PPC is a term often used in the digital marketing community. It’s an effective way to reach new customers quickly. Statistics show that PPC generates twice as many visitors as SEO. In addition, they’re an effective way to get traffic, with 65 percent of traffic being redirected from PPC advertisements, according to statistics.
Running PPC campaigns isn’t straightforward, especially if you want to minimize customer acquisition costs for the best results. Partnering with a white label digital marketing agency can help. Rocket Driver’s white label PPC services can help you get optimal results for clients, increasing their brand awareness and reach.
What is PPC?
PPC is an abbreviation for pay-per-click advertising. It’s a model that lets you place advertisements on an advertising platform by paying the platform host whenever the advertisement is clicked.
PPC advertising aims to redirect users from the advertising platform to your website, app, or landing page. Once a user clicks on an advertisement and is redirected to your website, app, or landing page, they’re considered a lead. Then, you’ll want to focus on converting this lead by having them carry out your desired action. For instance, your agency might have a client selling an educational app on the Apple and Google stores. They’ll want to increase app downloads. Therefore, your goal will be to ensure conversions by having users pay and download the app after being redirected.
Search engines are popular host platforms for PPC advertisements, with Google having the most market share. They’re particularly popular because they let advertisers display ads relevant to what the users searched.
How Does Paid Search Work?
Auctions for keywords occur whenever there’s an ad spot on a search engine results page. Various factors, including the bid amount and ad quality, decide who’ll appear in the top position. These auctions are essential for PPC.
Advertisers must bid on keywords related to a user’s search query because it allows them to display advertisements for these queries based on relevant keywords. You’ll have to decide whether you want your advertisements to appear on Google, Bing, or both. You’ll have to create accounts to set up your advertisements. These platforms will also allow you to determine when and where your ads should appear.
Accounts on these platforms are usually split into various campaigns for easy management. In addition, they also make it easier to report different locations, product types, etc.
It’s also common for campaigns to be divided into ad groups based on keywords and relevant advertisements.
Keywords
Keywords aren’t only the centerpiece of SEO and content marketing strategies. They’re also crucial for PPC efforts. They’re necessary because they connect advertisers with users’ search queries.
It’s important to distinguish between search queries and keywords. Queries are the words users type in a search engine to find results. For instance, a user might search for “Affordable Christmas gifts under $500 near me.”
On the flip side, keywords are how marketers match the users’ search queries. The keyword, in this instance, might be “affordable Christmas gifts near me.”
Advertisers also have the opportunity to use multiple keyword match types, allowing them to tailor these keywords to search queries with varying degrees of precision. For instance, you can precisely match keywords with search queries or allow variations of different words, spellings, etc.
In addition, Google and other platforms also let you use a negative keyword list. This list prevents ads from appearing for specific search queries, helping eliminate irrelevant and unwanted traffic.
Ads
You’ll also have to prepare advertisements for campaigns. These can be placed into ad groups based on shared keywords you wish to target. In addition, you can also group them based on common themes.
Your advertisements will only be visible to users if you win the auction after bidding on keywords. However, they’re your only form of interaction with the audience. Therefore, getting them right is critical.
Well-designed advertisements contain headlines, vivid descriptions, and call-to-actions. The CTA must be convincing because it’ll determine if users click on the URL to be redirected to your client’s website.
You’ll also want a compelling copy to capture the audience’s attention. Creating compelling copy requires skill and isn’t for everyone. If your agency requires a compelling copy for PPC ads, consider getting white label content and copywriting services from Rocket Driver.
Different audiences also respond differently to advertisements. A one-size-fits-all approach doesn’t work when creating advertisements for PPC campaigns. As a result, you’ll want to consider A/B testing advertisements to find the ones your client’s audience relates with the most.
Budgets and Bids
You’ll need to decide how much you want to spend on a keyword to participate in an auction. You’ll need to determine a budget for a campaign. Then, you’ll have to break down the budget across ad groups for different keywords. Generally, ad groups must have set bids. But keyword-level bids can override these bids.
It’s important to understand that different bidding strategies exist. Many advertisers often use automated bidding strategies. However, a manual bidding strategy has additional benefits because you have greater control.
Automated bidding strategies allow you to select a specific goal for your campaigns. The platform then selects the most appropriate bid per auction. You can also tailor bid strategies for individual campaigns or multiple campaigns.
Ad Rank
Winning an auction is good, but search engines also look at other determining factors when placing advertisements at the top. These include:
- Bid Amount
- Ad quality and relevance
- Search context
- Format impact
Google uses Quality Score to determine an ad’s relevance before placing it in the most valuable spot in the SERPs.
The Quality Score has a few components that constitute the overall score. These include:
- Click-through rate
- Keyword relevance to the ad
- The keyword and ad’s relevance to the search query
- Landing page quality
Ad relevance is crucial because the higher the Quality score, the lower your cost-per-click (CPC). Therefore, you must avoid bidding on keywords with low Quality Scores because search engines will penalize you for it. They won’t show your ads even if you bid high.
Similarly, landing page quality must also not be overlooked because you’ll be penalized for it. Consider getting white label web design services from Rocket Driver to have the best landing pages for conversions.
Targeting
The right keywords will help your agency target your client’s ideal target audience. But that’s not enough. You’ll also need to utilize other targeting options for the best results. These include:
- Device targeting
- Location targeting
- Day and time targeting
- Demographic targeting
Get Started with Rocket Driver
Running PPC campaigns can be challenging. Fortunately, that’s where partnering with a white label industry leader can help. Rocket Driver offers exceptional and innovative white label marketing solutions to help your clients achieve their desired goals.
Alternatively, consider signing up for a one-on-one, 45-minute demo with Tom Lombardi, one of the founding partners. The demo will help you learn more about Rocket Driver and why you should partner with them.