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Digital Marketing Lecture 03

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Digital Marketing Lecture 03

This Presentation is very hard

Uploaded by

mahsanraza5640
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We take content rights seriously. If you suspect this is your content, claim it here.
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Digital

Marketing
Lecture: 003
BOOK NAME: DIGITAL MARKETING STRATEGY: AN INTEGRATED
APPROACH TO ONLINE MARKETING
AUTHOR NAME: SIMON KINGSNORTH
What is Pay-Per-Click?

Introduction
Definition:

 PPC or Pay-Per-Click is a type of internet marketing which


involves advertisers paying a free each time one of their ads is
clicked.
 If you only pay for advertising if your ad is actually clicked on. It’s
essentially a method off buying visits to your site.
 In addition to driving website visits organically.
Benefits of using PPC?

 Optimised PPC is cost-effective.


 If your ad will be displaying on the first results page when
someone searches for a related term.
 More exposure and brand visibility as targeted traffic is directed
to your site.
 You can run multiple ad campaigns for each keyword.
 It results in higher click-through rates CTR, more conversions,
and increased sales revenue.
 Provides instant traffic.
Who should use PPC?

 PPC advertising is ideal for small businesses as you get to decide


how much you’re willing to spend on each keyword, so you can
manage how much you will be spending when your ads are
displayed.
 This ensures that the money you spend on ads isn’t wasted, as
you’re more likely to attract more people who are interested in
your product.
Factors Google Ads

 Ensure your keywords are relevant, popular, and likely to be


searched.
 Have a high-quality landing page that looks appealing and has a
clear message.
 Better quality scores get more ad clicks at lower costs.
How to Create an effective PPC
campaign?
 Regardless of your strategy,. The following 4 steps plan will help
you to create an engaging PPC campaign to connect with your
target audiences.
1. Define your PPC Goals
2. Setup ( perform Keyword research)
3. Manage or create your ads
4. Analyze your competition
Define your PPC Goals?

 Estabilishing your goals is the most important step of your PPC


marketing strategy, Because once you establish the goals want
to achieve, every other decision and step becomes easier.
 When you make a campaign in Google Ads, setting an objective
is the first step.
Some most common Marketing
goals for search ads:
 Raising Brand Awareness
 Increasing Web traffic
 Driving Sales
 Generating Leads
Raising Brand Awareness
Increasing Web traffic
Driving Sales
Generating Leads
(Step: 2)Setup

 The next step is to identify the keywords you want to target.


 Keyword magic tool can help to find relevant keywords
 Open the tool and enter a seed keyword and Click Search.
 You’ll first see a list of thousands of keywords.
 To find the option that are more relevant to you, use the
suggested group and subgroups in the column to the left
Two main factor you want to
consider?
 Relevance:
Consider how likely it is that your ad targeting a given
term will meet the needs of someone searching for the keywords

 Cost:
Consider each keywords average CPC and whether it aligns
with the maximum amount you are willing to pay for each click.
Manage or Create your ads?

 When you create your ads, make sure they’re concise and clear.
 That they immediately establish the value you offer.
 Google text ads. Have limited space.
 There are only three parts that you can edit:
1. The display URL
2. The headline
3. The discription
Analyze your Competition

 Analyzing the competition gives you insights into the keywords


they’re using and their marketing strategies
 PPC search ads there are three questions we need to understand
and answer:
1. Who are your competitors??
2. What keywords are they targeting?
3. What message are they using?
 Advertising Research can help you answer these questions
 Open the tool, enter a competitor’s URL, Click Search, For the
Positions tab, you can see how much keywords yor competitor is
paying for.
Thank You!

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