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Pay-per-click (PPC) advertising

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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.

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