There are a lot of acronyms in the world of marketing. All are loaded with very important meanings for the success of each of your campaigns. This guide reviews one of those terms: PPC or pay-per-click.
In
a very brief way, we can say that it is a model in which you pay for each click
your advertisement receives in digital media. So, keep reading and discover how
it works, the type of campaigns you can create and the main platforms where
this type of marketing takes place.
What is PPC or pay-per-click?
As
we said above, PPC stands for pay-per-click. A model for digital advertising in
which advertisers pay a set amount each time one of their ads is clicked on.
For example, if your organization activates a PPC campaign in Google Ads, each
click you receive will have an associated cost. However, this figure can be
insignificant as long as the traffic generated to your website fits the profile
of your ideal buyer and, consequently, has a high probability of becoming a customer
or user of your business.
This
is a way to "buy" traffic to your website or landing pages. But, the
key to success is getting those visitors interested in the product or service
offer you have. Otherwise, what is the use of having hundreds and thousands of
daily visits?
Key elements of PPC
To
achieve a good PPC campaign, you must understand each of the elements, or key
concepts, involved. There are 6. Below we review them in detail and explain the
importance of each one.
CPC or cost per click
This
is the price the advertiser, in this case, pays for each click their
advertising piece receives. It is calculated by dividing the total invested by
the total clicks received.
CPC
= investment / clicks.
Impression
Unlike
the previous concept, in this case, the level of user interaction with your ad
is not measured. An impression only tells you how many times your ad has been
seen. During a given time.
Attention!
Impressions do not measure unique users. In other words, if your campaign
impressions are 1,500, they may have been presented more than once to the same
person.
Ranking
It
refers to the value that Google Ads uses to establish your ad's location on its
platform or results page. In general, the ads that achieve the best rating are
the ones that will appear in the first position.
Several
factors govern Google to determine this ranking. For example, they consider the
bid you are working with, the quality and content of your ads and your landing
page, the competition for your campaign, the search context of your audience
and the quality score.
Quality score
It
is a diagnostic tool from Google that allows you to understand how well your
campaign compares to other advertisers. The quality score tells you, on a scale
from 1 to 10, if the quality of your ads and landing page is good or not. The
higher the result, the better it is being evaluated.
This
indicator is generated from 3 components:
- The average click-through
rate you can expect,
- How well do your ads reach
the people you want to reach
- The quality of a visitor's
experience on your landing page.
If
you want to hire services related to pay per marketing, then we will recommend
you Mavenup Creatives.
Maximum bid
This
element is nothing more than the maximum amount of money that you are willing
to invest for each click that your ad receives.
For
example, if you establish that the maximum bid for your campaign is €1.5, then
at no time will you pay a higher figure for a click on your PPC ads. The higher
your maximum bid, the better your chances of your ads appearing at the top of
Google's search results pages.
Segmentation
In
the world of PPC marketing, you have a wide variety of options regarding
targeting. For example, you can send messages to people based on their search
behaviour, the content they are consuming, the behaviours they have shown in
the digital world, etc.
Here
it is essential that you take care of the details, pay close attention and
understand who your campaign is aimed at. You do not want to make the mistake
of generating traffic to your website that will never purchase any of your
products or services.
If
you’re interested for running a campaign then you should get in touch with pay per marketing agency.
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