LET’S GET STARTED
PPC or Pay per Click services are online services or in fact formulas for the amount of money spent by advertiser on getting click[s] on his advertisement. Every click by the user on the advertisement directs him to the advertiser’s website. Advertisers pay a fixed amount to publishers for every click on their ad[s] by the users [website visitors]. For content based sites another term is used Cost Per Click. For the search engines [SEs] advertisers bid on the rate of the clicks on some keywords so for SEs PPC services rates can vary. One major benefit that an advertiser gets is that he get only charged when someone clicks on his ad[s].
Formula
PPC services are about maximizing profit by generating the most visitors and sales at the best cost. Various formulas and terms are used to measure the growth through PPC to the business. For an advertiser PPC holds a great importance. For measuring the success of an ad campaign following terms really important.
Impression: Total number of times, an advertisement is viewed on the website by the user.
Click: Total number of times user clicks on the ad
Click through rates [CTR]: It is calculated as [no. of clicks/no. of impressions] x 100. It tells the percentage of number of clicks on an advertisement.
Lead Rate: It is calculated as [no. of leads/no. of click] x 100. It measure the percentage of total number of successful actions taken up by the user e.g. buying product of the advertiser, getting subscribed, completing a survey etc.
Return on Ad spent [ROAS]: It is measured as [{total revenue from PPC – total cost}/total cost] x 100. It measures percentage returns on the ad to the advertisers.
Best ways to reap maximum from PPC
1. Utilize your headline: Headline is the first thing a visitor notices in your ad. Write headline by using generic keywords, company name and descriptive information about your product in a compact but catchy way.
2. Target Quality Customers: Having fewer clicks from the customers who are really willing to buy your product is better that having so many waste clicks. You may include cost of your product in your ad . It may lead less clicks but of great quality. In this way chances are more, of the conversion of clicks into leads. Give them a free offer e.g. trial offer etc.
3. Target Right Geographical Area: Especially for the beginner this factor is of great importance e.g. in a hot country there’d be a great demand of ACs. Suppose AC is one of the products of your company then run your ad campaign there [in that specific area]. This will maximize the chances of selling of the product from your company.
4. Scheduling: On advertising platforms like Google Ad Words scheduling of ad on right time is very important. According to general trends on Wednesday, Saturday, Sunday maximum no. of people use Internet. So it is better to schedule ad on those days.
Some New PPC Trends 2022
Now, let’s take a look at some of the most well-known PPC trends for 2022.
Do you know that At the end of 2019, Google enjoyed nearly 93% of the global search engine market share?
Source: www.orbitalads.com
It’s no surprise that Google Ads is the most popular PPC advertising system in the world.
Though the data that I have shown you is from 2019, it is still relevant today.
I’d like to discuss PPC trends because it’s an important moment to be aware of them as you know the traditional marketing is shifting to digital marketing.
And, believe me, PPC is one of the most important aspects of digital marketing today, and it will continue to be so in 2022.
So, let’s get started with the PPC Trends.
Re-evaluate Your Audience
As you may be aware, the global epidemic has caused an increase in the number of individuals looking at laptop and smartphone displays.
The market has also changed.
Certain sectors have struggled a lot and other sectors have flourished. It’s all due to the pandemic and their way of doing business.
Almost every sector and business need to re-evaluate its audience to identify their additional traffic opportunities.
So, that’s why it is quite important to look for metrics and study your audience and their buying process, asking the following questions:
What is my target audience looking for?
What new terms and phrases are they employing?
Where is my target audience interacting (platforms, ad formats)?
What are the new client segments that have emerged?
Has their purchasing procedure evolved in the last year?
You will be able to discover major trends by determining the answers to these questions. Perhaps the demographics of last year’s audience have shifted dramatically, and you’re drawing a new sort of consumer.
Work On Optimisation Through Automation
Here automation means allowing search engine algorithms to optimize your PPC campaigns. your team must first set this based on historical data, marketing goals, and so on.
You may already be utilizing automation in some capacity for your Google advertising, but are you aware of all the options?
1. Using the Hagakure approach, create optimal account structures.
2. Determine the appropriate bidding approach for each target.
3. Stop running low-performing advertisements and prioritize the ones that are producing the best results.
4. Automatically generate performance reports and discover performance problems.
5.To reduce time on ad optimization and reporting, use rules or scripts.
6. Predict future ad click-through rates (CTR), the likelihood of a client conversion, and the influence on Quality Score.
7. Create dynamic advertising depending on the content of the website as well as the user’s attitude and behaviors.
8. Ad testing and ad rotation should be optimized.
Smart bidding, responsive search ads, and the utilisation of Hagakure are all expected to be major PPC trends in 2021.
Proper Use Of Video Advertising
Did you know that YouTube is the world’s second most popular search engine? Given this, it’s hardly unexpected that by 2022, videos will account for 82% of all Internet traffic.
Although many businesses currently employ PPC video advertisements, it is now more important than ever to adapt your ads to Google video ads, YouTube ads, Facebook and Instagram Stories, and TikTok video ads (as you know, video is highly prominent on social media).
This year’s trends to keep an eye on include connecting to items in video commercials and introducing virtual reality into the video viewing experience.
Display advertising is more visually attractive than text ads, resulting in more impressions, clicks, and engagement.
Furthermore, individuals recall up to 95% of a video’s message (as opposed to text). If it doesn’t persuade you to increase your investment in video advertisements, what will?
Work On PPC
It’s nice to rely on your tried-and-true Google Ads campaigns, but there are several more platforms where you may do sponsored advertising.
In uncertain times, it’s a smart idea to diversify your ad spend and media distribution by eliminating underperforming campaigns on existing channels to free up resources for new projects.
First and foremost, you should investigate different search engines such as Microsoft and Bing (as mentioned above, Bing is used with Alexa voice search).
PPC should be tested and analyzed on social media sites including Facebook, LinkedIn, Instagram, Snapchat, and TikTok.
These may be more expensive than Google PPC ads, but depending on the nature of your audience, you may need to prioritize advertising on these networks in order to reach your target demographic.
Join the Voice Search revolution
Voice search is the newest innovation being experimented with by forward-thinking enterprises. Voice search is expected to account for half of all searches by 2020, and voice shopping will be used by half of all customers by 2022.
Advantages of PPC Services
Through PPC you can reach large number of customers across the world. It provides maximum exposure to your business. And maximize your profit. As discussed above, you only pay when someone clicks on your ads. Thus it is very much cost efficient.Through PPC it is not very difficult to direct user to the advertiser’s website. In ads generic keywords of valuable importance are used, which attract large people to visit the link and thus increase the traffic of the website. By targeting right geographical area you can target quality customers.
In the end
PPC Services are the tools of great potential for the advertisers. One may produce ads in lesser time and can earn maximum. But with increase in competition some corrupt website developers and publishers use fraud click, forced clicks etc this irritates the site visitor. Very large number of sponsored links sometimes make website hideous.
