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Pay-per-click (PPC) advertising is an advertising model where businesses display their ads on platforms and make payments when someone clicks on their ad. These platforms could be Google (paid search) or Facebook (paid social). Pay-per-click with Google is one of the best ways of generating leads for your business.
PPC advertising is considered a budget-friendly marketing model. Regardless of what your marketing budget is, there is something for you in the PPC advertising model.
Aside from being budget-friendly, PPC advertising is result oriented. That is, you only make payment when someone clicks on your ad. If your ad is unable to generate clicks, you will likely not make any payment(s).
In this guide, you will discover what pay-per-click with Google is, and how to generate massive leads for your business using such a marketing model.
Pay-per-click with Google pretty much involves making payment whenever your ads are clicked on the Google platform. Typically, your ads get to be showcased on Google’s search engine result pages (SERPs) and other websites that are part of Google’s network.
Whenever users make search queries, ads with matching keywords will be shown to them. And if your ad falls within this category, then it will be shown to the user. As a marketer, you only make payments whenever users click on your ad. The advert model is cost-effective, and you can easily measure your results.
With pay-per-click, you can reach millions of your target audience by merely bidding on the right keywords. You make payment when someone clicks on your ad. Pay-per-click is a sure way of driving targeted traffic to your website (or landing pages).
Pay-per-click with Google uses the auction system. Here, advertisers get to bid on their most preferred keywords. Their ads show up on search results whenever the search query matches the keywords advertisers have to bid on.
If you’re considering PPC advertising, here are some easy steps to follow.
Popular PPC platforms are Microsoft Ads (previously known as Bing Ads), Facebook Ads, and Google Ads. As a general rule, you should opt for the platform where your target audience is found.
What keyword(s) are you looking to target? When it comes to ad budgeting, you should consider starting small. You can scale after generating some profits from your ads.
Great copywriting is a vital piece of your PPC campaign. Your ad copy will determine the kind of results you will get.
You could opt for automated or manual bidding. With automated bids, you will maximize your campaign results. Manual bidding, on the other hand, helps you set a maximum ad spend for your bids.
Keep a close eye on your campaign, and keep optimizing until you start generating your desired results.
With pay-per-click advertising, you will most likely reach an audience that is interested in your product (or service) offering. You can target the audience based on:
PPC advertising boosts your chances of ranking high on search engine result pages (SERPs), and other partner websites. This will, in turn, lead to increased visibility, traffic, and leads. PPC advertising generates an almost instant result. And it’s quite different from organic search engine optimization (SEO) where you’ll need some time before generating results.
PPC advertising also gives you control over your budget. There’s the option of setting daily or monthly spending limits. Furthermore, businesses make payment when their audience clicks on their ads.
Finally, PPC advertising provides measurable results. You can track your campaign using Key Performance Indicators (KPIs) like:
This way, optimizing your campaign becomes easy. And it becomes much easier to generate your desired results.
Here are easy steps to follow when starting pay-per-click with Google.
Navigate to the Google Ads website and create an ad account. By now, you should know that the Google Ads website is ads.google.com. You will be required to provide vital information like:
Are you looking to:
Any of these could be your advertising goals. You need to clearly define it.
What keywords are relevant to your business, products, or services? These are the keywords you should focus on. Google Keyword Planner and the PPCexpo Keyword Planner are arguably the best tools for performing keyword research.
You can create a new campaign in your Google Ads account. After that, you will have to select a campaign type that fits your advertising goals. You will also need to optimize your campaign according to your:
Your campaign has to be categorized into ad groups. Each ad group has to focus on specific keywords and themes. This way, you will easily create landing pages and targeted ads that fit each ad group.
Your ad needs to capture your audience’s attention. To create compelling ads, you will have to:
Create landing pages that align with your ads. The landing page needs to also have a good user experience. Your landing page should be optimized for:
All these will help boost the conversion rate of your landing page.
Pay-per-click with Google comes with the option of automated and manual bidding. You also have the option of controlling your spending using daily or monthly spending limits.
Here are some strategies to help you get the most out of your pay-per-click with Google.
Perform extensive keyword research to identify high-performing, relevant keywords. Keep a close eye on the keyword list by introducing new keywords, and removing underperforming keywords.
Create engaging, persuasive ad copy that captures your audience’s attention. To do that, you will have to:
Your landing page should be optimized for:
The landing page content also needs to align with your ad copy.
Ad extensions provide additional information to your audience. This will, in turn, help boost your visibility and make your ad more attractive. Common ad extensions are:
Target geographic locations that are most relevant to your business. This way, your ad will be showcased to users in specific locations. These are people that are likely to be interested in your product or service offering.
Look out for the day of the week that generate the most results. Schedule your ads for these days. It will help increase your clickthrough rates (CTR) and conversions.
Test different variations of your ads. You should try testing elements like the ad copy, headlines, and the call-to-actions. A/B testing helps you identify the ad elements that generate the most results for you.
Set up conversion tracking for the analysis and measurement of your campaign performance. Keep a close eye on your conversion data and optimize your campaign accordingly. While optimizing your campaign, you should focus on elements that help boost the conversions and return on investment of the campaign.
Review and analyze your key performance metrics regularly. These metrics could be clicks, CTRs, cost per conversion, conversion rates, and impressions. Look out for patterns, trends, and areas of improvement. All these help you optimize your campaign for improved performance.
Keep a close eye on your campaign performance. Make the necessary changes (if there is any need for it). Keep improving until you start generating your desired result.
Monitoring your campaign is a sure way to get the most out of it. To monitor your campaign, you will need to use tools like PPC Signal. The PPC Signal is user-friendly, and you’ll have to connect it to your Google Ads account. Before you can generate results with the tool, your campaign needs to be live for at least seven days.
Insights generated from the PPC Signal will help analyze and optimize your campaign. Taking advantage of the PPC Signal will enable you to be at the top of your campaign performance.
First, sign into a Google Ads account and choose the campaign you want to create an ad for. Click on the “Ads & Extensions” option, and follow the prompts that come up.
Let’s say you search for “best running shoes”, sponsored ads from various shoe brands will likely show up on your screen. Well, that’s an example of Google pay-per-click.
Google pay-per-click comes in handy when it comes to reaching your marketing goals. Google pay per click can help you:
It depends on what you’re looking for. If you desire traffic in the short run, then PPC ads are your best shot. However, businesses that want to play the long game can opt for SEO.
Pay-per-click with Google is arguably the best way of driving targeted traffic to your business. Using the pay-per-click advert model, you can:
To get the most out of your PPC campaign, you will have to:
Monitoring your PPC campaign is of the essence. And that’s where tools like the PPC Signal come in. The PPC Signal helps you to detect minute changes in your campaign. This way, you will quickly fix any anomaly in your campaign.
Now you know how pay-per-click with Google works, what things will you look out for when optimizing your next PPC campaign?
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