What is PPC (Pay per Click)?
(Pay Per Click) mean PPC is the marketing advertising model of the internet here the advertiser pay on each click on their ads. Advertiser bid on the perceived value of a single click in respect of the keywords platforms, and audience and type in which it originates.
Here you can see some basic points:
- Promoting brand awareness
- Increasing sales
- Generating leads
Pay Per click is all about the relevance. Any time the user is searching for specific services, products, and information. Advertisers have the ability to show a targeted ad to the consumer at the moment while they searching on google. Let say if the user searches for red running shoes, an advertiser can show an ad giving “red running shoes.”
Through a couple of targeting structure and account settings, advertisers can run successful PPC ‘pay per click’ campaigns as long as relevance is paramount.
2 Main Paid Advertising Platforms
1. Microsoft Advertising
Similar to Google Ads, Microsoft Advertising is a pay-per-click platform showing ads on the Microsoft and Yahoo networks. The platform also utilizes Search Partners. Microsoft Advertising is primarily keyword-based advertising. As of 2017, Microsoft Advertising has 137 million unique desktop searchers on the Bing Network*.
The figures and fact we have taken from https://about.ads.microsoft.com/en-us
2. Google Ads
Google ads are the largest PPC pay-per-click platform. Run-on Google, Search Partner sites, and display network sites, Google launched the Google ads in October 2000 and has gone through multiple iterations over the 19 years the major update is the name Google AdWords to Google Ads and Google Ads are geared toward the entire spectrum of companies from small business t fortune 800.
Campaigns and Ad Groups
The first steps in choosing the keywords themes and creating individual Google ads campaigns. For example, a PPC professional may create a Google Ads campaign with the theme “Coffee tables”. Within this campaign are themed more subcategories called ad groups. These ad groups may have included the following keyword:
Round Coffee Tables
Long Coffee Tables
Oval Coffee Tables
Each ad group contains themed keyword variations. For example, “Long Coffee Tables” then might be ad group may contain these keywords:
Long coffee tables
Coffee tables long
Long coffee tables for sale
Keywords that define the queries for which ads will show. Every keyword must be assigned a match type, there are 7 keyword match types:
Exact (Close Variant) – Query must be typed in exactly, but can include misspellings or other variants
Exact – Query must be typed in exactly
Phrase (Close Variant) – Query must be typed in the correct order, even if there are additional terms before or after the query. A query can include misspellings or other variants
Broad – Query can be typed in any order and will potentially show ads for similar searches
Modified Broad – Query can be typed in any order, but must include terms that contain a plus sign
Broad (Session-Based) – A form of a broad match that takes into account other queries from that user’s search session
Phrase – Query must be typed in the correct order, even if there are additional terms before or after the query
Here is a table of the match types, keywords, and potential search queries.
Although with the positive terms, negative keywords can be added to help and remove irrelevant traffic and they save your budget as well and increase the ROI for example, someone who put the query on google ” free coffee table” is not looking to buy your table so you can prevent with this kind for irrelevant hits so you can add “free” as a negative keyword, the advertiser’s ad will not show when a user query containing this term use. For a company level selling high-end products, “cheap” or “bargain” related terms may make good and proper negative keywords
Likewise, audiences are groups of users or consumers segmented in a variety of ways. Most often audiences are used in remarketing. Audiences can be created based upon particular page views, pages per visit, time spent on site and more.
Similar to keywords, audiences are bid upon based on relevance. For example, advertisers may bid more to remarket to homepage viewers vs. shopping cart abandoners.
Expanded Text Ads
You must need to know about the ad groups once ad groups are created and the keywords are selected, ads can be written. Ads should include the targeted keyword theme, and value propositions, and a call to action.
Google Ad structure & Google Ads text along character limits are as follows:
Headline 1 – Up to 30 characters (including spaces)
Headline 2 – Up to 30 characters (including spaces)
Description Line – Up to 80 characters (including spaces)
Path 1 – Up to 15 characters
Path 2 – Up to 15 characters
Ads should not contain excessive capitalization, misleading statements, punctuation. Always keep in mind that the display URL will combine basically the root of the final URL with Path 1 and Path 2.
It can be noted that Expanded Text Ads replaced traditional Text Ads in both google and Microsoft. While currently still eligible to serve within Google Ads, advertisers can no longer create new variations of the pathetic or traditional ad format. For reference, this consisted of a 25 character headline and a couple of 35 character description lines.
Every ad group should contain at least 2 ads for testing purposes. Here is an example of an “oval coffee tables” ad:
Here you can see the example of a mobile version of the “oval coffee tables” Google ad.
When writing your copy to be aware that it will show on both desktop and mobile and make sure the copy works well on both formats. You’ll write one version of the ad copy that will be automatically formatted for both desktop and mobile.
This is called the landing page, and it should contain a selection of oval coffee tables with messaging around free shipping. Upon clicking, visitors should be taken to a page that continues the ad messaging.
Product Listing Ads (PLAs)
Product Listing Ads (PLAs) are square units used in eCommerce Pay Per Click campaigns that contain product images, titles, and prices.
Do you want to list your product in the Google product feeds and must be connected to a Google Merchant Center account, on the other hand, Microsoft Advertising contains a similar feature called Product Ads that also requires the use of a Bing Merchant Center account.
Advertisers can run Display Network campaigns that utilize image ads. These ad units show within and around the content of billions of sites across the display network. You can choose to create a responsive ad that will automatically adjust the size depending on where it is shown or utilize the 19 standard image size below.
- 200 x 200
- 240 x 400
- 250 x 250
- 250 x 360
- 300 x 250
- 336 x 280
- 580 x 400
- 120 x 600
- 160 x 600
- 300 x 600
- 300 x 1050
- 468 x 60
- 728 x 90
- 930 x 180
- 970 x 90
- 970 x 250
- 980 x 120
- 320 x 50
- 320 x 100
4 Types of Campaign Types
- Search Network
- Display Network
- Search Network with Display Opt-In
- Shopping: Product Listing Ads
Search Network – The Search Network consists of google.com and Google’s Search Partners such as aol.com, amazon.com, and many more. This is the most common targeting option. The Search Network is primarily keyword-based advertising. In other words, searchers type in queries for which ads are shown.
Display Network – These ads are shown within the site’s content and don’t utilize traditional keyword-based targeting. This network consists of millions of sites that agree to show Google text, image, and video ads. But rather audiences and demographics. For example, a user may visit a blog that speaks to the history of coffee tables. Even though the user isn’t necessarily in a buying mode, the content is relevant to coffee tables. The user may or may not click the ad, but is ultimately now aware of the brand.
Search Network with Display Opt-In – In the new Google Ads experience this replaced Search Network with Display Select. This targeting option is a combination of both networks. Now you’ll create a regular Search Network campaign and opt-in to the Display Network. The preferred option is to break out campaigns by the network, but Search with Display Opt-In is worth testing. The caveat is that Google determines when and where ads may perform best, taking control away from the advertiser.
Shopping: Product Listing Ads – PLAs are shown on Google and Microsoft. After submitting a product feed to Google Merchant Center, Shopping campaigns can be created in Google Ads. Advertisers create product groups to which they can bid on various feed attributes. These attributes include:
- Item ID
- Product Type
- Custom Attributes
Shopping campaigns do not contain keywords. Both search engines match user queries to the product they get most relevant. Thus, it is important to ensure all products have accurate information as well as clear titles and descriptions.
This guide gives you an extraordinary beginning in the realm of PPC. It addresses all that you’ll have to begin or get into not long after in the wake of propelling your PPC accounts. Notwithstanding, the informal aphorism of the PPC world is “consistently be trying.” Make sure that you test various highlights and methodologies for your record. Each record is extraordinary and will have its very own responses to various highlights and techniques. Obviously basic practices exist since they’re considered to work the best for most records, yet you’ll never know until you test.