How to Orchestrate an Invincible PPC Strategy in 2022

How to Orchestrate an Invincible PPC Strategy in 2022

Today's first digital technology is tomorrow's obsolete one. And that's not just Google AdWords and associated technologies. In an online marketplace where information is freely exchanged and every client desires to be attracted, a mastery of PPC remains as necessary as ever. 

Pay per click is one of the most effective channels of advertising available today. It allows advertisers who have limited budgets to breaking into the market on a competitive level. But simply having a PPC campaign isn't enough to be competitive in the space. You need an invulnerable PPC strategy to be successful and gain the upper hand over your competitors. PPC strategies have several advantages that can help a company grow exponentially. Crisp definition of the campaign objectives and improved segmentation are some of the biggest benefits. The best PPC strategies will be able to offer you superior ROI.

Google Adwords is the most powerful advertising medium in the world. It is used by over 50 percent of businesses that advertise online. Google takes pride in being one of the best internet industries out there, and they have also become increasingly interested in automation. They did this through the introduction of PPC services Adwords and search advertising engine (Adsense). Their conventional thinking may not work today. They are aggressively working on improving their PPC services. With over 200 million searches made on Google every day, advertisers can't take advantage of this opportunity fast enough. A PPC service strategy is a quick and promising way to gather leads as well as sales for any business. It's ultimately about money invested. A good PPC service strategy is at its highest return on investment when using automated services that deliver high-quality link building and conversion rates from targeted traffic.     

Your approach must be in harmony with markets, opportunities, and technologies. If you want to be a PPC expert in 2022, you need to begin by understanding why it’s important, who is making money doing it, and how it all works. 

Whether you are a beginner to PPC or a seasoned professional in the industry, there are so many components to consider when putting together a hot PPC campaign; from account structure and management to building ads, bidding, using call extensions, and ad extensions to managing landing pages. 

Optimizing PPC account structures with the right ad groups and keywords is vital to a strong PPC campaign. We must learn how to structure your account before investing your money or starting ads. One needs to learn how one can get the most out of their campaign, including what ad group strategy does and does not do for you as well as when and how to build an ad group.

If you're in the PPC industry, you can accomplish a lot in the year 2022. An invincible PPC strategy will help you dominate your market. The key to being invincible is to take the time now to figure out your strategy. This article will get you started on your PPC journey and how to fully utilize all the tools at your disposal: 

1 Every Keyword Must Be Assigned a Match Type 

Every keyword must be assigned a match type. If a keyword is found on the webpage, the range of that keyword should be used for the match type. Otherwise, the default match type will be applied to your keyword.

To ensure you reach a large number of customers who are using your product or service, every keyword must be assigned a match type. This means deciding whether the keyword will trigger an ad when someone searches the term OR if it will trigger an ad only when someone searches the term AND has already visited your site.

Let's talk about match types. Every keyword must be assigned a match type from the list below. Understanding how each match type affects your campaigns, ad groups, and keywords is crucial to creating effective campaigns. You should associate your keywords with the correct match type. Incorrectly selecting a keyword match type can affect how likely a user is to see your ad, how much you may be charged for your ad, and even whether or not your account can be suspended.

A match type is a way to tell Google Ads when your ad's headline, description, and keywords match the search query that triggered your ad. Match types are an important part of AdWords and Google Display Network campaigns. However, they can be confusing. Let’s see how to write different Match Types to help write the best ad copy in both AdWords and Google Display Network (GDN). 

Match Types of Keywords Decide how Closely the Keyword Needs to Match with the Users' Search Query so that the Ad Can be considered for Auction

Keyword Match Types

Here’s what each match type means:

  1. Broad Match 

When you use the broad match modifier, this keyword match type is set for your account. This means you can generate traffic to your website for any searches related to your broad match keywords. When you use broad match, Google Ads automatically targets ads to searches by adding additional words after your keywords and may also boost your ad's relevance by considering the searcher's search context at the time of their search. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned. Broad match helps you attract more visitors to your website and spend less time building keyword lists.

Broad match is the default match type for all keywords in your account. By using broad match, you will be able to see all the search queries that your keyword targets (for example, low-carb diet plan) as well as any searches that relate to those keywords but are not actual matches (for example, low-fat plan). Broad match keywords are similar to phrase match keywords except that Google AdWords does not consider any TrueView inStream ads and Display Facebook ads, image or text links, or YouTube video thumbnail links in the search results. Broad match works best with Smart Bidding.

Broad match keywords can match close variations of what you've entered. For example, if you enter the broad match keyword red car, your ad may show when someone searches for "red car" or "car red".

How Broad Match Works: a) takes into account user's recent search activities b) content on the landing page is important and c) uses other keywords in an ad group to better understand keyword intent 

  1. Phrase Match 

Search queries on Google can include words, phrases, and terms synonyms. Google’s search network utilizes this information to present advertising opportunities that are more relevant to user intent. For example, if someone specifies “t-shirts” in their search query, ads will show on “t-shirts” as well as “shirts” and other related terms. The syntax for phrase match is to put quotes around keyword, such as “tennis shoes”.

An Example of how Phrase Match Works

The important point to be noted here is that negative keyword match types behave differently than positive ones. Negative keywords exclude your ads from showing on searches with that term. For example, a hat company that doesn’t sell basketball hats can add a negative keyword for basketball hats. 

  1. Exact Match

With an exact match, you choose your keyword and tell Google what you want them to show on searches, which can help you reach more people with relevant searches. For example, if you owned a shoe shop, you could advertise [red shoes] at a higher cost per keyword to get more attention from people searching for red shoes in your area. The syntax for an exact match is to use square brackets, such as [red shoe]. 

How Exact Match Types Work

Note that negative keyword match types behave differently than positive match types. 

2 Your Ad Copies Must Be Relevant to Landing Page and Targeted Services 

The more successful you become in unbridging the gap between your ad and landing page; the easier it becomes for the potential customers on your website to convert. If you design relevant landing pages connected strongly with your search advertising campaigns, your total number of conversions will definitely be higher. 

Making your ad copies relevant and attractive includes the following:

  1. Design a relevant Call-To-Action (CTA) button aligned with your campaign marketing goals
  2. Perform competitive benchmarking take notes and improve your campaigns
  3. Determine and reiterate your value proposition in a unique way; explain why your product or service is unique
  4. Ensure that your ad copy is relevant to the search
  5. Have proper knowledge about different ad copy formats.

Speaking of the ad copy formats, here’re the ones that one should know about

  1. Expanded Text Ads

You can use expanded text ads to describe a product, service, or solution and tell visitors where they can get more information or purchase what you're promoting.

Below is the format for Expanded Text Ads: 

  1. Product Listing Ads (PLAs)

Marketers can use the Google Product feed to connect to a Google Merchant Center Account. Microsoft Advertising has a similar feature called Product Ads. 

  1. Image Ads

These are often the responsive ads that adjust size automatically depending upon where they are being shown. One can also use any of the 19 standard image sizes enlisted below:

200 x 200, 240 x 400, 250 x 250, 250 x 360, 320 x 100, 300 x 250, 336 x 280, 580 x 400, 120 x 600, 160 x 600, 300 x 600, 300 x 1050, 468 x 60, 728 x 90, 930 x 180, 970 x 90, 970 x 250, 980 x 120 and 320 x 50

3 Create a Perfect Landing Page for Your Ad Campaigns

Have you ever wondered why some Ad campaigns work and others do not? Everything from the size of the image, and the use of color to where the link is placed can affect your conversion rates. Creating a perfect landing page for your Ad campaigns can positively impact your bottom line. These are the simple tips that should be kept in mind:

  • Craft a headline focused on value-proposition
  • Choose an image and a short video that illustrates the offer
  • Write a compelling copy
  • Keep the lead from above the fold
  • Add a Call-to-Action that stands out and is clear
  • Give a relevant offer
  • Ask for what you need
  • Remove navigation keys
  • Design a responsive page
  • Optimize for search
  • Make appropriate use of a thank you page

Designing the perfect landing page includes placing special impetus on the page headline, adding relevant images, lead form, copy/description, and following the F-Pattern. The F-Pattern is a simple layout designed to guide a users’ eye to information that one wants them to see based on engrained human behavior. 

One can test a landing page with a headline copy, image, CTA color, click triggers, copy in the page, and lead from-length and fields. 

Copywriting on the landing pages should cover pain points, features, and benefits; respond preemptively to objections, build trust and prospects, use different variations of Best CTAs such as 

  1. Free Trial
  2. Download Now
  3. Learn How It Works
  4. Learn More
  5. Try it Free!
  6. Get Started!
  7. Unlock The List!
  8. Start Your Free Trial!

When it comes to A/B testing your landing page you can test headline copy, image, CTA color, click triggers, Copy on the page, and lead from length and fields. 

4 Ad Extensions – Employ Additional Information to Expand Your Ad

If you want to be sure your great deals get into the right hands, spread the word: Share information directly in your ad to reach customers when they're searching on, Gmail, and more. By purchasing Ad Extensions, you can get up to 4 extra pieces of information in your text ads and Shopping results pages. Ad extensions related to features will help you provide more relevant and structured information about your products and services, directly from Google Search results pages.

Make your ad stand out and get more clicks by adding extensions to your ad. Use additional information such as callouts and site links to showcase special offers, boost engagement with your website, help with cross-selling and up-selling, or simply add more information about the products or services you offer.

Here are some best practices of ad extensions worth noting:

  1. Keep the extension description short and precise
  2. Give an in-depth information
  3. Add start and end dates for sensitive extensions (e.g. a sale)
  4. Check links periodically 

Marketers can benefit from an array of ad extensions including site link extensions, enhanced site links, callout extensions, structured snippets, call extensions, app extensions, location extensions, review extensions, and price extensions. 

5 Leverage the Power of Ad Scheduling 

The Ad Scheduling tool allows you to optimize your ad campaigns when your business is most active. You can even focus on the top-performing times or days of the week.  When using Ad Scheduling, we'll schedule your ads at all three repetition levels: daily, weekly, and monthly across Google Display Network and YouTube channels.

Leverage the power of ad scheduling and get more ROI by focusing on when your customers are most likely to convert. With Power Editor, you can create an ad schedule within the Automation window and select specific days and times, or exclude specific dayparts. Moreover, you can see the performance of your campaigns by date range, which becomes really useful around the holidays when conversion rates vary widely as people purchase gifts based on time since Thanksgiving.

By leveraging a proper ad scheduling regime one can reflect, research, re-adjust and revisit their PPC marketing campaigns. One can also employ device targeting and can optimize their ad budgets. Delivery of optimized ads is based on ads expected to create a higher click volume. Ads are delivered more evenly into the ad auction; however, they are not optimized towards any kind of goals such as clicks or conversions. 

6 Know About Several Campaign Types & Leverage the Best One According to Your Business Needs

There are multiple types of PPC ad campaigns that marketers can choose from. These include search networks, display networks, shopping product listing ads, smart campaigns, and video campaigns. The critical thing for marketers though is to analyze which campaign they should opt for and when. Knowledge of all these specific campaigns helps the marketers in doing an effective campaign optimization which leads to successful advertising experiences and ultimately business success.

AdWords is a part of Google's advertising programs. It allows businesses to optimize their campaign for the results that they want to achieve through paid search ads. The most widely used campaigns in AdWords are search networks, display networks with search opt-in, and shopping product listing ad campaigns. Advertisers can choose from the above-mentioned campaign types and must opt for the one that suits their business requirements. 

A marketer can choose from several different PPC ad campaigns that offer comprehensive reach to their target audience. What campaign works best for any kind of business largely depends on the business objective and budget at hand, with various factors as well. We present a high-level overview of some of Google's different PPC ad campaign types to help you make an informed decision.

Let’s have a look at each of them briefly:

  1. Search Network Campaign - Search network campaigns are an excellent option for small businesses at the starting point. This is one of the most basic types of PPC advertising and is also the easiest to run. However, this is important for marketers to be aware that their campaigns in the search network can target any location, country, or even a specific city. These campaigns include text and display advertisements and usually are less expensive as compared to other PPC advertising options available.
  1. Display Network Campaign - A display network campaign is a way to showcase your products to a network of publishers using Display ads. Display networks are very similar to search network campaigns, with the twist that they appear on websites instead of search engine results pages. By leveraging the display network, you'll be showing off your products on sites that offer some of the highest engagement rates in digital advertising!

A display network campaign primarily refers to running ads on websites, using the display targeting option. Display network campaigns may be either the regular CPC or the behavioral type (CPA or CPM).

  1. Shopping Product Listing Ads - By showing a suggestion based on the search query, Shopping product listing ads helps your business reach consumers when they are most ready to buy. This is accomplished by combining keyword targeting with image and title enhancements along with your actual product data.

A shopping product listing is a text ad that is displayed when customers search for a keyword like a laptop, tablet, mobile phone, etc. On clicking on the ads customer causes the page to be displayed which displays products that you want to sell with features and price.

  1. Smart Campaign - A smart campaign is a combination of an integrated media plan that uses both traditional advertising and digital marketing strategies. A smart campaign uses the right combination of media to make your brand stand out in the mind of consumers. It grabs potential customers' attention through online banner ads, videos, display ads, social media platforms, and search engine optimization strategies.

A smart campaign is a series of checks broken up into daily segments with limited durations. These campaigns work great for retail businesses because they are time- and money-effective. When you create a smart campaign, you will not only save money but also increase sales and boost customer loyalty by leveraging the benefits of email marketing. 

Video Campaign - A video campaign is a type of marketing, advertising, and promotional strategy that is used by all businesses to promote their business on the internet by using videos. A video campaign simply promotes your brand, product, or services through a video during these days. It is better to use short yet interesting and good quality videos to attract more audiences to your business website or your social pages. You use video campaigns to tell your brand story, explain how your product works, showcase related products, or provide information about your business.

7 Tailor Your Campaigns to Target Diverse Device Platforms and Locations

You should take care to create ad campaigns targeted to several device platforms and enhance the end experience of the users' seeing those ads on diverse devices. They will be through different channels and locations. Other than this, you also need to take care optimizing your marketing ROMI. For instance, if you target mobile devices bid modifier can be applied. 

Also, the campaign settings can be tailored to match the location of the targeted users in a particular geo-location. Do not forget to place a bid modifier for mobile devices, and also tailor your campaign settings to match the location of targeted users in a particular geo-location. The time zone and all the other details need to be properly verified. 

8 Articulate Your Branding Strategies 

Pay-per-click marketing can be a highly effective method for sneaking a peek at how your website content performs. This page will explore the pros and cons of articulating your branding strategies to better optimize your PPC campaigns.

With so many factors affecting the performance of your PPC campaigns, it's important to have a strong brand presence.

There are many approaches to online marketing, each one tailor-made to fit the business model of a particular company. For example, a start-up company with a limited advertising budget and a less-than-stable cash flow may go for PPC strategies such as Google AdWords. Meanwhile, more established businesses with more resources at their disposal can adopt multi-channel advertising approaches that can be an excellent tool in building awareness and ultimately growing the business. 

The right branding strategies will help you optimize your PPC campaigns and gain insight into how potential customers are viewing your business. Your brand image is the public face of your company, which helps it connect with consumers, so it is important to make sure that the message being conveyed is well thought out. A strong identity conveys the proper values and benefits of a product or service and reflects the image of the parent company.  

Let’s see how you can optimize your PPC campaigns by articulating your branding strategies:

  1. Target CPA – You can set bids to maximize conversions at your target Cost-Per-Acquisition (CPA). This helps you keep the costs down while the conversions keep on scaling.
  2. Target ROAS (Return On Ad Spend) – This strategy allows you to set bids to maximize conversions within a target ROAS goal.
  3. Set Bids to Maximize Clicks – Marketers should set bids to maximize as many clicks as possible while maintaining spend. This strategy is useful when click volume is the primary goal. 
  4. Target Search Page Location – Marketers should change bids so that ads can consistently be shown at the top of the page or on the first page of the SERPs. This helps in maximizing the number of people who see your ads. 
  5. Maximize Conversions – One should concentrate on deriving the maximum value from their campaign budget.
  6. Enhanced CPC – Your maximum bid is spontaneously raised if Google believes that the click will convert. Your bid can be up to 30% higher when your ad is completed for a spot on the SERPs. 
  7. Manual CPC – Set the maximum amount that can be paid for each ad click.  

9 Track Your PPC Conversions 

You have an opportunity to track your PPC in many ways. If you have access to your search campaigns, you can always check your Ads by clicking on the Keywords tab and then compare to other keywords or adjusting bids. Sometimes it is easier to set up a new campaign and make it as similar as possible to your current campaign, so you can track performance at the keyword level. 

If you have been running a PPC campaign for any length of time, you will already be familiar with the importance of tracking PPC conversions for marketers, as this is essential to making informed decisions about your campaign.

If you are using PPC in your marketing strategy, then tracking your PPC conversions is the first step to a successful campaign. The importance of tracking multiple PPC conversions is that marketers can start to understand what works best with their target audience. While one product may be converting at a higher rate than another, it may not be capturing as many leads as another.

There are several methods used for conversion tracking:

  1. Webpage conversion tracking
  2. Mobile or tablet app conversion tracking
  3. Calls from ads using call extensions
  4. Calls to a Google forwarding number on your website
  5. Clicks on the numbers mentioned on your mobile website 
  6. Imported goals (from a third-party platform such as Salesforce)

The conversions can be tracked using the following platforms:

  1. Google analytics
  2. AdWords linking
  3. Google Merchant Center
  4. Google Ad Manager
  5. Remarketing 
  6.  Comprehending the Important PPC Formulas Can Help

Comprehending the important PPC formulas can help the PPC marketers to get their tasks done with a greater amount of productivity and efficiency. Some of the important PPC formulas or tools which would be nice for the marketers to know are ad scheduling, keyword bidding, Quality Score, and PPC management.

Listed below are a few important ones of them: 

PPC Formula #1 

Cost Per Acquisition (CPA)

CPA = Cost/Conversions 

CPA = Clicks x CPC/ Clicks x Conversion Rate 

CPA = CPC/Conversion Rate 

CPC = Target CPA x Conversion Rate

PPC Formula #2

CPC Bid to Hit Your Target ROAS

ROAS = Revenue/Cost 

ROAS = Clicks x Conversion Rate x AOV/Clicks x CPC 

ROAS = Conversion Rate x AOV/CPC 

CPC = Conversion Rate x AOV/Target ROAS AOV refers to the Average Order Value of Sales

PPC Formula #3

CPC Bid to Maximize Profit

Profit = Revenue - Spend 

Profit = Clicks x Conversion Rate x AOV - Clicks x CPC 

Maximum CPC Bid = Conversion Rate x AOV

Wrap Up 

Paid Search is a great conduit for B2B Sales lead generation. With PPC, you can build agile strategies that work in real-time. As a marketer, you can create and change your paid search campaigns on the same day. PPC means the keywords and ads you choose will only be shown to people who are actively searching for your business. This blog provides you with several strategies to polish and optimize your click-through rates (CTR) through your PPC endeavors. These strategies will help you create a stellar PPC strategy by creating engaging ad copies, aligning your SEM strategy with business objectives, implementing geo-targeting, and employing proper keywords in your PPC campaigns. Hope these will help you optimize the total CTR of your campaigns, get the most impressions, and clicks, and accomplish other vital KPIs consistently. 

Author Bio Priya Kumari

Priya has about 7 years of experience in Market Research. Currently, she is working for Valasys Media, as a content writer, which is amongst the top B2B Media Publishers across the globe. She has been preparing several personalized reports for our clients & has done a lot of research on market segmentation, cluster analysis of audiences & inbound methodologies. She has worked with government institutes as well as corporate houses in several projects. She possesses various interests and believes in a data-driven approach to problem solving. She holds a post-graduation in science also writes extensively on all things about life besides marketing, science, data science and statistics. She is a firm believer in higher realities and that there’s always more to life than we understand. She is a psychic healer and a tarot practitioner, who believes in a spiritual way of living and practices Yoga and meditation. When not writing you can find her enjoying music or cooking.

9 Ways To Boost Your Pay-Per-Click Marketing

9 Ways To Boost Your Pay-Per-Click Marketing

Pay-per-click marketing can be extremely helpful in driving traffic to your business if you know how to use it to its ultimate potential. If your business is at least relatively well established, there's a good chance you've tried a PPC marketing campaign at some point. This type of marketing method can be one of the most effective and gives you more control than other types, and enables you to evaluate your performance in real-time. Since you pay for each click you receive on your link, you can control when and where to utilize PPC and how often and set the cost you pay each time a searcher clicks. Additionally, there are multiple types of websites on which you can use PPC, including search engines, websites and social media platforms. Boost your PPC marketing with these suggestions.

1. Focus on Quality

For the most efficient PPC campaign, you must focus on ad quality. People can get annoyed when they are inundated with ads that aren't relevant to their life. You want to engage your potential customers as soon as possible. Just like a machine identity management solution is important, a  quality ad is a significant factor in accomplishing this goal.

2. Create Eye-Catching Ads

Make sure that your ads catch the eye of your target audience and are visually appealing to someone in that specific population. People are considerably more likely to click on an ad that quickly grabs their attention.

3. Devise a Straightforward and Realistic Goal

You should establish a goal for your PPC marketing campaign that is straightforward and measurable. Like trying to achieve any other type of goal, the plan is critical because it's the base of the process. Make sure your goals are realistic while also challenging your team to do their best work.

4. Select the Most Advantageous Keywords

Including the most relevant keywords in your ad is essential to making it a successful campaign. There are several types of keywords that you should include in your text ads:

  • Generic
  • Branded
  • Transactional
  • Informational
  • Locational

Each type has its own function, so you must choose your keywords carefully to perform at their highest efficiency.

5. Enhance Keyword Quality

You should also work to improve your keyword quality. Optimizing your expected CTR, ad relevance, and landing page experience. 

6. Determine the Best Times for the Most Clicks

Different types of businesses attract people from their target group more on some days and at various times. Therefore, choosing specific time frames on certain days can benefit you by attracting more customers and saving your ad costs by reducing the number of ads you need to run. Typically, you can set certain constraints for when your ad runs. This could take some trial and error at first, but it will be worth it once you determine the best times. 

7. Form a Purpose for Each Ad Group

Ad groups are essential for maintaining the relevance of your ads, so it's critical to create a specific objective for each ad group. Each ad group should focus on a particular target using fewer keywords.

8. Include Negative Keywords

When setting up a PPC campaign, you can add negative keywords (words for which potential customers may search that are comparable to your strong keywords but could direct searchers away from your product). This enables you to ban specific search terms so you can emphasize the keywords that count most. 

9. End the Ad With a Call-To-Action Button

At the end of your ad, a call-to-action button can attract more leads directly to your website while immediately engaging them with your brand. Give them a reason and motivation for them to visit your site immediately.

Virtually any kind of business can profit from utilizing PPC to build a more extensive customer base. These are just a few of the proven methods for boosting your company's PPC marketing. Begin today experimenting with these tips to increase your sales.

Tips to Drive More Conversion with Paid Advertising

Tips to Drive More Conversion with Paid Advertising

There's no doubt that paid advertising is a powerful way to grow your business in a shorter turnaround time. By driving more traffic to your website, you'll be able to increase your conversion rate and scale your company faster.

Whether it's a startup, or a small-scale business, paid advertising shared by a reputed digital marketing agency in India offers several benefits. Some of these benefits include:

1. Increased brand awareness: With paid advertising, you'll be able to reach a larger audience, and increase your brand awareness. This will help you attract more customers in the long run.

2. Greater leads: Paid advertising helps you generate more leads, which can eventually turn into sales.

3. Improved website traffic: When you use paid advertising, you'll see an increase in website traffic, which can help boost your business' growth.

4. Increased ROI: Paid advertising offers a higher ROI than other marketing channels. This means that you'll be able to get more value for your money.

If you also plan to run paid ads and looking for tips to drive more conversion with them, we've got you covered. Let's look at some of the best ways to do this:

Reverse engineer your purchase path:

When you know where your customers are coming from, you can better focus your efforts on paid advertising. Look at your purchase path and figure out which channels are driving the most traffic and conversions. This will help you allocate your budget more effectively.

In addition, not all audiences are created equal. You need to segment your audience and target them with relevant ads. Otherwise, you'll be wasting money on ads that no one is going to see.

Test different ad formats:

Not all ad formats work equally well for every business. You need to test different ad formats to see what works best for you. Try different types of ads (e.g., video, text, etc.) and see which ones produce the best results.

In addition, as with any other marketing activity, you need to track your results with paid advertising. This will help you determine whether or not the ads are working and make necessary adjustments.

Use remarketing to improve conversion rate:

Remarketing is a great way to improve your conversion rate. It allows you to target people who have already visited your website. This way, you can remind them of your product or service and convince them to make a purchase.

There are several remarketing platforms available, such as Google AdWords and Facebook Ads. You can also use retargeting pixels on your website to track visitors. With proper remarketing, you can improve your conversion rate by as much as 400%.

Make landing pages informative:

Your landing pages are where you'll be directing your paid traffic. It's important to make these pages informative and persuasive. This means that you need to include quality content and a strong call to action.

In addition, your landing pages should be mobile-friendly, as most people now access the internet through their smartphones. If your pages aren't mobile-friendly, you'll be losing out on a lot of potential customers. Many times, we keep building landing pages for ads and forget to optimize them. However, it's important that the design, layout, and overall feel of the landing page are in accordance with what the user is looking for.

A/B test your ad copies:

One of the best ways to improve your conversion rate is to A/B test your ad copies. This means that you'll be testing different versions of your ads to see which one performs better. You can use different headlines, body copy, and even images.

By testing different versions of your ads, you'll be able to find the one that works best for your business. And once you find it, you can scale up your spending on that particular ad. You will find a ton of useful tools to do AB testing on your landing pages, like Unbounce. It's a powerful practice that can have a serious impact on your business. Along with testing your copies, you should also test the landing pages and the entire purchase funnel.

Intent-based ad writing:

One of the newer techniques in paid advertising is intent-based ad writing. This means that you're targeting people who are already looking for your product or service.

For example, if you're selling a new smartphone, you would target people who are already looking for a new phone. You can do this by using keywords and phrases that are related to your product or service. By targeting people who are already interested in what you have to offer, you'll be able to save money on advertising and improve your conversion rate at the same time. When you target the intent, doing big sales pitches work best.

Wrapping up!

Paid advertising is a powerful way to grow your business in a shorter turnaround time. By driving more traffic to your website, you'll be able to increase your conversion rate and scale your company faster. Paid advertising offers several benefits, including increased brand awareness, greater leads, improved website traffic, and increased ROI. You need to reverse engineer your purchase path, test different ad formats, and use remarketing to improve your conversion rate. With these tips, you'll be able to get the most out of your paid advertising campaigns.

Vital PPC Tactics To Consider In 2022

Vital PPC Tactics To Consider In 2022

PPC (pay-per-click) is a form of online marketing whereby businesses have to pay a fee every time one of their ads is clicked on by online users. Companies today often pay first-tier search engines with millions across the globe, such as Google, Amazon, and Bing, to host their PPC ads. One of the benefits of using PPC for businesses is that it is able to quickly attract highly relevant visitors with a real interest in your digital content. We’ve decided to come up with this piece on vital PPC tactics to consider in 2022. Continue reading to learn more.

Know What You Want To Achieve

Think about the primary goals of your PPC marketing campaign. Do you want to increase sales? Drive a lot more traffic to your company website and other online pages? Perhaps you need to get more paid subscribers for your online content (podcasts, videos, news, blogs, etc.)? Having clear goals from the outset will help to keep you focused on what you want to get out of your PPC campaign. After all, remember you are paying for the service.

Pick Elite Keywords 

Try picking top-quality keywords that can generate a high click-through rate. It’s important to ensure the keywords you use are relevant since your audience won’t be interested in clicking on ads they can’t relate to and view as irrelevant to them. When picking the right keywords for PPC ad campaigns, location is also an essential factor. Take a look at the keywords which are high in the regional rankings in the location(s) your audience resides.

Use The Services Of A Professional PPC Agency

It can sometimes be better to put your faith in the experts as a business owner. This is undoubtedly the case for those who don’t know much about the intricacies of internet marketing but want to have effective digital marketing campaigns for their business. Ensure you are looking for an agency, like the reputable PPC agency in UK, that can provide your business with results. Check out experts such as the PPC agency Search Buddy; you won’t regret using the services of a professional agency. 

Make Your PPC Campaigns Mobile-Friendly

These days, most of us have smartphones and use them daily. In 2020, there were reportedly around 54.45 million smartphone users in the UK, just under 80% of the total population, and this number is on the rise. Therefore, you should make sure your PPC campaigns are mobile-friendly; otherwise, you could stand to miss out on advertising to a large number of additional customers scrolling through their smartphones.

Keep Things Brief To Grab Online Users’ Attention

Your PPC ad campaigns should aim to use concise language and not be overly wordy. Try writing short, snappy sentences that succeed in grasping users’ attention. People’s attention spans are worryingly short these days.

Assess The Success Of Campaigns By Monitoring Sales Performance

Looking at sales figures after you have launched a PPC campaign is one way of assessing its success. Have sales suddenly shot up drastically almost overnight? It could indicate that your PPC marketing campaign efforts struck a real chord with your online audience. 

Online marketing is an essential consideration for modern businesses, and these are a few handy suggestions for vital PPC tactics to consider in 2022.

SEO vs PPC: When to Optimize and When to Pay for Traffic

SEO vs PPC: When to Optimize and When to Pay for Traffic


In case you've just started working in the world of online marketing, you must already be aware of SEO and PPC. SEO has been around long before PPC was invented, and both are indispensable tools in your arsenal. This fact has made SEO and PPC collide at regular intervals to figure out which one is better to use in a particular situation. Having a clear grasp of the differences between SEO and PPC would allow you to know when to optimize for traffic and when it's time to pay for it.

What is SEO?

Search engine optimization (SEO) is increasing the visibility of a website or webpage to users of a web search engine. The goal is to ensure that your website appears near the top of the results returned by the search engine, putting it in front of more potential customers.

The most common way this is achieved is through keyword optimization. This refers to the practice of making sure your website includes words or phrases that you think your potential customers would likely search for. A company selling camping gear and supplies, for example, would want its site to include words like "tent" and "hiking."

A good SEO campaign also involves optimizing your site's HTML code, content, and links. By doing this, you can increase your site's ranking in search engines and increase traffic to your site as a result. 

Pros of SEO

1. SEO is cheaper in the long run

One of the biggest advantages of SEO is that it's cheaper in the long run than other types of marketing. SEO is a one-time investment—after you've established your reputation, you can stop spending money on SEO and let your company's reputation do the work for you. Of course, this isn't to say you should abandon SEO entirely once you're established—more on that later.

2. You can target different funnel stages with SEO

With SEO, you can focus on top-of-funnel traffic to drive awareness or target the middle of the funnel to push users towards a sale or conversion. You can even use SEO to reach existing customers and encourage repeat purchases. This makes SEO a powerful tool for any business. You can target every stage of the buyer funnel with different types of content. That means that as you develop your strategy, you can plan to attract people who are still learning about the problem they have, then move them to engage with content that helps them understand their options, and finally make a decision. 

3. Search traffic is more stable

Search engine optimization results in traffic that is more stable; search engine ranking algorithms are designed to keep a website at the top of search results for as long as possible, so if you have good content and keyword-rich marketing strategies, your site will continue to rank well. SEO is more stable. If you stop paying for ads, you lose the traffic immediately. Even if you're paying a lot for SEO, if you stop paying, it may take a while before your site starts getting less traffic than it did before SEO.

4. Organic listings build brand authority

When search engine results are based on organic listings, a website with high-quality content and keyword optimization will rank higher than websites that pay for ads. Websites with brand authority tend to be more trusted by visitors and convert better because potential customers are less likely to click on paid ad links. This helps your website maintain visibility in search results over time, leading to increased traffic or even new customers.

Cons of SEO

1. Search engine algorithms change

Search engines are constantly changing, and as a result, it can be not easy to keep up with the best practices. Search engines want to offer the best possible experience for users, so they are always tweaking their algorithms to do better. But this often means that things that worked well in the past stop working or even start hurting your SEO. This makes SEO a tricky game of trying to stay on top of what's working right now, which can be extremely time-consuming and difficult if you're not immersed in it full-time.

2. You'll need to optimize your website regularly

SEO is not a one-and-done process—as Google continues to update its algorithms, you will need to keep up with it. That means your SEO team will be working on your website regularly, which can get expensive. The best SEO means staying on top of all the latest updates and trends in search engines, so if you run a website that's been optimized in the past but hasn't been updated yet, your rankings will suffer.

3. SEO takes time to show results

Search engine optimization (SEO) can be a great way to increase your traffic and visibility online, but it will take time. While you may see results in just a few weeks or months, it's not uncommon for it to take up to a year before you see significant improvement. As long as you stay up-to-date with search engine updates, this optimization process will pay off. But if you don't keep on top of it, results can be slow or nonexistent.

4. It requires high-level skills and expertise

SEO is a practice that requires extensive knowledge and skills. It's not as simple as throwing keywords in your website copy and hoping for the best; it's about creating a holistic strategy that considers everything from your site design to the way you create content, how you link between pages, how users interact with your site, and so much more. Because of its complexity, SEO is one of those things that you can't do alone. It would help if you had a team of professionals who understand the ins and outs of SEO and who have proven experience in implementing an effective strategy across all aspects of a website.

What is PPC?

PPC stands for pay-per-click, and it's a type of online advertising. When a company uses PPC, they pay a certain amount each time their ads are clicked. Using PPC means you can drive traffic to your website with focused ads that target consumers who are likely to be interested in your product.

The PPC model is often used in search engine advertising—you can bid on keywords that you think are relevant to your business and have your ad appear in the search results when someone enters those terms as their search query. You can also use PPC advertising through social media channels, display networks, or retargeting campaigns.

PPC is a popular model because it puts some control in the hands of the advertiser. For example, with Google Ads, you can set a daily budget and bid per click to help control costs. The campaign can also be optimized quickly—if the ads aren't getting clicks, they can be edited or changed right away.

Pros of PPC

1. PPC offers quick results

Pay-per-click advertising offers quick results. PPC is a great way to get your business off the ground quickly. You can start getting traffic to your website within a day of opening your account, and you can make adjustments and start to see results (hopefully positive ones) almost immediately!

2. PPC ads appear above organic rankings

If you're a business looking to increase traffic to your site, PPC ads appear above organic listings on the results page, which means that your ads are more likely to be seen by potential customers.

3. PPC allows you to pinpoint your target audience

PPC is one of the most effective methods of reaching your target audience. Since you can pay to reach only those people with the exact profile that you want to be associated with your company, it's easy for you to grow your business quickly.

Cons of PPC

1. PPC ads are expensive

PPC advertising is expensive. If you want to pay for people to find your site, you're going to be paying a pretty penny and that's to get them there. Once you get them there, you'll have to convince them to buy something, which can incur additional costs depending on how much time and effort you spend.

2. Lower profit margins

PPC is a great tool for getting immediate traffic to your site and converting it into sales. The problem with PPC is that, in the long run, it can have lower profit margins than SEO. When you're paying for each click, every purchase must be made at a higher profit margin to make up for the cost of the traffic. It's easier to ramp up the cost of a click than it is to increase your profit margin.

3. PPC ads become stale after a while

PPC ads can lose their effectiveness after a week or two, which means you may have to spend time every week updating your ads. This can become especially tiresome if you use multiple services for PPC advertising, as each service requires its own set of ads.

SEO vs. PPC: Which is better?

SEO and PPC are the two major ways businesses drive traffic to their sites. Knowing when to use one and use another is an essential skill for digital marketers.

  • Search engine optimization, or SEO, is the process of growing your organic search volume over time. Organic search volume is the amount of traffic you get from search engines—Google, in particular—without paying for it. Most people think of organic growth as a slow and gradual process, but it doesn't have to be that way—more on that later!

  • Pay-per-click advertising, or PPC, allows you to buy traffic from Google. These ads always appear at the top of the page, above all other search results. When a user clicks on your ad and visits your site, you pay Google a fee (which can be as little as $0.01). If a user doesn't click on your ad but sees it, you don't pay anything.

PPC is great because it delivers immediate results. You'll start getting traffic right away, and it's much easier to set up than SEO. You don't have to worry about doing keyword research or waiting for search engines to index your content—create an ad and watch the traffic roll in!


We hope that you now understand the many differences between PPC and SEO and how you should use them in your online marketing campaigns. Of course, it's not always cut and dry as to what is best for your business. You need first to know the goals of your business and where it is headed. 

The amount to spend on each will depend on what you're trying to achieve with each campaign and whether or not you have a lot of money to be spending. There is no definite answer to which one is the better choice for online marketing, but when it comes down to SEO vs. PPC, SEO is more affordable than PPC.

Author Bio: Efa Yasin

Efa Yasin, exhibits her witty personality, through her intriguing writings. Her works have been published on various websites, like NOGOZO and THETOPTOURS. With her forte being in English, she has conducted research and concocted articles on various niches like marketing, travel and tourism, information technology, and many more. Currently, she is writing for a digital marketing and SEO services blog:

SEM Best Practices as Shared by an SEM Agency in Singapore

SEM Best Practices as Shared by an SEM Agency in Singapore

Marketing is essential for any business, but it can be difficult to know where to start. This is especially true for digital marketing in 2022. So what kind of marketing services are provided by an SEM agency in Singapore? These are marketing firms that specialize in search engine marketing, which includes a variety of paid ad services, which we also refer to pay-per-click (PPC).

What Does A SEM Agency Offer?

SEM agencies offer a variety of services to help businesses target their ads. They can help create ads that are specifically tailored to the interests of your target market, and will also assist to track the effectiveness of your digital campaigns.

Research The Online Competition

In order to succeed, you need to know what your competition is doing. What keywords are they targeting? What ads are they running? What landing pages are they using? By doing your research, you can learn what works and what doesn’t, and you can adapt your own campaign to capitalize on their mistakes.

Choosing the right Paid Ads agency

When selecting a paid ads agency, there are a few factors of consideration. First and foremost, you must assess your available budget. Second, seek an agency that has a track record of success with sponsored advertising. Third, seek a company that has a proven track record of offering high-quality services. Finally, the agency should have the tactical competence to successfully target and reach your audience with the right messages.

Choose the correct keywords

When creating a targeted SEM campaign, you would be recommended to select the best keywords to give the biggest opportunity for success. The wrong keywords can lead to wasted money and a lack of success.

There are a few things to consider when choosing keywords:

1. The selected keywords should display relevance to your product/service.

It is critical to select search queries that are related to your product/service when developing a focused paid ads campaign. This will help you to target prospects who are interested in what you have to offer. You can use Google Keyword Planner to find ideal commercial keywords.

2. The keyword should be easy to spell and remember.

When targeting your paid ads, it's important to make sure your keyword is easy to spell and remember. This will help you stay focused on your ad campaign and ensure you're reaching the correct groups of people. Target the people who are likely to be interested in what you have to offer.

3. Make sure to use your keyword in your ad copy and on your landing pages to improve your chances of getting clicks and conversions.

To increase your chances of turning visitors into purchasers, add your keyword in your ad copy and on the landing pages. To increase the chances that your advertising is as effective as possible, use keyword-rich titles, descriptions, and images.

4. The keyword should not be too generic or too specific.

When choosing keywords for your ad groups, it is important to avoid choosing a keyword that is too generic or too specific. A keyword that is too generic will not provide much value, while a keyword that is too specific will limit the potential reach. A good rule of thumb is to choose a keyword that is between 2 and 5 words long. Additionally, it is important to research the competition and choose a keyword that is not being used by them.

5. The keyword should have a high search frequency.

When creating a targeted paid ad campaign, it is important to use keywords that are frequently searched for. This will help your ad appear in front of the right people and increase your chances of converting.

Ideas for unique ad groups

There are a number of ways to create unique ad groups. One approach is to create ad groups that are specific to the target market. For example, create ad groups for people who live in a certain city, people who are interested in a certain topic, or people who are interested in a certain brand.

Another approach is to create ad groups that are based on how people search. For example, you could create ad groups based on how people type in their search terms (for example, by keyword, location, or brand).

Finally, you could create ad groups that are based on how people interact with your website. For example, you could create ad groups based on how people click on your ads, how long they stay on your website, or how many pages they visit.

Smart keyword-targeting is the foundation of successful SEM campaigns. If you would want to run a successful paid ads campaign, created by an established digital marketing agency with a strong track record, look no further than MediaPlus!

Everything Small Businesses Need to Know About Google Ads

Everything Small Businesses Need to Know About Google Ads

Google Ads is among the top online marketing offerings for businesses. From the mom-and-pop shop to the local gym, just about any business can benefit significantly from Google Ads — provided they use it right.

While the platform is helpful for organizations of all sizes, Google Ads can be particularly beneficial for small companies. However, as with all types of marketing, you will need to know how to leverage Google Ads to maximize your boost in revenue and visibility.

In the digital world we live today, being present online is crucial for the success of a small business. Small businesses that continuously invest in marketing—especially digital marketing— experience an increase in revenues. For a small business, the marketing journey in the online world starts with a website, while social media continues to be a big player in driving revenues for small businesses. However, 28% of small businesses don’t have a website.

More than reaching new markets, investing in technology helps small enterprises enhance communication with customers and increase efficiency.

Google Ads for small businesses in 2022: The benefits, drawbacks, and potential

If you’re a small business owner looking to take your online presence to the next level, keep reading. Here, we’ll talk about everything small business owners should know about Google Ads.

The benefits

Small and midsize businesses (SMBs) can benefit from Google Ads in numerous ways.

One of the greatest benefits is that it’s an affordable way to send good-quality traffic to your landing page. Each click will usually cost a few cents, and you pay nothing unless somebody clicks on one of your ads.

Another benefit of Google Ads is that it allows you to target your ads toward the right people. By ensuring that you only show your ads to people who use the appropriate search intent on Google, anything you spend will be very cost-effective if you do it right.

With many forms of marketing, such as managed link building, it can take weeks or even months before you begin to see the results. However, with Google Ads, you can begin to see results as soon as your ads are activated. Quick results help make Google Ads ideal for small businesses that need to start earning revenue quickly.

The drawbacks

Although Google Ads clearly has plenty to offer, it’s not without its drawbacks. Your ads and campaigns need to be well-crafted to get the desired outcomes. Otherwise, your investment might come to little.

Most people can learn the basics that will help get them some degree of success, but this can be time-consuming, and not everybody will be technically minded enough to understand what’s necessary. Some companies will hire professionals to manage their Google Ads account, but this can be out of the financial reach for many small businesses.

Another potential drawback is that competition can be high for certain keywords, and when there’s competition, the price per click increases. This increase will mean some smaller businesses must choose less competitive keywords that might not bring the required quality or volume of traffic.

The potential

Regardless of the pros and cons, Google Ads does have the potential for scalability.

Google Ads offers a great chance for visibility and traffic to snowball beyond your expectations. The platform helps make your business visible to a vast potential audience, with approximately 3.5 billion people performing searches on Google every day.

Capturing just a tiny fraction of that audience can drastically improve your company’s fortunes.

There is no limit to how many new customers you can attract using Google Ads. If your ads are working for you then you can keep them going for as long as you like. You can also increase your budget to target more keywords, helping you take advantage and maximize your revenue and profits.

4 things small businesses should know

Because the platform offers so many rewards with limited risk, any small business should consider starting their online marketing with a Google Ads campaign.

That said, here’s what you need to know before you do so.

1. Your competitors are using it too

This one goes without saying. Google Ads is a popular paid marketing platform easily accessible to everybody. The potential upsides of using Google Ads are unlimited, so you can be sure that many of your competitors will be using the platform even if you’re not.

If your competitors are using Google Ads and you’re not, they have a distinct advantage. They will be taking customers that would otherwise have been yours, so it pays to get involved with Google Ads as soon as possible if you’re not already.

2. Costs can get out of control

Once you start seeing results, you might be tempted to spend more than you initially planned. And although Google Ads can be extremely effective at driving good quality traffic to your website, it offers no guarantees, meaning you could end up losing out financially.

Before you get started, you should work out how much you can afford to spend on your Google Ads campaigns. You can set daily budgets, making it easy for you to control how much you spend, and you can also stop a campaign at any time.

3. Your reach may be too narrow

An essential factor is how broad or narrow your reach is on Google Ads. For example, ads can sometimes be too targeted toward a specific demographic. If you target your ads too specifically, it can mean you don’t get the traffic volume you need to make enough sales.

On the flip side, your reach may be too broad, in which case you may get a lot of visitors but insufficient sales because the traffic is poor quality. For the best results, you need to find the right balance and use the match types that get you the best results.

4. You need the right keywords

Keyword research is one of the most essential elements of any Google Ads campaign. You will need to use a tool like Google Keyword Planner to see which search terms people use. Then, choose those that are relevant to your business and have a high search volume and low competition. Also, make sure to add negative keywords as your campaign progresses, which will help ensure Google shows your ads to the right people.

5. Build a holistic strategy

Google Ads is a potent stand-alone marketing tool. However, any campaign should also include other marketing channels.

For example, creating and maintaining a Google Business Profile, formerly known as Google My Business (GMB), will help you maintain a strong online presence. 

You can also look to other PPC advertising channels such as Facebook ads. Email marketing campaigns are another marketing tool that should be considered, and follow-up email software is available that will automate many of the processes for you. Even outdoor or indoor digital signage can be part of a holistic marketing strategy.

You should also optimize for SEO to help increase your presence on search engines further. While it can take a long time until you start seeing benefits from an SEO campaign, the potential long-term rewards make it something that you should not overlook. When you develop a holistic marketing strategy, you can benefit from good volumes of high-quality traffic in the long term.

Achieve ROI On Google Ads In The Pest Control Industry

How To Achieve ROI On Google Ads In The Pest Control Industry

Demand for pest control services comes and goes with the seasons. Households and offices may call an exterminator to take care of hornet and yellow jacket nests over the summer or drive out rodents during the winter. Timing is key for a pest control business to be able to sustain revenue, there’s always the risk of missing the window of opportunity.

Fortunately, technology can really help with this. Advertising with Google Ads (formerly Google AdWords) allows companies to host their ads on Google’s search results for a fee, with revenue on a pay-per-click (PPC) basis. The Google Ad relevant to a search will appear on top of the search results.

Success with Google Ads has been well documented, with one pest control business enjoying a return on investment (ROI) of over 700%. To put it simply, it made over USD$700 for every USD$100 spent on marketing. If you want your business to enjoy similar success, here are some tips to get you started: 

Prepare for the surge

Male Pest Control Worker Shaking Hands With Happy Woman In Kitchen

Google Ads account for an estimated 95% of Googles annual revenue. If you know just how much Google makes in a year, you know that this figure’s nothing to scoff at. Businesses are throwing money at this service, setting aside daily budgets in the thousands. (1)

Appropriating budget is one thing, but ensuring cost-effectiveness is another. Successful business owners have seen their ROIs shoot past 1,000% for a few thousand dollars a month, some raking in up to 20 times their initial investment. However, this is only possible with an understanding of how Google Ads works—from finding effective keywords to researching competitor ads.

Suppose you make it work for your business; you then have to maintain that momentum. An influx of new customers will surely follow a successful campaign, and your business needs to be able to take it. Otherwise, the slowdown will negate the advantages the ROI provides.

As most pest control services operate locally, they’re less likely to employ a large workforce. Investing in business technologies like Jobber will really help to make internal processes more efficient and productive. This then frees people up to work on more business-critical tasks such as marketing campaigns which drive sales and revenue generation.  

Have an optimized website

Since Google Ads operates on a PPC basis, a business only pays for a placement when a user clicks on it. The cost per click (CPC) is typically between $1 and $2, but prime keywords can cost upward of USD$50 per click. (2)

PPC applies to all situations as long as the ad gets a click. Unfortunately, this also means a user can click on the ad but abandon the website you direct them to a short time later. The reasons for abandonment can range from a loss of interest to an unoptimized experience using the site. Only a few people may be willing to wait for more than 3 seconds for a website to load, especially on mobile.

Customers of in-demand services like pest control don’t often want to wait for poorly performing sites to load or try to work out how to navigate a complex website. They simply want to find a service to meet their needs as fast as possible. In this regard, it pays for the webpage linked to the ad to offer a smooth user experience. With more people using their phones to do tasks, it makes sense for a website to be mobile-friendly. If your business can have its own mobile app, that’s even better.

Be aggressive in peak seasons

For all its benefits, Google as a whole has one major drawback. While its algorithm somewhat changes in the run-up to peak sale seasons, it can’t account for specific holidays. Experts say businesses have to take the reins in advertising when focusing on days like Independence Day or Black Friday.

Retail stores may have these peak seasons, but it’s a different story for the pest control industry. Termites feast on wood in spring, mosquitoes sting in summer, spiders creep into people’s homes in the fall, and rats infest every nook and cranny in winter. Every season is an opportunity for a pest control business to promote its services.

Maximizing Google Ads ROI requires being a bit more aggressive with seasonal marketing. You can harness people’s sentiments when facing pests in their homes or offices during the seasons to drive your message home. Fortunately, Google Ads helps businesses create seasonal campaigns they can manage.


Google Ads’ promise of insanely high ROI is real, but only if a business plays its cards right. As these tips show, it’s not only about preparing a proper ad but also making sure the website linked to the ad offers what customers want. 


  1. “Google AdWords Made Simple: A Step-by-Step Guide”, Source:
  2. “How Much Does Google Ads Cost?” Source:

Understanding the concept of PPC and CPC

Understanding the concept of PPC and CPC

Looking and scrolling the Internet means visualizing a lot of paid ads before seeing anything organic or looking for sponsored ads along with other things. While

These ads can help you get what you are looking for, or sometimes they have the answers to what you actually want- so you instantly click them!

But, how did such ads find you? Advertisers have paid for you to click them, which in technical terms is called PPC, and the price that advertisers pay for you to see such ads is called CPC.

Let’s explore it more and know what exactly these two are and what the difference is between the two.

What is the difference between CPC and PPC?

PPC or Pay per click is simply a method of paid advertising where businesses have to pay for the placement of an ad after it gets clicked. These ads usually appear at the top of the SERPS, or you may encounter them while scrolling to social media.  It comes in various forms, and the most common one is the display ads. These ads are used on Instagram and Facebook.

On the other hand, CPC is the Cost-per-click, which is the total cost of every click that comes with the ad click.  A simple example of these two would be “We are running the PPC ads on Instagram at the cost of $0.50”.

Further, PPC can be stretched to various other platforms like:

  • Microsoft ads
  • YouTube ads
  • Google Ads
  • Instagram Ads
  • Facebook ads

How does PPC work?

To answer this, PPC depends on the advertising platform that you are using. The most common advertising platforms are:

Google PPC ads:

In this type of advertisement, Google ads are shown on the keyword or the search word that the user types in the search bar. Putting a keyword is the tactic that most advertisers use to analyze the appropriate keyword to bid on budget, industry, and product. Google ads are also of two types:

Search ads, having B2C and B2B business types:

  • These ads perform better organic search
  • Google is the most popular and well-known in the marker of search engine
  • Automation is another way where advertisers use bid management.

PLAs (product listing ads) for B2C or for Ecommerce:

These ads are associated with the Google shopping Feed; in this, the feed is required to get the product information.

These are managed through Google AdWords or Google Merchant Centre

The lower the value of the item, the higher will be the chance of making its immediate purchase, and the higher will be its performance

In both formats, the advertisers will pay Google every someone clicks on their ads through the PPC model. In this, the Cost Per Click is identified through live bidding, where the advertisers identify the cost for every click.

Facebook PPC Ads:

Just like Google ads, their ads are also auction-based and are dependent upon the bids. The cost of every click is entirely based on the competition and the reach to the audience. When advertising through Facebook, keep in mind that you must reach maximum people; in other words, your reach should be high, not the Search Volume.

The ads that tops the auction have the following things:

  1. Estimated action rates
  2. Bid
  3. Ad Quality and relevance

You need to select your objective, audience, ad placement, budget, and ad format to process such ads. 

Some of the most common varieties of Facebook ads are link click ads, video ads, dynamic product ads, Facebook lead generation ads, App ads, Page post ads, offer claim ads, event ads, and more.

How does CPC work, and how does it impact the PPC:

As mentioned above, the CPC is based on various factors like how much there’s competition in the market, how the keywords are search terms ranking, and what the fluctuations are in the market. Another major factor that comes in the CPC is the quality score.

How does the bidding system work?  

These campaigns are organized around the various ad groups, a collection of more than one ad, which has the same keywords. In this, the campaign consists of a list of keywords, landing pages, and every element on the ad campaign is optimized just to increase the conversions. Here are few steps you must follow to calculate the CPC:

  1. What is the advertising cost? E.g.: $500
  2. How many clicks have the ads gained? 625 total click
  3. Divide the overall cost with the number of clicks e.g., $500/625 click
  4. The answer is the total CPC of your ad i.e., $0.80

Here are some other levels of CPC that you must know:

  • Account CPC
  • Ad Group CPC
  • Keyword CPC
  • Campaign CPC

How to build your next strategy with PPC Campaign:

Here are steps you need to follow to create your next PPC campaign:

Choose the relevant keywords: This will help you choose/pick relevant keywords that are related to your ads and are lucrative to your business. For instance, you have a denim business; the common examples are Buy denim, Online Denim sellers, Buy Denim online, etc.

Design your ad: This is where you can make your audience see the brand and communicate with it. You can do this by creating an impressive CTA. Here are few things to keep in mind when designing an ad:

  • Make it short
  • Use action verbs
  •  Design your ad in a way it looks appealing and eye-catching
  • Must have logo or brand name
  • There should not be too many Colors
  • The CTA should be Clickable with a link that takes you to the connecting page.

Optimize your Ad: Make sure you include keywords in the most natural and relevant manner, such as in the meta description, title, within the body, and more.

Keep in Mind your Bidding Requirements: You can do this by separating your keywords from broad to specific and location-based. Also, keep in mind the geotargeting and set a maximum CPC depending upon your profit and CPA.

Lastly, analyze your Results: Keep in mind that each ad is different and will vary according to your business needs. So, keep on monitoring your search campaign and notice the changes according to the ad performance.


PPC and CPC are both the catching terms in terms of marketing campaigns; while PPC is for paid advertising, CPC is a metric that is used to measure such campaigns.  Just like PPC, CPC is also improved traffic and helps to increase the ROI. Also, it can help you note how expensive your keywords are against the earning click.

You can visit Magazine Hubs for more details, if there is any ambiguity you can contact them.

Search Engine Marketing: What is it and How Does it Work?

Search Engine Marketing: What is it and How Does it Work?

What if there was a secret to making your paid marketing efforts more fruitful? What if each coin used in paid search gave you more value? Do you want to be ahead of your competitors? Then, this article is for you.

With millions of businesses out there competing for the same clients, it's never been more important to advertise online, and pay-per-click marketing is the most effective method to promote and grow your business. In this article, you'll learn the basics of pay-per-click marketing, as well as strategies and tips for conducting pay-per-click marketing right.

What is Pay-Per-Click Marketing?

Also known as Search Engine Marketing (SEM), pay-per-click marketing is an online marketing technique that involves using paid advertisements that appear in search engine result pages (SERPs). It aims to increase your website's visibility and make it well-positioned when clients search for a keyword related to your brand.

Why is SEM Important?

With the current digitization, the number of customers researching and shopping for products online increases daily. This is why SEM marketing is an essential online strategy for expanding your company's reach. In fact, the highest number of new visitors to your website comes from search engines.

The greatest strength of SEM is that it offers you the opportunity to place your ads in front of your motivated customers who are willing to purchase your products at the ideal time. No other form of advertising can offer this, which is why search engine advertising is so effective and a robust tool to promote and grow your business.

Another advantage of SEM is that you only pay for impressions that generate results. This means that you're able to account for every dollar your entity spends on marketing. A bonus is that each visitor incrementally increases your website rankings in organic search results, opening channels for more clients.

How Does SEM Work?

Search engine marketing uses an auction-based system where advertisers bid for keywords specific to the products or brand. Advertisers with the highest bids get their ads displayed first when users type a particular search word.

They use complicated algorithms to ensure that sponsored ads are highly ranked at SERPs to gain more visibility and prominence than organic results. Let's assume you are looking for a particular product or service online. You go to a search engine and type the keyword for what you are searching for. On your search result page, you will find company ads with keywords that match your search.

These ads appear in relevant locations search that you will locate them with ease. The paid ads are particular to your search, making it more likely that you will click on them. For your ad to be highly ranked, you've to be the highest bidder of that specific keyword.

The Foundations of Search Engine Advertising

Keywords are the backbone of pay-per-click marketing. They determine which searches display your ads, meaning that you can easily miss your target customers without proper keywords to identify your products in the search engines. Using the right keyword also makes your ad rank higher and costs less.

It is why you need to conduct comprehensive research while choosing the keyword to be used in your SEM campaign. You can begin by making a list of the keywords specific to your business and those that prospective customers are likely to use when searching for your products and services. Once you have a list of keywords, the next step involves narrowing it to remain only with the appropriate keywords to appear in your ads. You can use applications and online tools to narrow down your list to the most competitive keywords.

Step by Step Guide to Building an Effective SEM Strategy

The steps to make your SEM campaign successful are straightforward:

• Perform keyword research

• Make a list of the keywords related to your business

• Create a search engine advertisement and set up your marketing campaign

• Select the most relevant keywords

• Design an ad that will appear in SERPs

• Select a bidding technique and a payment policy for each click you receive


Now that you know the basics of SEM, it is time to plan and design your paid search campaign. Initially, it might appear complex for you, but by following the information in this post, you will become an SEM pro with time translating to more customers in your business.