Skip to main content

Pay-per-click (PPC) advertising

By

What is pay-per-click (PPC) advertising?  

It is advertising on search engines  in which the advertiser pays only when a user clicks on an ad.  The three listings pack at the top of a Search Engine Results Page with a yellow ad icon marking them, with  organic search listings below them, are PPC ads. Since these sponsored listings appear at the top of a SERP, the advertisers enjoy higher click through rates (CTR) by paying extra. Google Adwords is the largest search advertising network.

Benefits of PPC advertising (Search Engine Marketing)


Relevance : It allows you  to reach the right people (those who are interested), find search queries related to our businesses, and look for ways to solve customer

Timing. Paid search lets us reach users at exactly the right time,

Qualified Leads. : With PPC, however, users can be brought directly to your site. When a user enters search queries that ask questions and your brand can answer those queries, then you have a qualified visitor.

Cost effectiveness : You will be charged only when user clicks on Ad

Control. : How much to spend? Where and when should my ads appear? How much am I willing to spend per click?

Setting Goals for PPC

The Goal Setting process involves first defining broad business objectives, next allocating goals to
each objective, then identifying the relevant KPIs which will transform the broad objectives into granular, specific campaign objectives.

business objectives : These may involve generating more revenue, increasing brand awareness, or
customer retention. After the objectives are defined, they need to be allocated into a time frame.

Develop goals. In second step you will develop goals for each business objective. If it is generating more revenue, you may decide by how much percentage you want to increase revenues in each time period, say a month.

Develop KPIs (Key Performance Indicators) : You will set specific metrics for each goal, which will measure success. E.g., for an ecommerce site, leads, conversions, and revenue dollar amount for each campaign.

Identify Targets : These are numerical values for each KPI. You may decide, for example, you want 100,000 sale conversions in each quarter.

There are 3 types of KPIs :

Sales Oriented or direct action : There are about conversions such as sales or downloads or calls. So the KPIs would be like Conversion rate, number of conversions, cost per conversion, and value

Awareness oriented KPIs : These are about increasing brand awareness. KPI’s like number of viewable  impressions  (ads appearing above fold), number of visitors or click-throughs, cost per impression (CPM) and average position in SERP.

Engagement KPIs : These focus on user engagements, such as time spent on site. To  track this, setup goals in Google Analytics  :
 - pages per visit
- time on site

You need to bear in mind though that per se the results could be misleading. User may have clicked 5 pages, but what if she was searching across pages for  data she could not find, and left frustrated? But on an average users visit more than say 5 pages and have spent say more than 6 minutes on site, it indicates good engagement.

As a manager or business owner focused on operations, it is advisable to outsource pay-per-click   advertising to an expert Adwords company in Bangalore.

You may contact expert Digital Marketing company in Bangalore to discuss how we can help you unlock the benefits of PPC advertising most effectively.

Labels:

Popular posts from this blog

Up to 75 per cent off for non-profits on Digital Marketing Services

By
Small NGOs are unable to market themselves online due to costs. On our 9th anniversary, we are giving 75% discount on responsive website development, SEO, social media marketing for NGOs in India giving free services, and 50% to other NGOs. What makes someone make a donation, spread the word about a campaign, or volunteer? What would make your audience want to act for social change? It is an emotional connection, linking with passion for a cause. This can be distributed or promoted through stories in social media, videos, your blog, PPC ads. Adoption of a strategic digital marketing program - with clearly defined objectives, original content – makes even a small NGO compete with the biggest for attention. Having a website and token social media presence is not enough to spread the word and help achieve objectives. What is needed a search engine friendly website which converts visitors to advocates, content marketing, engaging the community through social media and sear
Post a Comment
Read more

Finding the Right Impact Investment: Key Considerations for Investors

By
Finding the Right Impact Investment: Key Considerations for Investors  (with deeper dive into impact metrics) The exciting world of impact investing offers the potential to generate financial returns while driving positive social and environmental change. But with a plethora of options, choosing the right investment requires careful consideration. In this blog post, we'll explore some key considerations for investors looking to make impactful investments, including a deeper dive into specific impact metrics: Defining Your Impact Goals: Before diving into impact investing, it's essential to clarify your objectives. What social or environmental issues are you passionate about? Are you focused on climate change, poverty alleviation, gender equality, or education? Defining your impact goals will help narrow down investment opportunities that align with your values.  Understanding the Risk-Return Profile: Remember, impact often involves trade-offs. While aiming for positive societal
Post a Comment
Read more

Help Foundation Kurnool : Serving Humanity with Compassion

By
  Help Foundation is a non-governmental organization (NGO) based in Kurnool, Andhra Pradesh, with a noble mission to improve the lives of the underprivileged and vulnerable members of society. Our charity programs are dedicated to feeding the homeless, educating poor children, and caring for the elderly and leprosy patients. However, to extend the reach and impact of our initiatives, we rely on the generous support of individual philanthropists like you. When you donate to Help Foundation, you contribute to a credible cause that has already touched the lives of 1,750 poor families and 2,800 individuals across Kurnool District. As an added benefit, all donations made to our organization are eligible for tax deduction under Section 80G of the Income Tax Act 1961.   Why Choose Help Foundation for Your Donations? 1.       Variety of Causes: At Help Foundation, we offer more than ten charity causes for you to support. Whether you are passionate about feeding the homeless, educating
Post a Comment
Read more