PPC management is becoming a tricky segment today. This is because the existing transactional structure can be exploited so easily. For instance, under the existing PPC advertising method, the marketers need to pay a particular fee every time their ad receives a click within the publisher’s website. Under conditions where the ad witnesses high click through rates, but low conversion rates, real troubles start. Businesses will consequently see a very low ROI. Successful PPC campaigns have been tuned to appropriate landing pages in order to assure the best conversion rates. If you are trying to understand what surrounds a successful PPC campaign launched by accomplished PPC management services, here are the points you will find useful.
The operating scenario
To start with, every business plunging into a PPC campaign must understand the basic terminologies associated with an effective PPC campaign. The crucial terms to understand in this connection are click through rate (CTR), cost per click (CPC), cost per action (CPA), quality score and conversion rate optimization (CRO). Most of these categories are measured by a ratio of two numbers. For example, CTR is the ratio of ads clicks to impressions. This will mean the number of visitors to a publisher’s page who happen to see your link. Google AdWords uses a metric called quality score that considers several factors including keyword relevance to ascertain the quality of the PPC ad, CPC builds on numbers like quality score, ad ranks of the competitors and maximum bids.
We can say that Google AdWords is the biggest player in the PPC ads field. The mercis we discussed so far are the key statistics that AdWords employs to assign the rankings to the ads by measuring their relevance and quality. This will be based on the keywords that the marketer has input. We also find that the AdWords system is quite different from the flat rate PPC monetization schemes. This is because the AdWords system depends on bidding based structure wherein the ads are linked to specific keywords and are ranked and auctioned off.
Linking PPC with conversions
Once you understand the basics of PPC and the various terms connected to it, you can further expand your knowledge to cover more complex aspects like how to design a PPC structure in a way maximizing the conversion rate. A successful PPC ad program based on Google AdWords must take into account thee important aspects including keywords relevance, landing page quality, and quality score. We can say these characteristics are the various measures of how the users view your ad and respond to the contextual information provided in the ad after landing on the site.
Words and their meanings perceived
You need to reflect on how a PPC approximates a business card in terms of the brevity and impact when it comes to its presentation format. This only indicates that the PPC ads mostly occupy the attentive areas of a given browsing page. The success of every ad ultimately depends on the first impression a visitor gets and the voluntary actions he is propelled to take. Hence it goes without saying that the marketers must always ensure that the intersection between words and their perceived meaning by a general observer is gauged and measured.
The landing page quality
In each of the key aspects discussed, we see that they achieve the function of narrowing down. In the domain of keyword relevance, we must also notice the concept of what is known as negative keywords that refer to the undesirable semantic overlap that will happen in response to any set of words in a given phrase. For a successful ad, the pertinent landing page is very essential. In other words, the landing page must fulfill the expectations that a visitor develops after grasping the context of the ad. The more the landing page satisfies these expectations, the more successful it can be.