PPC (pay-per-click) marketing is a type of online advertising in which advertisers pay when users click on their advertisements. Advertisers bid on a click’s perceived value in relation to the keywords, platforms, and audience type from which it originated. First Move is the premier PPC agency Melbourne relies on to satisfy its clients’ target audiences. In this blog, we are going to share the basics of PPC advertising.
Basics of PPC?
This is used to achieve multiple objectives. Let us look at which type of objectives are included:
- Boosting sales
- Creating leads
- Increasing brand awareness
Relevance is everything in PPC. At any given time, users are looking for specific products, services, and information. Advertisers can display a targeted ad at the exact moment this search occurs. For example, if a user searches for “blue running shoes,” an advertiser may display an ad that mentions “blue running shoes.”
Google Ads was first introduced in October 2000 and has gone through several iterations in the 22 years since. Google Ads is aimed at businesses of all sizes, from small businesses to Fortune 500 corporations. It is the largest PPC platform.
Microsoft Advertising, like Google Ads, is a pay-per-click platform that displays ads on the Microsoft and Yahoo networks. Search Partners are also used by the platform. Microsoft Advertising is primarily focused on keyword advertising.
Campaigns and Ad Groups
Advertisers start by selecting keyword themes and developing individual campaigns. A PPC expert, for example, could create a campaign with the theme “Coffee Tables.” Ad groups are themed subcategories within this campaign. These ad groups may consist of: Long coffee tables, oval coffee tables, and round coffee tables. Then, within each ad group, there are themed keyword variations. For example, the “Oval Coffee Tables” ad group could include the following keywords: Coffee tables, Oval coffee tables, Oval coffee tables on sale.
Negative keywords can be added alongside positive terms to help remove unqualified traffic. Someone who searches for “free coffee table,” for example, is not looking to buy. When the advertiser adds “free” as a negative keyword, the ad will not appear when a query containing this term is typed. Negative keywords containing the words “bargain” or “cheap” may be appropriate for a company selling high-end products.
Audiences are groups of users who have been segmented in various ways. Audiences are frequently used in remarketing. Audiences can be created based on specific page views, time spent on the site, number of pages per visit, and other factors. Audiences, like keywords, are bid on based on relevance. Advertisers, for example, may bid higher to remarket to shopping cart abandoners than to homepage visitors.
The most common targeting option is the Search Network. Google.com and Google’s Search Partners, including aol.com, amazon.com, and many others, comprise the Search Network. The Search Network is primarily focused on keyword advertising. In other words, searchers enter queries for which ads are displayed.