How to Use Pay Per Click (PPC) Advertising to Grow Your Business

Small and established advertisers agree on one thing: when it comes down to it, digital marketing and PPC is all about stretching and making the most out of little money, as much as possible.

And regardless of what you are advertising or who your client is, saving money remains one of the most important elements of digital marketing campaigns.

But, there’s also the fact that saving money on your PPC strategies marks the line between failure and business success.

So, how do you ensure that your business stands out, even as you try to stretch out your budget as much as you can?

First, understand that PPC, pay per click campaign are unique, and easily the most successful campaigns run in a highly structured and logical manner, following comprehensive keyword research, as well as continuous maintenance and management.

While most advertisers are only concerned with using the right keywords, it is important to take into consideration the elements of the overall structure of the PPC campaigns.

These elements include the campaigns, ad groups, keywords, ad text, and landing pages.

Note that within every ad group is a unique set of keywords which should always be relevant to the ad group you are targeting.

Ad texts should be unique and written with your customers in mind, while the landing pages should match the accompanying ads.

Taking all these into account creates the logical, relevant, and highly organized structure discussed above.

So, how do you use this knowledge and other elements of pay-per-click advertising to standout?

Write better Ad Copies

Ad copy or ad text is what you need to focus on to increase your click-through-rates (CTR).

With higher quality ad copies, you get to save more money on Google AdWords or even Bing Ads because the increase in CTR increases your Quality Score.

Quality Score represents Google’s rating of the relevance and the quality of your PPC ads and keywords.

The Quality Score is a critical element that determines the cost-per-click of your ads.

And when multiplied by the maximum bid, the result gives you the ranking of your ad, something you need to know in the auction process.

CTR is an essential part of the Quality Score.

As an advertiser, you should know by now that the only element that matters in PPC advertising and AdWords is the Quality Score.

To write great ad copies, keep in mind the end goal of the visitor, use countdown timers, update and keep your ads current, be very specific, and personalize the ads.

Keep your ads relevant

As god-send as PPC sounds, you have to work hard to get the best out of it. Your ads should be relevant.

By relevance, we mean this: your ads should be the best response to your customer’s question.

Fortunately, Dynamic Keyword Insertion (DKI) lets you measure the relevance of your ads. DKI inserts keywords searched by users into the ad automatically, creating a relevant ad.

Use Extensions

When creating ads on Google AdWords, you have the option of using or leaving out extensions.

Use them.

Ad extensions are critical in making your ads a lot more clickable.

Google AdWords gives you a long list of potential extensions, and there’s an ad extension for every type of business.

Use the Geolocation Settings

This is one of the most overlooked features in Google AdWords, yet it holds a lot of power in the success of your PPC campaigns.

The geolocation setting lets you display ads in specific regions only. You can also use it to limit the ads to a specific distance from your business.

To get the most out of PPC advertising, turn on the geolocations setting and ensure that the location is accurate.

You also need to make sure that the geolocation setting is set on the optimal business hours, especially if your business has a physical location.

Also on geolocation settings is the dayparting feature. Dayparting allows you to maximize your visibility during specific times of the day.

If you wish to drive traffic to a store, dayparting is an excellent feature.

You might also like dayparting since it lets you maximize the highest level of control over where your ads are shown and when users see them.

Keyword Research

You should be continuously researching relevant keyword to target. Instead of reusing the old keywords, go after new keywords and identify the newest keyword niches.

You can improve your CTR by targeting new long-tail keywords.

This will increase your Quality Scores, reducing the cost of advertising.

Lastly, evaluate device targeting then optimize your bids for mobile. Also, refine your match types to increase the specificity of and launch remarket strategies.

Use Google Keyword Planner

Google Keyword Planner is a free keyword research tool offered by Google LLC.

You can use this tool to find highly searched keywords.

Google Keyword Planner in a best and free keyword research tool to find the right keyword for your business.

There are many benefits of using the Google Keyword Planner for your business. That you can see below.

• Related Keyword Ideas

You just need to type some keyword then you will get too many searched keywords in google search related to your business.

So, this is the best way to find related keyword for your business needs.

• Average Monthly Searches

Here Google Keyword Planner will show you how many searches that keyword is getting per month from Google search.

So, this is the best way to find highly searched keywords.

You will get a better idea that you can select that keyword or not.

So, when you find keyword for PPC advertising then always check for average monthly searches before selecting a new keyword.

• Competition

Keyword competition will show you how competitive the keyword that you choose.

There are three types of competition in a keyword that is below.

1. Low
2. Medium
3. High

Low: These are the keywords that not used by many advertisers and another side also not getting many searches in Google Search.

I don’t suggest you choose low competition keywords for PPC advertising.

However, the choice is yours.

Medium: This is the best keyword at the best CPC rates. These keywords are getting good searches in Google Search.

Also, remember that these keywords are used by most of the advertisers.

High: These are the keywords used by too many advertisers. CPC rates are also high for these keywords.

High competition keywords are also getting higher searches in Google Search.

• Low & High Bid Prices

Here you can find the low & high bit prices for your keyword that other advertisers are paying.

Low Bid Price: These are the lower price that other advertisers are paying for the same keyword that you selected.

You need to pay at least Low bid price for a better result if you are using Google AdWords to advertise your business.

High Bid Price: These are the higher price per click that other advertisers are paying.

The high CPC (Cost Per Click) you pay the higher result you will get.

These are some benefits of using the Google Keyword Planner to find the right keyword for your business.

So, always use Google Keyword Planner to find the best keywords for your business.