Complete Guide to Google's PPC Advertising

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Ultimate Guide to PPC Marketing
Its already been decades since advertising has
become trackable and targetable due to digital
tools. You can see every visit, every click, you
can track conversion funnels and build heatmaps
with mouse movements. One of the most popular
online ad types today is PPC. Weve been using it
at 10Web for years, and when done properly and
creatively enough, results can exceed your
expectations. Now lets see what PPC is and how
you can use it. Heres what well cover
What is PPC advertising? How paid search
marketing works Benefits of using PPC
What is quality score why it matters
Whats an auction in PPC marketing? What is
CTR why it's so important How to
effectively develop your PPC strategy Now lets
get started. What is PPC advertising? In digital
marketing, PPC stands for pay-per-click. It
includes all kinds of online ads banners,
search ads, video ads, etc. where the
advertiser pays for the number of times users
have clicked on the ad and followed the attached
link.
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Before PPC was introduced, static ads were more
common, where the advertiser pays the medium
(website owner mainly) to place an ad on the
website for a certain period. And then display
ads became a thing advertisers started to pay
for the number of times the ad was displayed to a
user (per impression). The PPC model is perfect
for gaining and tracking paid traffic. You
optimize the target, budget, and content until
you get the best rates and the traffic you
need.PPC ads are usually placed through platforms
that either have websites with billions of
returning visitors or have a network with
thousands of partner websites to distribute the
ad among them based on the target audiences
interests. Today, Google Adsense is the most
popular ad network with a market share of around
62 followed by Google Ads. These are basically
two sides of the same platform one's for
publishers, and the other one's for
advertisers. How paid search marketing works Paid
search marketing is a quick alternative to SEO.
If you have the time, you can optimize your
website so well that you gain just enough organic
traffic with constant growth in a couple of
months. But for many businesses this is too slow
a couple of months is too long to wait. And paid
ads can get you a quick boost. This is how paid
search ads work you enter some query on Google,
you get your regular top results, but above those
results, you often see snippets with the Ads
mark on it.
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Thats a paid search ad.
Basically, the advertiser pays the search engine
to get to the top search results in no time. As
an advertiser, you need to make sure youre
targeting the best keywords and queries. Check
out Google Keyword Planner for Google ads and
Keywordtool.io for more platforms such as Bing,
eBay, Amazon, Play Store, Instagram, Twitter, but
for Facebook and Youtube as well. Every search
engine has its ad placement platform. Check which
one your buyer persona uses most and go ahead
with the placement. Since 10Web was established,
weve always paid more attention to SEO than
search ads. But weve periodically run campaigns
and are planning on doing it more often in the
next stages of our platform promotion. Benefits
of using PPC
What is quality score why it matters
Whats an auction in PPC marketing?
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When you start a PPC ad campaign, you start
competing for the ad spot on content publishers
sites. The more you pay, the more visible youll
be. But theres one difference for online ads. If
your ad content (and in case of AdSense, the
landing page as well) is more relevant to the
target audience than the others, you can bid
lower. So create great, engaging content with a
high quality score and try to get the best price
per click out there. What is CTR why its so
important CTR stands for click-through rate. Its
the percentage of clicks within the number of ad
views. If the ad has been displayed 100 times,
and users have clicked on it 6 times, then your
CTR is 6. The higher your CTR, the more relevant
your ad is. Apart from lower rates, it ensures
you have created interesting and relevant
content. How to manage your PPC ads team
How to effectively develop your PPC strategy
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