Pay-Per-Click (PPC) Advertising: Getting the Most Out of Your Ad Budget

Posted By Nitish Khanna | April 12, 2024 | No Comments | PPC

Hand of a woman on the keyboard of a computer and pay per click written in the screen.

Pay-per-click (PPC) advertising is a highly beneficial tool for businesses seeking website traffic and conversions. Most marketers agree that relying only on SEO in Gold Coast does not get the desired traction. It takes some investment to grab the attention of the target audience in the highly cluttered online space. Thus, every business uses PPC ads to increase its visibility and generate leads. The best part about these campaigns is that they can be measured and adjusted to improve.

PPC advertising is an integral part of the digital marketing mix leveraged by businesses to increase sales and build a solid brand identity. It is based on the payment model where the advertiser has to pay only when a user clicks on the ad. It does not drain the entity financially because money is deducted from the account only when the ad is clicked. It offers the perfect gateway to take the target buyers to your products and services.

Let us help you understand how to get the most out of your PPC ad budget. It will help you accomplish your goals in a cost-effective manner.

1. Define the Budget and PPC Bidding Strategy

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Although the advertiser has to pay only when the ad is clicked, the budget for the PPC campaign must be defined by the entrepreneur. They must choose the bidding strategy carefully to stay within the budget and meet their goals. The three strategies used for bidding are CPA, CPM and Maximise Clicks.

CPA, or cost per acquisition, allows advertisers to set the maximum price of customer acquisition. CPM, or cost per 1000 impressions, helps the business increase visibility but does not help with sales. The maximise clicks strategy is used by businesses with limited ad budgets who want to drive traffic to the website.

2. Target the Right Buyers With PPC Ads

Targeting the right audience for the ads is of prime importance. Thus, entrepreneurs must be clear about the demographics and psychographics of the individuals they wish to target. Advertising platforms allow choosing audience segments for the ads and correct selection will take the marketing message to the right people.

Selecting the right audience also comes in handy when the advertiser wants to retarget customers who have shown interest but did not purchase. These are known as retargeting ads and are shown to buyers who abandoned their carts or have placed products on the wish list.

3. Identify the Right Keywords for PPC Ads

Choosing the right keywords ensures the ads get clicked by potential customers intending to purchase the products. It implies using those keywords in PPC ads used by the target audience to search for your products and services. However, SEO experts in Gold Coast suggest not making the list too specific because the competition for these keywords is very high.

A good keyword list must include specific and long-tail keywords that can make the ads appear for voice searches. Negative keywords must also be added to the list to ensure the ads do not appear in the wrong searches and lead to unnecessary costs.

4. Create Specific Landing Pages for Ads

It is quite possible that customers bounce off the website after clicking on the PPC ads, which leads to the waste of ad budget. The best way to reduce this problem is to create dedicated landing pages for a high probability of conversions. It also helps to gain a higher quality score from Google while using Google Ads.

The content on the page must be written to match with the marketing message showcased in the ad. It must have relevant and high-quality content with a clear call to action button that reduces the cost per click.

5. Make Ad Groups For Structured Campaigns

SEO experts in Gold Coast suggest using ad groups for PPC campaigns to separate ads for different products and use different keywords and themes for them. For example, an e-commerce business sells a variety of products that must be advertised separately to the target audience by making ad groups.

One campaign can have six to ten ad groups, with each group containing up to 20 keywords. This helps distinguish the ads into separate groups and create dedicated ad copy and landing pages for them. It also helps improve the quality score and click-through rate.

6. Monitor and Refine Your Campaign

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The URLs of landing pages must be easily identifiable to keep track of the traffic and conversions received through the PPC ads. It is vital for evaluating the performance of the campaigns. Marketers can also offer unique discount codes to users to track the source of traffic.

In addition, entrepreneurs can test the viability of the ads through A/B testing to check if they will yield the desired conversions. The A/B test can help identify the right copy, visuals, keywords, target audience segment and landing page content.

Wrapping Up

PPC advertising is beneficial when businesses want fast results with a limited ad budget. It can be easily adjusted to make improvements and target the right audience to get maximum leads and conversions.