PPC Marketing

With pay-per-click (PPC) marketing, your visibility on the web can be significantly improved and your ads can be targeted to the people who are most likely to respond. Furthermore, you only pay when someone clicks on your ad, so your return on investment (ROI) is impressive. Continue reading to find out more about how PPC works for your company.

PPC – what is it? All-Inclusive PPC Guide

Almost everyone has seen pay-per-click (PPC) ads, since Google (and we assume you have) provides them on a regular basis. In search engine results pages (SERPS), you’ve probably clicked on some ads after seeing organic results. Additionally, you may have come across PPC ads on social media sites.

The term Pay-Per-Click refers to becoming billed when someone clicks on your advertisement. Online PPC ads allow you to effectively reach prospective customers on high-profile sites. Using them correctly can be a terrific way to gain new sales and leads.

Discover what pay-per-click advertising is and how it works in the following sections. We’ll also show you how to launch a PPC campaign step-by-step. Our PPC services are available to you if you need assistance in launching or improving your ads. Please contact us online if you need help!

PPC – what is it?

This digital marketing strategy involves creating ads that appear on SERPs, social media sites, and other websites. PPC, also called pay-per-click advertising or pay-per-click marketing, is a digital marketing strategy. With PPC, you pay each time someone clicks on your ad. A range of factors determine the price you will pay for an ad space, including how much you bid.

PPC advertising auctions: What are they?

Advertising platforms use an auction process to select which ads to show. Based on the advertising platform and type of ad, the auction weighs factors such as how much each advertiser bids as well as the quality of each ad and the relevance of the ads for users.

PPC keywords: what are they?

Keywords or phrases used in PPC advertising are often bidded on by advertisers. When it comes to advertising terms, companies select terms they believe potential customers are searching for when seeking information about their product, service, or company. Later in this section, we’ll discuss how to select keyword phrases.

PPC benefits: what are they?

Your business can benefit from PPC campaigns by raising awareness of your brand, driving leads to your website, and boosting conversions.

Your PPC ads can appear in many different places, which gives you control over who sees them and how you target the most valuable potential customers.

Due to the fact that you can control the amount you pay, PPC is one of the best digital marketing strategies out there.

Almost too good to be true, isn’t it?

Advertising online or in the newspaper will cost a set budget, but how much do you even know your customers will see those ads?

A newspaper or billboard ad will cost the same whether 10 customers see it or 1,000.

Unlike traditional advertising, PPC advertising only charges you if the user clicks on your ad. Exactly! The PPC advertising model works by paying for the action, rather than the advertisement space.

The benefit of choosing a PPC campaign is that it gives you a high return on investment since you never pay for an ad unless you are converting (someone clicks your ad and goes to your website).

A landing page is displayed to users after they click your advertisement. Users can either purchase a product or find out more about it on a landing page that contains a form. Regardless of how you design your landing page, you want to encourage customers to move forward to the next step in their purchase process.

Having said this, I’d like to go into more detail about exactly how PPC works for businesses in the following section.

In what ways does PPC work?

PPC consists of several steps.

What factors do ad networks, like Google Ads and Microsoft Advertising, consider when choosing what to show? Is PPC cost affected by the auction process?

Many people are curious about how PPC auctions work when they ask what PPC is. 

Let’s take a look at how the PPC auction works for search ads:

  • “Living room rugs”, for example, is something the user searches for
  • When an advertiser bids on a certain keyword or search, a search engine like Google knows that
  • Search engine results are delivered without advertising if no advertisements are present
  • Search engines launch their auctions if there is a match
  • Advertisers’ ads are evaluated, ranked, and compared by the search engine based on a variety of criteria
  • Results of the searches are displayed as ads in the search engine, and advertisers are charged

An overview of the auction process is provided in the following list.

In relation to the ad auction itself, ad networks take several steps and consider various factors to deliver relevant ads to users. If you’re wondering how PPC works, you’d likely want to look at the ad auctions of every single advertising network, but when most people ask that question, they’re asking about Google Ads.

Here is an overview of the Google Ads ad auction:

In the process of launching an ad auction, Google examines the following factors:

  • Ad Rank. A company’s Ad Rank is decided by several factors, including its bid, quality, ad extensions, and click-through rates (CTR). You can also influence your Ad Rank by the experience of your landing page. Your Ad Rank also depends on factors such as the user’s search history, past behavior, and competition. Ad Rank is calculated at each auction by Google.
  • Bid. When someone clicks on your ad, you bid the amount you are willing to pay. As a result, you’ll typically pay different amounts for different keywords, so your bids will be keyword-specific. It isn’t always the highest bidder who wins. The secret to winning an auction is to bid low and have a high-quality ad, which will help you to get the auction.
  • Quality Score. In addition to your ad’s relevance to the user’s search, Google calculates the Quality Score using the landing page’s functionality and expected click-through rate. In addition to assessing the quality of your ads and keyword targeting, Quality Score evaluates the quality of your landing pages. With Google Ads, you can see your Quality Score to get a better feel for how to improve your Ad Rank and Quality Score.

This formula combines these three factors: Bid x Quality Score = Ad Rank

Your placement in search results is determined by your Ad Rank, which Google determines after determining your Ad Rank.

Position in search results is determined by Ad Rank. With the highest Ad Rank, you are guaranteed to win. No matter what the outcome of the auction, though it may not be as high as the top spot, you may still earn a spot in search results.

A cost-per-click (CPC) is the amount you pay when you click on your ad after this step is taken:

Advertisers below you, their ad rank plus $0.05 equals your CPC

The PPC auction concludes when this step occurs.

How can PPC ads be classified?

Search engines are not the only places where you can advertise! Consider these advertising types when you want to market your business with PPC:

Search ads

The most common form of PPC advertising is search.

Google and Bing offer keyword-targeted ads in their search results.

It is the job of the search engine to return the most relevant results when you enter a search query. Keyword-based PPC ads are a terrific way to direct you to the results most likely to make an actual purchase.

A small “Ad” logo appears above organic results, indicating that they are advertisements. PPC ads that show an image of your product are also available, however these are text ads.

Additionally, these advertisements may appear above organic results, but on occasion they may also appear on the right hand side.

Advertisements on social media

Social media platforms such as Facebook, Twitter, and Instagram have billions of users, so advertising on them can only benefit your company.

Considering social media’s huge audience, social media is a great place for PPC ads since more than just a few people would be interested in your products and services.

Facebook ads provide an advantage in that you can target your audience using demographics, interests, and location information.

Additionally, they increase brand awareness in a big way by bringing more traffic to your website.

In social media ads, it’s important to note that humanizing your ads will increase your success. Oxford researchers found that context is important in a study they conducted. According to their studies, a brand that connects with its consumers emotionally will score higher on ad performance.

Display ads

Using display ads is a great way to create extreme brand awareness.

As you browse through the various websites that you visit, you’ll encounter banner ads, images, or even text advertisements.

Almost subconsciously, they appear on pages you keep reading, which makes them major brand awareness boosters.

Occasionally, when reading a blog, you may see ads for Dunkin’ Donuts displayed at the top of the screen. Even if you think you didn’t pay any attention to the ad, you probably got Dunkin’ later that week.

Retargeting ads

Are you familiar with PPC retargeting? In this way, users are reminded of something they have previously searched for, and are encouraged to buy what they left behind, or to purchase again.

In fact, websites that you visit drop cookies into your browser when you are browsing the internet.

Cookies are detected by other web browsers and displayed as ads on the sites that you visit.

The retargeting process can be done by using banners, text ads, or image ads, and you can also reap the benefits of retargeting by using email marketing.

Launching a PPC campaign

Let’s talk about how PPC works for your business now that you know what PPC is and what it stands for.

Step 1. Make a decision about your platform
PPC ads come in a variety of forms. They are few and far between. It is possible to place PPC ads in search engines, on social media, or even on websites that your customers visit.

As there are so many choices, you need to decide where your ads will appear first. Interested in getting your products on the top of search results? You should take advantage of paid search ads.

Your social media followers and beyond? Would you like to market your product and services to them as well? Then social media ads are perfect for you.

If you’re thinking about going into PPC, you should have a clear game plan before you begin.

We will discuss each platform further in the next section if you’re still not sure which to use.

Step 2: Research keywords
A PPC advertising strategy as a digital marketing solution can help you target your most valuable audience with keywords that you think will be useful to your  business.

Adding a keyword to your ad campaign will let it show when a user searches for “dozen red rose delivery.” Customers submitting that search query will see your ad.

Do your research and find out the best keywords that are related to your niche or industry before you start targeting them.

A brief overview of keyword research

When conducting keyword research, you gain insights into the performance of various keywords, the level of competition for a particular keyword, and what the average cost-per-click is for the keyword.

Your decision to target or not target a particular keyword will be influenced by this information.

Tool for researching keywords

You can conduct keyword research using a variety of tools available online. A platform in which you are able to find out all of the most beneficial information about the keywords you’re interested in targeting. 

Keyword organization

It is recommended that you first create a spreadsheet of all the keywords that you intend to target so that you can enter them in a tool. By doing this, you will have a way to track important details pertaining to those keywords.

You should cross off the keywords on your list so you have a clear, uncluttered list, if the information shown on a tool makes you avoid a certain keyword (either it has too high a CPC, or it has extremely high competition).

Choosing the right keywords

How do you know which keyword combination is right for you? There are a lot of options out there.

Short and long tail keywords are the two main types of keywords.

Keywords with short tails are just that – they are general. The keywords “kids playground,” “sandals,” “dog carriers,” or “carnival tickets,” are good examples of short tail keywords because they give a broad overview of the user’s needs rather than a detailed description of what he or she really wants.

Everyone is trying to rank for these keywords, so they’re difficult to target. There will be shoe stores that specialize in running shoes, as well as pet stores that specialize in cat carriers.

Long tail keywords are more likely to rank high in search engine results. In comparison to general keywords, these are more detailed and more like phrases than single words.

“Social media training in Qatar” “Web design in Qatar” or “Corporate training in Qatar” are examples of long-tail keywords.

It is far easier to target these keywords since not every niche provides the same type of service.

When a customer searches for long-tail keywords, they typically want your product or service, and the best thing is that they’re ready to buy.

In addition to researching, shoppers typically conduct long tail keyword searches after they have determined exactly what they want.

Having said that, using long-tail keywords for PPC ads is a great way to increase your conversion rate. You’ll not only be able to win bids for that keyword (since competition for it is typically low), but your website will also get traffic that is closer to conversion.

Step 3: Decide how much you will spend

Budgets are important for every business even though nobody really likes talking about them. It’s much easier to fall into financial trouble if you don’t have a budget set. It is for this reason that every business should set aside a budget for marketing.

Marketing and advertising campaigns should only be funded using this budget, and the budget should be both realistic and reasonable.

Doing your research is the best way to set a reasonable budget before you set one.

When it comes to adopting more than one marketing strategy, you should find out how much each agency charges for the services you are interested in.

A variety of prices from different agencies will help you get a good idea of what an advertising campaign will cost you.

Whether you use PPC privately or through an agency, you need to consider the costs involved in managing your campaign since you choose how much to spend on ads.

Create a budget around the reasonable costs of these initiatives and take note of the agencies’ costs.

Is there a marketing budget you need to follow? How much are you willing to spend? Are the services you want within your budget?

To determine your overall budget, you need to decide what portion of the budget to allocate for advertising and what portion to assign for management.>

If you are more precise with your allotment of money, you will be more able to manage your finances properly.

You should again make sure that your budget for each element of your campaign is reasonable and realistic to ensure that you achieve the results you expect.

Step 4: Register for an advertising platform

A Google Ads account will be required if you plan on advertising on Google.

Registration for Google Ads is free, but you will need to provide billing information and a payment method to activate your account. These details are needed for the platform to determine where you should be charged.

Your information is needed

As part of the registration process, you are asked to enter your email address, as well as the URL of the business you are advertising.

The next step is to set up your campaign after creating an account.

Start by setting up your first campaign

As a first step in setting a daily budget, you will be prompted to determine your average spending.

Once you choose your audience, keywords, and location to target, you will provide information about them.

You must now submit your bid after setting this information. You will provide the maximum you will pay for an ad to appear for the keyword you specify. This is your maximum cost per click.

Your next step is to create your ad – this is merely the copy that appears above organic results when your ad is ranked first.

Links to the next steps involved in making a purchase should be linked to a landing page on your website.

You can then start advertising on your target audience after you have setup billing

Your bill information must be provided to Google Ads so that your advertisement can be published.

Until you provide all of this information, your account will not be considered active. This is due to the fact that advertisements are based on how frequently they are clicked.

There you have it! As soon as you begin running your Google Ads campaign, you will begin seeing increases in clicks.

Step 4: Analyze your advertising
PPC campaigns need to be tracked in order to be successful. Your PPC ad campaign is not performing as expected without tracking and analyzing its performance. This can help you improve your campaigns.

You can make changes to your campaign based on the performance of your ads and how users interact with them, increasing the effectiveness of your ads.

Google Ads accounts and Google Analytics accounts should be linked so you can analyze your PPC ads. With your ads linked to your analytics account, all the information they collect will automatically be transferred and you’ll be able to access important campaign statistics.

Tracking conversions

Setting up a conversion action within Google Ads will allow you to track how your ads are performing. A conversion is any action you consider important – any action that you believe is important.

An advertisement could ask the visitor to click on it, fill out the landing page form, or purchase one of the products advertised.
When you set up tracking for conversions, you’ll be able to track your conversions no matter what they are.

Your website will need to have a code that allows clicks by customers to trigger the installation of cookies to track conversions. In Google Analytics, the customer’s action is counted as a conversion when the cookie is placed and the customer completes the conversion-named action.

How about tracking your PPC ads by phone number? With a specific number, you can track how customers found you! Google Analytics allows you to view these results.

Is PPC a good match for other marketing strategies?

Whether you are interested in PPC or you need a digital marketing strategy that pairs well with it, we have the perfect plan for you!<

Let’s take a look at some of the options you have when it comes to combining PPC and other digital strategies. What are the most common PPC partners?

Search engine optimization and pay per click
Using SEO in conjunction with a PPC campaign will boost your campaign’s success.

As both SEO and PPC focus on improving your website to rank higher in search engine results, they share some similarities.

PPC aims to steal ads from search engines, while SEO aims to create organic results, but with fewer ads. Search engine optimization can help you rank higher on search engine results, so that more traffic will flow to your site.

You should now know that your SEO campaign won’t help your PPC campaign, and your PPC campaign won’t help your site rank higher in search engines (from a search engine optimization perspective).

In order to reap business benefits, both strategies should be implemented.

Search results will be dominated by you

A good search engine optimization campaign will allow your pages to rank at the top of organic results. As a result, the search engine results page for your company’s website will rank highly if a PPC campaign is successful.

PPC is there to support your SEO campaign

The best SEO campaigns can’t guarantee your site’s pages will be found at the summit of search results. Rankings change constantly because of factors such as competition, keyword targeting, and many others.

Thus, PPC ads are a great option for pages that don’t rank well organically.
Pay-per-click and content marketing
Additionally, content marketing and PPC are a highly efficient combination – since both are closely related to SEO.

Whenever you advertise through PPC, you need to have content that keeps users on your website and eventually leads to conversions.

The purpose of content marketing is to provide your target audience with information that is extremely relevant, beneficial, and informative, which in turn will lead to conversions.

Think about it: hundreds of people visit your site every day because of your clever ad. Your landing page has no captivating copy, which means that customers who click your ad will be taken there.

Due to their lack of knowledge of your product, users are indifferent to it, and they are not convinced that you are knowledgeable about it.

PPC campaigns that include great copy can also increase conversions. By convincing them that you are the thought leader in your industry, and that you have the best products, your conversions will increase.

Designing websites and implementing PPC
Website design is often overlooked as a digital marketing strategy, but without a compelling design, you might have trouble building loyal customers.

Your brand will exude a great sense of style and feel through great web design. Visitors will enjoy a large number of videos, visuals, and other interactive elements the website includes.

As well as offering simple and effective navigation, the best websites also make it easy for users to find what they’re looking for.

What is the connection between web design and PPC?

Users can lose trust in your brand if they find themselves on outdated, unorganized landing pages housed on an ad that they clicked on.

Even if your user leaves your landing page, your website must provide a user experience that will lead them to convert because the navigation is simple and satisfying.

PPC advertising: Get started today
Silverfox is a digital marketing company in Qatar that offers full-service digital marketing, from PPC to SEO.

We have over 150 of the best professionals in the industry working for our company, and we look forward to helping your business grow.

And It doesn’t end there.

Each company is unique, which is why we make sure that any PPC campaign we develop works well for your specific business objectives.

As a PPC agency, we will research your competition, find keywords that are effective, and have packages that fit within your budget to help grow your business.

Get a free quote or learn more by contacting us online or by calling +974 6688 1044

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