PPC stands for pay-per-click, which is a marketing tool that has become extremely popular in the past few years, especially with global lockdowns due to the COVID-19 pandemic. It’s an advertising model whereby the advertiser only pays a fee every time someone clicks on their ad.
PPC’s predecessor, CPM or cost-per-mile, was an advertising model that calculated the price per 1000 impressions of an advertisement. When using CPM, the advertiser would have to pay for every 1,000 impressions, regardless of criteria. This means advertisers paid for untargeted and fleeting impressions as well. Naturally, PPC is considered a more objective pricing model, making CPM a marketing model of the past.
How do PPC campaigns work?
Advertisements come in many different forms. They can be text and graphic blocks, static and dynamic banners, contextual ads, and many more. These advertisements are then, typically, placed on search engines such as Google or affiliate sites.
Advertising on Search Engines is one of the most popular forms of PPC. When using this model, advertisers bid for ad placement in Google SERPs (Search Engine Results Page) when someone searches for a specific keyword. For example, let’s say you are a flower shop and you bid for the keyword chrysanthemums. Your ad will show up at the very top of the SERP when someone enters the word chrysanthemum into the search bar.
For every visitor who clicks that ad, you have to pay Google a small fee. When done correctly, PPC campaigns can be relatively budget-friendly. Depending on the action you want the visitor to take when they are redirected to your landing page, chances are your profit will be far higher than the fee you paid for the ad. PPC campaigns are essentially lead generators, which is why they are at the top of the sales funnel.
But to be honest, it’s not as easy as it sounds. A lot of time and effort goes into launching a successful PPC campaign: from researching the right keywords and using them correctly in the campaigns to setting up landing pages that are optimized for conversions. Google offers an extra incentive by rewarding those who have intelligently targeted PPC ads by charging them less per click.
The single most important global PPC campaign system is Google Ads (ex-Google Ad Words), which enhance the ads’ performance on Google SERPs and other Google properties.
How to find keywords?
Searching for keywords may sound like a relatively easy thing to do, but it’s actually incredibly time-consuming. The entire PPC campaign is built around keywords, which brings their priority to the top. If you want to have a successful PPC campaign, the best advice is to expand and refine your keywords list continuously.
A thriving keyword list should include keywords that are relevant, exhaustive, and expansive. So how do you create a list like that?
Not unlike other business ventures, you have to start off by studying your niche and defining your goals. Once you’ve done that, make a list of topics that are relevant to your business and break it down into smaller sub-topics that you think the audience will search for on Google. Now you can jot down seed words that you think are relevant to those sub-topics and do thorough keyword research by using any keyword tool. This will help you identify alternative keywords and related keywords. Think about user intent – what does the person behind a specific query in the search bar want to find? Doing so will help you figure out any long-tail keywords which can, in turn, attract a more relevant audience. Finally, find out what your competitors are doing because that way, you will know which terms are too common to rank and identify the word opportunity gaps.
It probably doesn’t sound so simple anymore. However, if done right, an amazing PPC campaign can help propel your business quickly and efficiently.