PPC or pay per click marketing is a valuable but often neglected digital marketing strategy. It is a form of online advertising in which advertisers have to pay money when net users click upon their ads. Typically, advertisers bid on the potential value of a click related to audience type, platforms, and keywords where it originates from.
Pay per click services in India are used for multiple goals of digital marketing in India, such as generating leads, enhancing sales, and promoting awareness of the brand. PPC is basically about awareness. While netizens are searching for particular information, services, and products at any given time, advertisers gain the capacity to display a targeted ad at the instant they are being searched for. For instance, if a net user is searching for ‘leather bags’, an advertiser can display an ad related to leather bags.
In PPC, the advertising platform involves needing one to pay a fee to showcase one’s website on the SERPs (Search Engine Results Pages), when a net user keys in particular phrases or keywords in the search engine (Google, Bing etc.). The SERP will display the ads one creates to guide visitors to one’s website, and the amount of fees one pays is based on whether people click one’s ad.
If implemented properly, PPC can earn quality leads for an advertiser. If one can generate a seamless journey for the user, it could lead to huge ROI for one’s PPC efforts. PPC is used widely in search engines like Bing or Google but also features on social media. To locate PPC ads, simply look at the results one can see to the right of and before the organic results of search terms.
PPC is a model of paid advertising which falls under SEM (Search Engine Marketing), part of digital marketing in India. The advertiser pays only when net users interact with their ads through clicks or impressions in this model.
Benefits of PPC
In the world of PPC, one has total control over how much one is willing to spend. Because one has to pay only when net users click on one’s advertising link that leads to one’s landing page or website, with high potential for conversion- one will surely gain the worth of one’s money spent.
- Fast results
Though organic ranking is a great way to boost one’s business, it may take several months or even years to gain a position on the first page of SERPs. In case one is a start-up or a small business, one is not likely to have the time to wait for such impact of direct, social, or organic traffic to manifest.
This is where PPC proves to be useful. With optimized PPC ads, one can shoot up to the top position on SERPs within no time after launching one’s PPC campaign.
- Ability to control and test
PPC makes it easy to control the keywords being targeted placement of ads as well as one’s budget. One can also run A/ B Split tests with various ads so as to identify the ad that generates the maximum ROI. After this, one can scale the ads which perform well to the point where it no longer generates desirable results.
- Target best customers
Using PPC ads, one can skip much past cold audiences for targeting a warm audience that is ready to purchase one’s services and products. One can bid on keywords that the informed persons could search for online. Besides keywords, PPC ads additionally provide targeting options like demographics or past activity on the net. Yet another superlative use of PPC ads is for creating retargeting campaigns that target visitors who failed to buy, even after exploring one’s company website.
- No impact of algorithms
Between over 200 ranking factors and several Google Algorithm changes, attempting to gain free traffic from search engines is slightly unstable in comparison to advertising via PPC. As regards PPC ads, one need not worry about changes in algorithms, but in its place, one must focus on how well the campaign performs.
- Rank high with low domain ratings
The current trend is that keywords have become highly competitive. This renders it tougher for a business with low domain authority to garner top rankings on search engines or by facing its target audience on social platforms. The case with PPC advertising is that one can quickly rank for keywords being searched for by one’s audience, no matter what one’s domain ratings are.
- Enhance SEO strategy
SEO (Search Engine Optimisation) is a highly useful digital marketing strategy. One’s PPC efforts should complement the SEO strategy and not replace it. SEO refers to the process of optimizing one’s website to rank high and garner free traffic from search engines. In contrast, one will have to pay for clicks with PPC. Though different, most companies enjoy the best results when they align PPC and SEO in their marketing.
Strategy of PPC
A great PPC campaign must consist of the following:
- Create metrics and goals
- Select type of campaign
- Conduct keyword research
- Set up tracking and Google analytics
In sum, whether one is a new business owner or a veteran in the field, PPC advertising may simply be the boost required to beat the competition. With good practices of Pay per click services in India, one can improve website traffic and sales.