What is PPC and How to Build Audiences?

PPC Feature image

So, you are interested in incorporating PPC into your marketing campaigns? That’s a great idea!

But as a beginner, you might have some questions in your mind. Don’t worry! This article may guide you better on what PPC is and how to use it to lead your brand awareness campaigns.

What is PPC?

Pay Per Click (PPC) is a specialized model for leading internet marketing campaigns. As the name indicates, the advertisers need to pay some fee for every click on their ads. In simple terms, it is a process of buying visits to your business platform online without making organic efforts to earn them.

It is used on Google and social media platforms such as Facebook, Instagram, LinkedIn etc.

Search engine advertising can be considered one of the most popular types of PPC. The idea is to bid for placing their landing pages on the sponsored links of Google ads. This way the target audience can click on these on a priority basis while searching for the relevant information. Whenever a visitor is directed to your page through these links, you have to pay. This is a respective search engine fee.

If your PPC campaign is working efficiently, you may not need to worry about fees. That is because the visit may turn out to be more profitable for your business. For instance, on paying $4 for a click, you may even close a sale leading to an estimated profit of $400.

However, to achieve desired results with PPC, you may first need to develop a solid PPC strategy. You may also need to design dedicated PPC landing pages to succeed.

The success rate of a PPC advertising campaign generally depends upon four critical factors: Keyword relevance, quality score, landing page quality, and creativity.

How to improve audience targeting with PPC campaigns?

To lead advanced PPC advertising campaigns and to enhance customer experience, you need to follow these essential tips from experts:

First things first

Develop the most relevant creative and ad copy that focuses on the customer lifecycle stages, persona, past purchase experience, interests, and geographical location. This information may help you to target the audience through the sales funnel more efficiently.

Image worth a 1000 words

Do not forget to add an eye-catching call-to-action button that can guide users towards the next step in the entire journey. These buttons’ placement and appeal matter a lot to navigate the audience towards desired landing pages.

Land them to your page

Set up specially-designed landing pages for every audience segment so that people can have a seamless experience with your brand. This is the key to increasing conversion and trust among the audience.

Keep the pace

Make sure you set a realistic frequency and pace for your remarketing ads to avoid losing audience interest. You can also integrate PPC marketing campaigns with social media marketing for better results.

It is better to integrate your PPC marketing campaigns with an omnichannel marketing strategy to bring you more email subscribers. This doesn’t only enhance customer retention rate, but it can boost customer lifetime value as well.

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