Media Buying and Inbound Marketing Blog

Pay-Per-Click Advertising Tips

By Braeden Mincher on November 24, 2014 |


If you are not directly familiar with pay-per-click advertising, you may have encountered it without realization. If you Google something and click on one of the results, you may have noticed the advertisements along the side of the results, this is PPC advertising, or pay-per-click.22509703_l

So what is PPC advertising exactly? PPC is an online advertising model in which advertisers can show their ads or service when people are searching for things online that are relevant to what they’re looking for in the search engines. But the term “pay-per-click” is a literal definition because advertisers are only charged when someone actually clicks on their ad.

The way PPC advertising works is simpler than you think. In order for your ad to be held on the side of a search engine result page, ads need to be issued to an Ad Auction, which is an automated process that Google and other popular search engines use to chose the relevance and validity of the advertisements that appear on someone’s given search result.

Advertisers cannot just pay more to secure that their ads appear over other advertisers, which is great to equal out the competitive playing fields.

Ad Auction is a bidding system in which advertisers have to bid on the keywords that they want to show on their ads. For example, if you were searching for “fishing equipment” on Google, you may see bait, fishing poles, etc., on the side bar for retailers selling these items.

PPC advertising also requires creativity and writing skills. Most PPC advertising has you write a few short descriptive phrases about the service you offer. This may be the most important thing you do for pay-per-click advertising. Be sure that your grammar, spelling and word choice is correct and corresponds to your audience. Also make sure that you aren’t using superlatives or excessive capitalization because for PPC hubs such as Google, won’t allow it.

Lastly, aim for quality in your ad. Top search engines Google and Bing examine ads based on a quality score. They examine your ad, your ad’s performance, and the quality of the page to which the ads directs to.

If you want the best possible quality score for your ad, there are 5 key pointers to formulate this success:

1. Build history. The longer a specific campaign is run, the better your history will be as long as the group and ad group doesn’t change.

2. Keep testing ad copy. If you are consistently testing the ad copy for the best click-through rate, the more likely the click-through rate will be higher and in return, give you a better quality score.

3. Place keywords in your ads, and make sure the keywords make sense with what your service or product is.

4. Place keywords in your landing page.

5. Separate the good keywords from the bad ones. The bad performing keywords will pull down the good ones if they are in the same campaign.

PPC is now becoming a basic internet marketing tool. Just remember to focus on conversion and return on your investments rather than the clicks and from there, you will begin building a profitable campaign.

PPC Tips

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