The existence of rapid technological developments makes various things change in aspects of life. Utilizing this technological development is hoped to produce better results, including the business undertaken.
In the past, companies used individual marketing strategies that focused more on conveying product information to prospective buyers.
Changes are also felt regarding the ads that appear. Currently, marketing strategies such as advertising can be done using social media.
Previously the marketing strategy only conveyed product information to buyers personally; now, business people pay attention to several other supporting factors such as reviews, created content, campaigns, and so on.
This digital marketing transformation has made business people use the pay-per-click method. The purpose of advertising products using this method is to get traffic and build brand awareness.
PPC advertising also depends on the size of the budget you have. Therefore, before choosing a PPC campaign, you need to know how it works and get tips on running it to fit your target market and audience.
How Does PPC Works?
For ads to appear as they appear on search engines (SERPs), you, as an advertiser, certainly can’t just pay more to ensure that the ads you make appear more prominent than competitors’ ads.
Therefore there is an ad auction, a process that Google and other primary search engines use to determine the relevance and validity of the ads that appear on the SERPs.
PPC Advertising Channels You Can Use
Pay-per-click advertising is not only provided by Google. Almost all social media platforms also offer the same advertising system. Facebook, Twitter, to Instagram implement a pay-per-click system for advertisements on their platforms.
Google, Facebook, and Instagram provide tools for business owners to advertise on their media. The three platforms apply the same advertising model, namely pay-per-click.
You can use any or all of these advertising services together. If your target audience primarily uses these platforms, you can take advantage of all three. Adjust to your needs so as not to burden the company’s budget.
What are the advertising services from Google, Facebook and Instagram? How to make it? Here’s the explanation:
1. Google Ads
Google Ads was formerly known as Google AdWords. On July 24, 2018, Google changed the name of their advertising platform from Google AdWords to Google Ads.
Google Ads is a feature from Google to display paid search or paid ads in Google search results. You can use Google Ads to show your ads in Google search results for specific keywords relevant to your business.
Google has the largest market share globally compared to other search engines. More people will likely see your ad if you use pay-per-click from Google.
Anyone can take advantage of pay-per-click from Google Ads because making a pay-per-click on Google is straightforward. All you need is a Google account.
Google also provides various payment methods. You can read the article How to Use Google AdWords for a full explanation.
2. Facebook Ads
As of 2021, Facebook had 2.8 billion monthly active users globally, and it is one of the most widely used social media platforms worldwide.
It is worth noting that the number of Facebook users may change over time and the number provided is the latest available at my knowledge cutoff date.
You must create a Facebook page first to make pay-per-click Facebook Ads. You can read a full explanation of How to Make Facebook Ads.
3. Instagram Ads
The last platform that you can use for advertising is Instagram Ads. If you are familiar with creating Facebook ads, creating ads on Instagram will be easy for you.
Because since joining Facebook in 2012, the two advertising platforms have been unified under the Facebook Ads Manager. The steps for making Instagram Ads are almost the same as how to make Facebook Ads.
Like the requirements for creating Facebook Ads, you must also have a Facebook page before creating Instagram Ads.
Step by Step Guide To Make PPC Works!
The Right Way To Succeed PPC Advertising is to use the right keywords. Here are six tips you can do to make your PPC advertising successful.
1. Choose the Right Keyword
Keyword research is one of the essential pay-per-click aspects of finding your target audience. When audiences type keywords in Google search queries, those queries will match the ads you create. If the keywords match, your ad will appear.
Each keyword has a Max CPC, match type, and quality score, so you must do thorough keyword research to optimize it. Ensure ad groups contain fifteen keywords to stay focused on a particular topic.
2. Setting an Advertising Budget
For your advertising to be more in line with your business goals, set an appropriate budget. Your budget will be higher when the targets you want to achieve are more and more. However, of course, the results will be more optimal.
3. Make a Quality Landing Page
When the audience has succeeded in getting PPC leads, they will be directed to the campaign landing page you created. The purpose of landing on this page is to convert leads into results.
Therefore, create a quality landing page with a CTA (Call to Action) button that allows visitors to register. In addition, to reduce the bounce rate, we recommend optimizing a user-friendly UX design.
4. Creative
A creative copy can know your target audience, and you also need to understand how to attract them. Find ways to attract and get them to click on your ads.
5. Create Attractive Ads
Ads are composed of titles (headlines), copywriting, and URLs to landing pages. Use interesting copywriting techniques, so the target audience is interested in your ad. Also include keywords, unique value propositions, and CTAs.
6. Adjust Ad Bids
Some platforms will provide special offers to place your ads in strategic places. If the offer gives sound output to your business, take the offer immediately.
How To Manage PPC Well
After knowing how to make PPC successful, remember to manage it to get maximum results. Here are the right tips.
1. Routinely Update Landing Pages
If your business has new services, remember to include them on your landing page. Do it gradually, but according to the keywords that already exist. Update landing pages weekly for the latest results and according to your business needs.
2. Tracking Ad Results
Use AB testing to track the results of the ads that you have created. Also, determine keywords that can convert high and delete keywords that have low conversions.
3. Continue to Practice Marketing Strategies
By continuing to practice marketing strategies, you will discover the advantages and disadvantages of the advertisements you have created using this PPC method.
4. Using Various Campaigns at One Time
PPC ads will produce more when you create campaigns at the same time. Creating campaigns simultaneously at one time will make your ads appear more often in searches.
PPC Types
Several types of PPC that often appear in cyberspace, including:
- Search Advertising
- Social Advertising
- Display Advertising
- Google Shopping
- Remarks.