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The Ultimate Guide to PPC Marketing

Marketers, could we just be open with one another for a moment? How much do you really know about paid advertising, on a scale of 1 to 10?

Even though online advertising is used by 45 percent of small businesses, many of us still don't understand pay-per-click.

PPC is a skill that should be in your tool belt as a marketer, or at least something you should have a basic understanding of.

You'll learn everything you need to know about pay-per-click marketing from this guide. First, we'll talk about the advantages of paid advertising and then go over some important terms you need to know.

Planner, Template, and Guide for Free: Terms and definitions for PPC, the best PPC platforms, the advantages of PPC, how to set up a PPC campaign, and PPC management What exactly is PPC?

A type of advertising known as pay-per-click, or PPC, allows you to pay a fee to have your website appear on the search engine result page (SERP) when someone enters particular keywords or phrases. The ads you create for the SERP will be displayed, and the fee you pay is determined by how many people click on them.

PPC can bring you high-quality leads if done correctly. Your PPC efforts could see a significant return on investment (ROI) if you are able to create a streamlined user journey—something you will learn how to do later in this article.

Pay-per-click advertising is most prevalent in search engine results pages, such as Google or Bing, but it can also be utilized on social media platforms (though CPM advertising is more prevalent).

Pay-per-click ads can be found in the results that appear before and to the right of the organic search results if you're wondering where to find them. Take, for instance, the advertisement that showed up when I searched for "cards."

example of paid versus organic ads PPC terms and definitions Without acronyms and jargon, what marketing channel would it be?

There are a few terms you should be familiar with if you want to enter the paid advertising market. The main components of a PPC campaign, from the general to the more specific, are discussed below.

Search Engine Marketing, or SEM, is a type of digital advertising in which the goal is to rank for a desired keyword. There are a number of ways to achieve this goal. Any digital marketing, paid or unpaid, carried out on a search engine like Google, Yahoo, or Bing is referred to as search engine marketing (SEM).

Paid advertising and search engine optimization, also known as ranking organically for keywords, are both included under the umbrella term "SEM." It's important to remember that not all PPC is done on search engines; PPC ads are also used on social media (think: Ads on Facebook).

The amount that an advertiser pays for each click on your ad is known as the cost-per-click (CPC) cost. In an auction that decides where your ad will be displayed, CPC serves as your bid. As you can imagine, better ad placement results from a higher bid.

Your CPC is the highest possible price you are willing to pay for each click on your ad. The following formula determines the amount you actually pay:

Actual CPC is equal to (Competitor's Ad Rank x Your Quality Score) minus 0.01.

So that you are aware of what you are paying for, let's go over the terms in this equation:

Ad Rank The position of an advertisement on a search engine results page is determined by this value. Maximum Bid divided by Quality Score is the same.

Your ad's quality score is based on your clickthrough rate (CTR) in comparison to the average CTR of ads in that position, the relevance of your keywords, the quality of your landing page, and previous SERP performance.

The maximum amount you're willing to pay for each click on your ad is called the maximum bid.

WordStream's image provides an illustration of what I mean:

Example of maximum ad bid Source You can set your CPC to manual, which lets you set the highest possible price for your ads, or enhanced, which lets search engines adjust your bid based on your goals. Bid strategies that automatically adjust your bids based on clicks or conversions are one of these improved options.

The cost per one thousand impressions, or CPM, is also known as cost per thousand. Paid social and display ads are the most common applications for it. There are other types of cost-per-clicks, such as cost-per-engagement and cost-per-acquisition (CPA), but in order to preserve your mental space, clicks, also known as CPC.

Campaign Choosing your ad campaign is the first step in setting up your PPC ads. Your campaign can be thought of as the primary point of your advertisements that you want to convey.

Ad Group There is no one size fits all. As a result, you'll use a set of closely related keywords to create a series of ads for your campaign. For each ad group you create, you can set a CPC.

Keywords Each ad in your ad group will focus on a specific set of key terms or relevant keywords. These keywords tell search engines which terms or queries you want your ad to appear alongside in search engine results pages (SERPs). You can set a micro CPC just for keywords in your ads once you know which ones perform best.

Ad Text Your ad text should be based on your keywords. Keep in mind that the relevance of your advertisement determines your Quality Score; As a result, the text in your ad and landing page ought to match the keywords you want to target.

A crucial component of your paid advertising strategy is a landing page. Users who click on your PPC ad will land on the landing page. To get the most out of your landing page, whether it's a dedicated page, your homepage, or somewhere else, follow the best practices.

Best PPC Platforms Now that you know the basics of PPC, your next question probably is: Where should I put my ads?

The best way to choose which online spaces to use your prized advertising funds is to carefully examine each platform's potential return on investment (ROI).

The most effective advertising platforms are those that are simple to use and, most importantly, get a lot of traffic. However, you might want to look into a lesser-known alternative to these major players if you have a smaller budget.

The availability of keyword terms, the location where your target audience spends their time, and your

 advertising budget are additional considerations when selecting a platform.