Let’s be honest: 45% of small businesses invest in some sort of online advertising and learn digital marketing pay-per-click, but pay-per-click (PPC) is still an alien concept to many of them. Whether you run a small business or want to kick-start your marketing career, PPC is a skill that you should have in your arsenal – or at least have a basic understanding of it.
This guide will help you learn digital marketing pay-per-click in the simplest steps. To start, we will begin with the definition of PPC, and then move to its types, metrics, tools, and benefits. So, let’s get it started!
An Overview of PPC with Online Marketing Experts in India
PPC is a type of online advertising that allows you to pay a certain amount to get your website on the search engine result page (SERP). This happens when users type in some specific keywords or phrases to the search engine. The SERP displays your ads to visitors, and you will have to pay some amount every time someone clicks these ads.
When it comes to boosting traffic to specific web pages known as landing pages, PPC marketing is very common among brands and online marketing experts in India. When done right, it results in quality leads and a huge ROI. You can see PPC advertising on most search engine results pages like Google or Bing. Also, they are common on social channels like Facebook and Instagram. Below is an example of PPC ads on Google.
Types of PPC Ads to Learn Digital Marketing Pay-Per-Click
When it comes to online PPC campaign management courses, they all emphasize the different forms of PPC ads. By paying close attention to each of these types, you can increase the ROI of your paid campaign.
- Search ads: When someone searches on Google or Bing, and the top results are ads based on the keywords used in the search, they are known as “search ads.” According to online marketing experts in India, these ads are generally formatted as text ads.
- Social media ads: Sponsored posts embedded into your feed on social media channels like Facebook, LinkedIn, and Instagram are “social media ads.”
- Sponsored product listings: These ads are quite similar to search ads, but are formatted as click-to-purchase ads using platforms such as Google Shopping or Amazon PPC.
- Display ads: These are graphic ads embedded on websites for different products and services. They are usually displayed based on the previous website visits using a process called “retargeting.”
The Most Important PPC Metrics to Understand
In the world of PPC marketing, metrics are everything. So, here are some key metrics to track when you are going through PPC campaign management courses.
- Clicks: These are the total number of clicks an ad receives. It is influenced by your keywords and the relevance of your ad copy.
- Cost-per-click: Also known as CPC, this metric measures the cost of each click on your ad.
- Click-through rate: CTR is the percentage of ad views resulting in clicks. This metric helps you identify how much CPC you pay.
- Impressions: These are the number of times an ad is viewed by visitors.
- Cost-per-mille: CPM is calculated for every thousand impressions that are most relevant for brand awareness.
- Ad Spend: It is the amount a brand is spending on its PPC ads. This metric can be optimized by improving the Quality Score.
- Quality Score: QS calculates ad positioning and helps you optimize your PPC campaign with online marketing experts in India.
- Return on Ad Spend: ROAS is the ROI of your PPC campaign. It calculates the total revenue for every dollar spent on your ads.
- Conversion rate: It refers to the percentage of visitors that complete the call-to-action and become your valuable lead or customer.
- Cost-per-conversion: This is the cost to generate a lead, which is determined as the total cost of an ad divided by the total number of conversions.
The Best Tools to Boost and Learn Digital Marketing Pay-Per-Click
There are an array of tools that can help you research, analyze, and optimize your PPC campaign. Here’s a quick look at some of the most popular options out there:
- Google Analytics: This is a great tool to measure the performance of your landing pages once your PPC campaign is running, especially when you kick it in Google Ads. This tool is part of the Google suite and allows your data to integrate with your ads.
- Google Ads Keyword Planner: This tool estimates the success of certain keywords based on your Google Ads performance data. You can research the potential PPC bid prices, click rates, and total PPC traffic with the help of it.
- Call Rail’s Automation Rules and Call Highlights: This is a tracking tool to help you generate valuable data-driven insights when you want to learn digital marketing pay-per-click and drive inbound calls. It monitors inbound phone calls to determine keywords and phrases that are targeted through PPC campaigns.
- Databox: This tool offers real-time PPC reporting, so that you can evaluate PPC campaigns. Also, it combines performance data from multiple channels. This is ideal when it comes to testing out multiple PPC networks at once.
- SEMrush: Analyze your competitors and their PPC strategies with the help of SEMrush. You can use this tool to research keywords, calculate quality scores, and create a successful PPC strategy.
The Benefits of PPC When You Learn Digital marketing Pay-per-Click
Now that you know what PPC advertising is, and what its types are, let’s dig deeper into this pay-per-click advertising tutorial/guide. Below are some benefits of PPC ads.
- Cost-Effective Advertising
With PPC ads, you have complete control over how much you want to spend. This is because you only pay when someone clicks the link leading to your landing page. And you can stop anytime, in fact, in less than 5 minutes without dealing with monthly budgets or guaranteed payments.
- Skip Cold Audiences
It’s easier to skip right past cold audiences when you learn digital marketing pay-per-click. It helps you target only a warm audience that’s ready to buy your products/services. You can bid on keywords with targeting options like past online activities or demographics. Also, PPC is a great way to create retargeting campaigns and use data to improve your SEO strategy with online marketing experts in India.
- Instant Results
Compared to SEO or email marketing, PPC is quicker. All it takes is just a few hours to see your website getting traffic. This is a great boon for start-ups or small businesses that likely don’t have enough time to wait for their organic, social, or direct traffic to kick in. However, with optimized PPC ads and online marketing experts in India, it’s easier and faster to shoot yourself to the top of the SERP.
- Highly Measurable and Scalable
You won’t find a marketing channel like PPC because of its precise conversion attribution. You can know how much each conversion costs. And you know what? PPC is easily scalable, too. If you want to drive more clicks, just pump more money into your campaign or pay-per-click advertising tutorial. Simple! The same isn’t applicable to content marketing, SEO, or any other marketing channels that are much more time- and effort-consuming.
- Less Dependent on Algorithm Changes
Algorithm changes have little impact on PPC advertising. Between the 200 ranking factors, it’s not easy to get free traffic from search engines compared to PPC ads. Luckily, you don’t have to worry about algorithm changes when you learn digital marketing pay-per-click. Instead, just focus on how well the PPC campaign performs.
- Easy to Control and Test
All PPC platforms, including Google Ads, Bing Ads, and Facebook Ads, provide a tracking pixel, which is a piece of code that connects the ad click with visitors’ activity on your website. It keeps you in the loop about important parameters like ad engagement, keywords, and costs. In addition to that, you can also run A/B split tests for different PPC ads to determine the best ads and PPC campaign management courses.
- Rank Even with Low Domain Ratings
Since keywords have become highly competitive, it becomes difficult for businesses with a low domain authority to get into the top ranking results. However, PPC advertising is an exception when it comes to ranking for keywords users are searching, irrespective of your domain ratings.
PPC ads are different from traditional ads. Whether you are building your brand or have been around for decades, go paid! PPC is the way to get an edge on your competition. All it takes is some time and planning to learn digital marketing pay-per-click and launch a fruitful campaign.