What is PPC_ Essential Tips for Online Marketing | Skillfloor

PPC (Pay-Per-Click) is a digital advertising model where businesses pay for each click on their ads. It drives targeted traffic, boosts visibility, and supports conversions, making it a crucial strategy for online marketing success.

1. What is PPC? Essential
Tips for Online
Marketing

2. •Introduction to PPC
•How PPC Works
•Benefits of PPC
•Common PPC Platforms
•Keyword Research
•Creating Effective Ad Copy
•Bidding Strategies
•Ad Extensions
•Landing Page Optimization
•Tracking and Analytics
•Common PPC Mistakes to Avoid
•Case Studies
•Conclusion
Agenda

3. Introduction to PPC
Pay-Per-Click (PPC) advertising is a model of internet
marketing where advertisers pay a fee each time one of their
ads is clicked. It is essentially a way of buying visits to your
site, rather than attempting to earn those visits organically.
PPC ads can appear on search engines, social media
platforms, and other websites. The most common form of
PPC is search engine advertising, where advertisers bid on
keywords that users enter into search engines. When a user
searches for a keyword that matches the advertiser's
keyword list, the ad may appear in the search results.

4. Advertisers bid on specific
keywords relevant to their product
or service. The bid amount
determines the ad's placement in
search results.
When a user searches for a
keyword, an auction takes place
instantly. The highest bidder with a
high-quality ad wins the top
position.
Winning ads are displayed
prominently on search engine
results pages (SERPs) or other
platforms, attracting potential
customers.
Keyword Bidding Ad Auction
How PPC Works
Ad Display

5. PPC provides measurable results
with detailed analytics, enabling
optimization and tracking of ROI.
Cost control is achieved as
advertisers only pay when their ad
is clicked, allowing for precise
budget management.
PPC increases visibility by placing
ads at the top of search results,
reaching potential customers
instantly.
Benefits of PPC
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6. Common PPC Platforms
The most widely used PPC platform, offering extensive reach and targeting
options. It allows advertisers to bid on keywords to display ads on Google
search results and partner sites.
Bing Ads provides access to the Yahoo Bing Network, offering a cost-effective
alternative to Google Ads. Known for its lower competition and often lower
CPC rates.
Google Ads
Bing Ads
Social Media Platforms
Platforms like Facebook, Instagram, and LinkedIn offer PPC advertising with
advanced targeting based on user demographics, interests, and behaviors.

7. Keyword Research
Keyword research is crucial for targeting the right audience and
maximizing ROI. It helps identify the terms potential customers use to find
products or services.
Utilize tools like Google Keyword Planner, SEMrush, and Ahrefs to
discover relevant keywords. Analyze search volume, competition, and
cost-per-click.
Importance of Keyword
Research
Use Keyword Tools
Long-Tail Keywords
Focus on long-tail keywords for niche targeting. These are less
competitive and often more cost-effective, leading to higher conversion
rates.

8. Creating Effective Ad Copy
•Use numbers or statistics to draw interest, e.g.,
'Increase Sales by 50%'.
•Incorporate strong action verbs to encourage clicks,
such as 'Discover', 'Boost', 'Save'.
•Keep headlines concise and relevant to the target
audience's needs.
•Highlight unique selling points or competitive
advantages.
•Include a clear call to action, like 'Sign Up Today' or
'Get Started Now'.
•Use emotional triggers or benefits to connect with
the audience, e.g., 'Enjoy Peace of Mind with Our
Service'.
Crafting Attention-Grabbing Headlines Writing Persuasive Ad Descriptions

9. Automated bidding leverages machine learning to adjust bids
based on campaign goals, saving time but offering less control.
Enhanced CPC adjusts manual bids based on the likelihood
of conversion, combining control with automated
optimization.
Manual bidding allows advertisers to set maximum CPC for
each keyword, providing control but requiring constant
monitoring.
Bidding Strategies
1
2
3
Target CPA bidding focuses on achieving a specific cost per
acquisition, useful for campaigns with clear conversion goals.
4

10. Ad Extensions
Sitelink Extensions: Link to specific pages on your
website.
Call Extensions: Add a phone number to your ad.
Location Extensions: Display your business address.
Callout Extensions: Highlight additional text or offers.
Increase ad visibility and click-through rates.
Provide more information to potential customers.
Enhance user experience by offering direct links.
Improve ad rank and quality score.
Types of Ad Extensions Benefits of Ad Extensions

11. A/B test different landing page
elements like headlines, images,
and CTAs to identify the most
effective combinations.
Use clear and compelling
calls-to-action (CTAs) to guide
visitors towards conversion.
Landing Page Optimization
Ensure fast load times to reduce
bounce rates and improve user
experience.

12. Tracking and Analytics
Tracking allows advertisers to measure the performance of their PPC
campaigns, ensuring that their budget is being utilized effectively and helping
to identify areas for improvement.
Important metrics include Click-Through Rate (CTR), Conversion Rate, Cost
Per Click (CPC), and Return on Ad Spend (ROAS). Monitoring these metrics
helps in optimizing campaigns.
Importance of
Tracking
Key Metrics to
Monitor
Tools for Analytics
Popular tools for tracking and analytics in PPC include Google Analytics,
Google Ads, and third-party platforms like SEMrush and HubSpot. These tools
provide comprehensive data and insights.

13. Failing to optimize landing pages can lead to high bounce rates. Ensure landing pages are relevant,
fast-loading, and mobile-friendly.
Ignoring negative keywords results in ads showing for unrelated searches. Regularly update
negative keywords to filter out irrelevant traffic.
Neglecting keyword match types can lead to irrelevant traffic and wasted spend. Use exact and
phrase match to improve targeting.
Common PPC Mistakes to Avoid

14. Conclusion
In this presentation, we explored the fundamentals of PPC advertising, its
mechanics, and the benefits it offers for online marketing. We delved into keyword
research, ad copy creation, bidding strategies, and the importance of landing page
optimization. Additionally, we covered the significance of tracking and analytics,
common mistakes to avoid, and highlighted successful case studies. To maximize
your PPC campaigns, implement these strategies and continuously monitor your
results for optimal performance. Start applying these insights today to enhance your
online marketing efforts.