First of all let’s consider what PPC is. PPC advertising (pay per click) is an Internet advertising model in which a user is directed to a website and an advertiser “pays per clicks”. PPC systems are intermediaries between advertisers and ads publishers. PPC advertisement, also known as "banners",- is shown on search engine results with related content or web sites that have agreed to show ads.
How much is it?
CPC (cost per click) is a price per click that an advertiser pays for every click that delivers a visitor to his website. There exist two basic models to define a cost per click. These are:
● flat - rate PPC (the model of PPC advertising functioning when a publisher and an advertiser agree on a certain price for every click);
● bid - based PPC (an advertiser makes a bid on keywords. The aim is to be shown on certain keywords at a lowest price and one can achieve this by placing a maximum bid he is ready to pay).
The price for a click depends on many factors such as the query, location of a user that made a click, the time of day the click was made, etc.
How does the system know what Ads to show a user?
The websites and search engines that utilize PPC ads displays in the case a query matches a keyword from an advertiser queries list. The ad is also shown when a content site displays relevant content; this kind of advertisement is called sponsored ads. The ads appear adjacent to, above or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.
Do right keywords matter for organizing a successful PPC campaign?
Yes, they certainly do! Choosing correct keywords to optimize your PPC marketing campaigns is an essential step. Moreover, looking for the best PPC keywords is what you need to start with whether setting up or improving your PPC campaigns. PPC keyword research is about discovering the most relevant keywords to your business. We can point out three components of successful pay per click search engine advertising. They are:
- CTR (search engines count on users’ “voting” by clicks);
- Relevance (both the relevance of the keywords to the Ads as well as to the user search query, it’s all about landing page quality);
- Landing page quality.
So, it looks like we are about to explore…
What is PPC Management?
Pay per click management is the management of PPC campaigns. Just so easy. But in fact this requires great effort and work to ensure the campaign provides a return on investment. Unless your PPC account is optimized and maintained wisely you are just losing money. That is why first off all you need PPC management software to be able to drive your business. So the next question is…
What is the best PPC management software?
These are PPC tools (also PPC bid management software) that are going to help you manage your pay per click marketing. The purpose of using these programs is to minimize the expenses on your Google AdWords (or any other PPC provider) and optimize the efforts spent.
Certainly the first thing that one may think of is to use Google AdWords keyword tool. There are a lot of other keyword research tools you may findout there, but since we admit Google is the largest PPC provider, it is most logical to consider using it. You are able to research highly frequent and competitive keywords but most likely you will be limited to Google's 200 keyword suggestions. So in case you need to expand your keywords list, to estimate competitors’ performance and perform competitive analysis and to compete in a topic you will need PPC management platforms with helpful PPC software and multiple keyword tools. And this is what SEMrush is ready to offer. How do we make pay per click advertising efficient? We are going to show you.
SEMrush best PPC management software
Competitor’ analysis is really important in Internet marketing. It’s especially important in PPC strategic management, because you are able to assess the strengths and weaknesses of your potential competitors, as well as yours. And this is what SEMrush does the best and this is what makes it the best PPC keyword tool. You can learn PPC strategy of each competitor in detail and take the best of your findings in order to avoid any possible losses.
Let’s get it started!
What should be mentioned first off is that Advertising research is not the only option you receive with SEMrush but certainly the most advantageous one.
So what do we have here? First of all and except of SE traffic and estimated cost for the same number of visitors if paid you are also able to see the following:
● Ads traffic: estimated number of visitors the explored competitor has coming from Ads (per month);
● Ads traffic price: estimated expenses of a competitor for advertising in Ads (per month).
It gets even better when you expand the Advertising Research tab.
Here you are able to check on advertising positions for a competitor’s domain or URL and other potential advertising competitors, their Ads texts, potential traffic sellers and AdSense reports for domain names, and a lot of other useful information for your future Google PPC campaign.
What you see is a powerful PPC keyword tool that will help you perform PPC keyword analysis. So let’s start with positions because this is what interests us the most.
In the given results a user receives the most complete list of more than 500 thousands queries that a site buys (it is possible to export the data). You will definitely be able to check on competitor's objectives, strategy, and improve your Google PPC performance at this point.
Next to the queries you can see the position of the ad at the time of the last update altogether with a previous position. It’s not difficult to see how this may be of use to you. You don’t need to risk and check certain keywords efficiency by means of testing PPC campaigns.
It’s certainly worth checking how popular the given keywords are and using them if they are relevant to your business. SEMrush shows you the exact quantity of queries for the keyword per month (for the corresponding local version of search engine). Really good to know how people search for the goods and service you are going to sell.
PPC management pricing
The data about CPC mentioned at the very beginning of this tutorial are available as well. In other words, you can find out the average Google PPC cost for a click on an Ad for a particular search query. This is a very convenient option for an unskilled advertisement performer who is just about to learn PPC management. By thinking about what’s preferred by themajority of network operators bidding system it becomes clear why this tool is so valuable. Just check for an average price for a certain query and decide on your bid.
Couple more tips to decide on query efficiency
Nobody likes to spend more money than necessary. So you may be glad to know that SEMrush explores the following data:
● Traffic (the number of visitors delivered to a site from an Ad as compared to all visitors coming to the site from Ads - the larger the number is - the more efficient is a query. You just need to understand that for example, the query “zappos”, - as in our example, will hardly delivery any target traffic to your site, unless you are Zappos.com.
● The site’s expenditure on a particular Ad as compared to its expenditure on all Ads.
● Competition of advertisers for a search query (the higher the number – the greater the competition). You should seriously consider this metric when starting your PPC campaign. High competitive keywords are great, but are you sure you are ready to compete?
Exclude inefficient queries
Google AdWords allows excluding so-called “negative keywords” so search engines will not return your Ad for a certain query you are sure is not going to make a conversion. All the above listed PPC software solutions are designed to help you analyze competitors’ Ads keywords and add non-converting terms as negative keywords to improve campaign relevancy.
To sum up
Also the following data are available in the Advertising Research report:
● Landing pages (URL of a page on which a user was redirected after clicking the Ad);
● The number of search results the search engine returns for a query;
● Dynamics of change in the number of search queries in the past 12 months (estimated) and a great number of other tools you can check out in other tutorials.