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How Does PPC Advertising Work?
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Benefits Of PPC Advertising
Boosts Traffic: Having an excellent website is important! But, it is not really of any use if people do not know about its existence. PPC increases traffic to your site. When you have your paid ad appear on the first page of search engine results, the chances of internet users seeing your ad increases. PPC makes this happen for you.
Increases Sales: Online shoppers always research the product they come seeking. A person searching for a particular product or service is most likely to purchase. Your PPC ad will always focus on a targeted audience, increasing the chances of closing the deal. If online shoppers are happy with your service, they are likely to maintain loyalty. PPC helps you attract new customers with far-reaching potential.
Controls Advertising Costs: PPC advertising is different from many marketing strategies because PPC lets you pay as you go. You can tweak or stop ad campaigns if you feel they are under performing. There is no ideally fixed amount that you must spend. There are also no long term obligations. You can run a PPC ad for any duration of time, be it for a few days, a month, or a year.
You Only Pay for Clicks: The cost-saving factor of PPC is that you pay when someone clicks on your ad. The key to a successful campaign is to dodge bidding wars for keywords. Paying per click is preferable until the cost of the click interferes with your bottom line.
Allows Analysis and Performance Evaluation in Real-Time: When you sign up with a marketing firm, you generally do not get to see the results of your campaigns until it is complete. With PPC ads, it’s just the opposite! You have easy access to real-time data, and with these metrics, you can change verbiage, you can tweak keywords and also include a promotion. You can see demographic data from the analytics data. All such information will be useful for your marketing plan as a whole.
Increases Brand Recognition: Sometimes a shopper has to see something several times before the internet creates a connection. Remarketing is the tool that shows relevant ads on other web pages after the visitor has visited your site. Even if the visitor does not make a purchase, they now associate your brand with that product. That increases your brand recognition.
Immediate Results: One of the most prominent benefits that make business owners prefer PPC advertising is that PPC drives immediate results. From the moment of ad publication, you can track the margin of traffic and leads it is generating for your brand.
High Possibility of Real-Time Conversions: Search traffic has the best conversion rates for most websites. If you can hold a position on the search engine top pages, you are positioning your business to win more conversions. PPC brings you search traffic and hence, PPC is instrumental in generating real-time conversions.
Measurable Result: With PPC, you can easily measure your return on advertising expenses. You can track and identify the advertisements, keywords, or ad placements that are bringing you most profits. You can install conversion tracking to track the number of conversions you are receiving. You can use these metrics to make decisions on your PPC campaign.
Better Than Organic Listings: PPC advertising formats are better than organic listings because it gives you more options to generate valuable results. These options add more value to the searchers. The options include installation of call tracking, site links and customer reviews on your PPC advertisements.
Not Dependent on SEO or Google Algorithms: Insights from PPC advertising drive your SEO strategies. Its success is not primarily reliant on Google algorithm changes, or your website optimization activities. PPC advertising is a game of numbers. The main number you need to consider is the amount of money you are investing, and the amount return you are deriving.
Highly Targeted Advertisement: PPC, advertising is highly targeted. With organic search, you can target an audience based on keywords. With PPC, you get more advanced targeting options. You can target ads specifying locations; you can target hundreds of keywords at the same time, you can target audiences based on their online behaviors. PPC offers higher precision when compared to organic search and traditional forms of advertising.
Google Ads
Google Ads is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a user initiates a search, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page.
Who gets to appear on the page is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid and Quality Score. This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s mostly a kind of auction. The below info graphic illustrates how this auction system works.
Conducting PPC marketing through Google Ads is valuable because, as the most popular search engine, Google gets massive amounts of traffic. Hence, it delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:
Keyword Relevance: Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
Landing Page Quality: Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
Quality Score: Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
Creative: Enticing ad copy is vital; and if you’re advertising on the display network, you can use a tool like our free Smart Ads Creator to create designer-quality ads that will demand clicks.
Who Is A PPC Specialist?
A PPC specialist manages internet pay-per-click advertising campaigns that include strategy, design, implementation, SEO, and analysis of ad performance. Being a PPC specialist is a challenging job, and it requires a unique skill set to nail a PPC campaign. Some of the leading roles a PPC specialist needs to assume are the following:
Keyword Research- A PPC Specialist needs to understand how people search for any product or service. He must stay updated about trends, and must continuously research and test his keyword choices. He must be ready to change keywords whenever he finds that they are generating no useful results.
Landing Page Design- PPC Ads direct clickers to a landing page where you get only a few seconds to engage and impress your visitors. PPC specialists must be able to perfect the landing pages. If not, all advertisement efforts are a waste.
Trend Watching- PPC Specialists need to understand SEO trends and how to outsmart Google’s ever-changing algorithms. They will have to maintain a close relationship with customers and know how they will respond to things and what technology is driving them with changing times.
Job Responsibilities Of A PPC Specialist Are As Follows
Creating and planning a variety of PPC campaigns across a range of digital channels.
Overseeing existing campaigns and coming up with suggestions on how to optimize them.
Analyzing trends and making data-driven decisions.
Composing engaging copy for adverts.
Proof-reading.
Making creative suggestions for advert templates.
Account Management of clients.
Relationship building and business development.
Generating detailed analysis and reports of campaigns.
Generating detailed analysis and reports of activities.
Presenting data and reports to a range of audiences.
Qualifications For A PPC Specialist Job Role Are As Follows
Most of the new entries in this field have a degree. Yet, you do not need to have studied a specific subject.
Employers look for candidates with competent analytical skills, the ability to think creatively and the capability to communicate promptly with a varied range of audiences.
In a PPC team, there are people with degrees in English, physics, music, maths, science and engineering.
You can enter this profession with a foundation degree or HND if possible.
You will need to display a high aptitude for the work involved and will also need to demonstrate relevant experience in this field.
Proficiency with software such as Google Analytics, Kenshoo, and Marin help to secure your first role as a PPC specialist.
PPC Keyword Research
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
A valid PPC keyword list should be:
Relevant: Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
Exhaustive: Your keyword research should include not only the most popular and frequently searched terms in your niche but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. Also, they are less competitive and therefore, less expensive.
Expansive: PPC is iterative. You want to continually refine and expand your campaigns and create an environment in which your keyword list is steadily growing and adapting.
If you want to find high-volume, industry-specific keywords to use in your PPC campaigns, be sure to check out our popular keywords.
Managing Your PPC Campaigns
Once you’ve created your new campaigns, you’ll need to control them regularly to make sure they continue to be effective. Regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:
Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups. It helps you create more targeted ad text and landing pages.
Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries to boost conversion rates. Don’t send all your traffic to the same page.
Skills Required To Become A PPC Specialist Include
A thorough understanding of how PPC fits into the broader area of digital marketing.
Knowledge of Microsoft Excel and data manipulation.
Strong analytic skills.
A right level of mathematical ability.
Creative thinking.
Excellent attention to detail.
Strategical way of thinking and developing innovative marketing strategies.
Creative writing skills.
Effective presentation of information effectively to a range of audiences.
Strong relationship building skills.
Strong communication skills.
Experience with using tools such as Google AdWords.
Reasons To Hire A PPC Expert
Expert Service: The most efficient leaders don’t need to be the smartest person you can find around. But, they must have access to the necessary resources. Studies reveal that 95 per cent of the existing organizations agree that a contingent or virtual is the essential stairway to their success.
ROI: Hiring a PPC expert as a virtual solution will help you directly integrate the results with the ROI. You will be able to determine precisely how effective the PPC campaign is in the practical scenario.
Rapid Reporting: The most prominent problem with SEO is that they take time to work. Google bots and search engines need to meet your visitor traffic and content. But for PPC, you measure the results accurately and enable fast reporting of the derived analytics.
SEO Boosting: SEO and PPC work as complements to each other. Being part of a single marketing strategy, they measure buying patterns and visitor behaviors, to know which posts, links and content would make your visitors respond more. The most excellent way to reinvest in useful strategies is to allow SEO to affect your PPC activities. In this way, you can carefully select your future campaigns. You will need to spend time, effort and money on what works.
Excellent Market Research: Marketing strategies can be successful only if you conduct rigorous market research. Being a PPC expert will make you learn how exactly to identify your customers and understand their behaviours. You will have to follow the type of marketing campaigns they are more likely to respond. It will not just boost search engine rankings and traffic, but will also make you aware of whether your decisions on product lines, goods and services, and target campaigns are suitable. Other than an excellent ROI from PPC, you will be able to feed information to your marketing team.
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- Depending on the position, our screening and hiring process spans across 1-2 weeks post receiving the requirement from the clients
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Why Hire PPC Expert From GlobalEmployees?
Hiring With GlobalEmployees Gets You The Best PPC Campaign Managers With Benefits Like
- No headaches about infrastructure, labor/employment laws, HR costs, additional employee benefits, etc.
- A PPC Expert dedicated to your work. 1 Project for 1 Employee policy.
- An employee that you choose, not one that’s dumped on you.
- Complete Control: Since you are the one driving your work you get a customized development to your specified guidelines.
- No Risk: If the employee doesn’t work out, you can get out with a short notice without worrying about severance pay, damages or any other legal hassles.
