Pay Per Click (PPC) Marketing

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The online marketing streams are shifting, and many companies are looking for fast, effective ways to position their brands in front of targeted audience. Increase your search engine visibility and get immediate results with Threesite’s PPC management services.

In the 21st century, the digital environment keeps growing and websites are mushrooming at warp speed. From small companies to large global corporations, almost everyone is on the internet, figuring out advertising opportunities and maximizing all feasible conversion paths. Better marketing opportunities, however, come with greater problems.

Despite the availability of rock-solid advertising tools and marketing channels, some businesses remain hidden to their target customers. As a result, marketers are in a tough fight, barely making progress with their internet marketing efforts.

Our PPC team specializes in finding your target audience and locating ways that connect your business with them. We have helped many local businesses with more leads and lower acquisition costs.

Threesite is a popular PPC management company. Our expert PPC team delivers outstanding results that can’t be paired. Contact us today to find out what our PPC specialists can do for your business.

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What Is Pay Per Click (PPC) and
How Does PPC Work?

Pay Per Click often abbreviated as PPC is a paid search model of digital marketing in which advertisers pay a fee each time one of their ads is clicked. Basically, it’s a way of buying clicks to your site, rather than attempting to “earn” organic clicks.

Search engine advertising is one of the most popular PPC ad formats. It lets advertisers to bid for ad placement in a search engine’s sponsored links (usually appeared on top and / or right side of the SERPs) when someone searches on a keyword that is related to their business offering. For e.g., if we place a bid on the keyword “PPC Management Company,” our ad might show up in the very top spot on the Google search results page.

People generally think of paid ads on Google search results when hearing or talking about what is PPC. But pay-per-click is much more than just the Google search engine results pages (SERPs) and the Google Display Network. Social media sites, such as Facebook, Twitter, YouTube and Pinterest, also use the PPC model.

PPC allows marketers to place ads strategically on a variety of online marketing platforms to make their products and services highly visible to their target market. This means the advertisements you see across the web are pay per click ads.

A Hanapin Marketing report shows that 79% of marketers say PPC is hugely beneficial for their business. So, 62% of marketers stated they will increase their PPC budgets in the coming areas to attract new customers looking for their products and services.

According to social media today, over 7 million advertisers invested a total of $10.01 billion for PPC ads in 2017. As per statista report, search advertising on mobile is expected to reach $22.8 billion in 2020. Apparently, pay per click has become one of the most popular marketing models for generating superior ROI.

In our initial meetings, our PPC team helps you with what is paid search and how it works to guide you through the basics of PPC management. By knowing PPC processes, you have a better chance of launching profitable ad campaigns. Contact us today to learn all about PPC marketing and find out how our pay per click marketing agency can help you succeed.

Different Types of PPC Ads

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Search Ads

Search ad is the most common form of paid search marketing. Search ads appear to prospect who is already searching for products / services you are offering. These pay per click ads are appropriate for short sales cycles or one-time campaign promotions. Our PPC marketing team suggests search ads to businesses aiming to gain strong, high-quality leads from new prospects.

Display Ads

Display ads can reach up to 90% of online users. Display ads appear on Google’s partner websites, aiming people who searched and visited relevant sites. Display advertising users the mixture of photos and texts to capture the online users’ attention faster. Our PPC agency recommends display advertising to companies with longer sales cycles and niche industry.

Social Media Ads

Social media paid ads are the fastest growing segment of PPC ad services. Social ads appear on social media platforms, such as Facebook, Twitter, Instagram, LinkedIn, and Pinterest. These social media networks are programmed to reach prospects based on their hobbies, networks, interests, lifestyle, and a few other factors. Social media advertising is fit for businesses with an active social media presence and highly targeted customers.

Remarketing Ads

Remarketing is one of the best ways to reach ready-to-buy customers and double your sales. Remarketing ads remind people who have already visited your site to come back and encourage them to convert. Remarketing ads are relatively cheaper than search ads because the competition is low, and it is focused only on highly targeted customers. Our PPC marketing team uses high converting PPC ad formats and ad extensions to produce substantial results with your PPC campaign.

Google Shopping Ads

Google shopping ads are fit for online stores with many products. Google shopping ads appear in a carousel format above or beside the main Google search results, allowing search engine users to view the product photos, names, and prices on Google SERP before they even click and visit the online store. Google shopping ads usually appear when the online user type “transactional keyword” in the search engine for e.g., “Buy Running Shoes”. This means every click you are paying for has a higher chance of converting, assuming your target customers have already been searching for products on Google.

Gmail Sponsored Promotions (GSP)

Gmail Sponsored Promotions — also known as Gmail Sponsored Ads, Gmail Ads, and Gmail Sponsored Promotion Ads – are paid advertising formats among the Google display network and these ads appear in customer’s Gmail inbox. GSP allows you to reach interested leads right in their inbox. Best part about Gmail Sponsored ads isn’t that they can get you in just any inbox without soliciting an email address from a curious prospect. It’s that they can get you in the right inbox with pinpoint targeting. Our PPC management services sets up your GSP to maximize its targeting abilities and generate high-quality clicks.

Local Services Ads

Google local service ads follow a “pay-per-lead” model. Pay-Per-Lead means you only pay for leads related to your business or the services you offer. Local Services Ads helps you gain new local jobs by serving well-placed ads when prospective customers search for your services. Local services ads by Google are only applicable to a few markets, including HVAC companies, electricians, plumbers, housekeeping and locksmiths. Our PPC team helps local service providers to make their businesses more visible to their target demographics and book more jobs.

In-stream Ads

You have seen these kind of ads on your favorite YouTube videos, and you may have already clicked on “Skip Ads” button like we do 🙂 In-stream ads are also referred as YouTube ads. These are PPC ads that appear on YouTube search results, YouTube videos and video partners on Display Network. YouTube ads show your ads in a distinctive and remarkable way. Lately, Facebook has also launched in-stream ads, allowing businesses to place ads in the best slots and natural breaks in video content uploaded on Facebook.

How Does Pay-Per-Click Work?

If you think that by reading a few articles online you know all there is to know about Pay-Per-Click (PPC) based solely on its name, think again. There’s much more involved in a profitable PPC campaign than you might recognize. PPC lives up to its name.

It is a keyword-based marketing tactic in which you only pay when people click on your ad. It’s often considered the “go to” method for online advertisers because they don’t want to pay just to display their ad. They want to pay only when people act based on their ad. That seems like a much better way to invest in marketing, doesn’t it?

The Most Popular Types of PPC

There are several ad networks that allow you to run PPC ads. Some of them are more popular than others. There’s no doubt that Google AdWords is the most popular of the lot. That network allows you to run ads not only on the Google search results but also on partner websites. But Google isn’t the only player in town offering PPC ads. Bing also offers PPC ads that allows you to run ads on a variety of Bing search engine results pages and other Microsoft partners.

Facebook, Twitter, LinkedIn, Pinterest, and other popular social media networks also offer a PPC advertising model. Many marketers love advertising on these sites because it’s relatively economical. These social media networks also support display ads with photos and videos that are a great alternative the boring text-based ads.

Finally, you can also run a PPC retargeting campaign. That’s a great way to target customers who’ve already visited your website or online store.

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How Much Does PPC Ads Cost?

It depends on various factors including but not limited to the type of an ad network, competition, targeted keywords, and customer demographics. As mentioned earlier, PPC is a keyword-focused marketing strategy. Highly competitive keywords cost you a lot more than low competitive keywords.

For e.g., “shoes” keyword will cost you more than “running shoes for women” keyword. Because large corporations like Nike or Adidas are bidding high more for “shoes” than “running shoes for women”. It is important to find the best and long tail keywords for your PPC campaign to lower advertising cost and increase sales.

To save more, you can control the PPC campaign cost by applying certain settings inside your ad account. For e.g., you can set the campaign with a budget of $50 per day. Once your campaign had reached this limit, your ad network will turn off all your ads automatically for the rest of the day.

Five Elements of PPC

As we’ve seen, PPC is more involved than many marketers realize. In fact, there are several components to a PPC campaign:

  • Ad Campaign – At the top of the hierarchy is the ad campaign. You might, for example, have an advertising campaign may be based on holidays or seasons.
  • Ad Group – An ad group is a group of ads related to a campaign. For example, you might have one ad group related to summer holidays or winter holidays. You might have another ad group related to Christmas gifts.
  • Keywords – Your targeted keywords can be clubbed together with an ad group. Google will use keyword significance in determining ad placement.
  • Ad Text – You’ll want to run some appealing text in your ad that convinces online users to click on it. It’s usually best to solicit the help from a professional copywriter when making ad text.
  • Landing Page – The landing page of your website is where people “land” when they click on your PPC ad. It should also be relevant to your keywords and provide clear message about your products and services.
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How Does the Auction Work?

Ad networks like Google or Bing typically allow businesses to bid on keywords in an open auction. But don’t think that you know everything there is to know about bidding on keywords just because you’ve visited a charity auction few times. Bidding for your chosen keywords is a bit more complicated. That’s because your ad placement is determined, in part, by your bid. The other factors include ad quality, relevance of landing page contents and ad’s CTC (click-through rate).

To determine your overall ad rank, you just multiply your bid by your quality score. For example, if your quality score is 5 and your bid is $2.00 than your rank is 10 (5 x 2). If your ad rank is higher than the ad rank of competitors bidding on the same keyword, then your ad will appear on top. To obtain a good quality ad score, your pay-per-click ads must be relevant to your target demographics, include important keywords, receive high click-through rates (CTRs) and drive customers to an SEO-optimized landing page.

Bear in mind, though, the amount you pay is different than your bid amount. It’s going to be slightly lower. That’s because the ad network calculates your payment as follows: it divides your ad quality score by the ad rank of the next highest bidder and then adds a penny. So, if your quality score is 10 and the ad rank of the next highest bidder is 8, then you pay 81 cents (8/10 + .01). See? It’s complicated.

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Hire a PPC Management Company

You now have learned the basics of PPC and now you know that it is much more complicated than you initially thought. There are just too many ways to lose money with your ad campaigns when you venture into paid advertising without professional guidance.

You’ve invested a lot to build your online business. Keep it valuable by working with a reputable PPC company when you want to advertise online.

Contact us to help you with PPC audit, find the best ad network for your products / services, work with you on ad copy, bidding strategies, and PPC ad testing.

Pay-Per-Click (PPC) FAQs

What is PPC?

PPC is the abbreviation for pay-per-click. It’s a keyword-marketing tactic and it attract web traffic to your website using paid ads on search engine and its partner network. You as the advertiser pays a small fee each time one of your ads is clicked on by an online user. Search engine and social media advertising are the most popular forms of PPC nowadays. Your PPC ads can include texts, photos and videos.

How much does a PPC ad campaign cost?

The cost of running a PPC ad campaign varies. Factors like industry niche, business type, business size and targeted keywords will influence the pricing of your PPC ad campaign. Pricing can also be affected by the type of strategy (aggressive or relaxed) you’re moving with. However, anticipate spending around $1,000 per month for a small-to-medium enterprise (SME). This cost includes both your ad spend and professional services from our expert PPC team.

Why should I use PPC ads?

Pay-per-click ad is a flexible digital advertising technique that lets you set a budget and adjust it at any time necessary. Primarily, you can focus on your target audience directly, which is impossible with conventional advertising or other digital marketing campaigns. The PPC analysis report being generated from PPC ad campaigns is important because it gives you a clear idea of your users’ actions. Your PPC ads appear on top of all organic results on search engine results pages (SERPs), helping you to immediately stay ahead of the competition curve and also support your search engine optimization (SEO) works.

Will my target audience click on my PPC ads?

Your PPC ads that appear in search results / social media sites or even Gmail inbox are aimed to meet a target audience and frequently earn almost 50% of total page clicks. Prospects who click on paid ads are usually ready to plan and therefore more likely to buy a product or service by comparison to organic visitors.

How do I set the budget for my PPC campaigns?

Your PPC campaign budget must be calculated on your bid, targeted keywords, and your ad quality. The amount of money you’re willing to spend for a user to click on your ad is called your bid. You enter your chosen bid amount into your ad account / auction and the highest bidder wins, so you could end up paying less than your bid amount, but never more. Ad targeting factors include all aspects of your business goal, from the keywords you’ve chosen for to the customer demographics. More the competition, higher the ad cost.

Do you outsource work?

Short answer is “No”.

All our team members work from our two offices (India and US). We never outsource your projects to any third parties. We also have a small database of trusted set of expert suppliers whom we are confident can produce work to the standard we require for our clients. We take your permission before we consult these experts in case, we need help when executing certain complex tasks.

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