The world of Pay-Per-Click (PPC) advertising can seem a bit mysterious to those who don’t work in it every day. Of course, when exploring the idea of investing in PPC services for your business, you might have several questions regarding cost, ad visibility, and more. Luckily, the team at Zero Gravity Marketing (ZGM) is here to help. Read on for answers to eight of the most commonly asked questions about PPC!
There are several reasons you might not be seeing your ads. For example, if you’re running ads through the Google Ads platform, they won’t appear on a Bing search. Another common reason you may not be seeing your ads is that your copy didn’t adhere to the platform’s policies and was denied. Other issues include disapproved keywords, incorrect billing information, etc. Of course, when you work with a skilled PPC team, you can identify and fix ad visibility problems quickly and early on.
The great thing about PPC is that the cost is up to you. You start with a daily budget, and as you attract clicks, you’ll pay for the traffic up to the amount of money you’ve set as your maximum. You have complete control in terms of how much you want to spend, and this amount can be changed at any time.
One of the primary benefits of working with a PPC marketing team is that you’ll have an experienced resource monitoring your campaigns at all times. Your PPC strategist can evaluate your ad spend and adjust as needed to get the highest possible value – and ensure you remain within your budget.
Automation utilizes artificial intelligence and machine learning to optimize your PPC efforts. This is helpful because it can free up marketing professionals’ time so that they can focus on other business needs. However, if you want to get the most out of your efforts, it’s best to work with a skilled PPC team. Pay-Per-Click specialists can plan and execute a strategic approach that targets the right audiences, increases your return on ad spend (ROAS), and ensures your campaigns are successful.
The most relevant ads are the ones the search engines will put in the most valuable position on the search engine results pages (SERPs): that coveted real estate at the top of the page. Ad position is determined by Ad Rank, which includes your bid, expected clickthrough rate, ad relevance, landing page experience, and more.
Ads above search results (and on the first page) typically get more clicks than those that appear lower or on other pages. Therefore, it’s always a good idea to work with PPC pros who can help you ensure your ads are strong contenders for top spots.
There are several ways you can improve the performance of your ad campaigns. First, focus on using high-performing keywords while filtering out those that perform poorly. You should also create compelling ad copy and creative that entices users to click and learn more about your brand. It’s also a good idea to create ad-specific landing pages so that your audience can easily access the products or services they saw in your advertisements.
Regular testing and data analysis are also a key component of a successful PPC strategy. By testing ad variations and continuously analyzing your data, you can make strategic optimizations that further enhance your campaigns.
Unlike some other forms of marketing (which can take quite a while to gain traction), PPC campaigns can produce results almost overnight. However, optimal results are usually achieved within three to nine months of careful management and monitoring.
Most people are familiar with Google Ads, but did you know there are many other PPC platform options? Bing, Facebook, Instagram, LinkedIn, Amazon, and Twitter are all popular choices. The best platforms for your business depend on your brand’s unique needs and where your audience spends their time online. A PPC specialist can help you identify opportunities and devise a plan to take advantage of them.
PPC is a cost-effective way to drive audiences to your webpages, regardless of your budget. Because ad prices are set by bidding, you’ll enjoy flexibility with your ad spend. PPC is also an excellent complement to other forms of inbound and traditional marketing strategies, such as Email Marketing, Content Marketing, Social Media Marketing, and more.
Still have some questions about PPC advertising? Don’t worry! The marketing professionals at ZGM are happy to dive into the details of your brand and help you identify the best ways to utilize PPC services. Contact us today to get started!