PPC (pay-per-click) marketing is a form of online advertising in which advertisers accrue costs when users click their ads. Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates.
PPC is used for all types of campaign goals, including:
- Increasing sales
- Generating leads
- Promoting brand awareness
PPC is all about relevance. Users are searching for specific products, services, and information at any given time. Advertisers have the ability to show a targeted ad at the exact moment this search is occurring. For example, if a user searches for “blue running shoes,” an advertiser can show an ad speaking to “blue running shoes.”
Run on Google, Search Partner sites, and Display Network sites, AdWords is the largest pay-per-click platform. AdWords was launched in October 2000 and has gone through several iterations over the last 17 years. AdWords is geared toward the entire spectrum of companies from small businesses to Fortune 500.
Similar to AdWords, Bing Ads is a pay-per-click platform showing ads on the Bing and Yahoo networks. The platform also utilizes Search Partners. Bing Ads is primarily keyword based advertising. As of 2017, Bing Ads has 142 million unique searchers on the Bing Network.
1.Campaigns and Ad Groups: Advertisers begin by choosing keyword themes and creating individual campaigns
2.Keyword: Every keyword must be assigned a match type, which defines the queries for which ads will show. There are seven keyword match types:
Exact – Query must be typed in exactly
Exact (Close Variant) – Query must be typed in exactly, but can include misspellings or other variants
Phrase – Query must be typed in correct order, even if there are additional terms before or after the query
Phrase (Close Variant) – Query must be typed in correct order, even if there are additional terms before or after the query. Query can include misspellings or other variants
Broad – Query can be typed in any order and will potentially show ads for similar searches
Modified Broad – Query can be typed in any order, but must include terms that contain a plus sign
Broad (Session-Based) – A form of broad match that takes into account other queries from that user’s search session
3. Negative Keyword: Along with the positive terms, negative keywords can be added to help remove unqualified traffic. For example, someone who searches for “free coffee table” isn’t looking to buy. By adding “free” as a negative keyword, the advertiser’s ad will not show when a query containing this term is typed. For a company selling high end products, “bargain” or “cheap” related terms may make good negative keywords.
4.Audiences: Audiences are groups of users segmented in a variety of ways. Most often audiences are used in remarketing. Audiences can be created based upon specific pageviews, time spent on site, pages per visit, and more. Similar to keywords, audiences are bid upon based on relevance. For example, advertisers may bid more to remarket to shopping cart abandoners vs. homepage viewers.
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