Pay Per Click
Pay Per Click Services
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.
However, websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.
Pay-per-click, along with cost per impression and cost per order, are used to assess the cost effectiveness and profitability of internet marketing. Pay-per-click has an advantage over cost per impression in that it tells us something about how effective the advertising was. Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click.
Google AdWords is paid advertising or pay per click (PPC) advertising on Google. The way it works is simple:
People use keywords (or search terms) to search for specific products and services
If the keywords you’ve chosen match what people search for, your paid ad appears next to or above organic Google search results
When people click on your ad, they’ll go to your website to learn more or buy
With Google AdWords, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, click through rate (CTR), number of conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA), etc. It’s very easy to measure your return on investment (ROI). Having a dedicated team regularly optimizing your campaigns, fine tuning keywords/ads/ad groups will ensure your metrics improve over time.
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One of Google AdWords’ primary benefits is that it’s extremely cost-effective. You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend. You can set your budget to $10 per day to $5000 per day; the options are limitless. More importantly, if you’re working with skilled professionals, your campaign performance will be optimized in a way where your cost per click will gradually decline over time. This means, you’ll be able to see an increase in traffic without increasing your costs!
Advertisers who have large marketing budgets may not necessarily get the best positions on the search page, nor the best ranking. Every single time a search term or keyword is put into Google’s search engine, an ad auction takes place. This ad auction determines the order of how the most relevant ads will be organized on the search results page. Google takes into account several factors when determining the ad rank. If your Google AdWords campaigns generally have a higher click through rate than your competitor’s, then the probability of your ad being clicked is higher, and thus, your ad would be placed above the competitor’s. Similarly, Google takes into account your website and the page to which you’re directing the paid traffic (the landing page). If the quality of your website and landing page is more relevant to the search query than your competitor’s, then the user experience would be much higher for your ad than your competitor’s, and thus, your ad would be placed above theirs. This Ad Auction ensures only the most relevant ads are presented to the user and levels the playing field for all advertisers.
As an online advertiser, sophisticated targeting tools are essential to maximizing ROI with search marketing. Google AdWords’ targeting capabilities are quite sophisticated and provide advertisers various channels in which to fine-tune their campaign, including:
Location Targeting: Google AdWords allows you to target specific geographic locations. For each ad campaign, you can select locations where your ad can be shown. You can choose locations such as entire countries, areas within a country, cities, territories, or even a radius around a location. More importantly, AdWords allows you to target people searching for or viewing pages about your targeted location, even if they may not be physically located in your target location.
Mobile Targeting: Enhanced campaigns allows advertisers to target mobile device users. This is especially important because the mobile consumption of information and mobile search queries are growing exponentially each year. At the same time, devices are evolving quickly with a growing list of capabilities so enhanced, mobile targeting with Google AdWords provide new opportunities to target the right audience at the right time. This is especially important for advertisers who want to customize their ad text or extensions to grab the attention of customers when they’re viewing the ad on a mobile device.
Language Targeting: AdWords has over 40 language options for campaign targeting.
Time Targeting: AdWords allows advertisers to select specific hours during the day for optimal targeting.
Auto-Tagging: Tagging destination URLs for analytics tracking has to be manually executed with other advertisers; however this process is automatic with AdWords.
Google remarketing, also known as retargeting, has been chastised in the media for the excessive frequency and poor targeting of the ads. However, if the audience is grown and cultivated correctly, there is a huge advantage for advertisers to recapture their audience’s attention elsewhere. Retargeting involves showing paid ads to users based on their past web activity on your site. Remarketing allows advertisers to follow users and show ads to them across Google’s large network of partner sites on the Google Display Network. The best way to ensure these ads are targeted correctly is to build a remarketing list on Google AdWords. For example, you can create a retargeting list for visitors to your most popular product category and the remarketing tag tells AdWords to save visitors to your “Popular Category” list.
1) Adwords works faster than SEO
The topmost benefit of Google AdWords is that it works faster than SEO. Both SEO and Google AdWords are search engine marketing strategies to generate more traffic and leads. But, a well optimized AdWords campaign can work much faster for a business to get the much coveted first spot in search.
Here are some reasons why it’s faster and more effective
You can focus on multiple keywords at a time.
You can turn the campaign on or off whenever you want to.
Ads which appears on the top of the page get immediate visibility.
But with AdWords, there is a better chance of driving more traffic and leads instantly. Additionally, the platform is more transparent, and you know exactly what is happening with the ads. Simply put. ads give you instant visibility at an instant cost, whereas SEO would give you long term success, depending on the effort you put on the quality of your content.
2) Increase brand awareness
Google AdWords, in addition to boosting traffic, clicks, and conversions, is also an efficient way to tell people about your brand. It was discovered that search ads lift top-of-mind awareness by an average of 6.6%. That’s another reason you should aim to increase brand awareness through search, as well as display ads.
3) Reach more customers through their Gmail Inbox
One of the most used marketing strategies in every business is email marketing, which is why gmail ads can be helpful as well. In September 2015, Google integrated native Gmail ads with Google AdWords and made it available to all advertisers, which means you can reach more prospects through their gmail inbox.
4) Reconnect with visitors of your website
One of the coolest benefits of Google AdWords is reconnecting with your website visitors.
5) Measure your performance consistently
It is very difficult to measure the outcome of traditional advertisements like newspapers, radio, broadcast television, cable television, outdoor billboards, brochures etc. Also, they are much more expensive than Google AdWords. You can’t control your own budget and spend. Additionally, you wouldn’t know the source of the leads coming from these media, unless your customer chooses to divulge it. As a result, it would be very difficult to calculate ROI from traditional media. But, AdWords, on the other hand, would tell you exactly what happened with the campaign. You would know:
- Who clicked on your ad.
- How many leads have been generated.
- How much traffic you have got from AdWords to your website.
- Which keyword generated the most traffic and leads.
- How much does it cost you per lead.
This would help marketers understand what worked and what didn’t. Using this information, you can then tweak your campaigns until you achieve optimal results.
6) Explore more using your ads
AdWords is a great platform but it won’t let you know what people do after clicking the ads. But, Google analytics would help you understand,
- How long a visitor stayed on a page
- How many pages have been visited
- Bounce rate of your landing page
- Details about new visitors and returning visitors and much more.
By linking them together, you will have a lot more data in your hand. An advertiser can measure the complete performance of the Google ads. He/she can pause the non-performing keywords/campaigns/ads and try different variations to boost your results. This data would also help in writing more articles/posts using keywords that performed best for your business. Using those keywords you can rank better for organic search as well.
7) Tackle your competition better
When someone searches for something related to your product/services online, and you aren’t running ads, but your competitors are, then that means trouble for you. You’ll lose business almost instantly. You need to keep an eye on them to see how they are promoting their business, what kinds of ads they run etc. The transparent system of Google AdWords helps you do this. Grab the opportunities that come your way and make yourself stand out from your competition.
The marketing world has changed dramatically in recent years and Google AdWords is one of the platforms creating this change. It’s one of the most effective methods of paid online advertising available. This advertising system is used by thousands of small, medium and large organizations.
Google AdWords Increases Leads and Customers
If your campaigns are set up properly, it has the potential to send extremely targeted leads to your website, E-commerce website, opt-in form or other online property. Google AdWords allows you to focus on people who are searching for what you have to offer. It could include your businesses products or services. This means you can continually refine your searches so that only those who want to buy your products or services are sent to your websites through this platform.
It’s a Flexible Marketing Platform
Anyone who uses Google AdWords regularly will immediately tell you that it’s an extremely flexible marketing platform. It’s suitable for all kinds and sizes of organizations. You can literally turn Internet traffic on and off using this system. This platform is also compatible with a wide range of other marketing platforms and software systems.
Businesses Get a High Return on Investment
Unlike other marketing strategies, you only pay for ads people click on. Once you optimize Google AdWords campaigns, you can get a high return on investment which may not be possible to achieve with other marketing strategies. However, this takes time and you have to find out what approach suits you and your business. To get a clearer picture of what will give you the best results, you have to continually test and track your campaigns. Google AdWords is perfect for this because it’s so transparent and the information you need is readily available.
When you find areas of your campaign that give a good return on investment, you should focus your efforts and budget on these areas. If a campaign or parts of a campaign are costing you money, discard them. Use the money you save on successful campaigns and campaigns you will be testing in the future.
You See Fast, Transparent Results
This platform shows you easy-to-understand results and reports of your campaigns extremely quickly after it goes live. It’s easy to analyse the progress of your AdWords campaigns because its dashboard gives you all the information related to each campaign such as the ads clicked, keywords entered by website visitors, cost of clicks and much more. This makes Google AdWords an extremely transparent system, which doesn’t take long to understand and navigate.
It Taps Into Huge, High Quality Traffic Sources
Google is one of the biggest companies in the world. Millions of people search and click Google ads every day. This means it can send a business a huge amount of traffic every day, if they have the budget to pay for this traffic. Google prides itself on displaying relevant content and ads when people search through its search engine or view content that features Google ads.Their search engine algorithms continue to evolve and improve, so that they produce the most relevant search results and ads possible. This has a positive knock-on effect for businesses who advertise through Google AdWords. Google AdWords ads send much higher quality leads and visitors to your business website, E-commerce store, opt-in form or other online asset.
The people Google sends to you are more likely to become customers, opt-in to your email list, request information or take whatever action you want them to take.
Businesses Find Out More About Their Market
It’s important to be able to get into the minds of your ideal customers. Understanding your audience makes it much easier to deal with customers and find out what they want. However, this is extremely difficult to do. Traditional methods such as questionnaires and interviews only produce limited results.
Google AdWords on the other hand, produces information about customer habits and requirements, business owners in previous generations could only dream about. The keywords they use to find your website, their location, the devices they use, the times and days they search and other information obtained through Google AdWords can be extremely valuable. This information can be used to provide better products and services. It can also refine your marketing efforts so you’re not wasting money advertising to people who are not interested in what you have to offer.
Pay Per Click
PPC, or Pay Per Click, is a search auction where you create ads and then bid on different phrases for those ads. Your ads appear above and below the non-paid organic search results. Higher bids have a better chance of the #1 position. The search engine is then paid every time a user clicks on your ad.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it.
These ad spots are sold in an auction. You bid the maximum amount you’re willing to pay for a click on your ad. Bid the most and you have a chance of ranking number 1 in these sponsored or paid results. There’s also something called quality score that can impact your ranking.
Why PPC is Important to Digital Marketing
Pay per click advertising can generate traffic right away. It’s simple: Spend enough, get top placement, and potential customers will see your business first. If folks are searching for the key phrases on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.
So PPC advertising is fast: With some systems, such as Google AdWords, you can generate targeted traffic within a few minutes of opening an account.
PPC advertising is also nimble: Where organic search engine marketing or other forms of advertising can lag weeks or months behind changing audience behavior, you can adjust most pay per click campaigns in hours or days. That provides unmatched ability to adjust to market conditions and changing customer interests.
PPC can also be a bargain: Sometimes, you can find keyword ‘niches’ for which the top bid is a fantastic deal. These are longer, highly specific phrases that not everyone will have taken the time to pursue; “long-tail search terms”. In this case, PPC is a great option because you can generate highly targeted traffic to your site for a fraction of the cost of any other form of paid advertising. We are one of the Google certified professions offering ppc training with the best price. Enroll with our ppc advertising courses now.
How Does Pay-Per-Click Advertising Work?
In order for ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads. Instead, ads are subject what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
What is Google AdWords?
Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids. We give you the best ppc management services for promoting your business online.
There are many factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:
Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
Quality Score – Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
The Role of PPC Advertising
Most businesses can’t afford to solely rely on ppc advertising. It’s too expensive, and bid amounts inevitably climb. But pay per click can fill a few important roles:
Campaign- and issue-based efforts: If you have a short-term campaign for a new product, service, or special issue, pay per click can be a great way to quickly generate buzz. You can start a pay per click campaign within, at most, 24-48 hours, and you can generally change the text of your ad mid-campaign, so adjusting your message is easy. If you need to focus attention for a finite amount of time, PPC is perfect.
Direct-response business: If you sell a product or offer a service that folks can purchase the moment they arrive at your web site, pay per click is a great tool. Online stores are a great example: You know that each click generated is a real potential customer, so spending money to increase the number of clicks makes sense. Staying as prominent as possible within a search result equates to immediate ROI, so you may never want to turn it off.
B2B Awareness: If you offer a service in which the sales cycle is measured in weeks and months instead of minutes, PPC can help with visibility and acquiring high-quality users. You can control the ad copy a new user sees and the content a new user is exposed to for a good first impression. You’re optimizing to pay for as many of the best clicks, and the best leads, at the lowest possible cost.
Niche terms: If you are trying to generate traffic for a highly specific key phrase, PPC can often provide bargains.
Product Listings: If you sell a catalog of products, search engines like Google and Bing offer a specific ad type called product listing ads or PLA’s. These ads highlight your products, including a product image, and have become far more prominent in search results over the past year or two. These ads can do wonders to attract potential customers who are looking for what you’re selling.
Remarketing: A platform like Google AdWords often allows you the ability to create audiences of users who have already visited your website. You can create and target these audiences with tailored ads, including image and video ads. If you want to get users who have visited but haven’t bought from you to come back and make a purchase, remarketing can be a cost-effective tactic to increase bottom line. If you’re not running remarketing as part of your digital marketing and PPC, chances are you’re leaving money on the table.
Want to get new customers to your business? We at Web Rifer Technologies provide pay per click advertising to make your business succeed in Google search engine.
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