Whether you’ve read some articles on pay per click or already know what’s it about but you want to start using it to promote your business, you’ve come to the right place. We’ve put together for you a compelling guide to everything that has to do with PPC. From its basic definition to finding out if it’s the right choice for you and your company, this guide has all the essentials you need.
What Is Pay Per Click Advertising?
Pay per click, otherwise known as PPC, is a type of online advertising. It’s based on the idea that the companies that advertise using it need to pay a small fee to the search engine that hosts them, every time someone clicks on their ad. Pay per click is considered to be an easier way to get visitors to come to your website, rather than gaining visits in an organic fashion.
Every time you get a visitor, you as the business owner need to pay. However, if you do it correctly, that fee should be minimal. For example, the fee might be $2. Still, if the visit results in a $200 sale for you, then you have made a substantial profit.
Apart from that, it’s important to know that the cost of a click can be lowered, if you create a correct and intelligent campaign. It takes a lot of time and knowledge to build a good PPC set up. You need to find the right keywords, organize them, and set up landing pages specially optimized for conversions. If your content is relevant, then your preferred search engine will reward you by charging you less for every click. The same happens if the search engine starts to notice that all the pages you’ve created are satisfying for visitors as well as useful. Lower prices on clicks lead to higher profits for you.
Pay per click management doesn’t have to consume all your working or free time. There are certain pieces of software out there created especially for this, which can lower the amount of time you spend on it. This type of service can be provided by a program such as WordStream. Apart from that, you can always get a training course and do it yourself, in an efficient way.
You can find YouTube tutorials, Facebook pages or try affiliate programs or websites. To make matters easier, you can try using AdSense.
You can also get jobs in this domain. You can find an agency, legitimate and trusted which offers so-called ‘click jobs.’ You can join the networks and, at certain rates and for a certain price, get paid to click on publishers’ ads. The costs per click are not high. However, if you have enough time to dedicate to this activity, you can earn quite decent sums. Look for an estimator online to tell you exactly how much you’ll make, depending on how much you work.
Getting Started with Google AdWords
Even though there are quite a lot of advertising platforms and systems in the online world, AdWords is the most popular one at this moment. All the ads you create on it appear on the Google search engine as well as other properties that belong to it.
The working system is relatively straightforward. The users choose some keywords and bid on them. They also need to pay for every click, as detailed above. When someone initiates a Google search, the engine starts digging through the pool of AdWords advertisers and selects a few winners. Those that are chosen will appear at the top of the landing page.
There are several criteria for determining the winners, such as how relevant is the keyword, the quality of the content, and the size of all the other bids.
If we were to go into detail, AdWords uses a metric to calculate which request gets to appear on the page and which doesn’t. The formula multiplies two factors, as follows.
CPC bid X Quality Score
CPC bid = the highest amount of money the user is willing to pay for a click
Quality Score = this is a value based on the user’s click-through rate, landing page quality, and relevance.
Doing Keyword Research Suitable for Pay Per Click
As stated above, keyword research, although it takes a lot of time, is crucial to the entire process, just because the whole campaign centers around it. The most important thing you need to remember here is to do more than one keyword research. In fact, do as many as you can. When you limit yourself to just one, you’ll soon find out that you overlook hundreds of valuable, long-tail keywords, inexpensive and relevant. All of them could have redirected traffic to your website and got you thousands of visitors and potential customers.
To get you started on your first correct and relevant keyword research, you must be aware of the fact that it has to be a combination of the following three factors.
- Consistent– You might find the idea of your keyword research being related kind of redundant. However, you are soon going to see that it’s not. The reason is that if you use keywords that are not relevant to your campaign or the content on your website, you will essentially be paying for a high amount of online traffic unrelated to your business. Evidently, you don’t want that.
The keywords you find have to result in an elevated PPC click-through rate, low cost per click, and augmented profits.
Tip – Make sure the keywords you bid on are related as closely as possible to your products or offers.
- Exhaustive – When performing a keyword research don’t settle only for the most popular and highest searched words that belong to your domain. As we already mentioned, they might lose you some business. Don’t forget about the long tail search. Between single and long-tail keywords, the latter are far better. They are a lot more explicit and infrequent. Still, these words are what builds the best part of your traffic directed by searches.
Tip – Long tail keywords are less competitive than the others. Therefore, you are bound to pay less for them.
- Expansive – Given the fact that pay per click is typically continual, so should your keyword research be. Never stop doing it. Expand and refine it as much as you can, to create a medium in which your keywords can always grow and adapt to the new requirements.
Tip – Don’t forget about negative keyword discovery. Apart from finding positive and relevant keywords, try to find some negative ones as well. Once you start using them, they will keep the ads from appearing after searches that are not pertinent to your company and line of work. This type of ads will never convert.
Pay Per Click Mistakes to Avoid
As already stated, PPC can be a bit dangerous when not done correctly. You, the business owner, can end up spending a higher amount of money than what you intended without seeing any of the results you wanted. Therefore, we’ve put together a small list of crucial mistakes you absolutely must avoid making when building your pay per click campaign.
#1. Do Not Send Visitors to Your Home Page
Let’s take a practical example. Say your business is an online clothing store. You are running a PPC campaign and ad for the product ‘Hippie Vintage Blue Ladies T-Shirt.’ Evidently, you are currently selling this item on your website. You have set up your commercial to run each time someone searches for this keyword or something related to it on your hosting search engine.
The biggest mistake you can make here is to use a link that redirects the searcher not to the T-shirt page in itself, but to your store’s homepage. When the person searching on Google clicks the link you provided in the ad, he or she expects to be taken directly to that product, not to a random homepage.
Unfortunately, it’s one of the fastest and surest ways to get your customers frustrated and make them leave the website altogether. Instead of finding their dream T-shirt they now have to navigate an entire site to find it. In other words, you had a targeted and engaged visitor and made him work for his search.
#2. Do Not Send Visitors to Your Contact Page
The second piece of valuable advice we can give you is on the same lines as the first. Some website owners choose to do this so that they can coerce the visitor into opting for an email newsletter. It hardly ever works. Therefore, instead of a person submitting to your newsletter and becoming loyal to your business, you’ll get a frustrated visitor. Not only was he refused passage to the page he was looking for in the first place, but was also obliged to sign up for a newsletter he, most likely, didn’t even want.
Another thing you need to be aware of here is that, by redirecting your visitors thusly, you can go against the PPC platforms themselves. Google AdWords, which we have detailed above, and other industry examples, have guidelines that are against business owners requiring their visitors to fill out something in exchange for a free thing.
#3. Always Split-Test Your Ad Text
The best way to get the desired results is by testing your Google pay per click ads first. Split-testing means making several versions of the same ad for every single pay per click ad group you think you’re going to use. It’s a great way to see exactly which wording will generate the most clicks, as well as on-site conversions.
Almost all the search engines out there allow you to split-test your ads. However, you must be aware of the fact that they will display your variations at random. It’s their way of generating the most meaningful data for them.
There are also some platforms that have a unique algorithm for showing your ad variation, according to which they believe will be the most successful. However, this will lower your split-test data’s integrity.
Pay per click marketing is, without a doubt, one of the fastest ways of attracting visitors and potential clients towards your website. Although it does take some time to learn how to master it and do it correctly, the results will more than make-up for the time and money or your initial investment in the process.