What Is PPC and How Does It Work?

  • What Is PPC?
  • Why Should You Use Pay-Per-Click?
  • What Is CPC?
  • AdWords Optimization Basics

What Is PPC?

HOW DOES IT WORK?

IS SEM THE SAME AS PPC?

WHY SHOULD YOU USE PAY-PER-CLICK?

  • PPC is measurable and trackable. You can see how your campaigns are performing, including impressions, clicks, and conversions, the traffic you’re receiving and how the results correlate to your budget
  • It provides a better understanding of the behaviour and search patterns of the customers
  • Unlike SEO, PPC allows you to quickly set up campaigns, create ads and find new customers and prospects
  • You get budget flexibility. You can set up your ad budget and choose how much you want to spend. For example, if you see positive results, you can scale up quickly
  • You get a wealth of targeting options, whether you want to target keywords through search ads or focus on a specific demographic on the display network
  • Your ads work on all platforms, including mobile and desktop devices

What Is CPC?

HOW IS CPC DETERMINED?

DOES QUALITY SCORE AFFECT CPC?

  • Keyword relevance to the ad group
  • Click-through-rate (CTR)
  • Landing page relevance and quality
  • Ad test quality and relevance
  • Your account performance

WHY IS CPC IMPORTANT?

AdWords Optimization Basics

HOW DO I OPTIMIZE MY GOOGLE ADWORDS?

  • Focus on long-tail keywords that are performing well and remove all the underperforming keywords from your campaign
  • Keep adding negative keywords by using the keyword search term report
  • Use the keyword research tool to find new, high-performing keywords
  • To make the keywords eligible, change the match types or adjust the bids
  • Ensure that your campaign and ad group is structured well. The more focused your ad groups are the better they’ll perform
  • Keep reviewing and testing new ads. Ensure that you highlight your value proposition, include a clear call to action and use relevant terms that will make users want to click your ad
  • Constantly test and optimize your landing pages, ads and anything else to improve the conversion rate
  • Use Ad extensions such as address, phone number, product types, services available etc.
  • Use conversion tracking to know how successful a campaign is

HOW DO I GET A LOW CPC IN ADWORDS?

  • Lower your bids. While this may result in your ad position dropping a bit, you could afford more clicks with the same budget and also be able to show more ads during that time
  • Find new keyword variations, ideally long-tail keywords that have low competition and moderate to high search volumes
  • Change your match types. For example, if you see that your exact match keywords are more expensive than the broad match modifiers, you might decide to change your keywords from Exact to BMM to lower your CPC
  • Ensure that your ads are relevant to your keywords. To do this, you must include keywords from the ad group into the ad’s headline and description
  • A/B test different landing pages

HOW CAN I IMPROVE MY CTR?

  • To improve the CTR of your ads, you can try putting in special offers in your headline such as “Hurry for 60% Off + Free Shipping”
  • Add the main keyword in your headline and display URL
  • Use ad extensions such as third-party reviews and rankings to increase visibility
  • Use special symbols to help your ad stand out
  • Add a clear call-to-action in your ad copy

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