How to Get All Your Ad Data into Google Analytics

My Post (5).pngNot long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time.

As it turns out, however, Google Analytics allows you to analyze the performance not only of Google Ads but also other advertising sources, such as Facebook, Bing, Twitter, Pinterest, LinkedIn, and more—in a single dashboard.

In this article, I explain how to import costs from all advertising platforms into Google Analytics and how to set up performance metrics such as ROAS, Cost of Sale, and more.

1. Create a Data Set in Google Analytics.

First, create a Data Set to load with advertising cost data.

Go to the Google Analytics “Admin” section, select your account, and choose the “Property” into which you want to import data. Then select “Data Import.”

Create a Data Set in Google Analytics.

Next, click “Create” to create a new Data Set.

Next, click "Create" to create a new Data Set.

When choosing “Data Set type” select “Cost Data” and click on the “Continue” button:

Select "Cost Data and click "Continue."

Enter a name for your Data Set and select the required “Enabled Views.” Ad cost data will be available only for selected “Views.”

Enter a name for your Data Set.

Next, in the settings, select the dimensions and metrics as shown in the screenshot. Set “Import Behavior” as “Overwrite,” and click on the “Save” button.

Select dimensions and metrics.
When you select “Overwrite,” Google Analytics will overwrite old data with the newest data “if there are multiple data rows with the same keys.”

Done! You have created a Data Set, which can now be loaded with ad cost data from your chosen advertising platform.  – Read more

Grow online sales with new features for Smart Shopping campaigns

My Post (4).pngThe way that consumers are shopping today continues to evolve with dynamic market conditions. 25% of U.S. shoppers say they will continue to shop online and avoid going in stores even as stores re-open.1 As shoppers move online, Smart Shopping campaigns2 are helping advertisers adapt by optimizing for your goals based on real-time signals across Google, including Google Search, Google Images, YouTube and millions of sites and apps across the web. This means you can be sure to show your products to the right customers at the right time as consumer demand unpredictably fluctuates.  Now, we’re making Smart Shopping campaigns better by offering a new goal and more visual ways to stand out from the competition.

Acquire new customers with Smart Shopping campaigns

With consumers increasingly adapting to a digital-first lifestyle, getting in front of shoppers in their moments of need and inspiration is more important than ever before.3 In fact, in May, 1 in 3 U.S. shoppers said they shopped online with a store that they hadn’t before. Now, in addition to optimizing for sales, Smart Shopping campaigns will help you drive new customer acquisition by allowing you to add a conversion value for sales from new customers.

 


New customer acquisition goal in Smart Shopping campaign settings

 

Retailers participating in our beta program have seen great results. IT Cosmetics, a makeup and skincare brand, found that new customers who bought their core products are more likely to purchase again. The brand partnered with Add3 to focus their efforts on driving sales from new customers. By adding the new customer acquisition goal in their Smart Shopping campaign, they saw a 188% increase in revenue from new customers.

 


Shopping ads for IT Cosmetics on Google Images in U.S.

Showcase your brand and products in more visual ways

Just as Smart Shopping campaigns can optimize your bids and placements, the format in which your products are displayed will also respond to your customers’ needs. We’re adding more visual features to help customers easily discover more retailers, explore options and narrow down who they want to make a purchase with.

For example, let’s say a customer is browsing around for furniture ideas across websites and apps. They may see a video Display ad from your Smart Shopping campaign to help showcase relevant products to them in that moment.


Featured video content on Display ad from Smart Shopping campaigns

 

After more research, the customer narrows down their choices and starts searching specifically for “side chairs”. They may see a more immersive, browsable experience with a carousel of your most relevant products.

 


 1) U.S. example and 2) U.K. example of responsive shopping experiences that may become available

 

When the customer is ready to buy, they may see annotations that can help them make an informed purchase decision. For example, you can highlight free and fast shipping on Google Search (U.S. only). Retailers who participated in showing free and fast shipping annotations saw an average increase of 9% in conversion rate.4 In the future, more variations of these annotations will become available. – Read more

How to Use Google Search Console to Drive More Search Traffic

My Post (3).pngGoogle ranks your most popular pages for dozens, if not hundreds, of search terms. Even if you target some of those keywords, you probably don’t know all the terms attracting attention from search engines.

But a free tool – Google Search Console – can help you identify these “hidden” keywords and further optimize your content. Follow this easy-to-implement, seven-step process to develop a strategy that could bring in thousands more visitors every month.

Let’s start with the basics.

Over time, Google’s algorithm ranks each page for terms it thinks are relevant to the content. You can access those conclusions through the free Google Search Console. (If you haven’t already connected your site to your account, begin that process here.)

1. Get the big and little picture

You arrive at the overview screen. Click on the Performance tab in the left column to see an overview of your site’s performance, including:

  • Total clicks
  • Total impressions
  • Average click-through rate (CTR)
  • Average position of your site (based on its highest position whenever it appeared in search)

TIP: The default view of the graphic (below) includes only total clicks and impressions. To see average CTR and average position in the graph, click on its corresponding box above.

Below the overview graphic is a table with the site’s individual pages. Analyzing this information provides valuable insights about your content.

The tabs – queries, pages, countries, devices, and search appearance – allow you to analyze the data points (clicks, impressions, CTR, position) in different ways. Here’s a quick overview of the tabs:

  • Queries – all your ranking search terms
  • Pages – list of pages on your site
  • Countries – origin of visitors on your site
  • Device – how people interact with your site across mobile, desktop, tablet
  • Search appearance – inclusion in elements like rich snippets and accelerated mobile platforms (AMPs)

TIP: The default setting for sorting is bolded on the page. Click on a different header (e.g., Impressions instead of Clicks) to sort the pages by that measure.

Now let’s jump in to how to evaluate this data. It involves spreadsheets, custom formatting, and a bit of color coding.

2. Export page keywords to Google Sheets

To understand which keywords your content is ranking for, review each page’s analytics individually.

Select the Pages tab and export the data to Google Sheets. You now have the aggregate overview of each page’s appearance in search results. – Read more

How Landing Pages Impact Quality Score on Every Ad Platform

My Post (2).pngIn the world of pay-per-click (PPC) advertising, there are few misperceptions as rampant as the ones about the effects that landing pages have on Quality Score. That’s not surprising, given that Quality Score algorithms are “black boxes” that play a crucial role in the success of any PPC campaign. We still have very little insight into how Google Ads, Microsoft Advertising (formerly Bing Ads), and the social media advertising platforms calculate and use Quality Score.

Landing pages are often a customer’s first interaction with a brand and set the stage for the relationship going forward. Distilling Quality Score into a number is misleading for PPC advertisers because it undervalues the importance of landing pages on several other crucial components of a campaign, such as brand perception and positioning.

As a side note, most ad platforms use the term “Quality Score,” while others use “Ad Relevance” or something similar. For the sake of simplicity, I use Quality Score interchangeably with Ad Relevance and Relevance Score metrics unless otherwise noted. Let’s get into it!

What Is Quality Score & Why Does It Matter to PPC Advertisers?

Quality Score is an approximation of your keywords’ and ads’ relevance to your target audience. It’s usually represented in the ad platforms as a number from 1-10. This dramatically oversimplifies the complex and user-specific Quality Score inputs factored into each ad auction, but it’s the best we have. Search engines and social media platforms use this metric to decide which ads to show and how much to charge an advertiser for each click or impression.

Google Ads pioneered Quality Score in their Ad Rank algorithm to reward advertisers that created relevant ads with a lower cost per click. Advertisers that try to show irrelevant ads to uninterested users may receive a lower Quality Score and have to pay a higher cost per click to remain visible.

As you can see in the equation below, providing a great user experience to boost your Quality Score can improve your Ad Rank and lower your cost per click. From what we can tell, most PPC platforms use an equation like the one below to determine where your ads appear.

Ad Rank Calculation

However, each ad platform treats landing pages differently in their Quality Score equations. Savvy PPC advertisers should understand the nuance of each platform to tailor their campaigns for the best results. As a shorthand, the table below shows the similarities and differences between each major ad platform’s version of Quality Score as well as the associated factors:

How Quality Score Is Calculated

In simple terms, here’s the question platforms are asking when they evaluate your ads against these different attributes:

  • Landing Page Experience: Is your ad’s landing page relevant to the visitor’s intent and does it help them accomplish their objectives quickly and transparently?
  • Ad Click Through Rate/Engagement: Are your ads clicked as often as competing ads?
  • Ad Relevance: Do your ads align with your audiences’ interests and intent?
  • Post-Click Conversion Rate: Are visitors likely to convert or take meaningful action after clicking your ad?
  • Recency: Are your ads recently published or updated regularly?

If the answer to any of these questions is “no,” there’s a good chance your Quality Score is suffering as a result.

Landing pages with PPC

How Do Landing Pages Impact Quality Score on Different Platforms?

Landing pages are an important part of Quality Score algorithms and, fortunately, are one of the easiest elements of a PPC campaign to control. The most important part of the “Landing Page Experience” component of Quality Score is providing a positive visitor experience. Answer their search intent with relevant content, provide lightning-fast page speed, and make sure your site looks great on all screen sizes.

When done correctly, landing pages can have a positive impact on Google Ads Quality Score. That means a lower cost per click and higher conversion rates when compared to sending traffic to a website. And even though some ad platforms do not explicitly factor landing pages into their Quality Scores, marketers shouldn’t ignore the improvement in visitor experience and their likelihood of developing a positive association with your brand.

1. Google Ads – Quality Score

Google Ads’ support content explicitly mentions the importance of landing pages for creating a positive user experience. I want to emphasize the experience portion because most people assume that Google Ads Quality Score only focuses on landing page relevance. Your landing pages must be relevant to keywords and ads that your visitors clicked on, yes, but it’s just as important to Google that your landing page loads quickly, is secure, and looks great on all screens.  – Read more

Strengthen Your Brand In Unprecedented Times

My Post (1).pngCertain industries (such as fitness or streaming services) saw a peak in sales due to COVID-19 in Q2. With some locales slowly reopening, those sales have likely dipped. As an ecom marketer, it is my job to boost ROAS and revenue as much as possible no matter the demand. My team and I were recently challenged with the task of figuring out how to maximize sales and ROAS for a fitness equipment brand that was coming off of Q2 peak demand.

Curious how we tackled the challenge? Look no further!

Here are 5 steps we took to maximize ROAS and revenue.

1. Do Your Research

See where you can expand keywords. Start by running a search term analysis.

(If you want more info on running a search term analysis, Chloe Pascoe wrote a wonderfulblog on the subject: Search Terms Report: Why and What To Look For.)

Doing so will tell you what users searched to trigger your ads. From there, you can expand or remove keywords that would be beneficial for increasing traffic.

 Google Trends will tell you how often a search term is plugged into Google in comparison to the overall search volume. Below is a screenshot of performance for the search term, fitness equipment. This chart tells us that searches peaked during COVID and then slowly decreased. We saw these trends relevant in our sales and revenue which indicated the rise and fall was an overall dip in what people were searching for on Google.

google trends home workout equipment searches
Fitness equipment search trend due to COVID-19

2. Increase Non-Brand and Brand Keywords

Based on your research, are there non-brand or brand keywords with which you can expand your brand’s reach? Both Google Trends and search term reports will tell you what users are looking for. The data doesn’t lie! Be sure to add negative keywords as well to minimize irrelevant traffic. It is also helpful to perform an audit to ensure there are no gaps between the products your brand sells and your ads representing all of that inventory.

3. Offer Free Resources

This varies from business to business, but if you are able to offer resources such as a free workout video or a free trial, it gives customers a glimpse into your brand. Be sure to note what they’ll gain from taking advantage of said download. Will investing in your program help them shed a few pounds or gain muscle mass? Tell them! Put yourself in your customer’s shoes, give them what they wantand help them understand why your product will provide that for them.

4. Add Audiences In Observation Mode

I’m a huge advocate for custom affinity audiences. Set audiences in observation mode, at first, as this ensures reach will not be limited. Once you have data from observation mode, you can cater your ads to the audiences performing the best. This helps ensure that you’re driving high-quality traffic to your site. – Read more

Three Basic Categories of Google Ads Bidding

My Post.pngThere are only two certain things in life: death and Google Ads updates. Google makes updates to its ads platform on a monthly basis and most of these are small changes or new features types to test out. However, every year or so Google loves to rock the boat with removing or adding a new bid strategy. Don’t worry, you haven’t missed any big news recently! However, given pivotal shifts in strategy all markets have undoubtedly had to make in these uncertain times, let’s take some time to review our current bidding strategy options and how best to use them!

Profitability-Focused Bid Strategies

If you or your client is primarily concerned with profitability, Google offers two types of bidding strategies that will allow you to up your PPC game while working within a pre-set KPI.

Target Cost Per Action (CPA) Bidding

Target CPA bidding is a smart bidding strategy that gives Google almost total control over your bids, leaving your hands free to focus on other aspects of your account. Target CPA bidding allows you to set a specific cost per action that you do not want to go over, ensuring you are not going after “unaffordable” conversions. So, for example, if you are selling a pair of shoes for $60 it wouldn’t make sense for you to pay $60 for a conversion, as it would completely wipe out your revenue. Instead, you’d want to set a much lower CPA goal, maybe $10, to ensure you are going after the most profitable converters. Setting this CPA goal tells Google’s algorithm to only bid on searches by customers that it identified as likely to convert within this $10 restriction. If you or your client is highly focused on efficient spend and revenue, this is a great bid strategy to leverage.

Target Return On Ad Spend (ROAS)

Much like Target CPA bidding, Target ROAS is super valuable to the revenue-focused client, particularly in the e-commerce realm. One benefit of eCommerce businesses is that we can easily quantify sales or assign value to them. Therefore, it is easy to calculate a return on investment, or in PPC terms, return on ad spend. Of course, all brands want to see a return. However, because eCommerce clients have a set dollar value assigned to each product, we can optimize ad spend to stay within a margin of return. Therefore, if you have a brand that wants to generate 5x the revenue from the cost it takes to generate a conversion in PPC, your ROAS goal is going to be 500%. Google’s Target ROAS smart bid strategy allows you to input that goal then tells its algorithm to only go into auctions it deems as likely to convert at or above that 5x margin. Again, this is a great option for clients with KPIs heavily centered on return, however, it is best suited for eCommerce clients with specific product values. This is because in eCommerce businesses product values differ. For example, one pair of shoes may cost $60, while another costs $120. If our KPI is 5x ROAS then we are willing to pay only $12 for the $60 conversion but $24 for the $120 conversion. Target ROAS bidding gives Google’s algorithm room to adjust based on product price, unlike Target CPA.

Maximum Leads or Revenue Bidding

If your brand is less concerned about ROI, but is primarily focused on maximizing conversions or conversion value as is possible with the given budget, then choose one of these bid strategies.

Maximize Conversions

This is another smart bidding strategy that gives Google total control at auction time. However, this strategy is tailored to spend your entire budget and bring in as many conversions as possible. That’s it, pretty straight forward. The one caveat to this is that you can set a max. CPC to ensure you aren’t paying an outrageous amount for a click. However, be careful in setting this. You will want to be generous with your CPCs to ensure Google’s algorithm can work its magic, if you set a low CPC, you will be restricting yourself just as you would with manual bidding!

Maximize Conversion Value

Just as with Target CPA and Target ROAS, there is a very subtle difference with Max. Conversion and Max. Conversion Value bidding. Maximize Conversion Value bidding is, again, a smart bid strategy but is more tailored for ecommerce clients. Like Target ROAS, Max. Conversion Value operates based on a product dollar value. With this bid strategy, Google’s algorithm is going to go after conversions likely to bring in the most dollars. This strategy will maximize the revenue from sales generated through PPC.

If handing over the reigns to Google seems like a scary prospect, or if you’ve tested out smart bidding with less-than-desirable results and would prefer to stick with manual bidding but with a liiitttle bit of help from Google then this next bidding strategy may be for you:

Enhanced Cost Per Click (ECPC)

ECPC bidding allows you to set and adjust your bids manually, which admittedly takes some time. However, this setting gives Google some leeway in changing those bids at auction time. Basically, if you’ve set your bid cap at $10, but Google’s algorithm feels certain that you can win a particular auction at $10.05, it will adjust your bids accordingly.

Brand Awareness Bidding

Finally, if your campaign goals are not based on driving conversions or revenue, but rather you are wanting to drive awareness and get your brand name out there, then none of the above strategies matter to you! Instead, you will want to focus on showing in the SERP and traffic to the website, which can be done with the final two bid strategies. – Read more

5 Tips for Marketers: Write Simple, Persuasive Messages Your Audience Will Actually Read

My Post (23).pngYou sit down to write an important report or email to a client, boss, or co-worker. After much effort, you click “send”. You’ve outlined your strategies with great detail. You’ve set expectations and made recommendations. Then, your reader comes back to you with the most disappointing response of all:

“Oh, that email? I didn’t have a chance to read it.”

You could blame your audience for being too impatient to read your tome. But as Dale Carnegie said, “Instead of condemning people, let’s try to understand them.” Your multi-paragraph argument on the value of automated bidding may be essential to you, but long emails and detailed reports can be daunting to read. Your audience thinks to themselves as their coffee cools, “Ok…I don’t have time to read this.” Whose fault is that? It’s the writer’s fault.

How can you improve your writing to make a message clearer? How can you reduce the reader’s anxiety? Below are 5 tips on how to simplify your writing so you can easily persuade your audience and ensure your messages are read.

1. Recognize when you should NOT write

In the work-from-home world of COVID-19, you can’t walk up to a co-worker’s desk. But you can hit up a colleague or client on a Slack chat or video call, and screen share exactly what you mean instead of stumbling to write overly descriptive words.

When you sit down to write, set a timer. If your message takes longer than 3-5 minutes to write, consider using a different form of communication. Reach your audience in real-time instead, even if it’s for a few minutes.

When in doubt, say it with a screenshot. One tool I find invaluable is the Lightshot extension, which allows you to annotate your screenshots like so:

lightshot extension annotate your screenshots

2. Know your audience

All good writing starts with the audience in mind. Here are some things to consider before you sit down to write:

  • What is their knowledge base? 
    • Will they understand marketing jargon?
    • Are they “looped in” or do they need a history lesson?
    • Do they concur with the KPIs & goals you’ve set?
  • What are their expectations?
    • Does your audience think you’re credible, or do you need to gain their trust?
    • How “deep in the weeds” do they want to go?
    • What is their professional background?
    • What are the stakes?
      • Is there a boss to impress or a promotion they’re chasing?
  • What time commitment are you asking of them?
    • Are they busy? How much time do they have to read your message?
      • C-suite audiences tend to require more brevity than their grunt worker colleagues.

Knowing all of these things about your audience will help you with the next step of writing simply, which is…- Read more

SEO vs. PPC: Are You Making the Most of Them?

My Post (20)One of the questions that are often asked of marketers is whether budgets should be allocated toward SEO or PPC or spread between both.

This is a simple question that doesn’t have a simple answer as it very much depends on a whole host of different factors, including:

  • Your goals and objectives
  • Your budget and resources
  • Your industry
  • Your current performance

But these discussions are nothing new. There has been an ongoing debate around SEO vs. PPC for many years.
Deciding where best to invest your marketing budget can be a difficult task for business owners. So, the big question is: Is it better to use pay-per-click (PPC) to buy your way to the top of the search results or should you put your efforts into an organic (SEO) strategy?

You know you can’t ignore channels that can drive traffic from the search engines, but which is the higher priority?

It depends.

To make a decision on which strategy to use, you need to understand the pros and cons of both SEO and PPC, and how they can work together to drive growth for your business. In this guide, we’ll dive deep into each of these tactics and help you to figure out which channel is right for you, specifically looking at:

  • SEO as a Growth Strategy
    • The Pros of SEO
    • The Cons of SEO
  • PPC as a Growth Strategy
    • The Pros of PPC
    • The Cons of PPC
  • SEO vs PPC – Which is Right for Your Business?
    • Choosing a Single Channel
    • Integrating SEO and PPC for Search Success
    • Retargeting
    • Run Ads and Use Data to Inform Your SEO Strategy
    • Own Brand Bidding
    • Using Shopping Ads to Target Buyers

SEO as a Growth Strategy

SEO is all about ranking on the organic (or natural) results on a search engine results page (SERP).

Run any search on Google and the organic listings are those that come after any paid ads or shopping results and are what have historically been known as 10 blue links.

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To succeed at driving increased visibility from SEO, it is important to understand how to properly optimize your website. You need to ensure that the search engines are able to crawl your site, understand your content, index it, and show that your site is a significant authority.

With more than 200 ranking factors used by Google’s Algorithm, it takes a smart marketer (or, more realistically, marketing team) to understand how to win at:

  • Technical SEO
  • On-Page SEO
  • Link Building
  • Content Marketing
  • UX
  • and so much more!

However, ranking is no simple task. The complexity of SEO (at least in comparison to other channels) and the fact that Google’s algorithm is constantly being updated means that it takes the right balance of a multitude of factors for your site to perform well.

And, according to Jason Barnard in our ‘What is SEO?’ guide:

How high in the rankings and how often you appear is merit-based; these engines will show the results they consider to be the best fit for their users.

— Jason Barnard

SEO is all about creating the best result on the web for a search query and those who are able to do that can drive significant volumes of traffic.

The Pros of SEO

But just what are the main advantages of SEO that you need to know about when figuring out where to invest your marketing budget? – Read more

Pick a Point of View That Boosts B2B Conversions

My Post (17).pngTo hit your conversion targets, you need content that motivates your audience to act. A strategic point of view will help you accomplish that.

In the B2B space, you or others in your company may have concerns about your POV. Should you avoid a conversational tone? Is it better to be formal or personal? Be deliberate in selecting a POV that can attract and engage prospects through the long term.

In case you have better things to do than geek out over grammar, here’s a quick refresher on the three POVs:

  • First person uses “I,” “my,” and “we.”
  • Second person refers to the audience as “you.”
  • Third person calls the audience “they” or “them” and frequently uses the company’s name.

Let’s explore each point of view and when to use each to better engage your audience and boost conversions.

Third person creates barriers between you and your audience

You may prefer to use a formal tone when speaking with your audience. After all, you’re selling to executives and other sophisticated B2B buyers.

You might think that the third person sounds more professional than the other voices. Since journalists write in the third person, this voice can also seem objective.

However, using the third person in your content holds your audience at a distance. When people read your copy, they’re less likely to see themselves. They’ll think of someone else.

If audience members don’t think you’re speaking directly to them, they may question whether you can solve their challenges.

A recent study confirmed that using the third person creates barriers. In the study, participants who experienced anxiety talked about themselves in the third person. Using this voice created distance between participants and their negative emotions, helping them calm their anxiety.

According to the study, “(T)hird-person self-talk leads people to think about the self, similar to how they think about others, which provides them with the psychological distance needed to facilitate self-control.”

While this technique may help with anxiety, it does the opposite of what you want to happen when your audience consumes your content. You need readers to feel their pain points so they realize they need your help.

Using the third person can also make your content sound stuffy. If you mention your company or product a lot, you may come across as self-focused instead of audience focused. No one wants to be around someone who talks about themselves all the time.

You can check how well your content focuses on your audience with the free Customer Focus Calculator. Enter a link to any page on your site and the tool calculates the percentage of space devoted to talking about your company vs. your audience. Your results may be eye opening.

Of course, there are exceptions. Here are some formats where the use of third person makes sense:

  • Case studies or other content where you talk about a customer and position them as the hero
  • White papers or research reports where you want to convey a formal, objective tone (If you want your white paper to nurture leads, consider using the second person to draw readers in and get them to take the next step.)

Follow the POV Golden Rule: Start with second person

Addressing your readers as “you” is a best practice in content marketing.

Here’s why: Using the word “you” draws readers into your content. It makes your voice more conversational and allows readers to visualize themselves in your story.

It also motivates audiences to take action. A study by the University of Illinois confirmed this. It examined whether using first or second person would motivate students to exercise. Students in the second person group, e.g., “You can do it,” exercised more in two weeks and generally had a better attitude than the first person group. (A more recent study echoed this finding.) – Read more

What Is PPC (Pay Per Click)? An Introduction to PPC Marketing

My Post (16).pngPPC is a digital marketing channel that businesses use to drive traffic and conversions from search engines.

Maybe you are looking for ways to land your first traffic and sales for a new business or are considering ways to grow your brand’s presence online.

PPC can be a great way to market your business and reach new customers, but it can be a little confusing at first for those just getting started with the channel.

In this guide, we will help you understand what PPC is, how it works, how you can use it to drive success for your business and explain different platforms, and how they work.

  • What is PPC?
  • How Does Pay-Per-Click Advertising Work?
  • Why Use PPC?
  • PPC vs. SEO
  • The Main PPC Platforms
  • The Basics of Search Ad Campaigns
  • The Basics of Shopping Ad Campaigns
  • A Note on Other Bidding Strategies
  • Keyword Research and Competitor Analysis for PPC Campaigns
  • Where Can You Learn More About PPC and Optimizing Your Campaigns?

What is PPC?

PPC, which stands for pay-per-click, is an online advertising model where advertisers run ads on a platform such as Google Ads and pay a fee every time someone clicks on it.

Run almost any search on Google (or Bing), and you will see ads displayed at the top of the results page.

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See the product grid to the right-hand side? They are also ads that show when a search has a commercial intent.

Businesses use PPC to drive traffic, sales, or inquiries from their target audience. Common PPC platforms allow an outstanding depth of targeting, meaning that you can serve ads in front of those only who you deem to fit your customer demographic.

Search engines are the number one way that people look for suppliers of both products and services, and when there is an active audience looking for what your business offers, there is an opportunity to make a sale.

PPC can help you get in front of these people with a precise level of targeting that traditional advertising doesn’t allow for.

Want to target someone who lives in San Francisco who is looking to buy a used Ford Mustang? Easily done.

PPC offers you an opportunity to reach your audience at a time when they are looking for a business like yours while gaining data insights to help you improve the efficiency of the channel over time.

Paid advertising is big business, and it is reported that Alphabet (Google) alone earns more than $162 billion per year through their ad platforms.

How Does Pay-Per-Click Advertising Work?

PPC as a marketing channel covers a number of different ad platforms, with the most common of these being Google Ads and Bing Ads.

And within each of these platforms are different ad formats, including:

  • Search Ads
  • Shopping Ads
  • Display Ads
  • Video Ads
  • Gmail Ads

Most commonly, you will find that businesses start their PPC marketing on Google Ads, for the simple reason that it gives access to the largest audience of potential clients and customers, as well as a number of different ways to set up and run campaigns depending on your goals. – Read more