Get Impressive Results with PPC Website Marketing

author image Written by: Lia           Categories - Digital Marketing, SEO Tips>Ad Management

Get Started With PPC Ads That Benefit Your Business

There’s a lot to sort through when you start down the path of website marketing. It’s a big subject, so it’s totally normal to be unsure of where you should start. After all, what’s the best way to drive traffic to your website once you step outside of organic SEO? Using a pay-per-click (PPC) advertising campaign is an excellent place to start. PPC ads are easy to use, help you stay within your budget, and can quickly generate leads, boost traffic, and improve conversion rates. A website marketing strategy that combines PPC ad campaigns with SEO will improve your rankings, both organically on search engine results pages (SERPs) and on paid Google ads. The more you’re willing to bid on keywords, provide quality content, and improve user experience, the more likely your website will be noticed.

How PPC Ad Campaigns Work

A PPC ad campaign starts with a network. There are more than a few options out there for you to choose from, though:

  • Google AdWords—the most popular ad network. These ads are often seen on private websites and Google (obviously) runs all of the ads that appear on Google search results. Google ads also run on YouTube.
  • Bing—runs PPC ads on Microsoft search engines, such as Bing, Yahoo, and other search partners.
  • Facebook Ads—have several types of ad campaigns, including PPC ads, targeting millions (or even billions) of users.
  • Amazon—runs PPC ads in both Seller Central and Vendor Central for companies selling products on Amazon.

PPC advertising lets you promote your website without breaking the bank.
PPC website marketing isn’t going to break the bank!
Once you’ve settled on a network, it’s time to set a budget and optimize.

PPC Ad Campaign Costs

The cost of each click will depend on the keywords used in your ad. Because some keywords are in higher demand than others, it’s going to cost more to make use of them. Don’t worry about going over-budget, though. You can easily set monthly, even daily, limits with your network to turn off ads once the limit has been reached. This also adds great flexibility and adaptability to a campaign. Because you can alter your budget and limits as needed, you can easily update campaigns on the go as you start to see results.

Bidding on Keywords

There’s a higher demand for some keywords. These keywords often cost more than others, so ad networks allow advertisers to bid on them for use in ad campaigns. But if you underbid, the ad network will notify you, and your ad may not run.

It's important to take the time to plan out your ad campaign.
Like anything, it’s important to have a plan with website adveritising!
Google will rank your ad based on quality (keyword relevance, landing page relevance, click-through rate) so it is important to aim for quality ads that will entice users to click on them.

Key Components

PPC website marketing needs these key components to get the job done:

  • Campaigns—the main component and usually follow a theme for the ads;
  • Ad Groups—are part of each campaign and are related to the campaign theme;
  • Keywords—are associated with each ad group and must be relevant to the ads;
  • Ad Text—the text in the ad that is used to sell a product or service;
  • Landing Page—the page users are taken to when they click on your ads (should also be relevant to keywords);
  • Checkout/Conversion Process—the steps users need to take to convert (make a purchase, sign up, etc.) once on the landing page.

Chatbots Improve the Conversion Process

By adding a chatbot to your landing page, you can help visitors find what they’re looking for and boost conversion rates. Chatbots act as customer service representatives, interacting with customers, providing automated responses to users 24/7, helping them find what they need, and directing them to the checkout process. Chatbots are programmed to ask specific questions and meet various needs such as:

  • Provide personalized product suggestions based on customer responses;
  • Direct customers to pages by providing links;
  • Assist customers with inquiries on product orders;
  • Provide answers to FAQs; and,
  • Compile user data (from user interactions with chatbots) to improve products and services.
  • Benefits Of Using PPC Advertisements

Aside from improving conversion rates—PPC visitors are 50% more likely to make a purchase than organic visitors—there are many other benefits to using PPC ads as part of your website marketing strategy.

Ease of Use

You can turn your PPC ads on and off simply, pausing campaigns automatically to avoid going over budget. And when using the help of a professional PPC marketer, the increase in leads and traffic is almost immediate.

Pay-Per-Click, Literally

Since you are only charged once a user clicks on your ad, you won’t be wasting valuable ad dollars on ads that audiences aren’t responding to. Instead, you can spend these dollars on your keywords and landing page content to improve content quality and increase conversion rates.

Tailor Ad Strategy to Reach Target Audience

You can change the settings of your PPC ad campaigns to target specific audiences at the ideal time and place, i.e. in the morning or at lunch time when they are more likely to want your product or service.

Get the Best of Both Worlds

Since SEO is the basis of any successful website marketing strategy, using it strategically with PPC ad campaigns gets you best of both worlds.

PPC and organic SEO together are a slam dunk.
With your PPC campaigns, you can analyze your keyword impression data—the number of people who are seeing your ads displayed on specific keywords—so you can determine which keywords are most popular. You can then make a list of the popular keywords to use, including long-tail keywords to target specific audiences, optimize your content, and boost your rankings. Not only will PPC help you rank high amongst ads on SERPs, but organic SEO will also help you rank near the top of the organic results. This will get you more exposure on SERPs. You can also improve leads and the likelihood of a click, which ultimately improve conversion rates. With the help of website marketing specialists, you can use PPC effectively to get higher rankings, website traffic, and conversion rates faster.


Facebook Revenue Has Doubled From Last Year, Quarterly Data Reveals


Facebook has nearly doubled its Q1 earnings from last year, according to earnings reports released this week.

The report states that advertising revenue dramatically increased by 146% from 2020. This is interesting, considering the fact that the number of active Facebook users only increased by 8%.

CFO outlook commentary within the earnings report stated that the increase in revenue was largely due to rising ad prices.

“We are pleased with the strength of our advertising revenue growth in the first quarter of 2021, which was driven by a 30% year-over-year increase in the average price per ad and a 12% increase in the number of ads delivered,” the report states.

It’s also important to note that digital advertising has increased across the board, not just with Facebook. With stay-at-home orders, working from home, and online learning becoming the new norm, people spent more time at home in front of screens than ever before. Along with an increase in demand for online advertising, competition for ad visibility and ad prices also grew this past year.

Other Changes Coming to Facebook 

Apple recently released iOS 14 and IDFA, which means all Apple users will have to consent to cross-app tracking. Advertisers will also have to provide two short lines of text to explain this to users.

Facebook has spoken out against the change, arguing that it would hurt publisher revenues.

“We know this may severely impact publishers’ ability to monetize through Audience Network on iOS 14, and, despite our best efforts, may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future,” said Facebook.

Facebook later made the decision to adopt Apple’s SKAdNetwork API, but stated it would not implement Private Click Measurement (PCM), with the reasoning that it doesn’t capture the complexities of the user journey. Facebook instead decided to create Aggregated Event Measurement (AEM) to measure conversion events on iOS.

Revenue Forecasts For 2021

With the increase in ad prices driving revenue growth, Facebook expects that revenue will either continue to increase or remain stable throughout 2021.

“We expect second quarter 2021 year-over-year total revenue growth to remain stable or modestly accelerate relative to the growth rate in the first quarter of 2021 as we lap slower growth related to the pandemic during the second quarter of 2020,” said Facebook’s CFO Sheryl Sandberg.

“It’s also on us to keep making the case that personalized advertising is good for people and businesses and to better explain how it works so that people realize that personalized ads can be privacy-protected.”

READ MORE: Facebook Revenue Almost Doubled: Here’s What It Means For Advertisers  

READ MORE: Facebook’s Ad Business Drives Surge in Revenue, Following Google’s Act  

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Watchdog report claims Facebook and Google are failing to stop scam ads


Facebook and Google both have policies against advertisers who try to scam users. However, a watchdog report suggests that these policies need an upgrade.

Britain-based consumer watchdog Which? released an independent report on the tech companies’ efforts to stop scammers. In the report, they reveal that Google had failed to remove 34% of the scam advertisements reported by users. Comparably, Facebook had failed to remove 26% of them.

Both companies flat-out ban scam advertisements, but scammers often use sneaky techniques to overpass the sites’ rules. According to Which?, the sites need to crack down on scammers.

“There is no doubt that tech giants, regulators and the government need to go to greater lengths to prevent scams from flourishing,” said Adam French, consumer rights expert at Which? “Online platforms must be given a legal responsibility to identify, remove and prevent fake and fraudulent content on their sites… and the government needs to act now.”

Another finding demonstrated problem with the process of reporting scam ads.

Following a survey, 15% of web users admitted that they had fallen victim to a scam advertisement and reported it. Among those users, 27% had been scammed on Facebook and 19% had been scammed on Google. Nearly half of the scam victims did not report their incident to these companies.

Why not report? On Facebook, the most common reason for not reporting was that the user doubted that anything would actually happen. On Google, meanwhile, the most common reason was that the user did not know how to report as scammer. This, according to Which?, indicates that Google needs to simplify its reporting procedure.

“Online platforms need to take a far more proactive approach to prevent fraudulent content from reaching potential victims in the first place,” Which? said in the report.

According to BBC, a rep from Facebook said that “fraudulent activity is not allowed on Facebook and we have taken action on a number of pages reported to us by Which.”

Google said that it has removed more than 3.1 billion ads for violating their ad policies, saying: “We have strict policies that govern the kinds of ads that we allow to run on our platform.”

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