Do almost any search on Google (or Bing) and you'll see ads at the top of the results page. Marketing specialists, can we be honest with each other for a second? On a scale of 1 to 10, how much does the world of paid advertising really understand? It's important to keep in mind that you don't get stuck with the keywords you start with. In fact, you should closely monitor your list of keywords throughout the campaign, eliminating those that don't attract the types of visitors you're looking for and increasing bids for those that do. Do your best to select the most relevant keywords, but don't feel pressured to be 100% right the first time.
Advertising services, such as Google Ads and Microsoft Ads, work with real-time bids (RTB), where advertising inventory is sold in a private automated auction with real-time data. Between the numerous changes in Google's algorithm and the 200 ranking factors, trying to get free traffic from search engines is a bit unstable compared to PPC advertising. In the bid-based model, each advertiser makes an offer with the maximum amount of money they are willing to pay for an advertisement. When used effectively, ppc advertising can be an incredibly effective way to reach new audiences and attract new customers.
These allow advertisers to set a specific objective for their campaigns and then have the advertising platform determine the most appropriate offer for each auction. If there are advertisers interested in showing ads related to a user's search query, an auction is triggered based on the keywords advertisers bid on. You'll learn more about all of these elements of PPC campaign management as you progress through PPC University courses. Now that you understand the benefits of PPC and have your key terms, let's dive into creating a quality PPC campaign with Google AdWords or some other platform.
Overall, PPC management is a difficult task, so investing in strong PPC management tools could be a great idea.