Ultimate Guide to PPC Marketing

It’s already been decades since advertising has become trackable and targetable due to digital
tools. You can see every visit, every click, you can track conversion funnels and build heatmaps
with mouse movements.

One of the most popular online ad types today is PPC. We’ve been using it at 10Web for years,
and when done properly and creatively enough, results can exceed your expectations.

Now let’s see what PPC is and how you can use it.

Here’s what we’ll cover:

 What is PPC advertising?

 How paid search marketing works
 Benefits of using PPC
 What is quality score & why it matters
 What’s an auction in PPC marketing?
 What is CTR & why it's so important
 How to effectively develop your PPC strategy

Now let’s get started.

What is PPC advertising?

In digital marketing, PPC stands for pay-per-click․ It includes all kinds of online ads — banners,
search ads, video ads, etc. — where the advertiser pays for the number of times users have
clicked on the ad and followed the attached link.
Before PPC was introduced, static ads were more common, where the advertiser pays the
medium (website owner mainly) to place an ad on the website for a certain period.

And then display ads became a thing: advertisers started to pay for the number of times the ad
was displayed to a user (per impression).
The PPC model is perfect for gaining and tracking paid traffic. You optimize the target, budget,
and content until you get the best rates and the traffic you need.PPC ads are usually placed
through platforms that either have websites with billions of returning visitors or have a network
with thousands of partner websites to distribute the ad among them based on the target
audience’s interests.

Today, Google Adsense is the most popular ad network with a market share of around 62%
followed by Google Ads. These are basically two sides of the same platform; one's for
publishers, and the other one's for advertisers.

How paid search marketing works

Paid search marketing is a quick alternative to SEO. If you have the time, you can optimize your
website so well that you gain just enough organic traffic with constant growth in a couple of
months.

But for many businesses this is too slow: a couple of months is too long to wait. And paid ads
can get you a quick boost.

This is how paid search ads work: you enter some query on Google, you get your regular top
results, but above those results, you often see snippets with the “Ads” mark on it.
That’s a paid search ad.

Basically, the advertiser pays the search engine to get to the top search results in no time. As an
advertiser, you need to make sure you’re targeting the best keywords and queries. Check out
Google Keyword Planner for Google ads and Keywordtool.io for more platforms such as Bing,
eBay, Amazon, Play Store, Instagram, Twitter, but for Facebook and Youtube as well.

Every search engine has its ad placement platform. Check which one your buyer persona uses
most and go ahead with the placement.

Since 10Web was established, we’ve always paid more attention to SEO than search ads.

But we’ve periodically run campaigns and are planning on doing it more often in the next stages
of our platform promotion.

Benefits of using PPC

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What is quality score & why it matters

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What’s an auction in PPC marketing?

When you start a PPC ad campaign, you start competing for the ad spot on content publishers’
sites. The more you pay, the more visible you’ll be. But there’s one difference for online ads. If
your ad content (and in case of AdSense, the landing page as well) is more relevant to the target
audience than the others’, you can bid lower.

So create great, engaging content with a high quality score and try to get the best price per click
out there.

What is CTR & why it's so important

CTR stands for click-through rate. It’s the percentage of clicks within the number of ad views. If
the ad has been displayed 100 times, and users have clicked on it 6 times, then your CTR is 6%.

The higher your CTR, the more relevant your ad is. Apart from lower rates, it ensures you have
created interesting and relevant content.

How to manage your PPC ads’ team

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How to effectively develop your PPC strategy

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For the FULL article, please visit: https://10web.io/blog/ppc-advertising-complete-guide/