Pay-Per-Click
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When you type a particular keyword on Google and search results appear, you may have noticed that some advertisements come along those results. If you have seen this, then that is what pay-per-click is basically about. Let’s dive deeper.
The Infallible Approach to Effective PPC Management for Businesses
PPC is a model of online advertising whereby a search engine will be paid each time that the search engine user clicks on a particular displayed paid ad. Usually, the ads would be seen at the top position of a search engine’s results page.
PPC has provided digital marketers and business owners with an excellent opportunity to grow their traffic and conversion metrics. Most digital marketers are taking advantage of this. While this is brilliant, kindly note that PPC could result in many significant complications for your business without careful tactics and a smart strategy. Not to worry, though, this is why you need to keep reading and understand what PPC management is.
But before then, let us first understand how PPC works.
PPC Management
PPC management is a process of managing and overseeing the PPC strategy of your brand and the PPC budget. You have two options here; you can use a PPC agency or do an in-house campaign for your PPC management. Whatever works for your brand, always remember that PPC management aims to develop and optimize your PPC strategy.
Now that you understand what PPC management is let’s delve into what PPC management entails. Whether you hire an expert or decide to do the management in-house, the following aspects need to be addressed in the management process.
Keyword research: this is about identifying the common keywords that your target audience searches for regularly.
Channel targeting: you will then have to choose the paid media channels that you will pursue. Is it Bing Ads or Google Ads, or any other? Make a choice.
Monitoring PPC: each keyword and PPC ad will be evaluated for effectiveness to ensure that your use of PPC marketing is translating into a positive Return on Investment (ROI).
Competitive analysis: you will assess how your competitive landscape looks like. For example, you can look at things like ad creative and keywords that they are using. Try to uncover any gaps that you can fill.
Ad optimization: the ad that you have developed for your brand would be monitored for structure and then become optimized based on top-performing keywords.
Split testing: you will then need to conduct consistent experiments across the PPC funnel. A/B testing of landing pages and new ads can be useful here.
Tip: Whether your business is new or you have been here for a while, costs matters. It would be vital if you would take time to assess how much PPC costs at present, which will determine your approach to PPC and even your management approach.
