What is PPC ? Getting started with it Easily - AatmaBharat

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PPC stands for Pay-Per-Click and it is an online advertising channel in which you  buy visits to your site, rather than attempting to “earn” those visits organically. It is a paid online advertising model in which advertisers pay a fee each time their ad is clicked. Every time an ad is clicked, sending the visitor to a landing page or the website, a small fee is charged. Search engine advertising is one of the most popular forms of PPC. 

The different types of PPC ads such as,

  • Search Ads
  • Shopping Ads
  • Display Ads
  • Video Ads
  • Gmail Ads
These ads can show up on web pages, social media platforms, web pages and mobile apps. It gives access to the largest audience of potential clients and customers, as well as a number of different ways to set up and run campaigns depending on your goals.

What is PPC ? Getting started with it Easily - AatmaBharat


Simple process to get started with PPC:
  1. Sign up to an advertising account with any of the PPC platforms. Stay here with AatmaBharat to get to know some of the most powerful platforms of PPC.
  2. Create ads (and select the right targeting by adding keywords or audiences, etc.).
  3. Set the maximum cost you are able to pay for each click.
  4. Your ad goes into an auction with other advertisers who are bidding on the same keywords.
  5. The auction determines the order in which the ads are shown.
  6. You pay when someone clicks your ad.
  7. Decide your Ad format so that the layout of websites matches with it.
If you want to learn Digital Marketing or if you are about to start as a Digital marketer, you must know everything about it. To have a better understanding with it visit: What is Digital Marketing: Everything About it - AatmaBharat


How Does Pay-Per-Click Advertising Work?

Conducting PPC marketing through Google Ads is valuable because, as Google is the most popular search engine. It gets great amounts of traffic and therefore delivers clicks to your ads. The keywords of your ad campaign is responsible to know how often your PPC ads appear and match types you select. A number of factors are responsible to determine the success of your ad. There are some of the most useful and relevant factors you must keep in mind while working with PPC:
  1. Keyword Relevance – Determining relevant PPC keyword lists, tight keyword groups, and proper ad text.
  2. Landing Page Quality – Creating optimised landing pages with impressive, relevant content and a clear call-to-action search queries.
  3. Quality Score – Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
  4. Creative – Drawing ad copy is vital; and if you're advertising on the display network, tools like free Smart Ads Creator create designer-quality ads that will demand clicks. 
  5. PPC Keyword Research – Keyword research for PPC can be very time-consuming, but it is also incredibly important.

Managing Your PPC Campaigns

After creating your new campaigns, you will then need to manage them regularly to make sure they continue to be effective. Regular account activity is one of the best ways of success. You should be continuously analysing the performance of your account and making the following adjustments to optimize your campaigns:
  1. Add PPC Keywords: Enhance the reach of your PPC campaigns by adding keywords that are relevant to your business.
  2. Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
  3. Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller and more relevant ad groups, which help you create more targeted ad text and landing pages.
  4. Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
  5. Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

The Main PPC Platforms

Let's take a look over the best and most popular ad platforms you may consider using:

  • Google Ads
Google Ads or simply known as  Ad Words is the ad platform that allows you to run search and shopping ads on Google, video ads on YouTube, Gmail ads, and display ads on the Google Display Network (GDN).
It offers a wealth of opportunities for every business to drive success from the channel.
  • Microsoft Advertising (Bing Ads)
Bing Ads, also known as Microsoft Advertising, in a similar way to Google Ads, lets you run ads on Bing, as well as on Yahoo and AOL.
The data of June 2020 says that Google's


Other Ad Networks

Google Ads and Bing Ads are not  the only ad networks that are available to you to drive growth with PPC; others include:
  1. Bidvertiser
  2. RevContent
  3. AdRoll
  4. Facebook Ads
  5. BuySellAds
  6. Advertise.com
  7. AdBlade
  8. LinkedIn Ads
  9. Twitter Ads
  10. Amazon Ads
  11. AdRecover

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