You’ve probably heard of PPC advertising before now, but do you know what it is?
The term might be a little confusing. Don’t let the jargon intimidate you. This type of campaign doesn’t need to be difficult. As the name suggests, these adverts are ones that you only have to pay for when they are clicked. That means the more people who see your advert (and click the link), the more it will cost you. It could be a budget-friendly way to go.
What is pay-per-click advertising?
One of the most common forms of PPC advertising is search engine advertising. When you Google something and see the ‘sponsored searches,’ these have been paid for by marketers. If you choose to run a search engine campaign for your business, you can bid on those places to make sure that people see your ads.
When someone clicks on your advert, you will pay a small fee for that view. The cost of these clicks is usually minimal (around $3, for example!). Over the course of a month, you may have around 100 people click your link. The benefit of this is that the people who find you have been searching for products like yours. That means that they are already potential customers. If you’re ready to take your lingerie store to the next level, this marketing campaign idea could be the way forward for you.
What you should know about Google Ads
While there are different options out there, Google Ads is by far the most popular and perhaps the easiest to use. When you have made an account, you will bid on certain keywords and then add them to your campaign. Whenever someone searches using Google, the engine will look for some of the Google Ad keyword users and pick out the so-called ‘winners’ to be featured at the top of the search results page.
Whether your particular ads end up in that sponsored section depends on your Ad Rank. As mysterious as it sounds, this algorithm is worked out largely depending on two major factors. The first factor is how much you’re willing to bid per keyword (and you will get to determine this when choosing your terms). The other factor is the quality of your advert, i.e. how trustworthy your advert and the link it contains is.
Choosing your PPC keywords
But we’re getting ahead of ourselves. The first step is choosing your PPC keywords. Needless to say, it’s a difficult process. Before you decide on any phrases or words, you should take a good amount of time to do some keyword research. That is an essential part of the process. There are many online tools you can use that will help you to get it right.
To get the most out of the keywords you choose, they should be:
Don’t opt for anything that is vague or hard to understand. Think about what people search when they’re online or, if it helps, what search terms you would use. You should ensure that you are specific about your location and what you offer. For example ‘lingerie store’ is a poor search term, but ‘plus-size lingerie store in Washington’ is a strong one.
Use long-tail keywords
The more common your keywords are, the more they will cost to bid on. That’s why it’s logical to go for longer, niche keywords. They will have a lower cost per click. Plus, when people search for them, you will know exactly what they are looking for. For example, ‘blue racerback bra set’ is a great long-tail keyword as it is specific and long.
Of course, you need to refine your PPC keywords on a regular basis. When you start using the Ad Manager, you will find that it’s easy to refine your bids and change your keywords as you need to do so. It’s important that you have your finger on the pulse here.
Keeping tabs on your campaigns
When you’ve set up a campaign, your job is by no means done. It’s important that you take the time to review how each keyword is paying off for you. Look at your return on investment (ROI) each time and consider whether it’s worth the money. If it’s not, you may need to adapt your keywords and try something new.