Google Ads is a King of PPC Advertising
Google is not just the most powerful and widely used search engine,
but it has also became the mightiest PPC advertising platform
- What is Pay Per Click?
- Why use Google Ads?
- How to set up Google Ads Campaign?
- Taking Google Ads to the next level
What is PPC (Google Ads)?
In this article we would like to discuss Pay Per Click or PPC advertising and why Google Ads is the most effective one of them. We would like to explain the idea of PPC and how they work, as they differ from traditional advertising where you are expected to pay in order to appear in front of viewer eyes (impressions), where in PPC regardless of number of impressions you are not paying unless users are actually clicking on the ad.
Let’s look at Marketingterms.com, online dictionary for exact wording on Pay Per Click: “In a PPC agreement, the advertiser only pays for qualifying clicks to the destination site based on a prearranged per-click rate. Popular PPC advertising options include per-click advertising networks, search engines, and affiliate programs”.
Allow me ask you a question, what search engine do you use? If you are like 92% of people worldwide the answer is Google. Since Google dominates search engine market and only increases its market share every year, it makes total sense to use PPC ads on Google, as that is where everyone comes for their search needs.
Why Use Google Ads?
Yes Google is a search engine, but it is also a powerful “referral service”. It connects people looking for a particular product or service with sellers of that product or service. Google gives you a unique opportunity to display ads in front of people who are searching to make a purchase. Make sure your Google ads campaign is set up with correct keywords, negative keywords, ad groups, extensions, calls to action. Then it becomes a “Monster” marketing tool to attract those customers who are looking to buy your products.
Going with Google Ads, gives you full control over the appearance of your listing in search results. You select targeted keywords, location, demographics and ad schedule. For example, if you’re selling cleaning supplies online. You will have a real advantage over the competition that is only using SEO techniques. Take a look at these results:
Someone looking for cleaning supplies is going to be naturally attracted to Google ads on the right-hand side of the screen, because those ads contain images and other enticing, pertinent information like price, shipping info, and star ratings.
This is why PPC is so powerful for commercial searches. When people are ready to buy, they want all the commercial information that a PPC ad can provide. Plus, clicking on those PPC ads will take them directly to a landing page where they can make that purchase. it gives them an advantage of knowing what to expect on the other side of the click.
Another strong feature of Google ads is its financial and analytical side, which allows you not only track every penny you spend, but gives you industry averages for targeted keyword bids. It also lets you budget and plan in advance, more than that, once up and running for a few month, and you have enough data to forecast, you also should be able to calculate what ROAS (return on ad spend) would be in any given month. If put simply, you will be able to forecast how much sales will that $100 sent on ads will deliver.
In Google Ads you are able to calculate break even cost per conversion (based on average profit per conversion) and depending on your conversion rate calculate maximum amount you can spend per click. This will work as a guide to set up your bidding strategy for each separate Google Ads campaign to make sure you won’t spend more on ads than they will make you.
How to Set up Google Ads Campaign?
Google Ads is Google’s PPC advertising platform and main source of revenue; it delivered almost 135 billion in revenue in 2019. Google ads are used by millions small, medium and large businesses, startups and entrepreneurs all over the world daily. They recognise it as a powerful and cost-effective way to raise brand awareness and drive quality traffic to your site, boosting your site visits, click through rate, leads and sales.
Typically, PPC ad managers use Google ads to bid on the keywords they want to trigger their sponsored ads. Google chooses which ads to be displayed and each ad’s position based on factors including the ad’s Quality Score (a measure of the relevance of the ad, primarily determined by click-through rate) and the advertiser’s bid, or how much they’re willing to pay for each ad click. This whole system functions very similarly to an auction.
How do you enter keyword auction yourself? You’ll need to create a list of keywords that you want to bid on, based on their relevance to your business’s offerings. In order to find all targeted keywords you would need to perform comprehensive keyword research. It can be done with help of Google itself (auto suggestions and related searches on the bottom), Google Keyword Planner and a number of different keyword discovery tools on the web, like Moz.com, SEMrush, SimilarWeb, Alexa to name a few. If you already have past performance recorded in your Google analytics account you can analyze the progress, search queries, site traffic demographics and implement all this elements into your Google Ads campaign.
Once your keyword list is ready, next step is to organize them into ad groups and campaigns. Then write appealing ad copy that will motivate Google searchers to click on your ad. Well-organized and structured Google ad campaigns are key to your success:
Remember, a high click-through rate improves your Quality Score, which raises your ad rankings and lowers your advertising costs, so it’s worth your while to spend time writing strong ad copy.
Test your ad in creative ways to find out what your audience responds to most, features vs. benefits? Positive or negative emotions? cost savings or enhanced value? Once you have numbers that confirm what strategy works best stick to it, and keep tracking progress.
Taking your Google Ads to the next Level
Rather than spending weeks on mastering Google Ads, doing keyword research, optimizing your landing pages and creating Google Ads account, you can simply hire professionals to do all that “fun” work for you. At VP Web Solutions, we have a proven PPC onboarding and management process to set up and structure our clients Google Ads campaigns. In addition we use industry leading tools to perform advanced keyword research, find what keywords your competitors are bidding on, plus provide you a list of negative keywords which prevents your ads from unwanted clicks and wasted budget. To make the long story short, it will probably save you money if you hired an agency rather than did it all yourself.
At VP Web Solutions we pay special attention to ad extensions as that is free real estate on search engine result pages and we are always looking to extend that area for each and every customer. Things we deal with daily when managing PPC campaigns:
- Ongoing keyword research, finding relative and long tail keywords
- Replace underperforming keywords
- Adjusting keyword bids
- Test new Ad Campaigns
- Improve click-through rate, by improving ad copy
- Adding new negative keywords
- Optimize your ads and landing pages for mobile and more
- Tracking and analyzing progress, adjusting campaigns based on results
To learn more about our PPC service, please send us inquiry and include your business information. Along with your products, services and goals you are planning to achieve with your Google Ads campaign. Is it leads, sales, conversions, contact form submissions, newsletter sign ups? There is a separate way to track those goals and Google Ads is the best tool in business for that.
Pay Per Click search engine ads are most effective and cost efficient. You fully control relevant keywords, targeted audience, amount you would like to spend per click or daily total. Due to Google’s dominance of search engine market (92%), its search ads are considered to be the best PPC ads. Main advantage of Google ads, that they appear only to people who are actively searching for the product/service you offer. You don’t need to persuade them to buy, you just need to convince them that you are better than competition. Cherry on top is that you only pay if they click on your ad, not just when they see it.
Vadym P 12/28/20