Do you plan to use your blog to sell products or for affiliate marketing? Do you want your blog to get more traffic and views? What you need for your blog is PPC advertising.
Since the health crisis began, e-learning took the spotlight. Before the pandemic, millions of internet users used online resources to learn new things. These popular resources include how-to videos, tutorial blog posts, and discussion forums.
Today, we’re going to focus on blogs and how PPC advertising can help grow them. We’ll also talk about how you can use PPC advertising to build and earn money from your blog posts. Below, we also included some tips on how to make a successful PPC advertising campaign.
Keep reading to learn what they are.
What Is PPC Advertising?
PPC or pay-per-click advertising is one of the many modes of online marketing. It is an online marketing campaign that is designed to attract targeted customers to your website.
In PPC, the marketer pays a fee each time his ad gets a click. In essence, you pay for the visits to your blog or website with PPC, rather than earn organic visits through SEO.
PPC aims to bring more people to your website or blog through a PPC ad. When they reach your blog, they can then complete other valuable actions. That can include subscribing to your e-newsletter or buying your product.
The top platforms for PPC advertising are search engines like Google and Bing. Often, paid ads show up at the top or bottom of a search engine results page (SERP). These are also the results with an “Ad” icon included in them.
How Does It Work?
If you want to grow your blog, you need people to find it first. Some common methods include promoting it on social media and SEO. PPC advertising is another effective way to promote your blog.
Now, you may be asking, how do PPC ads improve your blog? How will you earn money on your blog with PPC advertising? To answer your question, let’s understand how PPC ads work.
The visitor or customer’s journey begins with their online search using a search engine. The search engine shows them the ad along with the results. When they click the ad, they make their way to your blog content.
From there, they reach an opt-in form. These can be anything from an email sign-up form to a light-box. After the visitor opts-in, they move to the conversion process, and they finally buy from you.
It’s a simple process that gets initiated by the PPC or paid ad.
Factors of PPC Advertising
A successful PPC advertising campaign considers various factors including:
- Bid amount for keywords
- Ad quality
- Range or length of time of advertising
It’s not enough to know what keywords you want to use for your PPC ad. You also need to be the highest bidder to buy or get that keyword. Often, this is what makes PPC advertising competitive and/or expensive.
Your ad also needs to have a good ranking for more people to see it. Google considers format impact, the context of the search, and ad relevance to defining ad rank. Other search engines also have their qualifications to determine ad rank.
How Important is PPC in Online Marketing?
Some people feel that running a PPC campaign alone is enough to get users to their website and have a successful business. I personally think it is a bad idea to just run PPC.
People should start running other campaigns such as search engine optimization, social media marketing, etc to get good rankings and have a successful website.
I believe that only 30% of your website visitors should be brought to your site through your PPC campaigns. That being said, you shouldn’t let this deter you if you’re getting 60% of your website visitors through PPC cause it can be one of the best ways to get targeted traffic while you work on other things like SEO.
PPC shouldn’t be ignored because it gives a head start in your marketing campaign. When you start a website, the ranking gained through other online marketing techniques are not enough to have decent amount of traffic. A PPC campaign will bring in target users to your website that are searching for what you have.
Cost of PPC Advertising
In 2017, US retailers spent 76.4% of their budgets on Google Shopping ads. Three-fourths of their advertising budget went to PPC because PPC can become very competitive. Keyword bidding is the name of the game, and if you don’t know how to find or bid for the right keywords, you’ll lose.
The cost per click (CPC) of certain keywords in certain industries can reach up to $50. The most expensive keyword in Google AdWords is “insurance” with a CPC of $54.91. Across all industries, the average CPC is $2.69 for search ads.
Benefits of PPC Marketing
Why is it smart to consider and invest in PPC advertising? Below are a handful of reasons you’d want to use PPC advertising on your blog.
1. Reliable Strategy
A big percentage of online shoppers rely on Amazon when buying products online. Let’s say that you are an Amazon affiliate seller and you use your blog for affiliate marketing. PPC advertising can help more people find your blog first.
Such certainties are the reasons why PPC advertising is a good investment. All you need to do is to guarantee your ad quality and blog content quality. If you have a high-quality ad copy and blog content, you can expect success.
2. You Pay Only When You Get Clicks
Unlike cost per impression (CPM), you don’t need to wait until your ad gains 1000 impressions to pay. Instead, you can pay only when people see your content. This gives you more flexibility with your budget.
3. Great to Pair With Blog Content
If there is one thing that PPC works well with, it’d be your blog content. As long as you continue to create high-quality blog posts, you can be sure of growing organic traffic. Writing a blog is already a solid content marketing strategy.
With PPC, you can gain more traction at a manageable cost. Writing around low-cost keywords is easy when you’re putting it in an article. Like your blogging strategy, your PPC can also give sustained long-term results.
4. Faster Results Than SEO
Building and growing organic traffic is the ideal way to advertise your brand. However, most businesses need to use PPC advertising before more organic traffic reaches their websites. Using PPC will put you at the top of the search engine results page right away.
Also, SEO takes a lot of work before you see results. You have to scatter keywords throughout your blog content, create inbound and outbound links, and more. With PPC, all you need to do is to create an ad and bid for your keyword.
Disadvantages of PPC Marketing
Like all things, PPC has a few downsides. Fortunately, they aren’t huge obstacles. Below are the disadvantages you need to know about.
1. PPC Is Competitive
Keywords are more competitive today, no matter what industry you’re in. That means you have to be the higher bidder to get the best bang for your buck. Consulting with a PPC advertising agency can help you decide what keywords to invest in.
2. Stop It and Traffic Will Drop
You don’t need to spend a lot of time to stop or begin a successful PPC campaign. All it takes is a half-second to click the mouse. This is useful if you decide that you want to put a pause on your PPC advertising campaign.
You may not have enough money to run various campaigns anymore. For example, you want to keep your social media marketing campaign running. You can choose to put your AdWords campaign on hold until you can afford to run it again.
This quick and easy feature may also work against your favor. The moment you stop running your PPC ad campaign, you may notice a significant drop in traffic. This means that you’ll have to compensate for it by boosting your SEO game.
Preparing a PPC Ad Copy
Not sure what to put on your PPC ad? It’s not as simple as listing prices and services.
A PPC campaign is an easy way to bring targeted customers to your website. But it takes a lot of time to make the campaign a success. There is a lot of trial and error method involved in the process.
It is important to optimize your content of the advertisement so that users click on it. The optimization of PPC campaign works in three distinct steps. Below are simple steps on creating a PPC ad for your blog.
Research, Research, Research
Before you begin your PPC campaign, you need to have a list of short and long-tail keywords. Make sure you have back-up choices in case the ones you want cost too much to bid. Try to list down variations of your top keywords.
You also want to research your target customers before you launch a paid ads campaign. Find out what your customers want and how they’re searching for it. What keywords do you think your target audience will use on their search queries?
Learning this will help you decide which keywords to focus on from your list. The decisions you make in these first steps are the keys to success. Remember that the wrong keywords can attract the wrong audiences.
If you want to check the demand for a certain keyword, you can find tools for it. Google AdWords Keyword Planner can certify keywords for you. It’ll show you search volume data and trends, cost per click, and more.
Know Your Budget
The next thing you need to know is your budget for your PPC ad campaign. We can’t tell you the average cost of keywords. The reason is that the average cost per click is different per industry.
Before you decide on the keywords for your PPC ad, you need to know the answer to a couple of things. First, does your audience search for the keywords you have in mind? Next, is their intent to buy what you’re selling?
Finally, you need to ask yourself if you can afford to advertise for the chosen keyword. Your competition may have more resources to bid higher. If this is the case, you can match their bid or go for a different keyword instead.
Structure and Create Your Ad
Once you have everything ready, it’s time to design your PPC ad. An ideal PPC ad is believable, contains keywords, and is worth the price. Make sure your PPC ad copy also addresses the target audience.
It also needs to give an offer appealing enough to get your audience to click on it. As much as possible, you also want your ad to contain a call to action so your audience knows what to do next. Perform A/B Split tests so you know how well certain ad copies work.
When you design your ad copy, try to include a fitting image, a working URL, and a call-to-action. Make sure these elements are attractive to your target audiences. Again, knowledge of what they want, what they’re looking for, and how they’re looking for it will help you a lot here.
Perfect Your Landing Pages
Landing pages are nothing but the web pages the user lands on when they click on the advertisements.
Many advertisers give their home page as landing page but creating a separate landing page is important to have a successful PPC campaign.
When a user lands in the homepage, they are lost and have no clue what to do next, they may leave. It will unnecessarily increase your bounce rate.
Create a landing page that gives the user some information about the website in a short and precise manner. Then give a link of your home page.
This will help in reducing your bounce rate and help you in converting visitors to your customers.
Tips and Tricks on Making a Great PPC Advertising Campaign on Your Blog
Before you shop for PPC advertising services, try to improve your PPC campaign by yourself first. Below are some helpful tips on making and managing your PPC campaign for your blog.
Increase Opt-in Rates
You want more audiences to opt-in to your blog site. One of the most effective ways to do this is to offer a “content upgrade”. The better your content upgrade offer is, the more your audience will want access to it.
A content upgrade can be anything from adding a “print now” feature to retargeting. Retargeting is an affordable way of using PPC. You can run retargeting ads on other platforms like Facebook to remind a viewer to opt-in if they didn’t before.
Check Your Priorities
You mustn’t run PPC ads if you have mediocre content. You have to focus on quality content over anything else. As digital marketers always say, content is king.
You don’t want to tell people you’ve got the best apple pie in the world before you make sure it tastes great. The same applies to your blog and your PPC campaign.
After you create good content, focus on your PPC marketing plan next. You want to have a good conversion process before you start offering content upgrades and such. On top of that, you also want to keep an eye on your PPC ads campaign rather than leave it to itself. This will also help in the process of making money online for your site, business or brand.
Following the right steps will result in success for your blog and your PPC advertising. To bring it back to our earlier analogy, you can’t make a successful apple pie if you don’t follow the recipe.
Create a Successful Blog With PPC Advertising
We hope that with this PPC advertising guide, you manage to improve and make money with your blog. Use it to your advantage and drive in leads to your site.
That’s the end of our guide on PPC advertising for blogs. But why stop here when we have more digital marketing tips for you to discover? If you want to see more guides on digital marketing, check out the rest of our online content.