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Run Effective PPC Campaigns to Boost Your Online Business

We are a digital marketing company focused on helping our clients achieve great results.

Internet has pervaded all our lives. No matter what we are looking for, whether it a vacation or a pair of shoes, we turn to the Internet to find what we want. The handiest tools we have to do so are search engines. As more and more people increasingly use search engines to find what they are looking for on the Internet, the field of online PPC marketing is undergoing a tremendous boom.

Do you want to attract traffic to your website or are you considering new alternatives to grow the online presence of your business? Probably, the PPC is one of the options that you should take into account.

Pay -per-click advertising is one of the most effective tools in digital marketing , but it can be a bit confusing if you’re just getting into this channel. For this reason, at I’amITmm we are going to help you understand what PPC is, how it works and the different platforms on which to launch your own campaigns.

What is PPC Marketing?

When you search for something on a search engine, you get thousands of search results. But, along with the organic search results, you also get sponsored links for the products or services you are looking for. These sponsored links are ads placed by advertisers on the search engine. While clearly marked as sponsored links, they form an important part of the web user’s search for what they want on the Internet.

In other words,

Pay-per-click marketing, better known as PPC, is a type of Internet advertising where the advertiser creates a series of ads on different platforms and pays for each click on it.

This method is usually the perfect complement for web positioning . Pay per click campaigns, when managed optimally , are one of the best tools to reach the audience that is truly interested in your company. In addition, it is a very profitable investment, since it is only paid when the user clicks on the message.

How Does PPC Marketing Work?

The online ads that you see on search results page, are triggered by keywords you use as search terms. Advertisers place a bid on each keyword that is relevant to them and when a user clicks on their ads, they pay the search engine the amount they had agreed to pay per click (PPC). Apart from the price advertisers are willing to pay for each click, search engines have their algorithm to determine the position of the ads. One of the most important factors that determine the ability of ads to be ranked high is the structure of the ad campaign.

Read More About Bing Ads Setup and Run the PPC on Microsoft Network

Pitfalls of PPC Marketing

PPC marketing is extremely dynamic nature. A PPC campaign is made of many components like ad groups, keywords, geo targets, ad texts, negative keywords, language option, daily budget, etc. A minor change made to any one of these aspects can change the entire nature of the campaign and its effectiveness. People who are not skilled at using these components are at a very high risk of losing their advertising budget without having anything to show for it. Additionally, in the race to outbid other advertisers get caught in bidding wars and end up spending more money on high traffic keywords than they are worth.

Professional Services

It is best to entrust your PPC marketing to experts who understand in depth the various components of online advertising and can use them to benefit your website. We offer a full range of services required to create and maintain a highly effective PPC campaign that will provide you with return on investment that you will find hard to believe.

# Advantages of using paid advertising

The reasons why PPC is one of the most popular channels are not few. Do you want to know what its advantages are? Read on and we’ll tell you!

Cost : as we said, in PPC the advertiser only pays for real results. That is, when the user clicks on the ad.
Tracking and Measurement : Platforms allow you to track conversions and gain insights to analyze and evaluate campaign performance.
Control : In addition to budget, with pay per click you have full control over when your ads run (day and time) and stop or resume campaigns at your convenience.
Targeting : Based on their data, you can target a specific audience. Thus, you ensure that you carry out a more effective campaign, since you impact users who are truly interested in your products or services.
Variety of formats : depending on the needs of your business you can choose one format or another. If you have an e-commerce store, you can opt for shopping ads or use display remarketing to impact users who have abandoned carts.

Featured platforms on which to do PPC campaigns

Having doubts about which platform is the most suitable to carry out a PPC campaign is common. For this reason, we want to explain each of them to help you make decisions:

Google ads
It is known for being the PPC platform par excellence. Previously known as Google Adwords and Google Adwords Express , it is a tool widely used by companies to promote their products and services. Its algorithm is in charge of giving visibility to the ads according to the bid and the keyword.

Bing ads
Competitor director of the Giant, this platform is responsible for displaying ads in search engines Bing and Yahoo .

Facebook ads
In any acquisition strategy, launching ads within Facebook is a must. For this reason, we endorse each of the words that appear on its website “If we take into account that more than 2 billion people use Facebook every month, whatever your audience, you will find it on the platform”.

Instagram ads
Configuring ads on this social network opens the door to increase your reach, number of followers, interaction rate and redirect traffic to the web. In addition, it is a platform that is expanding and to which more users arrive every day, so it is very attractive to reach your potential customers.

Youtube
Advertising on YouTube can be a way to bring a product or brand closer to a specific audience. Through this platform you can create an ad in different formats and choose where you want to insert them (before, during or after the video). It is important to know that Google is the company that owns YouTube. This means that the two most powerful search engines are integrated into a perfect symbiosis that allows the sharing of audiences, data and actions.

Pay Per Click Campaign Basics

Throughout this post and probably if you have already researched pay per click campaigns, you have probably come across a series of concepts that you may not have understood very well. If you want to be up to date with everything that this marketing technique encompasses , it is important that you fully understand the following terms:

Campaign
A campaign is understood as the set of ad groups that share the same budget and targeting. The ad group is made up of the ads, the keywords and the bids.

Bid Types
Before managing an Ads campaign, it is essential to have in mind the type of bid that we want to focus on.

Manual bids : the advertiser is in charge of everything. That is to say, once the strategy has been implemented, he must be aware and ensure that expectations are met, the budget is correctly invested and the bids with the most appropriate ones.
Automatic bidding : Google is in charge of setting the bids based on the probability that that set of ads will generate a conversion.
keyword match
Keyword match types make it easy to control which search terms your ads will generate. The ones that can be used are:

Broad match – Ads may show on searches that contain misspellings, synonyms, or related searches.
+Modifier + concordance + broad : its operation is similar to the previous one. The difference is that the ads will appear on searches that include + signs at the beginning.
“Phrase match” – Only the ad will be visible for terms that incorporate additional keywords at the beginning or end of the keyword
[Exact match] : This is the most restrictive, as the ad will only show for the exact word or closely related variations.
CTR
Known as Click Through Rate, it is the percentage that indicates the frequency with which users who have viewed the ad have clicked on it. Thus, the performance of keywords and ads can be measured, being able to determine which ones are effective and which ones can be improved.

Advertisements
Ads are the items that appear on the search engine. Its main function is to draw the user’s attention to click.

Budget
Depending on the amount you want to spend, you should set a budget. This corresponds to the money you are willing to invest in a PPC campaign.

Segmentation
Segmentation is the best ally to carry out an effective campaign. Target your ad to a specific audience based on their demographics, geography, sociographics, and interests.

In conclusion, PPC is a very useful digital marketing channel for online businesses. Its benefits are multiple and its operation is not very complicated. However, to get the most out of it, it is advisable to have a professional. At iamitmm.com we have a team specialized in Ads that will be happy to help you boost your business. Do not hesitate to contact us!