs ups, submits enquiry forms, views a page, or downloads, depending on the program’s goals.
It is the measurement of the success of a paid campaign. It is measured by the number of potential visitors performing any of the desired actions such as buying a product, filling a form, etc.
For example, if there are 100 visitors to a particular webpage via a PPC ad, and six of those 100 visitors buy the product the website sells, then the conversion rate for that particular ad is six percent. The larger the conversion rate, the more successful the website is.
Cost Per Action or Cost Per Acquisition (CPA)
It is the amount you pay for every lead, sign-up, or purchases.
Cost Per Click (CPC)
It implies the amount you pay for every single click on your ads.
Cost Per Mille (CPM)
It is the amount paid for every thousand views of the PPC ad.
It is where you want the user to land when he clicks on the ad.
It is the name of a page of the website.
Delivery of ads to a particular geographic location of the users. It allows the advertisers to choose specific locations where they wish to show their ads.
It is a search query made by a user. A word or a phrase of words entered in the search box by the user. The search engine matches your keywords and gives you relevant results on the Search Engine Result Page (SERP).
It is any standalone webpage distinct from the main website on which the visitor lands.
They are the ones for which you do not want your ad to appear.
It is the maximum amount of fees an advertiser is ready to pay for a click.
Prospect is a potential user who can buy a product/service being advertised.
It is a dynamic metrics assigned to each of your keywords and ads. It determines the quality of your keyword, ad, and the landing page. High quality score boosts the ad rank.
Creating a Keyword List
Keywords are the primitive entities of PPC ads. Choosing a correct and relevant set of keywords can help design a crisp and persuasive ad to fulfill the sole purpose of increasing the number of clicks on the ad.
You can use the given target model for keyword research and building a keyword list. The basic steps of building a keyword list are
- Create a basic list (Seed List) of usual business terms
- Expand the list using keyword research tools
- Refine the list of keywords
Creating a Seed List
A seed list is nothing but the initial set of keywords of the seller’s business. Write down the six keyword categories in columns. Use a combination of brainstorming and investigation for categorizing the keywords into these six groups by keeping the brand and the product terms at the center of attention.
You need to build this list thoroughly, keeping in mind all the features of the product or service the seller is providing. You need to ponder and create a list of words about what all problems this particular product or service can solve.
Expanding the List
Initially, you need to think of only a few dozens of keywords, then expand, and finally refine. While expanding, you can add new potential keywords in the existing list so that the list is always up-to-date. For this, you need to:
- Review the seller’s website for new or upcoming products or services.
- Understand how people talk about the product and its features.
- Identify unique and well-performing keywords that need to be added in the list.
- Use keywords research tools for various suggestions.
Refining the List
While expanding, you may have added non-value adding or non-interesting keywords. Now it is time to refine the keywords list by eliminating the less interesting keywords and keeping only the best ones. There is no hard and fast rule to do this. Refining the keywords list is vital, as you need to take care not introduce any negative effect on the present list.
Keyword Research Tools
Keyword research tools help you to expand the list of keywords in most relevance of the seller’s product or service. These tools suggest numerous variations of the words from which we can select the appropriate one.
These tools include:
- Google AdWords Keyword Planner
- Word Tracker
- SEO Book Keyword Suggestion Tools
- Keyword Discovery
Writing a Killer PPC Ad
Refer the diagram shown below. To create an effective and compelling ad, the following methodology is helpful:
Elements of a PPC Ad
Refer the following image to understand the elements of a PPC ad.
Headline – This is the main title of the ad. It must be magnetic, crisp, and compact.
Display URL – This is the link of the relevant web page where the prospects will be taken onto. It is not required to be the exact landing page but it should be relevant. You can, for example, include your website with the top keyword in your Ad Campaign.
Description Line 1 and 2 – This is the body of the ad. It describes the product or the service the seller is offering.
If you create a beautiful and catchy PPC ad with an effective Call-To-Action and do not link an appropriate landing page to it, then all your efforts go in vain.
Use of landing pages in the PPC ads helps to:
- Increase conversion
- Reduce Cost-Per-Click (CPC)
- Reduce bounce rate
Elements of an Effective Landing Page:
- Engaging and beautiful appearance.
- Well-organized contents.
- Tight coupling between advertise and page contents.
- Simple, yet descriptive and informative.
- Clear and discrete Call-To-Action and offers.
- Capability of building trust about authenticity of a product or service the seller offers.
- Capability of pursuing the visitors to take action.
Bidding is offering a competitive price that a bidder is ready to pay for a service. The term ‘bidding’ is always used in the context of auction. Bidding is very useful to set the value of an object, an art piece, a property, a commodity, etc. The amount itself is called as a bid.
In the context of internet marketing, the amount an online business organization allocates for PPC advertising is known as PPC bid. The bids specify the maximum amount that an organization is ready to pay each time a user clicks your ad. This is called the maximum Cost-Per-Click (max CPC).
Factors That Affect Bidding:
- Advertising budget of the organization
- The time the organization plans to use paid advertising.
- Keyword popularity
- Competition from other advertisers
What to Bid For?
With the help of bid management tools, you can bid for:
- Conversion events such as video views, contact forms, store directions, the time of ad display, etc.
- Keywords such as brand phrases, user phrases, direct response phrases, lead generation phrases, engaging phrases, etc.