Boost Sales and Conversions With Effective PPC Campaigns
Search Engine Marketing (SEM) is a paid strategy designed to place ads in the SERP (Search Engine Results Pages) in front of search engine users. Some businesses use SEM merely to increase brand awareness, while others may employ it to gain more email subscribers, to get calls, and even in-store visits. Depending on your business goals, you must target your SEM campaigns intelligently.
PPC stands for pay-per-click and is the term that defines the type of ads used in SEM campaigns. PPC is an advertising method where marketers pay a fee each time a search engine user clicks on one of their ads. It is a process that involves careful research and a deep understanding of the market (buyers) and how search engines work. Because PPC relies heavily on keyword research and the role keywords have in paid search, PPC is often called keyword advertising.
PPC is a highly profitable SEM strategy. Some of the following statistics show you why so many marketers count on PPC to boost sales and ROI.
- For every $1 spent on Google Ads, businesses earn an average revenue of $2 (Google).
- Search ads can boost brand awareness by as much as 80% (Google)
- Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day (Internet Live Stats)
- Google Ads reaches a network of over 2 million websites and applications (Google)
- PPC visitors are 50% more likely to make a purchase than organic visitors (Unbounce).
- More than 40% of PPC clicks go to the top three paid ads in search results (Wordstream)
Google Ads and Facebook Advertising are the largest PPC platforms on the Internet. However, although Facebook offers a PPC advertising model, this is not SEM, but paid social media marketing. Planet Oasis launched the first documented pay-per-click model on a Desktop application in 1996.
Google introduced its AdWords platform in 2000, setting the first standards for PPC marketing for search engines. Initially, PPC ads were text-based. The model has evolved since. Today, advertisers have a range of formats tailored to the unique needs of each business, some incorporating visual elements like images, maps, animated gifs, or even video.
The main advantages of SEM and PPC are that you can track, measure, and optimize your campaigns to determine the best channels, keywords, and ad formats that increase the ROI. Plus, you reach potential buyers in real time, right when they search for your products online.
Fundamentals for Successful SEM/PPC Campaigns
Every marketer knows that the most important aspect for a successful advertising campaign is understanding the market. This is true for SEM and PPC too.
- Set your business goals: what do you expect from your PPC campaigns? More sales, calls, or shop visits?
- Keyword research – the foundation of successful SEM/PPC.
- Discover the PPC keywords people are using to find your website.
- Analyze the keywords to see which are the most relevant and the most productive.
- Segment and group the keywords based on relevance.
- Prioritize ad content based on the most productive and highly relevant keyword groups.
- Stay away from broad (generic) keywords – they may drain your budget and result in too many wasted clicks (clicks that don’t convert).
- Build a good landing page for your ad. Make it relevant for what you want to sell, including clear information, call to action, and make sure that it delivers a flawless user experience.
- Write exceptional ad copy: to convert, deliver the best answer for a user’s search query with the text of your advertisement.
- Monitor your PPC account daily to see what works and what doesn’t. Adjust and measure again. Check quality scores and adjust bids to match first page estimates.
These general tips can help you understand the amount of time, effort, and skill you need to run successful PPC campaigns. To become proficient, you need years of training and experience using specialized platforms. Google Ads is the largest, but you should also consider Microsoft Ads, which puts PPC advertisements on both Bing and Yahoo! SERPs.