Pay per click, also known as PPC, is a form of digital advertising in which the advertiser pays every time a user clicks on their online ad.
You must have noticed the advertisements that pop up alongside search results on various search engines, if yes, then you are already aware of Pay per Click.
Pay per click, or better known as PPC, is a cost-effective way to drive to your website; you pay only when a user clicks on your ad and reaches your website.
You get to select your audience according to location, language, and additionally, you can set a daily budget for running campaigns. The impacts of your pay per click efforts are usually instant, while SEO practices can take up to months to give results.
These are just some of the benefits listed here, there are a lot more benefits of pay per click advertisement, but we are here to talk about some unignorable tips and trends of PPC advertising.
PPC Trends You Cannot Ignore
One of the biggest current trends in pay per click advertising is automation. There is an increase in the use of Artificial Intelligence (AI) and Machine Learning (ML) to reduce labor induced tasks.
Even though PPC automation is fairly old now, research says it will expand rapidly in the year 2021. The market size of this industry is said to increase by 11.7%.
Artificial Intelligence is changing the face of the world as it is, it is expected that its economic impact would reach $15.7 trillion by the year 2030. When we talk about PPC, AI helps campaigners create better ad campaigns, and it helpful for:
- Anticipating the CTR of forthcoming ads
- Anticipate the effect of ads quality scores
- Anticipate the possibility of conversion from a customer
- Anticipate the bids that could get maximum traffic
As with time AI learns about the behavior of your audience, it will flawlessly create targeted ads to better the conduct of your PPC ad campaigns.
Smart bidding is a subgroup of automated bidding strategies that uses Machine Learning (ML) to increase your ads for conversion depending on the aim you have set. Technically, it takes out the guesswork while bidding for Google Ads.
Smart bidding will figure out how to set your goal within the budget. It works for several reasons:
- Target CPA
- Target ROAS
- Maximize Conversions
Smart segmentation helps gaming app developers generate revenue from non-spending players. Smart Segmentation uses Machine Learning (ML) to segment users depending on the possibility of their spending money within an app.
Ads only appear on players’ screens who are not likely to make an in-app purchase. This will grow the revenue through your ad while protecting the user experience of your purchasers.
Voice Search for PPC Advertisements
Since most people make searches on mobile nowadays, voice search is used mostly on mobile devices. While using voice search, people use a conversational and very natural style, this might mean that short tail key search will not be very beneficial for your PPC. Most voice searches initiate with question oriented keywords.
Virtuality Reality Ads (VR)
Considering how many people spend time in Virtuality Reality (VR) worlds, it has opened up a new domain for advertisers. The idea that lies behind virtual reality ads is that the purchaser gets to try the product before they actually make the purchase.
Tips for Improving Pay Per Click Campaign
Avoid Broad Match Keywords
Setting all keywords as a broad match will have your ad appear for any keyword phrase similar to your chosen keyword phrase, or variations your advertising programs think are appropriate.
Even though broad match ad placements can give you exposure, it also brings in a lot of unnecessary traffic to your site that will cost you money. Focus on phrases or exact keywords to avoid losing money on unimportant clicks.
Use Negative Keywords as well
Using negative keywords help you specify where your ad should not be displayed. For example, in your “show ideas” and “birthday gift ideas”, the words “birthday,” “gift” and “ideas” could be considered negative keywords used to eliminate irrelevant ad placements.
Efficiently Target Ad Campaigns
Not many advertisers are definite in choosing their campaigns. If you want to enhance the efficiency, you need to leverage the features of PPC accounts that let you specify who sees the ads. Target your campaign keeping location, time of the day, etc in mind.
Test Ad Copy
Writing an ad copy that is 100% effective is not easy. You need to test different versions of your ads to figure out which one performs the best; otherwise, you are not completely maximizing the ROI of your campaign.
Match Landing Pages to Ads
When you send a visitor from your pay per click ad to an irrelevant landing page, it disturbs the sales process and lowers the ad quality scores.
This would result in you paying more for each click and getting minimum exposure. To avoid this, decrease the number of keywords. Your landing page should be relevant to your advertisement.
You need to be aware of which clicks are resulting in sales in order to efficiently manage your PPC campaign and increase your return on investment. You could sync your PPC account to Google Analytics to generate this data for free.
It becomes difficult to adjust your keyword bid without this information. With all this information, it suffices to say PPC is a huge part of online marketing, and it can make or break your business depending on how you strategize to use it to your advantage.