(PPC) Pay Per Click Advertising Strategies

For marketers seeking a way to expose their product without the hassle of initiating a lengthy campaign, pay per click advertising is a readily available solution. Among others, none other than the two largest programs, Google and Bing, give marketers the chance to spread their influence across several networks by bidding on successful keywords. By way of utilizing these keywords, paid search ads are displayed on search results as well as on the site’s affiliate to these paid search engines.

While banner ads tend to be more discriminating in where they appear on a page, paid search ads generally appear to the top, bottom, and/or right-hand column, alongside the natural search listing. These are the sponsored results, which still hold relevancy because paid search ads only appear if it’s defined keyword gets queried by the consumer.

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The Aim Of The PPC Marketing Game


Consider paid search advertising as a tool to give marketers a way to promote a new product. Bidding for competitive keywords can put your website at the top of a listing, increasing hits and gaining new consumers. This kind of accessible promotion is ideal for a fledgling site seeking quick word-of-mouth to spread, where the efforts of search engine optimization have yet to put it on a search engine listing.

Just bear in mind that paid search advertising is not to be taken as a permanent answer to all of your marketing woes. Only consider it as a temporary means, as bids can run sky high for valued keywords and, over time, can become a drain on your expenses. In short, paid search ads are a means of showcasing a product promotion or to communicate changes to consumers. And while paid search ads do not necessarily show up on the sponsored listings overnight, they can be easy to set up and are still quick to be launched and showcased to a browsing public.

Google & Bing Ads: The Largest PPC Advertising Platforms

Google and Bing comprise the bigger half of the paid search advertising programs, consuming more than ninety percent of the market share. While both offer marketers with a similar task of bidding keyword ads, the two programs vary from one another in both their setup and their approach. Getting to know the differences between how either operates is essential to making the right decision about setting up your PPC campaign. Due to the short term nature of it, the most successful paid search advertising campaigns are coordinated alongside rigorous search engine marketing. Rarely is absolute reliance thrust on it, and the best marketers know how to operate on both fronts.

The similarities between Google and Bing lie in their pricing and bid option; both run a cost-per-click procedure, and both enable the user to set a maximum bid price per keyword phrase. Beyond those two traits, the two are as opposite as apples and oranges.

Google Paid Search Ads

Google Ads allows the user to set a daily budget. It also follows an ad relevancy procedure. Keyword ads are displayed only when they meet a click-through rate (ratio of clicks to impressions) of 0.5% or higher; any lower and the ad will cease to appear. Click-through rates factor into another important aspect, the maximum daily budget. Sometimes, ads will appear more often in relevance to the search if the ratio of click-through-rates and maximum daily budget are high. So a budget not set to the max can jeopardize the frequency of ads.

Google also delivers keywords on a broad match, meaning that a bid on one keyword is broadened into similar sounding words. This grants the bidder more room to breathe because their ad frequency goes up. Lastly, Google’s paid search ad program is listed in major ISPs such as AOL and all of the websites on the web who participate in their AdSense program.

Bing Paid Search Ads

Bing allows the user to set a monthly budget. And less restricting than Google’s ad relevancy approach, Bing follows a more open-ended setup, where the positioning of ads are handled by the bid, the higher the bid per keyword the better the visibility, and the top bids are handled as premium listings. But even if your bid is not high Bing will still display your ad no matter the ratio, at least until you have dried up your set monthly budget. Conveniently, Bing lets you know what the highest bid is on your desired keyword, allowing you to top it without having to purge away extra expenses.

Choosing The Right Keywords For Your Ads

Choosing the proper keyword to bid for your site, for your business, is just half of the process. Understanding your target audience is a crucial part, which can sway the success in either direction.

Determine your target audience; bid for keywords that define your product. Be sure to keep this in mind. Keywords that do not help the consumer to find their product will decrease your return-on-investment and conversion rate.

The next step after selecting and bidding the keyword phrases is to determine the overall budget. Study and compile the estimated costs and incoming traffic to check if the ad campaign offers a steady return. Factor in the pricing of keywords, which can fluctuate between one another; successful keywords are the ones in demand, and so expect the bids to be higher.

More so, Google and Bing offer a keyword suggestion tool, which provides users with the chance to purchase additional phrases if the price is right. For Bing, this data is easily collected through the tools they provide, but with Google, a dummy ad needs to be set up along with the targeted keywords in order to do any forecasting concerning cost-per-click and future ad positions.

Even with all of this setup, do not leap into your own creative before looking. Research the keywords you intend on purchasing, and remember that each keyword bid represents one unique ad, and so be sure not to commit the same creative per keyword. Knowing the ad copy surrounding your creative ensures more thorough input on your part. In doing so, you can approach your creative from a new angle. Standing out amongst the crowd by sculpting an original ad that is attractive becomes a feasible opportunity.

Life After Creative

As with anything involving Internet marketing, keep a close watch over your paid search advertising campaign. Changes can grow restless due to events occur by the hour and minute.

Monitor Google for ads that have become disabled due to low click-through rates, when the ad relevancy drops below 0.5%. These need to be manually looked after as Google does not notify users of dropped ads arising from low click-through rates. When this happens, be sure to purchase new, similar phrases to pick you up out of this sudden slump.

While Google’s interface is concerned with independent matters, Bing can become fiercely competitive between bidders. High-demand keywords require constant checks to ensure the top position is maintained. Competition is dished out at a clockwork, and there are always buyers willing to bid higher to displace you from the top. For this reason, many companies turn to search engine marketing firms for advice.

Conclusion: Getting Started With Paid Search Advertising

Competition between these two fronts, Google and Bing, has shown steady growth in both companies’ recent moves to further their stakes into the world of paid search advertising and keyword bids. Thanks to this kind of healthy competition inside an already growing trend, choosing between either company to initiate your paid search advertising is a sound investment. Just remember that, in spite of its relatively short lifespan, a paid search advertising campaign can indeed be quick to start, though success can only sway toward the right end. Bid on those keywords wisely.

Are you interested in learning more from qualified paid search consultants? Feel free to email us or give us a call at (888) 384-9424.

D'Vaughn Bell
D'Vaughn Marqui Bell is a millennial entrepreneur, author and businessman. As CEO of Marqui Management he is responsible for day to day operations, management and insight. He continues his leadership development and training for the millennial generation at his website: D'Vaughn Bell

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