Search Engine Markiting / PPC Training

Google Ad Words

Pay-Per-Click (PPC) is a process in which you get faster and quicker results when you pay Google or other search engines like Yahoo, Bing etc .You only paid when a user clicks on your Ads. If you have paid more money than your competitor, your ad shows on top.

  • Keyword Relevance – Keyword and ad text should be relevant to PPC.
  • Landing Page Quality –Landing Page should be optimize, relevant content & a call-to-action button, tailored to specific search queries.
  • Quality Score– Quality Score is an evaluation of the quality of ads, keywords & landing pages. If quality of ads is higher than your ad will have lowest price and better ad positions.
  • You can see your Quality Score (Quality Score is measured between 1-10 scale and its components (expected Click Through Rate(CTR), Relevancy Of Ad and landing page experience) in your keywords’ “Status” column.
  • The more relevant your ads and landing pages are to the User, the more higher your ad’s Quality Scores.
  • Quality Score is an overview of your overall performance in ad auctions, and is not used at bidding time to determine Rank of ad.

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.

  • Relevant – Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
  • Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive, and therefore less expensive.
  • Expansive – PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
  • Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
  • Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
  • Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
  • Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
  • Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

or SEM is a process of acquiring website traffic by buying ads on search engines.

  • Paid search ads
  • PPC (Pay-Per-Click)
  • PPC (Pay-Per-Call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a Smartphone.
  • CPC (Cost-Per-Click)
  • CPM (cost-per-thousand impressions):-Most search ads are sold on a CPC or PPC basis, but some ad options may also be sold on a CPM basis i.e. whenever your ad will seen by people you get charged.

On Search Engine Land, we provide paid search advertising information and news in a variety of ways:

  • All PPC News & Articles includes verified product features and announcements from the major search advertising platforms covered by our editorial staff, plus expert analysis and real-world advice from our contributor network.
  • How To: Paid Search is our section that is devoted to practical tips and tactics about paid search ads.

Search Ads Archives: This area of Search Engine Land provides a collection of all stories we’ve written on the topic of paid search. There, you’ll find additional sub-categories for special topics in paid search marketing including:

  • Search Ads: Behavioral Targeting
  • Search Ads: Contextual
  • Search Ads: General
  • Search Ads: Mobile Search
  • Search Ads: Pay Per Call
  • Search Ads: Video