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The three main factors that will determine whether your ad will be displayed and its position include: In addition to those that are the highest bidder, Google also considers factors such as ad quality to determine whether an ad will lend to Google’s user experience. This is how Google determines which of the relevant ads to display. Ad AuctionsĮach time Google Search has to decide which ads will appear on the search results, an ad auction occurs. You’re more likely to convert searchers because your campaign has integrated keywords and landing pages.

Ensure that the copy aligns with users’ search intent to improve your click-through rate.įor example, a customer searched for “sushi new york” and saw a PPC ad linked to a landing page of your sushi restaurant in the area. Therefore, advertisers must make ad groups that house related keywords, landing pages and text ads.įor the best results, ads within the group must have a consistent message. Ad GroupsĪ PPC ad won’t always be an excellent match for the keyword you’re targeting. Based on the data, you can grow and refine your keyword list (e.g., with negative keywords) so your campaigns will continue to display ads to the right users and thus be effective. Over time, you’ll have data on cost-effective and profitable keywords for your campaigns. Broaden your list with specific and lengthy search terms because these are often more affordable and less competitive.Ĭhoose keywords with a high click-through rate (CTR), cost-effective cost-per-click (CPC) and many conversions to see positive results. Besides the basic search terms, it’s important to note that long-tail keywords make up 70% of all search traffic. Keywords are the main building blocks of paid search campaigns, so it’s worth taking the time to create a keyword list closely related to your products and services. For example, if someone goes to Google and searches for bicycle rentals in San Diego, it will display ads from businesses that input keywords such as “bike rentals in San Diego” or “bicycles for rent in La Jolla.” These keywords serve as triggers to display relevant ads. Paid search platforms, such as Google Ads and Microsoft Ads (formerly Bing Ads) depend on keywords. Wondering what is foundational to building a successful paid search campaign? Let’s look at these four aspects to get you on the right track.

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Data collected from PPC campaigns can inform your SEO and content marketing strategy.Īdditionally, while most PPC platforms involve a bit of a learning curve, it’s entirely possible to learn how to create great campaigns with platforms like Google Ads and Facebook Ads thanks to the abundance of helpful tutorials and video content available for free online. Target brand-related or competitor-related keywords to prevent your rivals from dominating the search engine results pages (SERPs). By testing and experimenting with various targeting options, you can maximize impressions and reach specific audiences. Users can target specific audiences based on their search behavior, browsing history, demographic data, etc. These tools provide an overview of real-time clicks, conversions and impressions. PPC ad results can be tracked and measured in Google Ads and Google Analytics. Depending on your results, you can quickly scale up your ad spend or take a break and stop spending. Advertisers can allocate a budget for PPC campaigns. Here’s a quick rundown of some of the advantages of using pay-per-click marketing: Not only is PPC advertising generally considered very cost-effective, but it’s one of the few ad channels that you can build and manage in-house, it doesn’t require a large investment, and it’s both measurable and trackable–a rarity in the world of advertising.

PPC advertising has become a favorite advertising channel for businesses small and large, and for good reason.