We all know the basic rules of advertising: you pay to get noticed, and the more you pay, the higher the chances you will stand out. Technically, the success rate depends on your financial robustness and probably a little on your choice of an advertising agency.
Now, in line with the common practice, imagine that you contacted a certain company to order an advertising campaign. Their reply was charmingly bold: first, they want to evaluate your product and decide whether it deserves to be promoted.
Outrageous, is it not? Yet this is how PPC marketing works and is exactly how Google approaches your new content you are trying to market and rank for in search engines.
For those unfamiliar with PPC marketing, here is a quick lowdown of what it is and how it works.
What is PPC marketing?
When you type in a search query and get to the SERP page, what do you see at the very top of it? In most cases, there are a few links that look a bit different from the rest. They are shorter and have a small yellow rectangular next to them saying AD. These are PPC (pay-per-click) ads.
The general scheme of PPC marketing is simple: ads pop up when corresponding keywords are used for search. The very term ‘pay-per-click’ means that you will have to pay each time a user clicks on your ad. Yet with Google putting users above everything, money is definitely not the only factor that defines who will get the place in the spotlight.
Google AdWords are by far the most popular PPC tool used by affiliate marketers (and not only them).
Why use PPC marketing to promote lifestyle CPA Offers?
Obviously, PPC marketing itself will not make you a multimillionaire overnight. But if you align it with other methods and techniques, it might easily give your campaign a powerful boost. This is the real chance to get to the SERP top and get noticed by many more users.
What is the mechanics of PPC marketing?
The process of starting a PPC campaign is quite simple, although it does require some preparation. The steps are as follows:
1. Create a Google AdWords account
2. Decide which keywords you want to target with your ads
3. Create ad groups and tie them to corresponding keywords
4. Decide how much you are ready to pay for a single click
Note that running a PPC campaign is not a one-time endeavor. Rather it is a process. Even if a customer clicks, it doesn’t mean they will buy your product or do any other action you use to calculate conversions.
How do ads match with keywords?
If you have used the Google Keyword Planner like we advised you here, you already know that it offers exact match and broad match options for keyword research. The same applies to PPC ads. Choose broad match and Google will use any queries it deems related to the one you specified. Broad match modifiers will help you reduce the number of variants a little, e.g. using a + before the word will signify that you do not wish to replace it with synonyms or related words. Phrase match will provide phrases that contain the words you have specified or their close variants in the specified order. And exact match is, well, exact – barring misspellings and plurals.
For example, if you are promoting our Forskolin CPA offer and use the keyword ‘forskolin root extract’ with a broad match, Google will include ‘forskolin weight loss’, ‘forskolin supplement’ and other broadly related queries. Phrase matches will yield ‘pure forskolin root extract’ or ‘forskolin root extract for weightloss’. The exact match will extend to ‘forskohlii root extract’ (ironically, the last variant has more monthly searches than the correct one).
If there are only a limited number of golden spots at the top, how does Google decide which ads to display?
Like we said, Google doesn’t care about money… well, at least not only about it. Every time a search query is used, Google digs into the pool of the related PPC ads and decides which ones are the most deserving based on their Ad Ranks.
An Ad Rank is an index calculated by multiplying the maximal CPC bid a certain advertiser is ready to pay by the quality score of his ad. The quality score, in turn, is a complex characteristic that includes your website’s CTR, landing page quality and other factors, which only Google itself is aware of.
In other words, the Ad Rank of your ad shows how useful your website is for users from Google’s point of view. The process of choosing the most relevant ads was aptly labeled ‘a Google auction’.
Before starting a PPC campaign for a free trial CPA offer you trying to promote, first make the most of your landing page.
Make sure your landing page is optimized for search engines and is relevant to the keywords you are looking to promote through PPC ads. This will positively affect your Ad Rank and thus the effectiveness of your entire campaign. A PPC ad is just a portal for users, and it’s for you to decide what happens next.
It’s important to note that results from your PPC campaign may not appear immediately. You have to spend significant time and money to achieve the right kind of outcome you are looking for. With time, and once you develop a strong online presence in your specific niche, you will find the advantages of PPC marketing will outweigh the costs.
That’s about everything you need to know to start using PPC marketing in your campaigns. Stay tuned for more tips from the leading beauty & health CPA network. We want you to promote our health CPA offers in the most successful ways possible!