A PPC (pay-per-click) ad campaign is an online advertising strategy that allows businesses to place ads on search engine results pages (SERPs) or other websites. In this type of campaign, the advertiser pays a fee each time one of their ads is clicked on by a user.
How PPC Ad Campaigns Work
PPC ad campaigns work by placing the advertiser’s ads in a prominent position on SERPs or other websites, with the aim of attracting the attention of potential customers. When a user clicks on one of the ads, they are redirected to the advertiser’s website, where they can learn more about the product or service being advertised.
PPC ad campaigns are typically managed through ad platforms such as Google Ads or Bing Ads. These platforms allow businesses to create and manage their ads, set their budget, and track the performance of their campaigns.
Keywords and Ad Groups
One of the key elements of a PPC ad campaign is the use of keywords. These are the words or phrases that users search for on search engines, and that the advertiser wants their ads to appear for.
For example, if a business sells handmade jewellery, they may choose keywords such as “handmade jewellery”, “unique jewellery”, and “one-of-a-kind earrings”. These keywords will help ensure that the business’s ads appear in the search results when users search for these terms.
Advertisers also use ad groups to organise their keywords and ads. An ad group is a collection of keywords and ads that are related to a specific product or service. For example, a business that sells handmade jewellery may have one ad group for earrings, one for necklaces, and one for bracelets. This helps the advertiser tailor their ads to specific products or services, and track the performance of each ad group separately.
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Bids and Quality Scores
PPC ad campaigns operate on an auction-based system, where advertisers bid on keywords in order to have their ads appear in the search results. The amount an advertiser is willing to pay for a click on their ad is known as their bid.
The position of an ad on the search results page is determined by a combination of the bid and the ad’s quality score. The quality score is a measure of the relevance and effectiveness of the ad, based on factors such as the relevance of the keywords to the ad, the relevance of the ad to the search query, and the landing page experience. The higher the quality score, the more likely the ad is to appear in a prominent position on the search results page, even with a lower bid.
Ad Formats and Extensions
PPC ad campaigns can use a variety of ad formats, including text ads, display ads, and video ads. Text ads are the most common type of PPC ad, and consist of a headline, description, and display URL. Display ads are graphical ads that appear on websites and are typically larger and more eye-catching than text ads. Video ads are video-based ads that can appear on YouTube or other video-sharing platforms.
Advertisers can also use ad extensions to enhance their ads and provide additional information to users. Ad extensions can include things like location information, phone numbers, and links to specific pages on the advertiser’s website.
Tracking and Optimisation
PPC ad campaigns can be tracked and optimised using a range of tools and metrics. Advertisers can track the performance of their ads in real-time, including the number of clicks, impressions, and conversions. This allows advertisers to see which ads are performing well and which ones may need to be modified or changed.
Advertisers can also use conversion tracking to see how many users who click on their ads go on to complete a desired action, such as making a purchase or filling out a form. This helps the advertiser understand the effectiveness of their ads and make informed decisions about how to optimise their campaigns.
Frequently Asked Questions
How do I set up a PPC ad campaign?
To set up a PPC ad campaign, you will need to choose an ad platform such as Google Ads or Bing Ads. From there, you will need to create your account and set up your campaign, including choosing your keywords and ad groups, setting your budget, and creating your ads. It is recommended to spend some time researching and planning your campaign before you launch, as this can help ensure that you get the most out of your ad spend.
How much does a PPC ad campaign cost?
The cost of a PPC ad campaign can vary greatly depending on a number of factors, including the competitiveness of the keywords you are bidding on, the ad platform you are using, and your budget. In general, the more competitive the keywords, the more you will need to bid in order to have your ads appear in the search results. It is important to set a budget that is realistic for your business and to monitor your ad spend closely to ensure that you are getting a good return on investment.
How do I optimise my PPC ad campaign?
There are several ways to optimise your PPC ad campaign, including:
- Regularly reviewing and updating your keywords and ad groups to ensure that they are relevant and effective.
- Testing different ad formats and extensions to see which ones perform best.
- Monitoring your ad performance and making changes based on the results.
- Segmenting your ad campaigns by location, device, and other factors to see which segments are performing best.
- Using conversion tracking to understand the effectiveness of your ads and make informed decisions about how to optimise your campaigns.
Can I prevent wasted ad spend on fake touchpoints with a PPC ad campaign?
Yes, there are several ways to prevent wasted ad spend on fake touchpoints with a PPC ad campaign. One option is to use an invalid traffic prevention solution tool such as Lunio, which helps advertisers and PPC specialists identify and prevent fake touchpoints and improve the efficiency of their campaigns. Advertisers can also use other measures such as IP blocking and user agent filtering to help reduce the risk of fake traffic.