What is Pay Per Click (PPC) and Does it Work in 2024’s Digital Marketing?

Ideal for small businesses, Pay per click (PPC) advertising lets you decide how much to spend on each keyword. You can manage how much to spend when your ads are displayed while ensuring to attract more people without wasting your money.

The word ‘charge’ may seem like a hefty amount. However, if PPC works correctly, the cost is trivial as compared to its outcome. PPC ads come in different shapes and sizes including images, videos, and texts, that appear on search engines, websites, and other digital platforms, so you make a hefty profit.

How does PPC Advertising Work?

PPC advertising varies for different platforms but the process in general is similar. First, you will choose your campaign that aligns with your objective and then refine your settings according to a targeted audience and their demographics. Then provide your budget and bidding strategy. After that enter your landing page URL and build your ad. 

When and where your ad will appear depends on how much you pay. Everything is determined algorithmically based on the quality and relevance of your ad, campaign setting, bid, and budget.

All platforms offer PPC advertising to ensure user satisfaction and they reward advertisers who create relevant PPC campaigns with higher positions at lower costs. Thats why to maximize your profit you need to learn how to do it right.

What is Google Ads?

It is an online advertising program that you can use as a product owner. You create online ads to reach people, promote your business, increase traffic to the website, and sell products. These ad accounts are managed online and you can create and change them at any time according to your budget and their impact.

Google Shopping

Another example of a PPC channel, Google Shopping runs through Google Ads, enabling the retailers to get their products in front of interested shoppers. Google is the most used search engine and a product shown as the part of SERP hugely increases its visibility, driving more traffic to your website. Here advertisers also place bids to secure the best spot on the shopping carousel. 

According to an estimate, around sixty-five percent of shoppers click the first ad on Google Shopping Carousel regardless of the price. However, from automation to manual options, Google Shopping management is a complex beast to tame, yet the retailers have their methods to make their channel profitable.

How does PPC work in Google Ads?

To run Search Ads and drive more traffic to your website you have to sign up for a Google Ad account. Only when someone clicks on your ad and gets redirected to your website then Google will charge you.

Paid Search Ads

When you type something into Google,  a list of results appears on the Search Engine Results Page (SERP). Here, you see both organic results and paid results.

When you search for something on Google, you see a list of results on SERP. The list comprises both organic and paid results. The paid results appear at the top of the list and feature a little green box with the word ‘Ad’ in it. 

How Google Ads Help Your Business?

Google Ads gives you free access to Google Keyword Planner to identify the best keywords to use and let you decide the search term you want to target. This term is relevant to your audience and they highly search it. The chosen keywords must have a high search volume. Check for the price of your selected keyword and decide the amount you are willing to spend on each keyword. Remember that keywords with low search volume will be cheaper to win the auction and show your ad at the top.

Google Quality Score helps to measure the relevance of keywords you are targeting and the quality of your ad. It assigns a number ranging from 1-10 for each keyword and scales them on the quality of the keyword, its relevance, and your landing page user experience. The score influences the cost and effectiveness of your paid marketing.

How to Do PPC With Google Ads?

Google Ads allow easy management of setting up an account, identifying targetted search terms, creating and running your ad, and setting up your daily advertising budget. The process is completely measurable and to evaluate the performance you can keep track of your ad. You can track the number of people seeing your ad, clicks through your website, and estimated sales revenue your website is generating from ads.

How to Categorize Keywords for PPC?

The goal of this process is to identify keywords you want to bid for your PPC campaigns and then your ads will appear when users search for those keywords. Here’s how they categorize keywords for PPC. 

Cost Per Click: The amount you pay determines the clicks on the ad related to this keyword

Average Monthly Searches: It determines the number of times the keyword appears in searches per month.

CMP: It is a score from Google Ads Keyword Planner, indicating the level of competition for placing an ad for a keyword. The score is denoted as low, medium, and high.

Top of Page Bid: this estimate suggests how much you need to bid on a particular keyword to ensure that the keyword appears in search results.

PPC Campaign Management

It is about getting the most out of your campaigns and making sure tha you set up correctly, optimize ads effectively, and adjust them when needed to get possible best results. This is an ongoing process and you continually need to check and see what’s working to ensure you are not wasting your marketing budget.

Conclusion:

To take your business to another level is not easy. Yet PPC helps you to run ads and get the most out of its campaigns. If you choose your keywords wisely, set up your ad effectively, and optimize it more often, you will surely go with your projects as planned.