What is PPC advertising and how should your small business be using it?

  • By mary@hjdesign.net
  • 17 Dec, 2017

PPC stands for pay-per-click , a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page

Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it . In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.

What is Google AdWords?

Google AdWords is the single most popular PPC advertising system in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It’s essentially a kind of auction. The below infographic illustrates how this auction system works.

Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

  • Keyword Relevance– Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
  • Landing Page Quality– Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
  • Quality Score– Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

An effective PPC keyword list should be:

  • Relevant– Of course, you don't want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
  • Exhaustive– Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
  • Expansive- PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
Managing Your PPC Campaigns

Once you've created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:

  • Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
  • Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
  • Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
  • Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
  • Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.
By mary@hjdesign.net 19 Jan, 2018

Do you want to improve your website this new year?

Google Analytics is the most comprehensive tracking tool available on the market. It gives you detailed data about your website visitors and the actions they take on your site. You’ll be able to see what people are doing on your site after they click on an email you send them and beyond.

By effectively using Google Analytics, you can stop making blind guesses and start making data-driven marketing decisions to boost your bottom line.

If you’re looking to get a head start to improve your website this new year, we’ll walk you through how to make data-driven decisions using Google Analytics.


Add Google Analytics to your site

Before you dive in to access the data, you need to make sure that Google Analytics is properly set up on your website. Wrongly implemented tracking will skew your tracking data, leading you to take wrong decisions.

To implement Google Analytics, all you need to do is to create an account, connect your website with Analytics and add the tracking code snippet to the <head> section of your website.

If you’re on WordPress, you can use this simple guide  to help you get set up with Google Analytics.

Upon the setup, it may take a few hours to start gathering your website data. Let’s take a look at a few different aspects of using Google Analytics to improve your site.

 

Focus on your goals

To make informed decisions, you’ll need to have a clear focus on your goals and need to figure out how to accomplish them by setting objectives.

For example, in this new year, if your goal is to drive more conversions from your blog, it is vital to know what type of content resonates best with your audience.

One way to review your content is by going to your Pages report in Google Analytics. There you can identify which blog posts and pages drive the most conversions. It may not be worth your time to focus on content that drives tons of traffic without conversions.

Now that doesn’t mean every blog post needs to drive conversions. Instead, every piece of content you produce should meet your objectives.

For example, if you monetize your blog with AdSense, you might want to track AdSense clicks on your blog posts to figure out the type of content that generates the most revenue. This way you can create more similar content on your blog that is likely to generate more revenue.

After finding the type of content that brings positive results, come up with more content ideas for your blog and add them to your editorial calendar.


Study bounce rate

One of the most important metrics to keep an eye on is bounce rate. In simple terms, bounce rate is the percentage of single-page visits on your site. It tells you whether your visitors stick to your site or leave after their first-page visit.

Generally speaking, the lower your bounce rate, the more engaging your site is, the better for your business.

If a large number of visitors navigate away from your site after viewing only one page, this means you need to optimize your content or use better calls to action that intrigue visitors to dive deeper into your offering.


Some ways to improve your bounce rate are:

·      Make your content enticing and consumable in short span of time.

·      Reduce the loading time of your site and make your landing pages visually appealing.

·      Create an exit-intent popup that shows visitors another useful resource on your site.

Study behavior flow

Aside from showing you valuable metrics, Google Analytics allows you to conduct user flow analysis to understand how your visitors explore your site to take action that you deem to be of value.

By studying behavior flow of your users, you can figure out leaky spots in your sales funnel. Once you identified those areas, you can take measures to reduce the drop-off and boost sales and revenue.

For tracking conversions, be sure to  set up Google Analytics goals  in the first place. And to track sales and revenue, you’ll have to enable e-commerce tracking in Google Analytics.


Conduct an annual content audit

If you’re investing in content marketing, you’ll need to focus on a few different metrics to determine your content marketing return on investment (ROI). Calculating your content marketing ROI enables you to identify whether your content marketing investment is paying off.

For most websites, the primary goal of content marketing is to attract quality leads and turn them into customers. However, you can’t expect to convert every website visitor that lands on your site into customers. That means besides conversions, you’ll have to focus on other key metrics, like lead quality, traffic, and onsite engagement.

When conducting a yearly content audit on your site, below are a few things you need to consider.

·      Find keywords that attract the most traffic to your site. Understand the intention of your organic visitors and figure out whether your articles deliver what your visitors want.

·      Identify your past content marketing pieces that have performed best in terms of driving traffic and engagement. Be sure to add similar article ideas to your editorial calendar.

·      Eliminate content that no longer reflects your business.

I hope the above tips give you some insights into using Google Analytics to improve your website’s bottom line.


It only takes a few minutes to get going, and you’ll be on your way to creating marketing strategies that will help you improve your website this new year.


 

 

By mary@hjdesign.net 17 Dec, 2017

PPC stands for pay-per-click , a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page
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