Wondering if you should work with an e-commerce PPC consultant to help your business grow? Let’s run through the ins and outs of Pay Per Click Advertising. This is a type of digital marketing that allows you to use search engines and social media to drive traffic and conversions faster than SEO.
It may be a terrific method to advertise your company and attract new clients, but it can be a little complicated for those who are new to the channel.
Despite the fact that 45 percent of small companies use some type of internet advertising, many are still unfamiliar with pay-per-click advertising.
We will discuss different platforms and how they function in this tutorial to help you understand what PPC is, how it works, and how you can utilise it to create success for your business.
What is PPC?
Pay-per-click, or PPC, is a method of online advertising in which you pay a charge to have your website appear on a search engine’s result page (SERP) when someone types in specified search terms. When you conduct a search on Google (or Bing), you will notice advertisements at the top of the results page.
Businesses who run advertisements in pay-per-click advertising are only billed whenever a user actually clicks on their ad, thus the name “pay-per-click.” PPC is used by businesses to generate traffic, purchases, or enquiries from their target market. Common PPC solutions offer a great deal of targeting flexibility, allowing you to show advertisements just to those who suit your target demographic.
What is SEM?
SEM is a catch-all phrase for both paid advertising and organic keyword ranking. It’s crucial to realise that not all PPC takes place on search engines; PPC advertising can also be found on social media, for example Facebook and Instagram Ads.
People use search engines to find providers of both products and services, and when there is an active audience seeking what your company has to offer, there is a potential to make a sale.
PPC is a marketing channel that encompasses a variety of ad platforms, the most popular of which being Google Ads and Bing Ads.
There are several ad types inside each of these platforms, including:
- Search Ads
- Shopping Ads
- Display Ads
- Video Ads
There are a few phrases you should be familiar with if you want to go into paid advertising for your business or work with PPC consultant to help you seamlessly get the ball rolling. Let’s get started.
Campaign
The first step in creating PPC advertising is to choose an ad campaign. Consider your campaign to be the main message or topic you wish to convey via your adverts.
Ad Group
There is no such thing as a one-size-fits-all solution. That’s why, within your campaign, you’ll generate a series of ads based on a set of closely linked keywords.
Cost Per Click (CPC)
The amount an advertiser pays for each click on your ad is known as the cost-per-click (CPC). The cost per click (CPC) is your bid in an auction that decides where your ad will appear. As you may expect, a greater bid means better ad placement. For each ad group you create, you may define a CPC.
Keywords
Keywords inform search engines which terms or search queries your ad should appear next to the SERPs. Keyword research is something that PPC consultants can help you with if you’re unsure of how to get started figuring out the best keywords to target for your business to generate leads or sales from PPC advertising.
Ad Text
Your keywords should inform your ad text. Remember, your Quality Score is determined by how relevant your ad is; therefore, the text in your ad (and landing page, for that matter) should match the keyword terms you’re targeting.
PPC Ad Auctions: How do they work?
Notably, advertisers cannot simply spend more to guarantee that their adverts are displayed above those of their competitors. Instead, Google and other major search engines employ a fully automated method known as the Ad Auction to decide the relevancy and legitimacy of adverts that appear on their SERPs.
When a user conducts a search, an ad auction is initiated to decide criteria such as an ad account’s eligibility to participate in the auction, the order in which qualifying advertising will display in the ad space and how much each of the advertisements displayed pay per click? PPC Consultants are experts at setting up campaigns so that you pay the least possible per click.
The maximum CPC (cost-per-click) that an advertiser sets in their campaign for a given keyword or ad group is the highest that they are prepared to pay for each clic. This is the first influencer on the auction. The Quality Score (QS) is another thing to consider.
It is a measure that takes into account a variety of criteria such as an ad’s predicted CTR (click-through rate), relevance to the query being searched for, and the experience of the landing page to which the ad will direct people.
The Ad Rank determines the position of an ad on the results page, which may be calculated as follows:
Ad Rank = Max CPC x QS
Admittedly, the actual formula Google uses is a little more complicated, but this is a great approach to get a broad concept of it.
What factors influence the cost of a click for an advertiser?
CPC is influenced by several factors, including Ad Rank, but it isn’t the only one. We may grasp the charge that an advertiser pays to appear in their position if we consider the following formula:
Ad Rank / QS + $0.01 = CPC
Although the fundamentals of pay-per-click advertising are straightforward, running a profitable pay-per click advertising campaign is everything but. Many advertisers just do not have the time or resources to keep up with Google Ads and Bing Ads changes, and as a result, they are missing out on great possibilities to grow their business revenue via PPC.
Popular PPC Platforms
There are several online venues where you may invest your hard-earned ad dollars. The most popular ad platforms are successful because they are simple to use and, most importantly, well-trafficked. However, if you have a limited budget, you might want to seek a lesser-known option to these major players unless you’re working with a PPC Consultant to help you manage your campaigns right. Here is the list:
- Google Ads
- Microsoft Advertising (Bing Ads)
- AdRoll
- RevContent
- Bidvertiser
- Advertise.com
- Facebook Ads
- BuySellAds
- Twitter Ads
- AdBlade
- LinkedIn Ads
- Amazon Ads
- Pinterest Ads
- AdRecover
- Taboola
What is the value of an E-commerce PPC Consultants?
Although organic ranking is desirable, getting to the front page of SERPs might take months or even years. You probably will not have time to wait for the influence of organic, social, or direct traffic to kick in if you’re a startup or small firm. This is where PPC consultants come in.
1. You want to produce fast results, PPC consultants can help
A PPC Consultant can setup optimised PPC ads, that can shoot your business to the top of the SERPs within hours of launching your campaign. Many new advertisers loose money doing PPC because they did not know what type of ads and ad appeals will work best for their business and industry.
2. You want expert spend control and PPC ads testing
With a PPC consultant, you get the their experience for easily customising the best keywords to target, ad placement, and budget. They will also have experience doing A/B split testing with different advertising to determine which one generates the best ROI.
The advertisements that perform they will scale until they no longer offer good results then create new ones and monitor the ads while you work on managing your customer relationships.
3. You want to use data from PPC ads to improve your SEO strategy
The process of optimising your website to rank high in search engines organically (without paying for ads) and generate free visitors is referred to as SEO.
Working with a PPC consultant will help you to use your paid advertising to complement your SEO strategy so that overtime you have less dependence on PPC Ads and get more customers and revenue through organic search engine traffic. This reduces your cost of sales and increases your profit margin.
Finding an e-commerce PPC consultant
Guess what, you’ve found one. Levi Emir Digital is a Web Design, SEO and PPC Agency with over 15 years experience and can help you grow your business online, even if you have a very low monthly advertising budget.
Send us a message to receive a Free 30 minute consultation with one of our seasoned PPC consultants who has managed PPC campaigns that saw paid traffic revenue increase by over 500% year over year.
Cheers to your success! We look forward to hearing from you. Happy selling!