How PPC and its Campaign Process Works: Solve with Example

Safalta Expert Published by: Priya Bawa Updated Mon, 14 Nov 2022 12:41 PM IST

How PPC and its Campaign Process Works: Solve with Example
PPC, or Pay-Per-Click, advertising allows advertisers to pay only when an internet user clicks on their ad. Marketers can use this online advertising approach to display adverts in the sponsored results part of a search engine's results page.
The advertiser pays on the perceived quality of a click in order to appear when the appropriate keywords and audience conditions are met. The ad is displayed in the sponsored links portion of the results page and a modest charge is charged when the ad is clicked. As a result, Pay-Per-Click was coined. Google, Yahoo, Facebook, and Bing Search Marketing offer the most popular PPC advertising packages.
 
What does PPC stand for?
PPC, or pay-per-click, is an online advertising technique in which marketers place advertisements on sites such as Google Ads and pay a charge each time someone clicks on them.
If you conduct practically any search on Google, then will notice advertisements just at top of the search result.

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PPC is used by businesses to generate traffic, purchases, or inquiries from their target demographic. Common PPC solutions provide an exceptional level of the target, allowing you to deliver adverts solely to individuals who you believe meet your client profile.
People use search engines to find providers of both goods and services, and when there is an active audience seeking what your firm offers, there is a possibility to make a sale. PPC can let you get in front of these folks with a degree of precision that traditional marketing cannot.
 
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Introduction to Digital Marketing 
2. Website Planning and Creation


What Is the Method of Pay-Per-Click Advertising?
Ads in Pay-Per-Click advertising are subject to an auction-style bidding mechanism known as the Ad Auction. Major search engines use an automated procedure to verify the quality and relevancy of advertisements that show on their search engine results pages. Advertisers bid on keywords related to their company throughout the auction. These are the search phrases for which they want their adverts to "trigger," or appear. For example, if your company sells camping equipment, you should bid on the term "best sleeping bags." Utilize keyword research tools to identify suitable terms with the appropriate volume and average cost per click. Create an ad and place it on the search engine platform once you've identified the right keywords. Enter the terms for which you wish the adverts to appear.
Set the bids for how far up in the search engine results in their ad will appear in the ad area. In addition, to bid price, the advertising platform considers quality score and ad extensions to evaluate which ad is most suited for the top position. The quality score, for example, summarizes the value of your ad depending on ad relevancy, landing page quality, and click-through rate.
When a user enters a query, the search engine performs a complicated mathematical calculation based on the Ad Auction. The outcomes of these algorithms decide which advertisements are displayed, in what sequence, and by which advertiser.
 
Cases of Effective PPC Advertising Campaigns:
  • Using PPC, he landed his desired job: Alec Brownstein, a senior copywriter looking for a new job in 2009, devised a really unique technique to catch the attention of people he most wanted to impress. He reasoned that because most individuals prefer to Google their names on a daily basis, New York's top creative directors would as well, so he chose 5 to target with his brilliant concept. He used Google AdWords to bid on their names, and because he was the only one paying, he got clicks for only 13 cents apiece. The advertisements led directly to his website. The final effect? Four of the five directors asked him to the then interview, and two of those four hired him. Superb! And his entire campaign cost him a grand sum of $6! It is an excellent example of inventiveness.
  • talkSPORT: The corporate broadcaster talkSPORT enlisted the services of the search firm Guava to increase website traffic by developing embeddable widgets with scrollable information. After establishing talkSPORT newsfeeds with prominent football news and gossip sites, the search firm sought to create new widgets that displayed material in a more appealing and engaging manner. The new inbuilt newsfeed plugins have been made accessible on talkSPORT's website, allowing publications to not only embed but also modify each widget to best fit their particular audience, such as just displaying Man Utd news. The end result?  TalkSPORT was receiving roughly 800,000 visitors per month from its referring sites in April 2012, right before the widgets went online. When the widgets went online and were adopted by other sites, visitation skyrocketed, and by the conclusion of the transfer window on August 31st, the widgets were bringing in 4 million visitors each month. That's a 400% increase in just four months. Guava's effective campaign also propelled talkSPORT to the top of Google search results for the keyword "transfer rumor."
 
Why Use Pay-Per-Click?
If you are contemplating PPC as a marketing channel for your company, you will want to understand the benefits and why you should spend your money here rather than elsewhere.
The following are some of the most prevalent reasons why PPC may be the best advertising channel for you:
  • could be simply tracked and monitored
  • You can precisely focus your consumers
  • You might begin receiving clicks immediately
  • manage your budget
 
PPC advertising is classified into four types: search ads, local search ads, display ads, and retargeting. These advertisements may appear on websites, social media platforms, websites, and mobile apps. They frequently resemble the surrounding content. Ads on social media platforms such as Facebook and Twitter, for example, use the same structure as organic postings but are labeled "Sponsored" or "Promoted."
 

The Perks of PPC:
  • Excellent optimization potential. With this data, determining if an ad is performing or not and correcting the course in real time is a breeze. In reality, the ideal method is to produce numerous variants of each ad and assess how they work. This method always yields better outcomes.
  • PPC Aids Business Objectives. PPC may help you achieve a variety of business and advertising goals. These objectives include everything from high-level brand visibility and thought leadership to a hot lead intake or an E-Commerce transaction. PPC is a powerful tool for linking online traffic producers to final objectives. PPC can encourage the center of the funnel by promoting content downloads, soliciting email signups, and contest submissions, and pushing for app downloads in the age of content creation and thought leadership. PPC may help with many aspects of the marketing funnel and the journey your prospects follow from awareness to purchase. PPC campaigns may be set up effectively irrespective of the set of defined goals. Clear goals, targeting, and solid data to report make it very effective for many and straightforward to determine whether or not it is working.
  • The advertisements reach the intended target Because of the various segmentation options, you will not waste a single click. The ad will only be seen by the users you wish to target. This produces better results since a person who is part of the target audience is more likely to click on the ad. The smaller the cost of the ad, the higher the proportion of clicks.
 
Final Words
PPC advertising has proven to be a reliable and profitable channel for a wide range of B2B, B2C, and nonprofit, as well as other organizations seeking fast, high-quality traffic and results.
Given all of the advantages of PPC, there is minimal risk in experimenting with it to see where it may make a significant impact and get a lot of important data to feed your other advertising and optimizing efforts.
 

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