Creating PPC Marketing

Posted on Jul 09, 2020

Pay-Per-Click or PPC marketing is a part of digital marketing that plays a crucial role in promoting a business. PPC is one of the most widely used tactics to attract the target audience through the use of relevant information presented at the right place and time. 

This blog will take you through the types of PPC advertising and steps on how to create them. This will help you reach your target audience rapidly and effectively. Here’s what the blog will discuss: 

Types of PPC Advertisements
How to Create PPC Search Ads & Display Ads
Things to Consider Before Creating an Ad Campaign
Our Final Advice

Types of PPC Advertisements

PPC marketing is an effective digital marketing method, especially for businesses looking for quick traffic or increased lead generation. There are different types of PPC advertisements each with its own benefits. However, the trick is to pick the avenue that is right for your budget and business specification. Here is a brief description of the most popular types of PPC marketing mediums.

Search Advertisements

Surfing through channels with a remote control

These are the most common type of PPC advertisements. Such advertisements appear mostly on search engine result pages, either at the top or bottom of the pages. Each of them has the “Ad” tag which indicates it is paid content. These ads contain only text and no visuals.

Display Advertisements

Another popular type of PPC ad is display advertisements. Though they do not appear on search pages, this kind of ad is displayed on Google’s partner websites. Unlike search ads, these ads include both image and text.

African american woman looking at news about social media on laptop at her desk

Social Media Advertisements

The third type of PPC advertisement is social media ads. These advertisements appear in the feeds of different social media platforms. With a vast number of people worldwide frequenting social media, it is often an effective method to pull users to your business.

Remarketing

Businesses that want to re-engage with their audience often choose remarketed ads. Since many users do not convert after viewing your products and services, remarketed advertisements give you the opportunity to reach those visitors again through an ad that is tailored to what they showed interest in.

Google Shopping

Google Shopping Ads are another paid advertising type that displays your products on result pages and directs leads to your e-commerce portal. Featured in a carousel format, the advertisement appears with the product image, title and price.

How to Create PPC Search Ads & Display Ads

Among all the PPC types discussed, Search Ads and Display Ads are the most commonly used. So, let’s see the basics of how to create these two effective ad types.

Search Advertisements

Keyword Research

Google Ads Dashboard with Click through Rate (CTR) and Impressions statistics

To create a search ad, you must start with keyword research. Similar to SEO, keywords play a crucial role in making your ad effective. The insertion of proper keywords increases the appearance of the ad in search results. Make sure to choose keywords that are relevant and likely to attract your target audience.

Many digital marketers believe long-tail keywords to be the best keyword type for any PPC advertisement. These keywords have three or more words and are capable of driving more relevant leads. It is also believed that such keywords keep your overall cost per click lower.

Auction and Bid

Now that you have selected your keywords, it’s time to enter the auction and bid for your PPC ad. To do this, you need to set the maximum bid amount that you want to spend each time a visitor clicks the ad.

Google will determine the placement of your ad on the basis of your quality score and the bid amount. Quality score is determined on the basis of your ad’s relevancy, content, clickthrough rate and pertinence.

Launch and Monitor

Once Google has provided your placement, you can now launch your search ad.

Once your Google ad is in place it is important to keep a close eye on it to see its performance. Many variations of ads should be used and monitored to help know what brings in the best results. Based on the data, you should constantly refine and improve your ad.

Display Advertisements

Google AdWords zoomed in client center webpage

Creating display ads is very similar to creating a search ad. Just like search ads, here too, you need to set your bid amount while determining the amount you pay when a prospect clicks on your ad.

The biggest difference between the two PPC ad types is that for the display ad, Google needs to approve the ad copy. Thus, marketers always follow Google’s ad image requirements to get through this step. The other major difference is that you need to select the industry-related sites to publish your display ad. Choosing the right ad space helps maximize leads.

Things to Consider Before Creating an Ad Campaign

Most businesses today depend on online traffic to maximize their growth, leads and revenue. Publishing paid ads is a great way to attract the target audience to your website. However, before running a PPC marketing campaign, you need to make a strategy that works effectively for your business. Here’s a list of a few things you need to consider before you start.

Know Your Goal

Whether it is about promoting a new business or connecting with a new customer base, always make sure you know your destination before starting the journey. Having knowledge about your own advertisement goals helps you to design a campaign that is made to reach that goal. A clear view of the destination makes the process smooth and effective.  

Hitting the bullseye on a target with darts. A metaphor for marketing targets.

Determine Your Budget

Knowing your budget is of utmost importance to run a successful PPC campaign. Remember that PPC is a paid form of marketing and not having a definite budget might hamper your overall campaign. So, before starting, decide how much you are ready to invest in advertisements. Setting your budget based on a specific timeline will make the process much smoother. It is noteworthy that your budget will differ according to your industry and the competition in the market.

Know Your Target Audience

Just like any other marketing technique, here too, knowing and understanding your target audience is important. While crafting the advertisement, learning about your target audience and their needs can help you design a relevant ad copy. An advertisement that is targeted to too many or too few people is likely to be ineffective.

Audience listening to marketing presentation at a convention

Setup Keywords

No matter how well you are aware of your goals and target audience, without proper utilization of keywords, you will never get the best possible return. Pick and place the keywords carefully as they determine the relevancy and position of your ad campaign. The more suitable the keywords, the greater are the chances of lead conversion. 

Create A Well-Optimized Landing Page

Before creating an ad campaign, try to perfect the page where your audience will land after clicking on your ad. The PPC campaign you will be running should be relevant to the page that consumers will be directed to. The objective of an advertisement is to attract potential customers, but it is the landing page that ensures the success of the campaign through conversion. Remember that a good landing page not only improves your user experience but also enhances your ad’s quality score. 

Track Your Success

After creating and running the campaign, what next? Many businesses often overlook the importance of monitoring their success. Having data on different variables plays a crucial role in creating and improving an effective PPC strategy. Tracking data lets you identify or measure important key performance indicators that drive your business.

Tracking Digital Marketing Success with Data

Our Final Advice

PPC marketing is one of the most effective ways to promote a business rapidly. However, rushing into such a campaign without a proper strategy and expertise may cost a lot and generate very little return. By considering the tactics mentioned above you will surely be more likely to reach success through your PPC campaign. However, it is important to mention that experience and knowledge come into play when seeking PPC success. If you do not have a deep understanding or do not have any prior experience handling such campaigns, it is always a good idea to consult a digital marketing agency. Such agencies have proper knowledge of the tools and techniques that can give your brand the boost you need.

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