Pay-per-click marketing is a model of internet marketing in which advertisers pay each time when a user clicks on one of their online advertisements. The term PPC can apply to paid ads on search engines like Google and Bing and other social media networks like Facebook, Instagram, YouTube, Twitter, and LinkedIn.
Advertisers need to know the way PPC advertising works so that they can get maximum benefits from their ads. The easiest way to see how the campaign is working is to see how many clicks they are getting. If more people are clicking on their advertisements, it means their campaign is a success; otherwise, they will have to make adjustments in their advertisement in order to see people regularly clicking on it.
Parties involved in PPC marketing
Generally, there are 3 parties involved in PPC marketing: Advertisers, PPC networks, and publishers. Advertisers use PPC in order to promote their products and services. They pay the PPC network, to display their adverts on their network. Many other advertisers may be competing for the same keyword, resulting in a high price for the keyword as there may be a limited number of advert slots available on Google’s home page, here comes bidding into play. Publishers work with PPC networks in order to earn revenue from displaying their advertisements on their websites. The benefit of having publishers means advertisers can pay less per click than they usually would. In addition to this,
Many advertisers may be competing for the same keyword. There is a system of bidding called Ad Auction, a process that Google and other major search engines use to determine the relevance and validity of advertisements. It means that advertisers may have to bid on the keyword they want to “trigger,” or display, their ads. As the user types the keyword, the search engine performs the complex algorithmic calculations that the Ad Auction is based upon and determines which ads are to be displayed, in which order, and by which advertiser. Since advertisers have to pay for each click on their ads, it is important to bid for relevant keywords to get the maximum benefit from their advertisement. Google or other search engines rate the quality and relevance of adverts displayed which is called Quality Score. The quality score also determines the amount to be paid by the advertiser for every click.
Digital Marketing Course in Chandigarh provides not just course but along with the course we are providing strategies to tackle different situations via different scenarios.
There are a number of ways to analyze the data generated from PPC efforts and to observe whether the campaign is beneficial or not and can monitor them by using the basic formulas:
1. Cost Per Click
Pay-per-click is calculated by applying the following formula −
Cost -per-click = Total Advertising cost / Number of clicks
2. Cost Per Thousand Impressions
Cost per Thousand Impressions (CPM) is calculated by dividing cost by impressions and multiplying it by 1000 or multiplying CTR by CPC by 1000. The formula used is:
CPM = Total Advertising cost x 1000 / No of Impressions
Factors behind Successful PPC Advertising:
The number of factors determines how successful our PPC advertising campaign will be, we can achieve a lot by focusing on:
Keyword Relevance − This is the most important step because our entire advertising campaign is based on it. There are many online keyword research tools to assist in getting effective keywords.
Landing Page Quality – There should be attractive and informative website pages dedicated to describing to the details of the keyword directing the user to it to convert the users into customers.
Quality Score − It is Google’s ranking of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with higher quality ratings get more ad clicks at lower costs.
Grow Customer Base − Connect with users actively looking for products and services and respond to the need by providing them with an offer relevant to their search query.
Generate Leads at Low Costs − As pay-per-click marketing allows us to reach leads and prospects when they’re researching and looking to buy, it’s a highly effective way to bring interested visitors to your site. In addition, we can enjoy an algorithmic-ally generated discount from the search engines in order to make their customers happy.
PPC advertising has undergone some significant changes recently and will continue to evolve quickly thanks to new ways of promotion, features, targeting choices, and tools now available on different platforms.
Digital marketing courses in Chandigarh provide practical knowledge, training, and required skills to promote their products through PPC.