PPC IN DIGITAL MARKETING

1
PPC in Digital Marketing By-Seven Boats Academy
Join us for a comprehensive look at PPC in
digital marketing. Discover how to launch
successful campaigns and reach your business
goals.
by Swapnendu Chakraborty
2
What is PPC?
PPC stands for Pay Per Click, an online
advertising model where advertisers pay every
time a user clicks on one of their ads. It's a
popular method for driving traffic to websites
and achieving marketing goals.
Aligned with Search Intent
Flexible Budgets
When someone clicks on your ad, it means they
were already looking for a product or service
like yours, which increases the likelihood of
conversion.
You can tailor your spend to match your business
goals and only pay for the clicks you receive.
Seamless Tracking
PPC platforms provide detailed metrics and
analytics that let you track performance and make
data-driven decisions for campaign optimization.
3
How Does PPC Work in Digital Marketing?
Keyword Research Targeting
Ad Auctions
Identifying the right keywords and targeting the
right audiences is critical for the success of
your PPC campaign.
PPC platforms use ad auctions to ensure
advertisers place the right ads in front of their
intended audience and provide more value than
their competitors.
Ad Creation Monitoring
PPC campaigns require continuous monitoring and
optimization to ensure they remain successful and
cost-effective.
4
Why is PPC Important for Businesses?
1
2
3
Increased Brand Awareness
Precise Targeting
Greater Control over Spending
PPC advertising allow companies to reach specific
audiences by utilizing keywords, demographics,
interests and behavioral data.
PPC can help businesses reach audiences who are
not yet familiar with their brand, driving brand
awareness consistently.
PPC provides businesses with the flexibility to
spend as much or as little as they want on
advertising, based on their available budget.
5
Types of PPC Ad Formats
Text Ads
Display Ads
Simple, text-based ads are the most common type
of PPC advertising, and they can be served on
Google search, partner sites and display networks.
Visual ads, including banners or images, are used
to promote brand awareness and drive engagement.
Shopping Ads
Video Ads
Shopping ads can appear in Google Shopping
results, and they showcase product images,
prices, and merchant information.
These ads are served on YouTube and other Google
partner sites. They can be used to promote brand
awareness, drive engagement, and conversions.
6
PPC Keyword Research Targeting
In PPC advertising, selecting the right keywords
for your campaign can make or break its success.
Its important to choose the right match type and
use negative keywords to ensure your ads appear
to the right users, and don't waste ad spend.
Match Type
Negative Keywords
Choosing the right match type including broad,
phrase and exact while selecting keywords is
important factor for campaign success.
Exclude irrelevant search terms and alleviate
high cost and low conversion clicks, Negative
keywords offer control over campaigns.
Long-Tail Keywords
Use less competitive longer phrases to target
niche audiences, capture specific search intent
and higher conversion rates.
7
PPC Campaign Optimization
1
Data Analysis
Constant data analysis and monitoring can help
you measure the performance of your campaigns and
make informed decisions about how to optimize
them.
2
Conversion Tracking
Setting up conversion tracking, it helps you to
identify the actions taken on your site after an
ad click, and adjust your campaigns accordingly.
3
Ad Testing
Split testing of ads creatives, offers and
landing pages can optimize your campaigns for
better outreach, performance and conversion.
4
Budget Adjustments
Monthly or weekly budget adjustments in line with
your business objective, performance reviews or
costing can save and allocate ad-budget properly.
8
Conclusion QA
Businesses can benefit immensely from PPC
advertising, provided they have the right
strategy, targeting, and optimization. In
conclusion, takeaways from this presentation are
PPC advertising can be a great way to reach new
audiences, build brand awareness, and drive
conversions, but only if you have a solid
understanding of how the model works. Finally,
our experts at Seven Boats Academy will be happy
to answer your queries in the QA session.