As soon as your maximum budget is reached, your PPC campaign will pause in Google Ads. You can set daily or monthly maximums to control how long your campaign runs. You Can Be Highly Targeted By using smart keywords, location parameters and tailored ad copy, you can create PPC ad campaigns that are very specific to your target audience. By only targeting customers likely to be interested in your products or services, you can increase your conversion rate. The Results Are Immediate With PPC advertising, successful campaigns result in an immediate increase in traffic to your website and a boost in sales. You can get a sense quickly of what products or services sell best through PPC campaigns and which ads are most likely to convert. You Get Detailed Campaign Reports Google Ads and Bing Ads both offer helpful tools and detailed reports to help you better understand how your campaigns perform. The reports give you helpful insights into what ads perform best and the demographics of people making purchases.
Through your research using the keyword planner tool, you've discovered that your target audience searches for "Unique flower shops in Illinois. " You then decide that you want your business to appear on the search engine results page for this keyword. In order to do this, you have to bid on these keywords through the Google Ads platform. You decide that 22 cents is an appropriate cost for a click on your advertisement. However, if one of your competitors is willing to pay 25 cents for the same keyword, your PPC ad will most likely be lower on the list in the SERPs. However, PPC ranking is more than just cost. Google gives preference to PPC ad practitioners who have a high Quality Score. Wordstream does a great job of defining Quality Score: "Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. " The factors that impact your quality score include: Landing page relevance Landing page quality The relevance of your ad copy Your historical performance Keyword match type and negative keywords also impact your Quality Score.
The right tools with the right marketing strategy can give you the right results. What else you need to know about PPC In order to take advantage of the above benefits you need to make sure that: You don't spend more on PPC than the return you get You optimize your campaigns – this may take time and effort You test different scenarios, ads, strategies until you find what works best for your business You check what your competition is doing in PPC – there are many tools to check how your competitors are using PPC and you can use this to get ideas to use for your campaigns. Conclusion PPC has many benefits for businesses mainly because it can generate fast results by targeting the right people at the right time. PPC and SEO can work together in harmony for the best possible results as they are 2 of the major components of digital marketing. Even if you don't get good results from PPC the first time, you can try again by further optimizing your campaigns or if everything fails, hiring PPC professionals to help you.
It's important to note that the first few months will mostly be trial and error as broad keyword terms are tighten up into phrase terms, then eventually exact match terms. You will also want to maximize features such as sitselinks, callouts, extensions, and more in Google Adwords. Each platform has its own set of strategies, and it's critical to know what they are. There are also additional benefits that comes with PPC campaigns, such as increased SEO exposure and understanding what terms and audiences drive results. PPC strategies are best won with proper planning and clearly defined goals. My tips for small business PPC, Ensure you are driving traffic to landing pages that are conversion friendly, also factor in speed if the landing page takes 20 seconds to load and you paid $2 for the click it's a waste at scale. Get it loading in 1 second or less. Stop bidding on wasteful keywords, review your accounts regularly if you are spending $100s a month on a term that's broad and not converting.
To optimize your landing pages, consider the following: Add a clear call to action Show why your business is superior to competitors Ensure your page load time is quick Include an offer on your landing page, like a discount on the visitor's purchase Boost Your Quality Score Google Ads assigns your business a quality score that rates the quality and relevance of your ads and keywords. Your quality score, in conjunction with your maximum bid, helps determine how your ad ranks in the bid auction. Your quality score is affected by: Your click-thru rate (CTR) How relevant your keywords are to their ad groups The relevance of your ad copy The quality and relevance of your landing page Focusing on quality and relevance can help you boost your quality score ranking. Use Negative Keywords One way to save your budget from irrelevant search terms is to use negative keywords. By setting negative keyword parameters, you ensure that your ads don't show up in the search results of someone performing a search that's unrelated to your product or service.