Navigating Success with Pay-Per-Click (PPC) Advertising in SEM
The world of Pay-per-Click advertising is highly dynamic. It is not just about creating and publishing Google ads. It is important to deal with every intricate detail of the PPC to make your SEM campaign successful. With the right PPC strategy, you can bring quality traffic to your site. The user journey needs to be seamless to earn ROI from PPC.
Understand PPC and SEM
The goal of every type of online advertising campaign is to rank your site for a particular keyword. Search Engine Marketing involves unpaid or paid marketing techniques implemented on Google, Bing, and other search engines. SEM encompasses SEO and paid advertising to rank organically for keywords. However, not every PPC appears on the search engines. You can publish PPC ads on social media as well.
The most important terms related to Pay-Per-Click (PPC) Advertising are-
· Maximum Bid– What is the highest amount you can pay for every click on your advertisement? The CPC can be set manually to calculate the maximum bid for an ad. On the contrary, search engines also can adjust the bid depending on your goals.
· Quality Score– Search engines will assign a score to your advertisements based on your CTR. Your keyword’s relevance, landing page quality, and past performance can affect the score.
· Ad Rank– It is another value determining the ads position on the SERP. By multiplying Quality Score with the maximum bid, you can find Ad Rank.
· Cost Per Mile– The cost of your ads per 1000 impressions is used for display ads and paid social ads.
Which Are The Best Advertising Platforms For Search Engine Marketing?
The most effective and highly trafficked advertising platforms for PPC are-
Google Ads
Google Ads is the best advertising platform to reach your business to a global audience. It allows different types of targeting for your paid ads. With long-tail keywords, you can capture the attention of potential customers who are searching for your products or services. What’s more, you will have full control over the campaign. You can buy ad space, start the campaign, or stop it anytime. By integrating Google Analytics, you will see how visitors behave on your website.
Bing Ads
Not every business should choose Bing Ads for the paid advertising campaign. However, if you have a comparatively low budget, you can consider Bing Ads. Bing advertising is best for those who target the US audience. Many aged users who use Internet Explorer rely on Bing to search for products or services. Another advantage of Bing Ads is that the competition for the chosen keywords is quite low. Moreover, your Bing ads are displayed at the top of the SERP. So, your brand name will be easily visible to search engine users.
AdRoll
If your ads aim to retarget people who have previously visited your site, AdRoll is the best platform. For example, someone has read your blog on making pizza. You may retarget that visitor on other websites by displaying ads that promote your cooking classes. Although you can use Google Ads for retargeting, AdRoll allows you to show your advertisements on social media and Google. Thus, your ads will get more impressions and clicks.
PPC Advertising Factors Important For SEM
Your Search Engine Marketing campaign involves navigating the complex PPC landscape. There are some major factors for thriving more in this landscape.
Your Advertising Objectives
Objectives allow you to shape the direction and determine the KPI. The most common aim is to improve brand awareness, find new leads, and increase your sales. However, it is not just about attracting more clicks on your ads. Meaningful interactions will allow your brand to move forward.
Buying Types- Making Strategic Investment
Cost Per View and Cost Per Click are some buying options catering to particular campaign goals. Choosing the appropriate buying type enables you to make the right decision.
For example, CPM or cost per 1000 impressions would be effective for boosting visibility, whereas CPC seamlessly aligns with your performance-driven advertising effort. Thus, make sure that the buying type matches the desired results.
Focus On Content
There should be a proper synergy between your landing pages and ad content. You should also consider user expectations for increasing conversations and engagement. From ad clicking to conversion, the journey is a narrative that guides users through a storyline.
Conduct Keyword Research
Identify the right keywords to make your ads visible to the target audience. Use analytics and tools to check search volumes, user intent, and competition level for your keyword usage strategy.
Insert Ad Extensions
Ad extensions provide your viewers with additional information that you have not included in your ad copy. You can leverage extensions, such as callout extensions, site link extensions, and callout extensions.
Conclusion
SEM helps you boost your web traffic via paid advertising. With the right strategy, you can rank your website well for the chosen keywords. Choose from different targeting options and analyze your PPC advertising campaign. You can learn about the performance of your PPC ads and make some adjustments accordingly for better results.
