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Understanding pay per click advertising for your online promotions

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pay per click advertising

PPC is also a type of online advertising where you pay when a user clicks on your ad and goes to your website or landing page. With PPC campaigns advertisers bid on keywords to prey on their advertisements and appear on the first page in search engines.

Another SEM strategy is search engine optimization, known as SEO. SEO differs from PPC because it uses free techniques such as on-page seo and off-page seo to send traffic to a site.

PPC ads display at the top and the right hand side of the search engine results page with the caption “Ads’ ‘ or “Sponsored Links’ ‘ on search engines like Google, Bing and Yahoo!

Why use pay per click advertising?

Pay per click advertising can accelerate targeted traffic to any website. PPC ads are very useful for anyone who wants direct traffic to their pages. You can direct traffic to multiple pages at once, such as your landing pages.

It can also be measured for immediate results, performance and return-on-investment (ROI). Unlike SEO which takes time to build results, PPC can show results within the first few hours of opening your account and creating your ppc ad campaigns.

With ppc you can set a daily, weekly or monthly budget that suits you. And you can increase sales within a short period of time.

Also with pay per click advertising you can choose what time you want your ads to be displayed and which region. You can geo-target your ads based on the area you want your ads to be displayed.

Come to think of it, there’s no point in showing your ad to people who are not interested in it. So find the people who will click on your ads at the right time.

PPC is a type of inbound marketing strategy that helps you draw visitors to your site, so make sure you draw the right convertible click to your site. 

Paid search marketing overview

There’s multiple paid search marketing techniques that you can use. They include google pay per click and paid social media advertising like facebook advertising and others. But the two mentioned here are the biggest, with google pay per click leading the way. 

The difference between google pay per click is intent based, meaning you can target people who are ready to buy the product. Those are the people who search for specific products.

While facebook advertising is a broad base advertising, meaning is good for introducing your product to some of the people who could be interested in your product but not ready to buy.

So facebook is only good for spreading the word about your product, then later the very same people could go to google to search for the product when they are ready to buy.

Through paid search marketing people can either search for a product using relevant keywords. Your ads will appear at the top if your keywords match the ones typed by the user.

Search engines use similar types of displaying ads and the same positions. The pay per click ads appear just above the SEO results, on the right hand side and on the bottom page of SERP.

What do you pay for in PPC?

While with other types of online advertising you might lose your money without even getting a single click or way less than you anticipate. As the phrase says pay per click, in ppc you only pay for clicks.

Unlike other types of advertising where you pay per view or impressions which might not get you clicks. CPM which is cost per impression as an example of you but it does not bring clicks to your ads, it makes no sense to use.

Pay per click vs search engine optimization(ppc vs seo)

When it comes to the two SEM marketing there’s no one that can replace the other. Pay per click can has its specific purpose which is getting you instant traffic. While SEO takes longer to build but it still works for some one who seeks longer results with no budget. 

PPC might be costly but you can rely on it while building your SEO results. You can either use both of them at the same time or just one of them. But please note, that if you are not using PPC, your competition might be using it.

How does pay per click work?

Is good to get a sense of how pay per click advertising works before you start using it. In some cases you might just want to get a bit of understanding but not fully get involved.

That could be a good idea if you have a busy schedule and let an expert or a pay per click company handle it for you. It would give you a better view and perhaps you will be able to ask relevant questions.

Keyword matching 

Since ads are displayed based on keywords a user searches for then it makes sense to use multiple keyword matching types. Is always a wise idea to do proper keyword research before creating your ppc ad campaigns. 

There’s three types of keyword matching in Google that you can select from. That is the exact match, phrase match, and broad match option.

If you select the exact match option then google will only display your ad if a user types the keyword as it is. Example of a exact keyword match could be when you decide to use a keyword,

 “discounted roofing material in Johannesburg”

If a user decides to search using slightly different keywords “like roofing material discount Johannesburg” then your ad is not going to be displayed.

The keyword set to phrase match displays the ad if the ad includes the identical order of the words. Note that your ad will also display even if your keywords are surrounded by other words.

If you really want to succeed on your ppc campaigns you need to match the keywords with what your target audience is searching for. For example if you are selling roofing material, it would be wise to specify the area you are at.

The keyphrase “roofing material” might not be as specific to everyone. Rather say “roofing material in Johannesburg”. This gives someone who’s searching for these items in Johannesburg a clue that they can find them nearby.

You can still make it in broad search like “roofing material” but you will reach your target audience faster with a specific search phrase.

pay per click advertising ad copy optimization

When it comes to the two SEM marketing strategies there’s no one that can replace the other. Pay per click can have its specific purpose which is getting you instant traffic. While SEO takes longer to build but it still works for some one who seeks longer results with no budget.

Landing page testing

PPC is good for testing multiple landing pages, it makes it simple to see which landing page does better with what keyword options. 

You can create two landing pages with almost similar keywords and optimize them. This is also known as A/B testing which is great for testing two landing pages. Put them online and create ad copies or PPC ads for each one of them. 

You should be able to see which one performs better or gives more clicks. The ad that gets more clicks and converts wins the contest.

Then you should be able to convert your prospects into customers. Is very important that you do landing page testing at the beginning of the campaign so that you save time and money. There’s no point in spending money on a keyword or landing page that does not bring results.

Try different landing page ideas to get better results.

Quality Score

Google created an algorithm that can see whether your ad relates to your keyword and also that your landing page relates to your ad. This gives google an opportunity to rank high the ads with a highest quality score for that keyword.

They were created to ensure that people don’t just create ads and send users to unrelated landing pages. So you can not have a keyword like Borehole Water Drilling while you sell pork on your landing page.

So Quality Score works well for tracing everything related to your pay per click advertising ads, from the keyword, your ad title, ad copy, and your landing page.

The quality score goes from zero to ten, with 10 being the most relevant. So if your ppc quality score is low, say 2 then you should improve it by optimizing your landing pages first. The ads should be the last things that you worry about.

If your landing page is not well optimized you could lose the higher position. So yes search engine optimization in this case on-page optimization, still plays an important role in pay per click advertising.

See how you can improve your quality score with this seven ways.

PPC Keyword Bidding

Search engines make money through advertising but they are also thoughtful for people using their search engines.

When bidding for a keyword advertisers set their own amount on how they value a click for that particular keyword. 

One advertiser might value the same keyword you are targeting at R25.50, and the other might value it at R19.70 and while you could be valuing it at R16.35 and the fourth one might value the exact keyword at R11.90.

You could all be bidding for this very same keyword. According to Google the highest bidder does not win though, the lowest bidder might still end up winning for this keyword based on multiple things including the quality score I told you about.

The more relevant your keywords, the whole ad copy and landing page content is the higher your chance of getting more clicks. If your ads get more clicks then it means your click through rate is good.

Also if your ad keeps on getting more clicks from your ad then this tells google that your ad should be shown more often for that keyword.

Click through Rate

Let’s say, you are bidding for the same keyword against your competitor and your competitor values a click for that keyword at R20.00 and you value it at R10.00. Then Google shows each of your ad 15 times but your competitors ad get’s clicked ones while yours is clicked 6 times then you have good click through rate

This means google will end up showing your ad more times than your competitors ad because based on the formula, google will end up making more money from you. That also means you could also make more money if you are able to convert your visitors.

This should tell you you need to increase your click through rate so that your ads get clicked more times than your competitor.

Pay per click tools

There’s quite a few pay per click tools that you can use for different purposes. Google comes with a whole lot of tools that you can use for online marketing.

The first tool is the Google Keyword Planner tool which gives you many starts regarding keywords. You can plan your keywords using this tool and create your own ad copies based on info you find.

Another one is Google AdWords, which is a platform for creating pay per click advertising campaigns. All you do is open an account. The good thing is that there are many other tools attached to it, like google analytics.

An alter native to Google AdWords is Bing Ads which is the second biggest ppc platform in the world. With bing ads your ads can also be displayed on Yahoo!

You might also want to track your clicks, there are several tools for this but one that stands out is ConversionRuler. There’s more tools that can come to good use, like web based softwares such as KeywordMax and Atlas OnPoint.

There’s no way you would do well in PPC without using any competition analysis. For that you’ll need a software which could give you information about your competition.

You can use AdAchiever and AdGooroo for a more graphical display of the stats. Some of these tools might cost a few dollars to give you the required results.


That’s it, I believe I gave you a bit of understanding about pay per click advertising or paid search marketing. This might not yet be my area of expertise but I believe I shared most of the important things you should know.

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