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Challenge your brain – Learn PPC
What is PPC?
Pay Per Click has transformed what it means to advertise on the online platform by creating a basis of interaction between an entity and the target audience. PPC has become the basis of digital marketing since it offers immediate results unlike the slower organic methods of getting traffic. PPC has been able to initiate a revolution that focuses on ensuring online traffic is directed to the relevant sites and pages at a fee. PPC works by directing traffic after which the advertiser pays an amount when the Ad is clicked.
PPC can only be successfully captured when the fundamentals of internet marketing are captured with utmost attention to detail. PPC essentially means buying visits to a site which is a sharp contrast to earning them organically. The core of PPC demands that a marketer targeting Pay Per Click handles advertising in a peculiar manner that involves the effective analysis of both product and audience. Since advertisers bid for placement on the sponsored links that a search engine has, the idea is to provide a convincing Ad that will attract the traffic as well as provide value to the target audience. Search engines favor advertisers who create relevant and targeted PPC campaigns and this is through charging them less which is an act that results in higher profits for an advertiser.
Understanding the core of PPC
So why should you learn PPC? Well, this is a question best answered when one gets to understand the core of what Pay Per Click is all about. Google AdWords is the most notable PPC avenue for most digital marketers and conceptualizing it is what can ensure you internalize the intricacies of PPC.
There are varied elements at play when trying to run a PPC campaign. As a digital marketer, you are required to bid for keywords, set and pay for clicks made on the same which is where the challenge is for many of the advertisers on the digital platform. PPC as an advertising option offers valuable Ad space and it is often up to the digital marketer to devise the creative approach to structuring a campaign. A PPC campaign must have both quality and relevance and this is mostly monitored by the keywords that a marketer chooses.
So how do you challenge your brain using PPC?
In order to run a successful PPC campaign, you have to be a sharp thinker with a creative approach and this is where you challenge your brain. Learning the intricacies of PPC is already a challenge in itself but utilizing the learnt parameters to run a campaign is what presents the bigger challenge. When learning PPC, you have to understand the impact of Ad Rank, CPC Bids and Quality Score and how all of them fit within the marketing campaign to give it a successful orientation.
Ad Rank
With Ad Rank, the key is to understand what it means to have the placement and how it affects overall potential cost of a PPC marketing campaign. How the Ad rank influences the quality score of the Ad.
CPC bid
The CPC bid represents highest amount that an advertiser is willing to pay for an Ad. Read in full as Cost Per Click, it registers as the cost of every click that is made by the target audience.
Quality score
The quality score of a PPC campaign takes into account the click through rate, relevance of the landing page and the quality of landing page that has been utilized when funneling the traffic. The quality score determines whether the search engine will reward a marketer by lowering the cost of Ad space.
When the working of these 3 factors is considered, learning PPC becomes a demanding, engaging yet creative process that challenges the brain and ensures one is at the top of their game when handling PPC campaigns.
Building a PPC campaign
When trying to build a PPC campaign, several factors have to be put into consideration and it is these elements that make PPC such a nerve-racking process. Keywords are everything when it comes to PPC and this is where a marketer must engage in researching, selecting keywords, organizing keywords and placing the keywords in well-organized ad groups for a structured campaign. It is only after satisfactorily completing the aforementioned processes that a marketer can then move to the structuring of a PPC landing page and the optimization of the same for conversions.
Where PPC challenges the Brain
The exact setting where PPC challenges the brain can be identified as the period when a marketer has to set the keywords and keyword matches that the PPC campaign will be based on. A marketer has to add the PPC keywords to be used, incorporate the negative keywords and split all the selected keywords to fit within Ad groups after which a review of the costly keywords has to be done. There are varied Keyword Match Types to choose from and all have their varied impacts. From broad, exact to phrase keyword matching orientations; a marketer has a wealth of options at hand and it is up to them to determine the best suited style that will benefit the PPC campaign. The responsibility of determining keyword relevance is also left to a marketer and it is only after achieving relevance that the Ad text can be structured to give a campaign the face it needs.
Challenging your brain is not done after keyword structuring since the landing page still has to be managed and optimized to ensure it is relevant and up to the desired standard to ensure it achieves the intended goal of closing the conversion cycle. The landing page has to be persuasive, relevant and with a call to action that will initiate conversion and this is the challenge that marketers face.
The bottom line
PPC is an expansive platform for advertising and learning it is a progressive rather than a definitive act and it requires dedication and an open mind that is ready to learn. A PPC campaign must be relevant, exhaustive, expansive and most of all able to attract the traffic that will complete the conversion cycle to bring in the revenue that will justify the spending done on the CPC bids. Learning PPC is therefore a perfect way to challenge your brain and gain a new skill that will serve well in this digital age.