By June Tapia
February 04, 2020
Pay per click (PPC) ads have dominated the online advertising landscape for quite some time. It’s no wonder why. Customers who discover a website via PPC ads are 50% more likely to make a purchase. Marketers know this because PPC ads deliver immediate and trackable results. They are also very easy to set up, allowing many business owners to manage this on their own. Business people can then invest in more technical aspects of lead generation.
What Is PPC?
As the name suggests, businesses pay a small fee every time someone clicks on their ads. This compels marketers to improve the ad copy and increase the click-through rate. The model contrasts with outdated online ad setups where businesses paid for impressions. In other words, they paid for the ad as long as someone saw it, which is more akin to a billboard sign or TV ads.
To earn the attention of customers, businesses enter a bid price. The higher the bid price, the greater the likelihood of beating out competitors to reach their ideal audience. A lot goes on behind creating the right bid price for the best keywords or demographics. This is why even though PPC ads are relatively easy to set up, proactive business owners pass the responsibility on to professionals to improve efficiency and effectiveness.
What Platforms Can You Use?
When marketers talk about PPC ads, most of them are referring specifically to Google Ads. Google owns the lion’s share of the PPC market because it operates the world’s largest search engine. When marketers put their keyword research skills to use, they optimize more for Google than other search engines. If you check your website referral traffic, you will see why. Compare how many visitors come from Google to other search engines.
That said, Google is not the only popular PPC platform. Perhaps the easiest to set up is Facebook. It is a little different, however. Instead of bidding on keywords, you bid based specifically on the price per demographics. Many business owners prefer this because it is more straightforward. Instead of trying to figure out what their target demographic is searching for, they can target the demographic itself.
There are also other emerging PPC ad platforms. Amazon, for instance, has its own “cost-per-click” platform set up for internal use. Question-answer social media platform Quora has also launched its own in the past two years or so.
What Do Marketers Do To Improve Efficiency?
PPC ads are often confused with search engine optimization (SEO). They are very different. The key distinguishing factor is that PPC ads deliver paid results while SEO focuses on creating organic results. That said, both marketing techniques work best together, and the work needed for one overlaps with the others.
Marketers do extensive research on real and potential keyword performance for a business and its niche. The keywords become part of the content strategy plan for SEO purposes. Keywords also decide the words and phrases the marketer will bid on, on behalf of the business owner, via Google Ads.
When it comes to Facebook and other platforms that focus more on demographics, marketers must research the target market. Companies often have a clear idea of who they want to target. They do not always have as clear an idea of who the company appeals to and who their actual buyers are. These are the easiest people to target for ad purposes. Once a marketer determines who these people are, then they can tailor the ads to reach them.
Landing Page Improvements
Whether the PPC ad platform focuses more on demographics or keywords, the quality of the landing page is important. For Google Ads, this landing page is usually a specially crafted web page. On Facebook, marketers use this too but tend to focus more on sharing links to blogs. Facebook requires a more social experience, so web pages alone would fail to create the level of engagement blogs can.
How Do Marketers Manage PPC Campaigns?
When business owners manage their own campaigns, one mistake they often make is complacency. The market is constantly changing. It is shaped by not just your customers’ changing needs but your competitors, as well as external socio-economic and political factors. This makes continued maintenance necessary.
8. Track Your Progress
There are some seasoned and successful affiliate marketers who still make this mistake. They may make good money from their marketing efforts but have no idea what campaigns work and which ones don’t. This makes it impossible for them to become more efficient. Even if they are overall effective, they could save hours every week by getting rid of the campaigns that aren’t earning them money.
This should go beyond custom links that track what brings in an income. You should be tracking your income as well. Affiliate marketing is a business, so be sure to treat it like one. When you start to get a better idea of what works and how much it brings in, you’re in a better position to project future income and map your career moves accordingly. In time, you may not need a nine-to-five job anymore.
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