Pay-Per-Click (PPC) advertising is a powerful digital marketing strategy that can drive targeted traffic to your website, increase brand awareness, and boost sales. Whether you’re new to PPC or looking to refine your strategy, understanding the basics is crucial. This guide will walk you through the key components of PPC, from keyword research to ad types and landing pages.
Keyword Research: The Foundation of PPC
Keyword research is the first and most important step in any PPC campaign. The right keywords ensure your ads appear in front of the right audience.
Source: Google keyword planner
1. Identifying Keywords:
- Brainstorming: Start by listing terms related to your product or service.
- Competitor Analysis: Use tools like SEMrush or Ahrefs to see what keywords your competitors are targeting.
- Google Keyword Planner: This free tool helps you discover new keywords and see estimated search volumes, competition and the top of page bid.
2. Types of Keywords:
- Short-Tail Keywords: These are general, one- or two-word phrases like “running shoes.” They have high search volume but are very competitive.
- Long-Tail Keywords: These are more specific phrases like “best running shoes for flat feet.” They have lower search volume but are less competitive and more targeted.
Understanding Keyword Match Types in Google Ads
Once you have your list of keywords, it’s important to understand how to use them effectively in your PPC campaigns. Google Ads offers several match types that determine how closely a search query needs to match your keyword for your ad to be shown.
Source: Hubspot.com
1. Broad Match:
- Definition: Your ad will show for searches that include any words in your keyword, in any order, and may also trigger for related terms.
- Example: If your keyword is red running shoes, your ad might show for “blue running sneakers” or “shoes for running.”
- Use When: You’re looking to maximise reach, but be cautious of irrelevant traffic.
2. Phrase Match:
- Definition: Your ad will show if the search query includes the phrase or a close variant, with additional words before or after.
- Example: If your keyword is “red running shoes,” your ad could show for “buy red running shoes” or “red running shoes online.”
- Use When: You want to reach a broader audience but still maintain some control over the context in which your ad appears.
3. Exact Match:
- Definition: Your ad will only show if the search query matches the exact keyword or a very close variant.
- Example: If your keyword is [red running shoes], your ad will show for “red running shoes” but not for “buy red running shoes.”
- Use When: You want to target very specific searches with minimal budget wastage.
Crafting Effective Landing Pages
A PPC ad is only as good as the landing page it leads to. If your landing page isn’t optimised, you’re likely to see high bounce rates and low conversion rates.
1. Relevance:
Ensure that the content of your landing page closely matches the ad that brought the user there. If your ad is about “red running shoes,” the landing page should feature red running shoes, not a generic shoe category page.
2. User Experience:
- Speed: Ensure your landing page loads quickly. A slow-loading page can lead to high bounce rates.
- Mobile Optimisation: With a significant amount of traffic coming from mobile devices, it’s essential that your landing page is mobile-friendly.
- Testimonials, Reviews and Trust Badges: Include customer testimonials, case studies, security badges, certification logos, or industry awards to reassure visitors and build trust and credibility.
- Clear Call-to-Action (CTA): Make it easy for visitors to know what to do next, whether it’s buying a product, filling out a form, or calling your business.
- Short and Simple Forms: Keep your forms as short as possible, asking only for the most essential information. The more fields you require, the lower your conversion rate may be.
Getting Started with PPC
Setting up a successful PPC campaign involves careful planning, continuous monitoring, and regular optimisation. Here are a few tips to get started:
- Set Clear Goals: What do you want to achieve with your PPC campaign? Define your goals, whether it’s increasing website traffic, generating leads, or boosting sales.
- Monitor Performance: Regularly check your campaign’s performance metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS).
- Adjust as Needed: PPC campaigns require constant tweaking. Don’t be afraid to adjust your bids, keywords, or ad copy based on performance data.
Types of PPC Ads
PPC offers several different types of ads, each with its unique benefits.
Source: Forbes.com
1. Search Ads:
- What They Are: These are the text ads that appear on search engine results pages (SERPs) when a user searches for a keyword.
- Best For: Capturing high-intent users who are actively searching for products or services.
Source: Google.com
2. Display Ads:
- What They Are: These are banner or image-based ads that appear on websites within the Google Display Network.
- Best For: Brand awareness and retargeting campaigns, as they’re less direct but reach a broader audience.
Source: Google.com
3. Shopping Ads:
- What They Are: These ads showcase products with images, prices, and business names, appearing in Google’s Shopping section or in SERPs.
- Best For: E-commerce businesses looking to promote individual products.
Source: www.youtube.com/@fowlerfisheries
4. Video Ads:
- What They Are: Video ads that appear on YouTube or other video platforms.
- Best For: Engaging users with visually compelling content or explaining complex products/services.
Source: @thewhitecompany
5. Social Media Ads:
- What They Are: Ads that appear on social media platforms like Facebook, Instagram, and LinkedIn.
- Best For: Targeting specific demographics and building brand awareness through social engagement.
