PPC – Challenges And Factors

PPC – Challenges and factors

Pay per click is a model of digital marketing in which advertisers pay a certain fee every time when a web crawler clicks on one of their online adds. It is actually a way of getting more visits to your website rather than trying to physically buying those visits. But it is not that much easy as you think. In today’s internet surrounded world, both SEO and PPC are highly effective business tactics to find many new potential clients and eventually drive them to your site. PPC serves a set of unique business objectives and has its own strengths. This is a tricky business actually. When you try doing your own PPC management, you will find it less expensive at the beginning, but you will end up costing more in the long run. It will give you effective and extraordinary results only when you are partnered with right digital marketing experts.

In this article, let us discuss about the major factors and challenges involved in PPC advertising and benefits of hiring digital marketing experts. Firstly, know what exactly PPC is. It is a great way to launch your new business or boost your existing internet marketing campaign. This kind of marketing help you precisely target your audience and achieve immediate good results. It is totally based on a simple premise. You strictly adhere to the specific keywords that pertain to your products and services. Know clearly, if you bid high enough, your product ad will appear on the top of the sponsored listings on your preferred search engines. You need to be patient enough to achieve good results, since this kind of marketing is time consuming and far more complicated than it appears in the beginning.

Challenges involved in PPC marketing

Getting right clicks:Have in mind, PPC is not about getting number of clicks alone, but it is about getting right clicks from right location. Right click alone matters here. If you take a US based digital marketing firm that focuses mainly on small business marketing, they can bid more on general keywords like digital marketing and internet marketing and get innumerable clients from around the world, none of whom, for sure, would personally contact them. But if they bid on US small business digital marketing or small internet marketing US, they can certainly draw more traffic and eventually they will get more leads.
Keeping the right ad text:Placing right ad text in your website will help you attract right kind of visitor to your website. It is extremely important for you to pay close attention to how you are phrasing your ads and make certain you include specific terms and stipulations that particularly target your preferred audience.
Giving the right information:If a user clicks your website, it is extremely important that the landing page should pertain to what he/she is exactly looking for. It is important to write a good landing page with relevant keywords and nice text and mainly a call to action. Believe it or not, this is the most important challenge that will help you do a successful PPC campaign.
Take enough time to analyze:This is one of the vital aspects of PPC management that you should look after keenly. As said already, PPC marketing is a laborious process and you need to take your own time and scrutinize what exactly is needed to increase the web traffic, where are we lagging in driving traffic, are the keywords good enough to catch the potential customers etc. You should also track your bids, look at what your competitors bid and manage your budget. You can also test various marketing strategies and keywords and come up with finest choices. Investing your valuable time in analyzing these things will help you reap more benefits in the future.
So, don’t wait to hire a digital marketing partner who will take on your PPC management in no time. They know the right keywords to draw target audience to your website and write appealing ads for your products/service that will certainly draw many clicks from audience. They will also design an effective landing page for you and undertake regular evaluation of your marketing campaign to make certain that everything is in good control and fixed within budget and most importantly the campaign is effective.

Major factors to be considered in PPC advertising

Placement of products/services at right location in the website:Since this kind of advertising is a paid activity, every single click matters here. Most of the clicks direct web crawlers to the homepage of your website and from that location itself they can easily find out the stuff they are looking for. If you place the relevant keyword on your website, web crawlers can easily explore the available options in no time. If you hire a PPC expert to do the campaign for you, he will make certain that the chosen relevant keywords are perfectly incorporated and highlighted in the homepage of your website.
Conversion rate:This helps measure the number of web surfers who click your ads and perform the action you want them to. For instance, if you would like ad clickers to buy your specific product/service and 7 on 10 did click the ad, then you are having 70% conversion rate. You need to monitor the conversion rate all the time and do take the necessary measures to improve your conversion rate. By hiring a digital marketing expert, you can rest assured that your ad will get more number of clicks and eventually higher conversion rate.
Call to action:This refers to a certain keyword or phrase that makes a visitor to go for a business transaction. The phrase can be inscribed in n number of interesting ways. Not only is PPC marketing about hardcore business strategy, but also it is about integrating innovation in writing/messaging and in whatever we do. Ultimately, this will call for a great insight into the mind of web users who enter into your website. There are people with different tastes, so it is good to go for interesting and tempting ways of making a call to action.

how exactly is AI benefitting PPC?

Artificial Intelligence

Artificial Intelligence (AI) is an exciting development that seems to be cropping up in all areas of Digital Marketing, and why wouldn’t it? The prospect of AI automation taking care of the repetitive daily tasks, (and in some cases better than before due to the complex algorithms) freeing up time to focus on strategy, testing and their clients is an enticing prospect.

So how exactly is AI benefitting PPC?

• Machine learning tools help marketers identify the bids that are going to drive the most traffic.
• AI has the ability to predict the click-through-rate (CTR) of future ads and the impact it will have on quality scores.
• The ability to use historic data to predict the likelihood of a conversion.

 What’s next for AI?

AI is rapidly evolving and changing the way in which we use vast amounts of data to generate a predicted outcome, particularly within PPC. The problem currently is a lack of mimicking human thinking in the process, such as reasoning and language processing.

“The current challenge with AI in PPC is the lack of the human thought process. Cognitive AI takes on that challenge by utilizing big data and turn it into meaningful insight by introducing the human thought process. This further enhances the efficiency of the PPC campaigns and improve business outcomes.”

The current AI landscape

An expert from the field of AI could argue that paid search agencies don’t use AI at all. In the vast majority of the cases where paid search agencies are using AI it has been around bidding algorithms.

Which in reality is simply “machine learning” a subset of AI where a computer uses a dataset to iterate and progressively improve on a specific task as opposed to “deep learning” where computers are programed to learn in the same way humans do.

In the case of bidding it is usually used to either change bids based on position where a machine learning algorithm will iterate towards the most profitable position. Or alternatively portfolio based bidding where sets of relevant keywords will be grouped based on common attributes and an algorithm will iterate towards a defined goal, prioritising the lowest cost conversions first.

Overall the current landscape has not changed much over the last decade looking back when the early machine learning based bid platforms were released and its years, probably decades away from the first fully automated AI driven agency where robots will replace humans.

So where should advertisers and agencies be focusing their efforts to make their media buying more effective? The answer is automation.

Pay-Per-Click Advertising Tips– A Helpful Guide for Local Businesses to Excel!

Pay-Per-Click Ads can make a local business more successful if used in conjunction with the right advertising techniques. Read on to boost your local business appearance on Google!
 
In the era of the national brands dominating the web advertisements, local businesses still perform better online. In fact, the location-centric PPC ads yield outstanding results and outshine the ads which don’t have locations labeled on them. It clearly states that the customers find local companies more trustworthy. The local companies have their business in tune with the local requirements which is a competitive edge over the national competitors.
 

 
To run a successful Pay-Per-Click AD campaign for your local brand, all you need is to carefully go through the below pointers. If implemented the way these tricks are mentioned could bring your business a serious return on investments. Let’s reveal the vital information below:
 

1.Create An Eye-Catching PPC AD:

 
The first and foremost thing is to make your Advertisement copy stand out. To add a chilling effect, you will need to make it direct and concise. Watch out if you are missing some crucial details before making it live. The best PPC ad must include the following details:

• A Well-Expressed Headline!
• 2 to 3 keywords In the Advertisement Content!
• An Eyeball-Grabbing Call to Action!

2. Focus On Localizing Your Complete Web Content:

 
The moment a user clicks on your PPC advertisement, he wants to make sure that he has landed at the right place. The best way to make him feel good is to remind him that he is working with a local company and not any offshore business. To make it happen, you will need to specify your location on the home page, so that users can detect your business location after traveling all the way through landing pages to your website’s home page. It would assist you in reinforcing your credibility.
 

3. Location Extensions Are Need of The Times:

 
To grab the users’ attention online, local extensions best fit the purpose. For a local business, these serve as a boon and can help you make more visible to anyone driving through your city. The power of local extensions can be easily understood from the scenario when a person searching for a car wash in your city gets your address for a specific keyword. It will be a winning edge for your business if the Google Maps is showing your business as a result of the demand input by the user.
 

4. Track Your PPC Campaign Like A Spy:

 
An effective marketing is incomplete if you are not able to track the progress of your AD campaign. However, with the Google’s phone call extensions, the marketing campaigns can be easily adjusted for the best performance. This facility helps you in capturing the number of customers calling and the reasons to call. For instance, they might be calling you to check the prices of your products/services or to book an appointment with you. In this way, your business can be made more optimized as you can track down the keywords for which you are getting calls to your business.
 

Conclusion

 
These quick and effective PPC tips will help you make the most out of your local advertising campaigns. However, you should understand that PPC isn’t everything but organic search do. Therefore, to reach the masses and create your brand awareness, you should better be using a mix of both strategies. The day, you accomplish blending your solid PPC strategy with the effective organic search results, that day you will see yourself at the top of the first page on the Google.
 
Search Engine Genie has vast experience and rich history in making the PPC Ads more fruitful for the local businesses. We know what’s trending in the PPC Industry that could make our clients’ business perform better. Your key to getting high ROIs is just a call away!

The beneficial “click to call” ads service

From research to purchase, the people habitually rely on their mobile than any other devices. The Mobile devices help the business on the go at any time and from anyplace.

Thus the Ad words mobile click-to-call ads for connecting clients are very relevant and meaningful. It allows advertisers to connect with customers online. In fact, over 40 million calls are made directly to businesses from Google ads each month and the number keeps growing exponentially.

The call conversions are only available in US, UK, France, Germany, Spain and Australia. And Google is planning to expand to more countries in the coming year.

Not all the phone calls value the same. It depends on the keywords and the ads generating more phone calls…. so the beneficial cal conversion setting is going to help the advertiser further.

Mobile devices inspire people to call businesses now more than ever before.

In order to understand which set of keywords and ads are generating more valuable phone calls, assign conversion values to different call conversion types.         It is vital to maximize value than volume. Different calls should be valued differently. With the help of Target ROAS, a flexible bid strategy, with auction-time tender tunings that factor in signals like device, location and time of day, you can involuntarily make the most of call conversion value across campaigns. 

“Ad- Surveys” in advertisements for user’s feedback:

Last year Google introduced the mute button in display ads which allows user to cancel or control the ads that they do not wish to see. Millions of ads have been muted till date in Google platform. So Google rolled out a new tool, designed to know the feedback of the users as why they chose to mute the ads. The choices may include, “I don’t like the content of this ad”, “I’ve seen this ad too often” and “The ad is too distracting”, etc…

These assessments help to deliver better ads and to provide a better experience to the users who view the ads. Investing in ad controls with tools like ‘Ads Settings’ and ‘Mute This Ad’ enables us to deliver better episode for users and most dependable solutions for advertisers and publishers.

Customers who no longer want to see a certain display ad can now enjoy the benefit of ‘Mute This Ad’ experience. Google has come up with this new icon to make the user’s adventure far better than before.  This smart move from Google is said to elevate user’s events while browsing.

Shop locally , through Google ads.

With Google Shopping, people can easily research products, compare items, and link up with merchants online to make their purchase. Their growth has been improvised globally to provide a quality shopping experience to the users. At times, the most essential data about any product might be regarding its availability at local shops.

Now, Google Shopping has added on a couple of vernacular features which are:

1: Ads showing List of Products available locally appearing on Desktops and Smart phones: Search Queries are now good in showing the local availability of the products along with the search results.

2: Guiding to local Shop front: On clicking the local ad, the shopper will be guided to reach a local storefront, where he can find similar items, along with the other inventories there. He can also be informed about the working hours and directions leading there, before they call in person.

Both the above features are based on the data feeds about local products which are managed by the Google Merchant Center, allowing retailers to supply users with updated, detailed price levels and the availability details to all individual system memory. Retailers participating on the Product Listing Ad, are payable for the clicks on it to the particular local Store on CPC basis. Retailers can also see separate local click performance.

These local features help retailers influence the scale of Google Shopping to market items sold in their physical stores.

Site links for creating better campaigns.

Site links are nothing but the links that allows you to add additional information below the ads. Site links show value to potential customers before a click occurs and it is extremely significant for thriving ads. The CTR of a site link does not show the actual worth, but on going deeper into the campaigns, you can find the CTR of an ad with site link boosts by 10- 20 %. Many are unaware of the advantage underlying in this excellent feature within the campaigns.

The basic point which must be followed in adding the site link is that, make sure that you have at least 6 active links for desktops and 4 active site links for mobiles. Site link allows only 25 characters for the link and the space is for testing. Remember, Shorter the site links, the more effective they are. You can add your own descriptions for the site links.

Site links are designed to show-up only if the search engine considers that your ad is the best result for a search. The site link can vary at times. The format which you have created may not be displayed together.

There won’t be any cost for setting site links. You will pay the same Cost Per Click (CPC) as your standard campaign. If a person clicks more than a link it will be considered as a duplicate click by the search engine itself.

Use Of Site Link

To add the site link to your campaign follow the steps given below:

• Go to your AdWords campaign.
• Click the Ad extensions tab.
• Choose Sitelinks.
• Next to the Sitelink settings link, click Edit
• Create a new sitelink or edit an existing sitelink by clicking it.
• Fill out the sitelink text and URL.
• The Description field is optional, but recommended.

Facebook PPC Marketing

Facebook allows us to target people with unique interest. The advertisements on Facebook don’t work just with a search. For this we have a solution of exploding their interest based on their personal likes and the demographic factors. When you start a campaign you should understand that only a few percentages will bring in leads. Constant tweaking is the only way.

Use of Ad’s In Facebook

To make your advertisements effective, here are some points listed below for you to run through:

Image->

A picture speaks louder than words and it is worth about 1000 of clicks. An image is the first thing that a person looks at, so as on the Facebook and it has the vital role in the Facebook advertisement. The permitted size of images for Facebook advertisements is only 110*80 pixels. It is a bit hard to display an image jutted on because of the color combination (blue /white) and so, brighter and bolder colors are required to blend off with the color scheme of Facebook.

Text->

Speaking succinctly has never been important and even the brief advertisements work better.90 characters are allowed in the body of the advertisement and corroborate on benefit-focused and clear content.

Keep in mind that advertising on a social network leads to deliver best results!!

Google’s Latest Innovation In Advertising

Google has introduced new site its latest innovations in advertising. Ad Innovations is a professional website Google has set up to “work closely with advertisers on what comes next.” They propose to use the space to debut ad-tech ideas and solicit user feedback.

You can watch demos, try the newest tools, and share your feedback. The Ad Innovations is now live in six new countries: the United Kingdom, Germany, Spain, France, Italy, and Brazil.

And for those of you in the US, you’ll note that Ad Innovations has a new look! Google told that this updated new design will be live for all Ad Innovations in the next few months.

Whether you’re most interested in search, display, mobile, or performance measurement, this new site will be able to find a number of AdWords features to help you stay on top of the newest advertising developments.

Advanced Control Options Now To Target Your Ads

To reach our potential customers in our PPC campaign we used to target our ads in specific geographic locations such as countries, regions, and cities. Now you can prefer to target or exclude your ads based on the user’s physical location or the location of interest.

This new feature can be used when your advertising goals specifically call for more granular controls, because the use of advanced location options will limit your ad exposure.

Targeting method: Target using physical location

If you run a jewelry store in Flora and you want to advertise only to people located near your store. With the existing location targeting in AdWords, you can only specify the location you wish to target, Flora. However, your ad might be shown not only to people in Flora, but also to people elsewhere in the US whose searches include one of your keywords along with the word “Flora”.

If a Flora-based user searching for “Pennsylvania amish jewelry” will not see your ad. This is the case even if your campaign includes that exact keyword.

Exclusion method: Exclude by physical location and search intent

If you want to target sell properties in Chicago and don’t want to advertise to people who are based in Florida or interested in Florida properties, you can go in for restrictive exclusion method by choosing “exclude by physical location and search intent,” as shown below. This makes your ad visible to people based in Florida or to those who include a Florida location in their search queries.

New default working of excluded locations:

If you happen to own a restaurant in Paris, you may want to advertise special deals only to people planning a visit to the city but not to those who live there. Previously, if you excluded Paris from location targeting in AdWords, your ads wouldn’t be shown to people in the city or to those searching for places in Paris. With the new default settings, your ads won’t be shown to people who are in the city, but people outside the city can see these ads if they specify “Paris” in their search queries.