You've come to the right place if you want to learn more about PPC marketing or already know that you want to use PPC to market your business but don't know where to start! This is the first lesson in PPC University, a series of guided courses that will teach you everything you need to know about PPC so that you can use it for your benefit.
Below, you’ll learn what a website audit is, the different types of audits, and how to use information from an audit to improve your SEO and conversions.
The digital advertising model known as pay-per-click, or PPC for short, involves the advertiser paying a fee each time one of their advertisements is clicked on. You basically pay for specific visits to your website, landing page, or app. The cost of a click is negligible when PPC is operating properly because the value of the click is greater than what you pay for it. For instance, if you pay $3 for a click and it leads to a $300 sale, you have made a substantial profit.
PPC ads can be composed of text, images, videos, or a combination of the three. They literally come in all shapes and sizes. They can show up on social media sites, search engines, websites, and other places.
Examples of ppc ads for search, shopping, display, and social media Search engine advertising—also referred to as paid search or search engine marketing—is one of the most common types of PPC. When someone searches for something related to their company's offerings, advertisers can bid for ad placement in sponsored links provided by a search engine. If we bid on the keyword "google ads audit," for instance, our advertisement for the free Google Ads Performance Grader might appear on the search engine results page (SERP) for that or a related search:
PPC advertising looks different from platform to platform, but in general, the process is as follows:
Your budget, bid, campaign settings, as well as the quality and relevance of your ad, all play a role in algorithmically determining where and when your ad appears once it goes live.
Advertisers who create relevant, dependable pay-per-click campaigns are rewarded with higher ad positioning and lower costs by all platforms that offer PPC advertising.
Therefore, if you want to get the most out of PPC, you need to know how to do it right.
The most widely used PPC advertising platform worldwide is Google Ads. Businesses can create advertisements that appear on Google's search engine and other Google properties using the Google Ads platform.
When a search is started, Google looks through the ads and selects a few that will appear on the search engine results page.
What is PPC advertising and an example of a Google ad? The "winners" are chosen based on a number of factors, including the size of their keyword bids and the quality and relevance of their keywords and ad campaigns. That will be explained in the following section.
When an advertiser creates an advertisement, they select a set of keywords to target and bid on each keyword. Therefore, if you bid on the keyword "pet adoption," you are telling Google that you want your ad to appear for pet adoption-related searches (more on keyword match types here).
To select which ads will appear for a given search, Google employs an auction-style process and a set of formulas. If your advertisement is included in the auction, it will first assign you a Quality Score between one and ten based on the keyword relevance, expected click-through rate, and landing page quality of your advertisement.
Your Ad Rank will then be calculated by multiplying your Quality Score by your maximum bid, which is the maximum amount you are willing to pay for a click on that advertisement. The ads that appear are those with the highest Ad Rank scores.
With this system, successful advertisers can reach potential customers at a price that works for them. It's basically like an auction. The Google Ads auction is described in detail in the infographic below.
Because Google is the most popular search engine, it gets a lot of traffic and, as a result, delivers the most impressions and clicks to your ads when you use PPC marketing through Google Ads. Depending on the keywords and match types you choose, your PPC ads will appear on a regular basis. Although a number of factors influence your PPC advertising campaign's success, the following actions can help:
Although keyword research for PPC can take a lot of time, it is very important. Keywords are the foundation of your entire PPC campaign, and the most successful Google Ads advertisers continually expand and refine their keyword list. When you create your first campaign, if you only conduct keyword research once, you will probably miss hundreds of thousands of valuable, long-tail, low-cost, highly relevant keywords that could be driving traffic to your website.
Our complete guide to keyword research can be found here, but in a nutshell, an efficient PPC keyword list should include:
Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns: