In today's hyper competitive digital landscape, businesses are constantly seeking innovative ways to enhance their online visibility. One powerful tool that has proven to be a game changer in the world of digital marketing is Pay-Per-Click (PPC) advertising. Lets get in to it!

Understanding PPC

Paid search is a form of online advertising where you pay a certain amount to have your business website displayed on a search engine result page (SERP) when a user types in specific keywords or phrases in the search engine. The SERP displays the ads you create in order to direct user traffic to your website.

Regardless of the advertising platform, chances are, you see PPC ads every day if you use a smartphone or computer. Paid search ads, such as Google Ads, appear at the top of search results pages as sponsored content.

PPC vs. SEO

While Search Engine Optimization is GREAT for generating traffic organically, sometimes it is not as efficient. SEO does require a lot of time and attention to track while PPC is simple and extremely easy to track. Additionally, if you are not ranking well in organic rankings, PPC could enhance your business' online presence with minimal effort (just a little $$$).

Here are a quick few pros and cons from Agency Analytics:

Why Invest $$$ in Paid Search Ads

• An effective PPC campaign will help you in achieving your marketing and business goals by making it so you can track your conversion goals with ease.
• Additionally, you can easily track and measure paid search, especially if you are using Google Ads.
• Low barrier to entry means that you can easily get up and running regardless of whether you are new to the PPC world or not.
• You will reach a wider audience! When you compare PPC advertising to other channels like organic, social, or email, it offers the advantage of targeting users other than those already familiar with your brand.

But How Does it Work?

A paid search advertising campaign typically comprises three key elements. These are keywords, the ads, and landing pages.

1. You produce a list of keywords for Google. This tells them to display your ads on their result pages when users search for those keywords.
2. You then create your ads to be displayed for those keywords. Your main goal is to ensure they are both relevant to the search query and enticing enough for users to click on the ads. When users click on your ads, your ads direct them to your landing pages.
3. The main goal of your landing pages should be to get your visitors to convert in some way.

Important Aspects of Paid Search

Keyword Research

PPC keyword research refers to the process of identifying keywords to include in pay-per-click advertising campaigns, usually through Google Ads or other search engine marketing platforms. The goal is to identify keywords you want to bid on as part of your PPC campaigns. Then, your ads will display when users search for those keywords.

Pay-Per-Click Bidding

The process of placing bids in a pay-per-click auction to help secure ad placement at the top of search results

Quality Score

Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers. This plays a significant role in your PPC bidding.

Quality score is calculated using:

• Expected clickthrough rate (CTR): The likelihood that your ad will be clicked when shown.
• Ad relevance: How closely your ad matches the intent behind a user's search.
• Landing page experience: How relevant and useful your landing page is to people who click your ad.

Ad Groups

An ad group contains one or more ads that share similar targets. They are one of the main tools you have for organizing your PPC account into a meaningful hierarchy.

Nike's Use of Paid Advertisement

Nike strategically employs Pay-Per-Click (PPC) advertising to enhance its digital marketing efforts and drive online sales. The company leverages PPC campaigns across various platforms, including Google Ads and social media channels, to promote its huge range of products.

1. Google Ads:Nike invests significantly in Google Ads to ensure visibility when users search for athletic shoes, sportswear, or related products. The company bids on relevant keywords, allowing its products to appear prominently in search engine results.
2. Social Media Advertising:Nike utilizes social media platforms like Facebook, Instagram, and Twitter for PPC campaigns. Through these channels, Nike can target specific demographics, showcase new product releases, and engage with its global audience.

Thanks for reading and happy advertising!

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