What is PPC?

PPC is a type of online advertising model where a business is billed for each click that a user does on one of their ads. Where advertisers pay publishers such as Google, Facebook, LinkedIn.. etc.

PPC Channels

Google Ads

You can advertise using multiple types of campaigns across the Google Network. Here are some of the campaign types that Google provides to marketers.

1.    Search Campaigns

Search campaigns are the most widely known pay-per-click ad format. where ads appear on the search results page according to the search term. This ad type works with the CPC model, charging occurs only when users click on your ads.

2.    Display Ad Network

Display ad network is a large network that allows you to publish ads on millions of websites included in Google. You can capture your target audience interest, website topics, demographic features by using the display advertising network. At the same time, this network allows you to show your ads only on the websites you choose.

3.    Shopping Campaigns

Shopping campaigns are the type of campaign that you should try if you have an e-commerce site. By sharing your product inventory with Google, you will be able to display ads on the search results when users look for products similar to those in your inventory. Unlike text ads, shopping ads will be displayed on the search results with images, titles, and prices. To be specific, shopping ads do not use keywords, yet they are actually triggered upon the product description in your products feed

4.    Remarketing Campaigns

By creating remarketing campaigns on search network, shopping ads, or display ad network, you can show your ads over and over again only to users who have already entered your website.

Facebook PPC Ad

Facebook has an important share in the social media advertising market with more than 2 billion active users. You can target users based on location, age, gender, interests, or behavior by using Facebook ads. Facebook allows advertisers to advertise with different options. On the other hand, you can also use catalog ads or dynamic remarketing ads specific to e-commerce sites.

Instagram PPC Ad

Clearly, more than 2 million businesses use Instagram ads to reach their target audience, gain followers, or showcase their products to their potential clients. You can manage Instagram ads from the mobile application as well as more extensively through Facebook Ad Manager.

Linkedin PPC Ad

If you are advertising for a business that operates on B2B model, you should try Linkedin ads, because Linkedin ads offer comprehensive and reach to professionals all around the world. Using Linkedin ads, you can target users according to their company, job title, and abilities.

How does PPC work?

There are 3 main factors in PPC. Advertisers, ad broadcast networks, and publishers. Advertisers want to reach their target audience by choosing an ad network and in return, they pay the publishers for serving their ads. However, pricing can differ depending on the bidding strategy you adopt.  These strategies are; cost per click, cost per mille, cost per action.

Cost per Click (CPC)

It is the type of bidding strategy that advertisers pay to publishers within the criteria set. The criteria can differ depending on the profile of the advertisers. The most important point to be considered here is to advertisers only pay for the achievement of their set goals.

Cost per Mille (CPM)

It is the type of advertisement where advertisers are charged for their ad views. It is one of the oldest online advertising bidding strategies. With this type of bidding, advertisers create certain criteria, and pricing is carried out through this system.

Cost per Action (CPA)

With this bidding strategy, advertisers set a desired action that they would like their clients to take and pay per the completion of this action. These actions can be a sale, a lead form submission, or any other desired action. In short, advertisers will only pay for the results they expect.

Advantages of PPC

• PPC allows you to pay only for clicks
• It provides fast results
• PPC provides budget control
• You can decide where and when your ads show
• PPC provides instant control and regulation

We have discussed different PPC strategies, analyzed why PPC is important for your business, and have shown you various PPC channels that are available for your use.

To get more information on how to run your online advertising campaign, contact our Earnado team!

How to do PPC Effectively yazısı ilk önce Earnado üzerinde ortaya çıktı.

Why should we use Google Ads?

Google Ads is a digital marketing platform where business owners can open and manage accounts on their own at a basic level. Google Ads is used to attract potential customers, which we cannot reach in traditional marketing, to your website. Through digital marketing, we can increase our brand awareness. Moreover, the digital marketing approach comes with much more affordable solutions than the traditional marketing ways we know about such as TV ads, street banners, etc.

Don’t be late for digital marketing, start creating your account on https://ads.google.com

Google Ads Campaign Types

1.     Search Campaigns,

2.     Display Campaigns,

3.     Video Campaigns,

4.     Shopping Campaigns,

5.     Universal App Campaigns.

Search Campaigns

Search ads are the type of ads that perform based on keywords searched on Google’s search engine. It allows the user to see ads related to the words they are searching for. For example, when a client wants to buy a pen, they will go for the search engine and search for terms like “where do I buy a pen from” and that’s where your ad comes to offer them the answer to their question. All you need to do is to make sure that your ads are triggered by the correct keywords and search queries.

Display Campaigns

When advertising on the display network, you have the opportunity to display your ads to users while they browse websites or watch videos online. The display network provides an opportunity to reach almost 90% of the internet users. It will for sure, have a great contribution to your brand awareness goals.

Video Campaigns

It is the type of advertisement that allows us to advertise on Youtube and similar sites. The number of ads given on Youtube is less than other types of ads. However, Youtube has great potential to play a more active role in digital marketing in the future.

Shopping Campaigns

Shopping ads are the type of ad that displays the images, prices, and other information about a certain product when searched for on Google. You will need to set up a Merchant center account and link it to the Google Ads platform to run shopping ads for your business.

Universal App Campaigns

Universal app campaign setup is pretty simple. You can easily advertise your application across search, display, and video networks. With Google’s huge network of partner websites and apps, you will be able to easily reach a huge number of users and advertise your app to them

Keywords and Google Ads Budget Relationship

There are some determining factors in setting up a search campaign budget. So, what are these factors?

• Number of keywords
• Search volume of keywords
• Keywords cost per click

Those with a limited budget must use the above factors effectively. It is not always the right thing to use lots of keywords when you are advertising on Google search network. However, be aware! Low-quality keywords may exhaust your budget and damage the chance to receive clicks on your high-quality keywords.

Keywords Planner

The cost per click (CPC) of each keyword comes first among the things you need to take into consideration when determining your search campaign’s budget. In other words, selecting the keywords you want to bid on is not enough, You will also need to check the search volume, competition rate, and CPC as these are all essential factors of determining the campaign’s budget. Thanks to these adjustments, the determined budget is not wasted and it is used effectively.

Ad Location Targeting

Another important factor that you need to consider while setting your budget, which is the geographical location of your ad placements. Keywords have different costs across multiple locations. Therefore, these should be taken into consideration while advertising. The most expensive ad positions are those that come first as a result of Google search. After the ad is placed, you can make adjustments to the location based on your budget.

Negative Keywords

After creating your ads, you can evaluate the performance of your keywords. By adding the negative keywords to your targeting options, you will be able to use your budget more effectively. If you do not determine your negative keywords, you will be inefficiently using your budget by showing your ads for unnecessary search terms.

Ads Schedule

Another important addition to your advertising strategies in Google Ads is the time period in which the ads will be displayed to the users. Each ad has a specific time period for its user. The most important point to be considered here is to determine a time period with less competition and heavy traffic.

You might be interested: Google Ads Bidding and Pricing Tips For Small Business

Advice for quality advertising campaigns in Google Ads

1. Frequently optimize your ad content and do A / B testing,
2. Show call to action towards your goals,
3. Use Ad Extensions,
4. Make a negative keyword list,
5. Make sure your account structure is suitable for site navigation,
6. Customize your advertising strategies by location,
7. Develop multiple ad strategies then analyze them
8. Make sure your ads are mobile suitable,
9. List up, according to the quality scores of your ads

In this article, we have tried to explain Google Ads terms that your benefits. In conclusion, it is a good time to take a step further and make your marketing strategy.

Our Earnado team would be happy to provide you any assistance with Google Ads!

Google Ads For Beginners yazısı ilk önce Earnado üzerinde ortaya çıktı.

Looking for the right place to post your ads? Technology leading companies have been competing to provide more choices for you. You could learn about the most popular marketing platforms out there and check what they offer.

With that being said, Google has been the most effective search engine for ages, showing up on the home page of your browser. So what would be a better place than Google to publish your ads?

In 2000, Google launched the AdWords platform which connects businesses and customers through advertisements on their popular search engine. They rebranded it to Google Ads recently in 2018. The company has grown immensely over these years, allowing smart advertising for businesses wishing to explore their respective markets. So, here are some of the best practices to help you manage your Google Ads campaigns:

Know Your Customers

One of the most important things for a successful campaign is to know your customer. You should determine specifically who your target audience is — their age, gender, geographical location, their educational level, what they like and what they don’t, where they spend most of their time online, and so on..

If you don’t know who is your target audience then, quite frankly, there’s no point in running ads. It’s a waste of money and a waste of time. Yet still, a clear understanding of your target audience will be a great push to profit from your marketing efforts!

Start with Google Ads Keyword Planner

This is one of our favorite tools, and it has all kinds of applications! Since the keywords that you choose will trigger your ads to be displayed to your audience and ensure you are making the best of your advertising budget.

To leverage this tool, start with a keyword that makes sense to you. If you are marketing for a car rental business for example, you can use something like “rent a car in [your area]”. Google will provide you with a number of related and similar keywords, as well as valuable data about each of these terms. You’ll want to find a balance between the search volume and competition for a given term. Once you are able to bid on the right keyword, you can reach many people.

Also, consider the cost per click. For “rent a car”, it makes sense to pay more for ad space, since you’ll make more money from a sale. But for a cheaper product or service, you want to watch how much you’re spending. Google provides some great tips for choosing keywords here.

Use an Effective Call to Action

Your call to action is one of the most critical elements when you create the best Google Ads campaigns. It’s important to tell your viewers exactly what action you want them to take and lure them to take it.

For example, if you sell consumer products, you can say “Buy now!”. Likewise, if you’re offering a discount, your call to action might read “Don’t miss!” Remember that you want to create a sense of urgency. Why should they click your ad now? If they won’t, what will they lose? And for your display ads, you can make your CTA stand out – perhaps by highlighting it with an eye catching choice of color.

Create a Landing Page

If your potential clients click on one of your ad, where are they going to land? If it’s a sales page for one of your products, make sure they go straight to the specific deal page, rather than finding their way from the homepage.

Another example would be that you are promoting an event or a special product (perhaps an online course, a webinar, or an eBook), you may want to create a landing page for that specific offering. Your landing pages should be entirely focused on the topic of your ad and should provide all the details a potential customer might want to know. And be careful of other distractions, such as links to other sites, a menu, blog posts, etc. With this approach, you can direct your website visitors exactly where you want them to be, as well as making the best of the clicks you paid for.

Below is an example of a landing page that is simple, accurate, and provides valuable information to the website visitors, the ones interested in digital marketing.

Use excellent images

When it comes to Google Display Network ads, your advert is only as strong as the images that you use. Make sure you choose eye-catching high-quality images that catches your target audience’s attention.

Consider images that trigger emotions. Faces are extremely effective! Bright colors are recommended as well. If it fits with your purpose and brand, then bright colors can grab attention and draw users’ attention to your ad. Choose images that your target audience can relate to. For instance, if you are targeting people looking for houses, then make sure your ads contain houses. Tech enthusiasts? attract them with their favorite devices. And most importantly, make sure your images aren’t blurry. They should be at the right focus and size and avoid pixelated images.

Don’t Forget About Remarketing Ads

A lot of people don’t know or forget about remarketing (or retargeting) ads. But this is one of your most valuable opportunities to create the most successful Google Ads campaigns, especially if you’re advertising for an e-commerce website.

Remarketing ads keep track of the people who left your site and target them specifically. For example, let’s say that someone added a product to their cart, but never finished the checkout. You can create a tailored ad for them and offer free shipping, or a 15% discount on that same product, to encourage them to come back and complete their order. By doing this, you’re reaching people who are already interested in your products/services and persuading them to return to your website and take the purchase action.

In a Nutshell

Although Google Ads can be a bit expensive, especially if you are in a multipurpose industry, however, a well-optimized campaign with a collection of nice ads can make the investment worthwhile.

If your ads campaigns are well-targeted, properly optimized, and bidding correctly, you will definitely see a positive reflection of that effort on your revenue.

However, if they aren’t optimized or properly targeted, they can cost you a lot of money on clicks that don’t convert at all. This is the only stage where Google Ads campaigns can go wrong. therefore, make sure you take your time to master the right targeting and keep your campaigns optimized and up to date.

For more information about the best practices for managing Google Ads campaigns, reach out to our Earnado team.

Best Practices for Managing Google Ads Campaigns yazısı ilk önce Earnado üzerinde ortaya çıktı.