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An Introduction to PPC Advertising Basics

PPC marketing is a process used in advertising in Google's paid section alongside other SERPs. Popularly, PPC is also known as Search Engine Marketing or SEM and paid search. Learn More.

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An Introduction to PPC Advertising Basics

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  1. I N D E X 1 An Introduction to PPC Marketing Paid Search Marketing What is it and How it Works 1 4 All About Developing Your PPC Strategy 2 11 Quality Score & Its Impact on Google Ads 3 19 All About Click-Through Rate & Its Importance 4 26 Why Keywords Matter & How They Work in PPC 5 32 6 Effective Steps to Create & Structure Your Ad Groups in Google AdWords 39 Things You Should Know About PPC Budgets & Bidding 7 46 A Comprehensive Look at PPC Ad Targeting Options 8 54 Top 10 PPC Copywriting Tips to Create Winning Ads 9 62 The Complete Guide to Ad Extensions 10 69 All Things to Know About PPC Ad Formats 11 77 Top 10 PPC KPIs You Should Keep a Track Of 12 86

  2. An Introduction to PPC Marketing The internet is the go-to place for everything. If you want to buy a new pair of sneakers, you search on the internet. With the internet, you can learn new things, stay entertained, and also connect with people over the horizon. The extensive use of the internet has compelled businesses to have an online brand presence. If you run a business and want to go online, what do you seek? You wish to start generating leads, create a buzz of service or products. It doesn't matter whether you start from scratch or you're in the game for a long time, your website will always need to boost traffic, and this is where PPC Marketing or Pay-Per-Click comes into play. Let's get into the depths of PPC and understand it better. Page1 1 Page

  3. An Introduction to PPC Marketing 1. What is PPC? PPC marketing is a process used in advertising in Google's paid section alongside other SERPs. Popularly, PPC is also known as Search Engine Marketing or SEM and paid search. PPC allows advertisers to reach their target audience whenever they desire at a required budget. As one of the most elaborative forms of digital marketing. As an extraordinary channel, PPC allows the advertisers to place their bids for targeting and reaching out to users on the internet. You can find users from paid search, display advertisements, as well as businesses despite the sizes. Advertisers can seamlessly leverage PPC to reach their interested prospects. To get visibility in search engines, PPC is the most sought-out practice that you can seamlessly measure, control, and budget to reach the target audience without a hassle. In due course of time, PPC has gained a positive reputation among search engines, especially Google. This model of marketing on the internet deals with web traffic, which is a paid service. As a website owner, you'd only have to pay when a visitor or someone clicks on the said ad. Several factors govern PPC such as: • Keyword • Contextual Targeting • Business Domain • Quality Score • User Interests • Remarketing Page2 2 Page

  4. An Introduction to PPC Marketing 2. Introduction to PPC for Advertisers Advertisers use PPC to gain prominence on Google, Bing, Yahoo, AOL, Ask.com, among others. They utilize the metric to acquire new customers to expand profitability. PPC is the ads and the search results which users see at the top of the results page. These search ads are featured in the first parts of the search engine page that users see while searching for almost anything. Advertisers generally ask how much traffic they can generate from this medium or what are paid search marketing benefits? •There are around 6 billion search queries on the internet per day. With PPC, advertisers can encompass the search queries relevant to their businesses and bring traffic to the website. •As advertisers, you can also show the ads on display networks. These networks are other sites that allow you to show ads. Note that these ads can also be partnered with Google or Bing, which further expands your horizon to display advertisements. •You can also set targeting capabilities suitable for you to get new customers on board in terms of Geography, Individual Websites, Mobiles/Desktop Computers, Time/Days. When you're integrating PPC to drive traffic, make sure that you follow there 'Rs': • Relevance • ROI • Reach These factors will aid you to level the playing field across numerous companies of distinctive sizes. This guide will provide you with the head start to try PPC at any moment. Page3 3 Page

  5. Paid Search Marketing: What is it and how it Works Stepping into the realm of Paid Search Marketing can be daunting at first but because it is so incredibly beneficial for businesses, it pays to include it in your digital marketing mix. All you need is to get started with the right basics. And, that’s exactly what we’ll equip you with through this guide. If you’ve been asking yourself questions like “how do I get paid for search marketing?” or “is paid search the same as SEM?” keep reading as we uncover these concepts below. 1.What is difference between SEO and SEM? SEM is not the same as SEO — and in fact, they function quite differently — but they help you to accomplish the same end result: Gaining traffic. Before we take you into the entirety of Paid Search Marketing, let’s discuss how SEO and SEM are different from each other. Page4 4 Page

  6. Paid Search Marketing: What is it and how it Works SEO or Search Engine Optimization is largely organic, but it requires a lot of work and the result could sometimes take days, months, and sometimes years. We say “largely” because in order to drive traffic through SEO, you must invest in content marketing. In fact, SEO is all about content marketing. SEM, on the other hand, is a full-blown paid strategy. In this, you basically pay Google to get traffic. Now, you may be wondering “why should I pay Google when I can write my own content and drive my presence online through SEO?” Consider this: PPC ads receive 65% of clicks, while organic searches receiving 33%. Your PPC ads get seen, clicked on, and acted upon much faster. When you combine PPC with organic SEO, your chances of success rise dramatically. Why digital marketers help businesses push their services on Google is that it is the biggest player in digital marketing. Technically, Google is bigger than all the search engines combined. 2.What is the difference between organic and paid search? Paid Search scales up your business as soon as you want. If you’re willing to spend more money, you’ll get more traffic. You can target any region across the country, even the world. With paid search, you can choose which hours you want your ads to be running. Visitors will join even the aggressive landing pages which focus on services, offers, & products. With organic search the end results are better, you will receive more traffic in the course of time. The moment you stop with page advertising, it stops, with organic search or SEO the story is entirely different and it is free. The algorithm Page5 5 keeps changing and keeping up with the algorithm is tough. Page

  7. Paid Search Marketing: What is it and how it Works If businesses have an omnichannel approach leveraging both organic and paid search marketing, they are much likely to succeed. This is the reason why businesses should leave out Paid Search Advertising if they have a strong organic presence. If you’re still wondering, ‘Is paid search worth it?’ The answer is yes! 3.Why does paid search work well? Proximity plays a great role in targeting customers whether it is online or offline. Moreover, small businesses tend to target customers who are close to their physical location. Sometimes, experts tend to ignore that paid search is a robust way by which you can target to attain traffic among local areas. PPC enables the consumers to locate your business through mobile devices when they are on a hunt. This is where PPC gives you an upper hand. Page6 6 Page

  8. Paid Search Marketing: What is it and how it Works 4.How does search engine marketing work? When you make a payment to a search engine, 70% of work is already done. Once you make the payment, you get a leap that further gets you a customer or a potential customer. When a potential customer visits your site and the nature of your business seems lucrative to them then rest is history. For instance, let's pretend that you sell T-shirts and the average order is around 200 bucks and extends up to Rs.1000. People can easily pay for things. As businesses, all you have to do is pay Rs.5 a click, Rs.15 a click, Rs.20 a click and so on. Once you start profiting from Paid Search Marketing, it’s an ongoing work. You’ll pour the extra-earned money into SEM again to get more traffic and make a profit. In simpler words, paid search marketing provides businesses with an opportunity to advertise among sponsored listings in partner websites, social media platforms or search engines. Businesses incorporating digital marketers often ask – “how can I improve my SEM strategy?” As it is very much important for businesses to incorporate SEM strategies, we’ve outlined the most-needed SEM practices for the people who want to know more about it. Read below: •While conducting Keyword Research, go local. Page7 7 Page •Make use of social sites and local search engines to put advertisements.

  9. Paid Search Marketing: What is it and how it Works •Smart Search Engine Marketing practitioners tend to ‘Capitalize’ during local holidays. •Never compete with the local team, they are indefinitely a huge asset. •There is less competition during the international search, hence marketers can ditch bidding the same keywords which are used in the US. •Make sure that the steps of conversion are easy when the visit is on the landing page. 5.So, why pay-per-click is important? PPC as online marketing methods powers businesses with websites to pay for strategically placed advertisements per click. The process is more about ‘buying visits to your websites rather than organically attracting them. The paid ads on any search engine, whether it is Google, Bing, and Yahoo are placed on the top- most position in the search result. In addition to this, the organic ones are usually placed underneath the paid counterparts. Other than search engines, paid ads can be found on Facebook, YouTube, Pinterest, Twitter, and Instagram. Hence proving the claim that they are strategically placed on all types of websites across the whole of the internet. Find out why PPC is important below: •It is extremely targeted - You can showcase your ads as per interests, location, gender, age, device-type among others. •You can make changes to the ads for the individuals who have already visited your website. PPC is great at retargeting too. It helps in converting people over time. •It is very much cost-effective. It provides a good return on investment. Page8 8 •It is easy to track paid advertisements. Page

  10. Paid Search Marketing: What is it and how it Works •It is fast, if you don't get traffic in hours of placing ads then it will happen in days. Guaranteed! 6.How do I start a search engine marketing campaign? Here’s how you can do it. a. Select your desired SEM Channel You’ve all the liberty to choose between Microsoft Advertising, Google Ads, and eBay Advertising, Amazon Advertising as well as Pinterest Ads. b.Have an estimated budget (Monthly) You need to have a basic idea of how much you want to spend every month. If you’re doing this for the first time, then run a test budget as it will provide you Page9 9 with the advantage of changing the budget. With SEM it is very easy to increase, Page decrease as well as stop the advertisements any time you want to.

  11. Paid Search Marketing: What is it and how it Works c.Your landing page must be set-up specifically for SEM traffic Always set your landing pages where you’ll get your advertisement as well as SEM traffic. d. Track results via conversion tracker You must make sure that you’re setting up a conversion tracking to keeping tabs on the results. The popular SEM platforms are integrated with trackers that allow tracking up of keywords that generate conversion, the landing pages and advertisements are best for your growth. You can benefit significantly from the conversion traffic. e.Opt for campaign targeting In terms of SEM, the most targeted element is keywords. Make sure that the key phrases which people type on search engines that further makes your products & services visible to them. f.Create Advertisements and launch a campaign The advertisement must be based on targeting. The trick is to make the ads aligned with the keywords which you are targeting. Also, make sure that the ads are driving traffic to the relevant landing pages. Want to grab and convert more qualified leads? Paid search marketing is your best friend! But remember that while with paid search, the idea is to optimise targets, keywords and ads, the key to winning with PPC is to always keep testing. 10 Page10 Page

  12. All About Developing Your PPC Strategy The PPC or Pay-Per-Click is an integral element in internet marketing that powers advertisers to pay a definite fee for every time a potential customer clicks on their ads on search engines and social media sites. As beneficial as PPC is for business, it’s hard to reap the much-raved benefits of this technique if you don’t have a strategy. Much like everything else in digital marketing, a PPC strategy must be planned out with some considerations. So let’s talk about the how’s and what’s of PPC strategy. 1. What is a PPC strategy? Getting started with a PPC strategy and launching is easy. The strategy is curated keeping platforms like Facebook and Google AdWords in mind. The reason why 11 Page11 the platforms are made is to empower people to run ads consistently. You can Page create an AdWords account in a few clicks and even make it live by following the

  13. All About Developing Your PPC Strategy process. Facebook has more of a streamlined process which prompts in turning posts into ads. SEM professionals as well as advertisers are often required to deliver their PPC Strategy sometime. The airtight strategy when brilliantly placed would help in meeting up with the objectives of the business. In the world driven by the rat race, curating a competitive PPC campaign strategy isn’t seamless anymore. As of now, Advertisers are coming up with several ways for targeting their audiences. Further, making Ad spend an unprecedented challenge. 2.How do you create a PPC strategy? As an advertiser or SEM profession spending money on clicks but not earning more from these clicks would cost you. You need an effective Pay-Per-Click Strategy. There is an absolute need of using the strategy that way you use images, messages and tools which are provided by distinctive PPC platforms. The goal is to curate a strategy that would be seen by genuine internet users who intend to buy products or services. To make the goal come to life, you need 12 Page12 a strategy behind the ads and steps which users have to go through in the Page website for conversion. Some of the common goals of PPC are:

  14. All About Developing Your PPC Strategy • Brand and Product Consideration. • Brand Awareness • Leads or Customers • Sales • Repeat Sales You have to create a marketing funnel or a customer journey. The endgame here is to establish several milestones on how you reach from point A i.e., ‘Click’ to point B i.e., ‘Sale’. The hard and inescapable truth is most of the users who will be a part of your funnel or journey will make the ‘Click’ but won’t make the ‘Sale’. Hence, the milestones will aid to optimize the traffic and at the same time optimize the funnel that you’ll take users to become your customers. You can also implement the basic sales funnel if you want, be creative: • Awareness 13 • Consideration Page13 Page • Decision

  15. All About Developing Your PPC Strategy Once you create a strategy, you’d also have to track and measure the entire progress of potential users through the funnel, simultaneously. The users have to take the route you put into effect to make the sale. 3. Why is PPC so important? Businesses irrespective of their physical presence in a locality, or at national and international level need to grow and make profits. They expect to make a profit through expansion and having a presence on the internet could boost their sales. Some of the advantages of PPC are: • It provides instant traffic • It targets thousands of keywords. • Enlists with more data search reports. • Quick to adapt • Provides robust market research • Cross-platform device compatibility There might be times when you’d ask: “how effective is PPC?” The answer is very much. The moment your PPC Campaign is ready, you can push to get traffic, mainly targeted traffic instantly on the landing page. There are a lot of guides that provide you with details to optimize PPC campaigns. Here we’ve streamlined in four steps. 1.How do you manage a PPC campaign? 14 a. Choose your keywords carefully Page14 Page

  16. All About Developing Your PPC Strategy When you’re curating PPC strategy, the first thing you need to consider in determining the targeted keywords. These keywords will play an important role when users will type the keywords in a search engine to find out the information they desire. For running a successful campaign, you’ve to be aware of the technical terms for distinctive industries that people make searches for on the internet. Make sure that the keywords are long-tailed highly-targeted keywords that suggest the intent of users. The longer keyword you use, the better it is for visibility. b. Integrate landing pages to your campaign Like keywords, landing pages also play a vital role in the success of a campaign. These pages are curated either to provide solutions or answers to users. While curating landing pages, you must consider curating the pages which are built in accordance with keywords providing helpful information, comprehensively. c.Pen down your ads Once the pages and keywords are ready you must shift your attention to writing ads. The ads must have two essential parts, Headline and Call to Action. The headline must comprise the keyword which you’re considering to target. Headlines might also provide the company’s information like brand name or accolades. As search engines bold certain keywords, your potential customers can find you. Once you've got their attention, push them into conversion by using CTA or Call- 15 to-Action. Terms like ‘sign up now,’ ‘buy now,’ and ‘call now’ would do the trick. Page15 Page

  17. All About Developing Your PPC Strategy d. Track your results One of the added benefits of PPC is that the digital marketing industry is highly trackable. The platforms will provide the times your Ad appeared and times it has been clicked. It also displays who clicked your ad. You can refine your PPC campaign with the information. Additionally, use the information in refining the PPC campaign. These above-mentioned steps are also the answer to the most common query about PPC, ‘How can I improve my paid search?” Pay-Per-Click is not free, every time a visitor clicks on the ad it will cost you a certain amount. At the time of preparing strategies, there are always certain questions like, how much should you spend on PPC? Or, how do you calculate PPC? While Pay-Per-Click ranges are variable, the average CPC that businesses pay to advertise in India could be anywhere from Rs 0.50 to Rs 2.50. It all depends on your budget, daily ad spend, and the goals you’re trying to accomplish. If businesses are willing to pay, then they might be keen to know, what is PPC conversion rate? In general, the PPC conversion rate is a percentage of PPC traffic which converts users into customers. When you generate an average of 100 clicks in a month from the ads, then out of 100, only 10 visitors make the purchase. Hence, the conversation rate becomes 10%. 16 Page16 Page

  18. All About Developing Your PPC Strategy When it comes to calculating of PPC budget, there are two straightforward formulas: 1. PPC Budget = (No. of Customers / CR2) / CR1 x CPC 2. No of customers = (Revenue / Sales Period) / Aver. Sale Amount After knowing the ins and outs of PPC, you must be thinking what if there is a way to boost up the performance. Technically, there are ways by which you can have a robust PPC Performance. Let's dig into the million-dollar question of the advertisers, ‘how can I improve my PPC performance?’ Here are some tactics that will bring a paradigm shift in the PPC campaign performance: •You must have a crystal, well-defined goal to reach your desired milestones. •When it comes to incorporating keywords, incorporate the ones in the landing page as well as advertise which have high-performance or high CTR. •Keep optimizing the keyword score. The quality keyword might be the turning you need to make a PPC campaign successful. •Have a list of keywords which are negative as they will aid you to avoid unnecessary traffic. •The ad copy should be engaging. •Use the extension to the fullest that comes with SEM platforms. •The campaign should be optimized for mobile device users. They are your 17 Page17 potential customers. Page •Never stop remarketing, it will help in capturing the missed opportunities.

  19. All About Developing Your PPC Strategy Developing a PPC strategy that works for you is an ongoing process. You need to keep tracking your hits and misses, and work on them to optimise your results. Of course, you may not want to continue investing in PPC efforts once your organic SEO efforts take off. Or, you may want to boost your organic SEO results with PPC campaigns every once in a while. Whatever be the case, it pays to closely monitor your PPC strategy to know where you stand and where you need to head to maximise your results and returns. 18 Page18 Page

  20. Quality score & its impact on Google Ads Mastering Pay-Per-Click or SEM is not a single day’s job. Understanding basic concepts concerning PPC when you’re trying to master Google AdWords takes time. If you are a beginner, having a basic understanding of PPC is a critical first step. One of the key concepts you should learn about is Quality Score for keywords on Google AdWords. There are tons of mistakes beginners make while checking the keywords’ Quality Score on Google Ads. But these mistakes can cost them money and loss of opportunities because Quality Scores have a massive influence over both the effectiveness and cost of the paid search campaigns. Just like credit score is important whether an individual is qualified to take loans or not, the same goes for Google Quality Score, which affects how PPC ads that you’ve run earlier performed and how much you need to pay for every click. 19 Page19 Page

  21. Quality score & its impact on Google Ads 1. What does Quality Score mean? Quality Score (QS) is the rating that Google offers to users to inform them about the relevance and quality of PPC ads as well as Keywords. Quality Score is also important while determining CPC or Cost Per Click and the maximum bid that you’ve to make to accumulate ranking in the process of auction. There are certain factors that determine Quality Score: 2. What is a good Google quality score? The number between 1-10 helps the advertisers in gauging how great the PPC campaign is and how good they are doing when it comes to selecting appropriate keywords, driving users and writing solid ads. The smart work that advertisers put into motion help in driving traffic to the land pages. When it comes to determining a good quality score of Google AdWords, real-time Quality Score is always encouraged. In addition to this, the real-time quality score has significant granularity as 20 Page20 compared to the number between 1-10. However, Google doesn’t share the Page details and the result with advertisers. It's not that Google doesn’t want

  22. Quality score & its impact on Google Ads advertisers to know about the real-time QS, and neither does Google intend to keep advertisers in the dark. The reason why Google doesn’t share the real-time QS with advertisers as the data fluctuates almost all the time. Also, the data that comes from real-time Quality Score is distinctive for each search that takes place on Google. If your next query is, what does a high quality score indicate? Then let us explain to you as to why is Quality Score Important? If your Quality Score is high then it indicates that the ad you had placed as well as the landing page are quite useful as well as relevant to the viewers. Quality Score provides advertisers with a general sense of quality with respect to ads. 3. So, What does a high quality score indicate? When it comes to having a significantly high Quality Score suggests that the systems of Google AdWords determine the ad, as well as the landing page, is useful and relevant when a visitor is looking at the said ad. Higher Quality Score also indicates the general alignment taking place between marketers and consumers. Further, it also suggests that an advertiser has done appropriate research, who you want to approach, and the way you speak to the potential visitors while making a Google search. This also indicates that you’re showing the visitors exactly what they wish to see on the internet, comprehensively. Every time advertisers take stalk of the components that determine the quality score, the alignment concept becomes vividly clear. 4. What are the three main factors that determine ad quality? 21 Page21 Three importance factors determine your quality score are: Page

  23. Quality score & its impact on Google Ads •Relevance of Ad If you want users on the internet to click on your ads, then consumers have to get your message via the ads you post. Ads that have strong relevance indicates a robust alignment between keywords searched on Google and the ad’s copy. If you’re looking forward to achieving strong alignment with your ads then make sure that the ad’s copy should consist of the words which are used frequently. •Expected CTR A strongly anticipated click through rate indicates there is a perfect blend among the keyword which you’re bidding and the words search on Google. Further, this 22 Page22 also indicates that the people are searching for “Green Sneakers for Men” on Page Google and your bidding is benefiting you.

  24. Quality score & its impact on Google Ads Nevertheless, you cannot achieve alignment by simply brainstorming and guessing. Rather, you’ve to look into the data on the search bar. AdWords tools can help you achieve this milestone. •Experience of visitors on the landing page The contents of your landing page, as well as your keywords, need to be perfectly aligned. If you’ve placed your bidding on “smartphones under 20,000” then your landing page must have the keyword. If the designated keywords are present in the copy of the landing page and as alternative text in images, then it signifies that you’ve come to the right place. If you’re looking for text on how can I improve my quality score? Or how do you get a 10 out of 10 quality score in AdWords? Then make sure that your entire approach to PPC has a hyper approach. When you’re focusing on the appropriate search queries, make sure that you target your advertisements to a definite segment of internet users. With Google AdWords, make sure you work smarter. 23 Page23 Page

  25. Quality score & its impact on Google Ads 5. How often is Google quality score? Every time a user makes a search on Google which ends up triggering ads leading to the calculation of Quality Score. By the looks of it, Google incorporates a statistical history that is associated with keywords, your account, as well as ads which aid in the ranking. It further determines how much you have to pay to Google per click in real-time. Nevertheless, it is important to note that to witness a significant change in Quality Score, it will take some time. 6. How can I improve my landing page quality score? The internal system of AdWords evaluates as well as visits the landing pages, regularly. For instance, if significant changes are made towards improving the experience of the landing page then it might lead to a significant Quality Score in the due course of time. If you want to improve the landing page quality score then take a look at the instructions mentioned below: a. Offer useful, relevant, & original content: •Your landing page should be relevant to the keyword and ad text •Be precise on the service or the products that you’re offering to your visitor. For instance, if the ad is for a classic bike, then they do not want to land on the “all bike models” page •Make sure that the information you’re providing through advertisement is useful 24 Page24 •Offering useful content or features which are unique to your site might Page convert a visitor into a customer

  26. Quality score & its impact on Google Ads •Your site must look authentic, foster transparency and trustworthiness •Be transparent while sharing your business’ information and its goal •Visitors look forward to filling out the forms to attain products and services to establish communication with you •The website should be compatible with all devices. Decrease the loading time of your website 7. What change would have the least positive impact on an ad's quality? If the bid amount is raised then the ad would have a least positive impact. If, as a beginner, you feel as if you wish to improve your ad’s quality then you might want to work on your PPC strategy first, tweaking it consistently for better results. Just thinking that raising the bid’s amount might do the trick, then you’re mistaken. If as a budding advertiser, you are endeavouring to improve the ad’s quality and you feel raising the bid’s amount would benefit you, you’re quite mistaken. You need to keep experimenting and trying until you get the hang of Google AdWords as digital advertisement is the future and we’re already living in the said future. 25 Page25 Page

  27. All about Click-Through Rate & its Importance Google AdWords metrics and costs greatly depend on the type of business & strategy to meet goals. On average, the click-through rate on PPC across distinctive industries is around 1.91%. By the looks of it, 1.91% is on search networks where 0.3% is on Display Networks. Industries such as dating are benefitted by PPC as people want to find partners, desperately. Nevertheless, there are other industries like Taxes, Legal Firms who fight to get traffic. Are you thinking, Why click-through rate is important? And where does Click- Through Rate fit in here? Click-Through Rate or CTR is very crucial for advertisers. On platforms like Google Ads and Bing CTR determines cost-per-click and ad ranks. Since the beginning, Google has been open about the stance and importance of CTR in the 26 Page26 ranking. If your CTR is high, then you’ve better ranking and you have to pay less. Page

  28. All about Click-Through Rate & its Importance Click-through rate is the overall percentage of ad views which is generated through clicking. In addition to this, CTR is one of the important factors in the Quality Score mechanism of Google. The search giant incorporates Quality Score for determining cost-per-click and ad position. 1.So, What is a good click-through rate? When advertisers take their baby steps into the world of PPC and SEM, they often wonder about the appropriate CRT for Google Ads. Allow us to answer the question that has been bugging to advertisers for quite some time. Good click rate entirely depends on business type, industry, goals and other factors. There are several benchmarking tools available on the internet which you can use to check whether your CTR is high or low. These benchmarking tools would also show if the CTR is average in each industry. Ideally, you need to spare some time to determine your click-through rate. Click- through rate isn’t similar to everyone. In addition to this, CTR on an average basis depends on factors like keywords, industry, and the level of competition. In Google Ads, a good Click-through rate has an edge over the average. Hence, you should focus to beat the benchmarks concerning CTR. The benefits of higher CTR is insurmountable. For instance, a high click-through rate leads to greater Quality Score and drives a higher rate of conversion. 27 Page27 Page

  29. All about Click-Through Rate & its Importance 2.What does a high CTR mean? The higher is the CTR, the higher is the Quality Score. Further, high CTR also benefits in reducing CPC and improves ad rank. However, these aren’t the only benefits of having high CTR for a business. As an advertiser, it is important to have high CTR and at the same time market other channels. The channels include CRO, Organic Search, Email Marketing, and Social Media. If you manage to incorporate a unicorn-worthy CTR, the benefits will be massive. 3.Some of the benefits of having high CTR: •As an advertiser, if you have a higher CTR, you also get big discounts. This isn’t confined to vanilla search advertisement, but all properties of Google whether it is Gmail Ads or Google Display Network. Having remarkable CTR also impacts the impression share. It also showcases how your ads are shown in the first place. •Your position in Organic search gets a boost. With enhanced CTR, your pages will start appearing in notable organic positions. Moving up a single spot in Google’s SERP would require you to increase the Organic Click- through rate by 3%. You can work this out as you want to climb a higher ladder over and over again. There is a catch, nevertheless. If your page falls down in terms of organic search Click-through Rate, then your webpage will appear in lower organic positions. •Let’s talk about the benefits which you’re actually interested in, “conversion rate.”. If you increase your click-through rate, then your conversion rate will also increase. Additionally, if you manage to increase 28 Page28 your click-through rate just by 2x then your conversion rate will increase Page 50%, straight-away.

  30. All about Click-Through Rate & its Importance •Did you know that Twitter and Facebook have a Quality Score checker? Yes, you heard it right. Facebook incorporates Relevance Score whereas for Twitter it's different. Twitter calls it Quality Adjusted Bid. Irrespective of their names, Quality Score is important everywhere. So, if you have a higher score result, the cost/engagement will be lower. •The last benefit will surprise you! People will be eager to see your email. Yes, the boring notification pings on smartphones and laptops that you hate. 4.Are you still thinking, Does click-through rate matter? Let’s dig a little deeper. CTR is a crucial metric as it aids an advertiser, hence businesses understand their customers. It is CTR which suggests what works for you and what doesn’t when you’re trying to connect with your audience. When CTR is low, that could only mean two things. •You’re targeting the wrong segment of the audience. This will cost you a lot if you don’t manage this initially. •You’re not able to speak the language of your target audience. Hence, they are not convinced enough to make the click. 5.How CTR Impacts Ad Rank? Click-through ranks isn’t an indication of the ads’ relevance to searchers. It also plays a vital role in making your ads scroll in search engines. So far, this is all the more reason why understanding the very essence of CTR is important. As an advertiser, your goal should be how to improve CTR over time. Remember, if 29 Page29 Page

  31. All about Click-Through Rate & its Importance you have a poor click-through rate then your ad will position low. Even if you pour thousands of dollars in bidding, it won’t do any good to PPC. Businesses usually seek advertisers if they face this circumstance- How do I increase my click-through rate? 6.Let us introduce you to 8 ways to improve your CTR, right now! •Put your complete focus on Quality Score. Improve them as you gain more and more knowledge about CTR and PPC. •Never compromise on getting your hand on the best of the ad extensions. As of now, there are 10 types of ad extensions. Use the one that is best for you and your campaign’s goal. •Smart bidding strategies are not simply put into motion for maximum result. Utilize them to their core to get the best results. •When you’re shuffling through different types of ads. Try all of them. In the long run, this stress will be your boon. •You’re going to create keyword groups for an ad campaign, yes? Create the ones that are tightly themed. •The ad copy that you’ll pen down should be compelling. Else the visitors will be repelled. •Make use of remarketing audiences. They are, they were and they will always be your potential customers, Period. •Never forget to highlight the pricing in the ad copy. The Internet has become an integral part of our lives. And with the internet, streaming platforms are the go-to medium for entertainment. YouTube also has 30 Page30 a part to play in PPC. As YouTube drives more engagement today, Page

  32. All about Click-Through Rate & its Importance 7.What is a good YouTube CTR? The YouTubers and content creators are always curating ways to get more clicks. It is obvious if the analytics confuse you and you cannot seem to justify the growth of your channel. The problem with most YouTubers is that they are fixated on comparing themselves with other channels. The truth is the math will never add up. Do not be disheartened from this as it is possible to make good use of CTR on YouTube. According to YouTube, almost half of the videos and channels have CTR of around 2-10%. Nevertheless, you’ve to be extremely careful when it comes to interpreting the numbers. If the channel is small, the number is small. This suggests you’ll have bigger spikes if CTR is either 30% or 1%. This is the reason when it comes to having a robust YouTuber CTR, and having realistic goals will aid you to succeed. Never take monitoring click-through rates as well as conversions for granted. There will always be changes and with that, challenges. Keep practising, keep learning, to have a better understanding of Search Engine Marketing, Pay-Per- Click, and Click-through rate. 31 Page31 Page

  33. Effective Steps to Create & Structure Your Ad Groups in Google AdWords In the world of online advertising, keywords play a significant role in getting targeted traffic. If your results aren't up to the mark, your poor choice of keywords is probably one of the reasons. If you incorporate the right keywords, you can connect with your targeted audience. Paid ads are essentially dependent on the effectiveness of keywords. Pay-Per-Click Keyword research is by far the only medium by which you can know which keywords you can choose to get maximum visits. Given that there are numerous steps involved in selecting the right keywords, the procedure is quite simple. 1.What is the importance of PPC? Pay-Per-Click (PPC) is considered as one of the most sought-out means of advertising on the internet. And here why: With PPC, you get to reach your 32 Page32 target audience almost immediately. PPC allows you to enhance the reach of Page your business and drive more potential customers to your site must faster than

  34. All about Click-Through Rate & its Importance your organic efforts. But PPC can also help to boost your organic results over the time. 2.So, what determines the position of PPC? The idea of determining the position of PPC is closely related to generating ROI. Google, Bing and Facebook try to feed you the details of ROI that you're generating. Are you thinking where did Facebook come from in PPC? or Is Facebook pay per click? The answer is social media platforms like Twitter, and Facebook also provides PPC in their ecosystem. However, like advertisers, you should never follow their words when it comes to ROI. In reality, the numbers that you get on the PPC platforms show much more conversions than you're getting. If you evaluate your lead generation, products sold, then they say a different story. If you want to track your position on the search engine, you need to look at your database. In addition to this, if you're looking forward to enhancing your PPC position, then you've to consider the following options: •Your ads should always focus on the keywords that you're targeting. •The ads which you are writing should also focus on keywords. •Make sure that the landing page you created, shows the keywords you mentioned your ads. This will aid you to look authentic. 33 Page33 Page

  35. All about Click-Through Rate & its Importance When you begin to keep track of your PPC, you'd come to know what changes are required to compel the visitors to click and move up your position. How effective is PPC? PPC is exponentially effective for businesses of all budgets. You can simply implement PPC for targeting visitors in all stages of the curated funnel. However, when you plan to run a PPC campaign, begin by focusing on keywords. Ensure that the keywords you are putting in the campaign will lead people to your ads on search engines. The golden rule of PPC is that low is the funnel, higher is the rate of conversion. Since the beginning of digital marketing and search engine marketing and optimization, PPC is regarded as a boon to any business or industry. In addition 34 Page34 to this, nobody ever focuses on the downsides of PPC. Let's divert our focus to, Page What are the disadvantages of PPC?

  36. All about Click-Through Rate & its Importance Given that PPC is a gift to businesses on the internet, it does have downsides. However, it is also important to note that the downsides of PPC are considerable. If a business with high-profit margin approaches budding advertisers, then it's a win-win for everyone. However, if a business has a steady profit and they are looking forward to making more profit, then things can get challenging with PPC. 3.Some of the notable disadvantages of PPC are: •As the name suggests, you have to pay for each click. As long as the businesses profit from PPC, investment in PPC seems great. However, when you're incorporating PPC for business, you've to think in terms of Click-Through Rates. •Getting into Google AdWords initially will be very much overwhelming. Further, you've to digest several things such as keywords, budget, CPC, CTR, negative keywords, among others. If you're unaware about PPC, you might dig a hole in your pocket. •The growth of businesses is tied to investment and budget. Given that with PPC it's easy to scale the budget, there are always the repercussions which you need to consider. •Generating ROI on Pay-Per-Click is on a short-term basis. •You have significantly less control over the content. PPC is great for scaling; we are repeating it, but 'Content is King." •If you want to create awareness of your brand, then PPC might not be of 35 Page35 much help right at the outset. Page

  37. All about Click-Through Rate & its Importance This doesn't mean you've to discard PPC completely. You can make use of PPC anytime you want to but also have an organic approach to scaling too. Having gotten to know the disadvantages of PPC, are you considering whether as advertisers you should work on PPC. There has always been an everlasting debate, "Is SEO or PPC better?" The answer is very simple. If you want to help businesses reach new heights then consider utilizing both PPC and SEO practices. PPC will increase engagement for a short time, and utilize the time to build your presence organically. 4.What are the keywords in PPC? When it comes to PPC, keywords play a fundamental role. It is keywords which you use for defining where the ads would appear. Keywords can either be 'single word' or 'a combination of words which are added to AdWords campaigns. Keywords are also responsible for determining their reach. Advertisers are instructed to use keywords analytics data alongside research tools for finding appropriate keywords for the campaign. Additionally, the keywords which you have selected should be also relevant to the products and services your business has to offer. Also note that if you use a Pay-Per-Click Keyword tool, then you'll be at an advantage as it would help you to establish a cluster of keywords that would bring prominence to your ad campaign. This also answers one of the precedent questions that advertisers seek initially- "How do I find PPC keywords?." We are going to get you in the depths of getting the best keywords for your business: 36 Page36 Page

  38. All about Click-Through Rate & its Importance • Take a stalk of what your competitors are doing • Brainstorm • Use keyword research to expand your list • Unify keywords in the Ad Groups • Use keyword research to refine your said list PPC keyword is the most crucial part of the search ads' strategy. Don't jump into conclusions in a hurry. Given that the process for research comprises multiple steps, you can still benefit from significant data. 5.How to manage PPC Keywords? Once you're sure which Keywords you're going to use in the PPC Campaign, half of your work is done. Nevertheless, the trick is to organize them and put them into use. Organizing will optimize the money which you've invested as well as your time. Organizing and managing keywords will aid in targeting customers better. Further, this will reduce your costs and improve the Quality Score for maximum engagement. 6.How can PPC help your business? Advertisers run targeted Pay-Per-Click campaigns to help businesses scale. PPC allows your business to appear among the search results immediately. Further, they reach your designated targeted audience and further attract them. PPC also reaches out to your potential customers through retargeting. 37 Page37 When you generate a substantial number of keywords in PPC, you can save a lot Page of money. PPC aids your brand to get the visibility it needs for boosting sales.

  39. All about Click-Through Rate & its Importance PPC is more than capable enough to draw a wide array of the audience to your website via ads and landing page. Over time, PPC can aid to raise the business' organic result. PPC Campaign has a robust power to enhance your marketing approach. Moreover, the efforts can bring a new notch and boost your business, drastically. With PPC, you will also have quite precise data in real-time about the ads' performance. A well-organized Pay-Per-Click campaign comprises several forms of keywords. These keywords have distinctive intent levels like: • Commercial Keywords • Brand Keywords • Long-tail Keywords • Low-intent Broader keywords • Competitive keywords Without proper utilization of keywords, PPC marketing cannot be successful. Therefore, it's incredibly important to understand how keywords work in PPC ads and how you can improve on your keywords strategy to garner better results from your PPC campaigns. 38 Page38 Page

  40. All about Click-Through Rate & its Importance 1. Effective Steps to Create & Structure Your Ad Groups in Google AdWords Curating and optimising your ads is a crucial element to ensure that paid search is a success. When you are setting up ad groups, there are certain things you should consider to get the most out of paid campaigns. For instance, while setting up ad groups make sure that you create distinctive ad groups for separate landing pages. This would distribute the traffic to the website. In other words, your ad groups should have a primary focus on landing pages. If you have more ad groups it is better for your landing pages and thus, the campaign. 2. What is a group in Ad? Ad groups are the essential components of PPC marketing. Ad Groups aid digital marketers to drive traffic to the landing pages and increase the rate of 39 Page39 conversions. In Google AdWords, ad groups contain all the keywords which are Page used in PPC campaigns.

  41. All about Click-Through Rate & its Importance A Group in an ad is the breakdown of the services that business offer. They also contain identifiable keywords right within the ad group. Having different ad groups in a PPC campaign allows one of the keywords or ad groups to come out as a winner. Google Ads’ single account comprises over 10,000 campaigns per account, which includes the paused and active ones. That might be overwhelming for a beginner advertiser to manage. This brings us to the next step of streaming ad groups in Google Ads. 3. How many ad groups should be in a campaign? You might be expecting a number to determine ad groups in a PPC campaign. It 40 Page40 doesn’t matter how many ad groups you should have to make a campaign Page successful. Several variables come into play, hence deciding on a single number

  42. All about Click-Through Rate & its Importance isn’t justified. The best practice by many notable advertisers suggests that having a minimum of 10 and maximum of 15 ad groups per campaign is appropriate. However, other advertisers suggest having 6 to 9 ad groups are best for campaigns. Are you still wondering, “How many ad groups can be created in single campaign?” The answer you’re looking for is the number of ad groups that must be in a campaign entirely depends on what you want to achieve from the campaign. Different businesses require different niches, sometimes these niches are small, and other times, they are vast. For small niche, you can only build 3-4 ad groups whereas for you need to build 10-20 ad groups for the big niche. The small niche cannot acquire more keywords and vice versa. If you’re starting your career as an online advertiser, it is advisable to begin a PPC campaign with ad groups ranging from 5-15. Somewhere between these numbers will get you going, and as you hone your skills, you’ll understand ad groups numbers in a PPC campaign better. So, how many ad groups is too many? The answer is simple. It depends on your goals from the PPC campaign, availability of keywords, niches to attract an audience. “Practice, Learn, and Execute” the best practices to help businesses grow! 4. How do I organize my ad groups? There are numerous things that you can consider while compartmentalizing 41 Page41 keywords in different ad groups. However, there are certain golden rules that Page you shouldn’t miss out during PPC campaigns:

  43. All about Click-Through Rate & its Importance •Avoid Duplicate Keywords: Incorporating the same keywords in multiple ad groups won’t reap any benefits during an ad campaign. Some platforms don't allow marketers to duplicate keywords. When you put multiple keywords in ad groups you tend to lose the control of deciding the set of ads your users should see. This might even lead to a problematic scenario where optimization and reporting will generate falsified information regarding the keywords’ performances. We have come across many aspiring advertisers who ask, How many keywords should I have per ad group? Each ad group should have a maximum of 20 keywords. The idea is to keep the ad group compact. So, if you have a handful of keywords, it’s better for the campaign. The problem with stuffing keywords in ad groups to make any ad clickable is, if you have too many ads, it leads to lower click-through-rate and poor ad quality. •Think prior to the grouping: New advertisers often tend to create fewer groups or several groups. It takes a considerable amount of time to curate the perfect grouping strategy for PPC campaigns. Curating a PPC strategy and executing it will not require much hassle. In AdWords, you can shake things up as long as the campaign is still running. 42 Page42 Page

  44. All about Click-Through Rate & its Importance •Language Preference: When your products and services are designated for a single location, and you wish to target a regional language, then you have to run ads in those languages. Further, you have to run new campaigns. •Budget: Some keywords require a budget of their own. If this is the case with you then you can split those keywords among different campaigns. •Bidding Options: Different bidding options allow you to bid in distinctive ways like automated and manual bidding. You can also place your bid as per CPA or Cost Per Acquisition while putting your needed cost-per-action. Over time, the system will optimise your Google AdWords account to meet the strategized goal. •Misspellings: Whenever you want to experiment with new words to see how they are performing, it is strongly advised to put these words in their respective campaigns as well as ad groups. This would help you to understand if the keyword is helping your campaign or hurting it. Then it's up to you to use the keyword or discard it. 43 Page43 Page

  45. All about Click-Through Rate & its Importance 5. What is single keyword ad groups? Do they exist in Google AdWords? SKAG or Single Keyword Ad Groups are an integral part of Google Ads. Having just one keyword in the said ad group makes it special. Single keyword aid in gaining a streamlined account structure alongside more control. They also aid in improvising CTR, Quality Score and reduce ad spend without having to compromise with the results. 6. What are the three main factors that determine ad quality? Advertisers strive in producing top-notch content with PPC, or blog posts, and social media posts. Google takes ad quality very seriously as the search giant uses ad quality to determine the places where your ads will appear. There are three factors which determine the ad quality: •Ad Relevance: Potential customers won’t click on ads on Google or other search engines if the 44 Page44 ads aren’t relevant to their needs. Ad relevance is difficult to master, but it isn’t Page impossible. Making ads relevant require keywords that intrigue users to click

  46. All about Click-Through Rate & its Importance and respond on the landing page. You have to keep adapting to the statistics to make ads relevant to the potential customers. •Expected Click-through rate: Google ponders on the performance of past ads to measure the ‘expected click- through rate or CTR. If Google thinks that your previous ads were a success, then the latest campaign will also be successful. Improving your CTR is about enhancing the ads’ performance over time. •Ad Experience on Landing Page: When a prospect clicks on ads, they expect a fluidic experience. Services and products you offer must be present on the landing page to make them click a success. Google takes stalk of your page views, bounce rate and numerous other metrics for determining the effectiveness of the landing page. 45 Page45 Page

  47. Things You Should Know About PPC Budgets & Bidding Pay-Per-Click has a vast presence in Search Engine Marketing. It is estimated that businesses spend approximately $106.5 Billion on numerous advertisement platforms. Google AdWords formerly known as Google AdWords is the leader as PPC platform. At the time of writing, the overall market share of Google AdWords is more than 73%. Facebook and Bing follow next in line after Google. They also have a massive market share compared to other platforms. As the availability of PPC platforms is vast, there are a wide array of strategies to aid advertisers and marketers get the most out of the marketing efforts. Different PPC platforms require different strategies and approaches for a successful campaign. 1. What is PPC Bidding? Pay-Per-Click bidding is the most common process used by advertisers in Google AdWords. Advertisers place bids in PPC auctions to secure ad placement among 46 Page46 the top search results. Businesses who want to have an online presence and Page drive traffic via PPC place their bids on certain keywords. Advertisers and

  48. Things You Should Know About PPC Budgets & Bidding businesses secure the keywords which are relevant to getting traffic for their websites. In a successful PPC campaign, bids play a crucial role while placing ads. Google AdWords asks several questions during the beginning of a PPC advertising campaign. Google asks the amount you're willing to spend every time an ad is clicked. However, the advertisers don’t have any means to know if the bid is higher or lower for the similar targeted keywords. 2. How do you calculate PPC? Advertisers should always calculate PPC for their campaign. PPC costs usually vary from one industry to another, and this makes campaigns of all companies different from each other. Calculating the Pay-Per-Click advertising budget is important to minimize the costs and reckless spending than it is needed. People who are new to PPC have to understand the fundamental difference of customers’ lifetime value and initial transaction that comes with the ads. Initially, your ad might be able to generate a transaction of $5. If your ad has Customer’s Lifetime Value as $5,000 then paying $1 for a single click is justified. Let’s dig deeper into the PPC budget. a. Describe the goals of business and advertising If you want to calculate a budget then, you should know what you’re advertising. There is a smart way that advertisers can partake in calculating PPC budget 47 Page47 accurately. Page

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