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Top Things You Need to Know about Google's Pay-Per-Click to Get StartedAdmin 13-11-2020
When the user inputs a query in the search bar of the Google search engine, a long list of various websites relevant to the query shows up. However, there are some search results with “Ad” written above them. These results often show up at the top or right side of the search engine result page.
These advertisements are bought by different businesses to gain more traffic by being at the top spot without organically increasing their page rank. Such advertisements are known as PPC advertisements or Pay-Per-Click advertising.
In PPC advertising, the advertisers pay the search engine for every click, they get on the search engine result page (SERP), hence, pay-per-click. Expectedly, the websites ranking higher organically do not have to pay for any number of visitors coming to their website from the search engine result page.
Different search engines allow you to market your business using the Pay-per-click method. However, because of its popularity, Google is the most preferred platform for all advertisers to market their website, product, or service. Business advertisers and marketers invest heavily in advertising their website with Google Ads.
What is Google Ads?
Google has a PPC platform called Google Ads, previously known as Google Adwords. This is the space where advertisers from various fields and industries put their bids on different keywords related to their services.
Every time a user inputs a search query, Google picks out some advertisements and position them in the SERP. These ads are chosen based on several factors including the relevancy of the website to the search query, the quality of content and website that the advertiser has to offer to the user, and the size of the keyword bids of the advertiser.
Google considers the ad rank of the advertiser to give them a higher position of appearance on the result page. The ad rank constitutes of two key units: Cost-per-click (CPC) bid and the Quality Score.
The multiplication of CPC bid and quality score gives you the ad rank of an advertiser. In this equation, the CPC bid is the maximum amount an advertiser is willing to pay for the advertisement, whereas quality score refers to the overall value that includes the click-through rate, relevancy, and the quality of the landing page where the click will take the users.
How Google PPC works?
The marketer or advertiser recognizes different keywords related to their business and decides upon how much cost they are willing to pay. They then group these keywords and pair them with the ad they wish to put up.
If there is more than one advertiser for the same keywords then that is when the bidding occurs. Google chooses significant keywords from the groups and puts them up for auction. Here different advertisers from similar fields may put their bids on the keywords starting from the highest cost the initial advertiser was willing to pay along with the ad they specified.
As mentioned earlier, the position of advertisement is defined by the ad rank of the advertiser. The higher the ad rank, the higher your advertisement will be positioned. Accordingly, your cost-per-click will also vary.
The advertiser pays the minimum amount for every click based on the position of their advertisement. Your cost per click is determined by the ad rank of the advertiser below you divided by your quality score and an additional $0.01. The higher the position, the lower the CPC.
With this Google makes sure that the users find the most relevant ads on the top while advertisers gain more potential customers by paying lower prices.
Google Display Network
Display ads are the ads placed on different websites. The authors of these websites use Google AdSense to provide ad placements or pages. These are all visual ads - it could be an image or a video.
Unlike CPC ads, the relevance of display ads is not determined by the search query rather, it is based on its placement on the webpages. Google often uses parameters like the user’s web history, location history, and search history to put individually targeted ads on the user’s web pages.
If you wish to run a display ad, you may decide to specify the cost per mile bids (CPM – the cost for every 1000 impressions your ad receives). Unlike PPC ads, the bids for these ads are set on the ad groups rather than the keyword group.
How you can use Google PPC for your business?
Pay-per-click advertising is great to gain more traffic to your website or landing page. However, as discussed earlier, the quality, relevancy, and click-throughs play a huge role in determining your ad rank. Sure, your ad will appear on the SERP according to the keywords you have selected, however, you must always endeavor to increase your ad rank by improving the deciding factors.
Once you have entered PPC marketing, it is important to constantly keep upgrading your keyword list. This way you can ensure the visibility of your ad on even the relevant long-tail keywords with lower-costs.
While choosing the keywords, be certain that the keyword will be relevant to the search query of your consumers. Try to identify as many keywords as possible, short-tail, and long-tail both. This way your ad can reach a wider audience with consumers from your niche.
Furthermore, you need to constantly keep finding and adding new keywords to your list so that your ad can target many more customers at lower costs. Make sure that you also keep a track of your advertisement’s performance, if you feel like a certain ad is not working, call it back.
More importantly, though, optimize your landing pages to increase the click-through rate. Keep updating the content and the design to keep your page up-to-date with the latest trends that will help you increase the click-throughs.
Pay-per-click marketing is one sure way to get more traffic on your website by paying for every click. With the popularity of Google, you can be sure to get an appropriate return for your investment.
Google makes sure that websites with content that provides value to its customers, ranks higher. The same thing is true for advertisements where the ad rank along with the quality score of the landing page determines its position on the SERP.
As a business, you need to recognize keywords that are highly relevant to your field of work. Put your bids on the right keywords and keep adding to your list of keywords so that your ad reaches the maximum number of users.
A strong PPC strategy will bring you more visitors whom you can then convert to your loyal customers. You can hire a digital marketing agency to make the online marketing of your business more powerful and bring the desired results.
The professionals will help you create various strategies to promote your business on different platforms online. With its advanced tools and tried and tested techniques, a digital marketing agency can tackle all your business marketing and promotions in the digital arena. You can work with them by registering for a free trial, and later, you can subscribe at minimal cost to keep continuing their services.
Have you used Pay-per-click advertising yet? Let us know your thoughts in the comments section below. Check out the blog to find more content like this.