How to Use Facebook Adwords and Google Adwords to Advertise Effectively
You've undoubtedly seen the advertisements that display at the top of Google's search results when you type anything into the search box.
If that's the case, you've already been exposed to today's subject, and the aforementioned example may be thought of as the beginning of classic pay-per-click marketing, commonly known as PPC.
You may be wondering how pay per click works.
In a nutshell, conventional PPC advertising, also known as sponsored search, allows companies to send targeted visitors to their website practically instantly by buying ad space at the top of search engines like Google or on other pay-per-click sites like Yahoo and Bing.
Of course, there are other, non-monetary aspects that influence your ability to post advertising at the top of Google, which we shall discuss.
Needless to say, using a major search engine to target people interested in your services or products may help you increase your profits and expand your company.
People click on conventional PPC advertisements more than any other kind of digital ad, according to studies.
You, the advertiser, pay a modest charge to the search engine every time someone clicks on your ad. If you choose to do this, your company may buy this desirable ad space in a similar way to an auction (more on that to come shortly).
In a nutshell, sponsored search has been shown to generate substantial conversions at a minimal cost, and that's all you need to know.
In a sense, you get compensated per click because you have targeted individuals who are looking to make a purchase in your specialized industry - people who would otherwise be inaccessible.
The advantage of PPC over SEO is that you can drive visitors to your website within hours, but SEO and other content marketing tactics might take months, if not years, to get the same level of traffic.
(Although, in the long term, SEO is a highly viable alternative for producing more visitors, particularly when paired with PPC!).
Then, using Yocale's marketing tools, you can keep those consumers.
Another advantage of PPC is its scalability. It also has one of the finest returns on investment.
In addition to paid search, there is social PPC, which involves advertising on social media rather than a search engine. When it comes to social PPC, the list of pay-per-click sites includes Twitter, Facebook, and others.
While social PPC does not specifically target those seeking to purchase a certain product, it may nonetheless result in sales. Other types of involvement, such as producing likes, may also be facilitated.
For the record, if you want to raise brand awareness, social PPC is great. It is also less costly than standard PPC advertising.
Even small firms that are experiencing growth stagnation might profit from a minor investment in pay-per-click advertising. If we haven't yet persuaded you, here's a more in-depth look at the advantages of pay-per-click marketing.
We can go on to the most crucial section of this post now that we've addressed the question of how does pay per click operate. How can you be successful with pay-per-click advertising?
Don't worry, we'll teach you precisely how to profit from pay-per-click advertising.
Many campaigns do not make it that far; they begin with great aims but fail to implement the methods that are definitely needed to achieve success (that will be discussed in this article).
The problem with PPC is that it may be costly, particularly when trying to target popular keywords, and if not done correctly, it can result in a net loss.
Before we go any further, keep the following in mind: regardless of whether you use Google Adwords or Facebook, keep the following in mind to see whether your investment is paying off.
According to Neil Patel, you should balance your customer acquisition cost (CAC) with the client's lifetime value (LTV) (LTV). Allowing the CAC to surpass the LTV is never a good idea.
How To Use Google Adwords To Do Effective Pay Per Click Marketing
While there are several pay-per-click advertising platforms to choose from, Google Adwords is the most popular and capable of generating huge conversions since it allows you to target those who are most likely to make a purchase.
So, how does one get the coveted top place in Google's search results? It all boils down to something close to an auction, as we said before. You, as the advertiser, place a bid on a certain term.
This isn't like typical auctions in that the highest bidder doesn't usually win.
Google chooses advertisers based on a variety of metrics, including the advertiser's Ad rank (determined by multiplying the CPC bid (i.e. the amount you paid) by the Quality Score (this factors in click-through rate, relevance, and the quality of your landing page).
However, Google rewards marketers that create high-quality advertisements, and as your score grows, the cost of clicks decreases.
Now for the most crucial part: how to use Google Adwords to execute efficient pay-per-click advertising. Consider it a Google Adwords primer.
Keep in mind that in the beginning, you simply want to spend a few bucks per day.
1) Campaigns, Ad Groups, Ad Text, and Landing Pages are all organized.
When it comes to pay-per-click advertising, keywords are often the emphasis. Of course, the value of keywords cannot be overstated, but there are other factors to consider as well, particularly the structure of your ad campaign.
For example, Google and Bing consider the structure of your campaign when determining its relevance. Furthermore, it is frequently far more difficult to repair a badly planned campaign later on.
So, how does this structure appear? The most effective pay-per-click advertising campaigns contain five structural elements: the campaign itself, ad groups, keywords (which will have its own area), ad content, and landing sites. Here are a few key points to bear in mind.
Ad Groups are a kind of advertisement. For each product you offer, you need to establish a separate ad group.
Advertisement in text format. When it comes to text ads, the most essential thing to remember is that they should only include terms that are relevant to the ad group in question. However, getting them to click on the ad requires you to write something worth clicking on.
Much has been said about how to write good text advertising, but the most important things to remember are that your headline and description are both persuasively worded. Call-to-actions should also be included in your descriptions.
Landing Pages are a kind of web page that is used to direct The landing page should be as near to your content as feasible. Avoid using wording that sounds like spam. Because people are increasingly using their smartphones to search, landing pages must also be optimized for mobile visitors.
Make sure your website is responsive and quick to optimize your landing pages for mobile consumers. Also, make sure that all of your advertising has the "click to call" option enabled.
2) Ongoing Keyword Investigation
Those that perform the following things have the best success with Adwords. First, keyword research must be continual; otherwise, you risk missing out on long-tail phrases that might deliver a significant amount of traffic to your site.
Negative keywords, or keywords that aren't related to your company, should be included in your continuous keyword research.
Keywords should always be tightly linked to the things you offer, it goes without saying. Second, they should always be relevant to their own ad group.
That brings us to our next point: you want to make sure you're targeting long-tail keywords in your search – not just the most popular ones – and especially not just one highly competitive term.
Long-tail keywords account for a substantial amount of search-based traffic, which is why you should target them; they're also less costly than more popular keywords since they're less competitive. For more specificity, do five to seven long-tail searches.
3) Monitoring Your Ad Campaigns
The third part of a good pay-per-click Google advertising campaign is to manage it on a regular basis, keeping track of all the key indicators.
This means you'll want to split test your advertising, which is the practice of producing two identical ads but changing one feature, such as the title, to see which is more successful. This will help you to improve your click-through rate, which is one of the Quality Score elements in Google Adwords.
Split testing should also be used on your landing pages.
How to Use Facebook For Pay-Per-Click Marketing
When it comes to effective social PPC, the methodology is comparable to sponsored search while still being distinct. Here are a few pointers.
1) Determine who you want to reach out to.
When it comes to leveraging social PPC on Facebook, there are a few different tactics to consider. Instead of defining your target audience based on keywords, as you would with Google Adwords, you must do it based on interests and demographic data.
Ads should ideally be targeted at a Custom Audience. A personalized audience is a list of your current clients.
However, if you want to create any meaningful CTR, it's best to start with PPC if you have 1,000 or more people in your unique audience.
Here's a step-by-step tutorial on how to create a Facebook Custom Audience.
To reach even more people, you may utilize your custom audience to create a lookalike audience, which is a bigger version of your custom audience. Here's how to make a similar-looking crowd.
You may also stack your targeting choices when it comes to your target audience.
If you run a hair salon, for example, you can target individuals aged 25 to 35, but you can also target people based on their shopping habits for even more precise targeting. You may, for example, target folks who have purchased shampoo for brassy hair.
This increases the likelihood that they will buy your deep conditioning product for colored hair.
It's a bit of a balancing act when it comes to your target audience, however.
That is to say, although you should definitely identify your target demographic and produce advertising exclusively for them, you should also avoid narrowing your emphasis too much since you risk alienating prospective customers.
2) Create a campaign that is centered on your goal.
If you want to enhance the effectiveness of your Facebook campaign, the structure is just as crucial as it is in conventional PPC. The structure of Facebook is as follows: campaigns, ad sets, and advertising.
Whether you want to boost visitors to your website or produce more conversions, it's critical to plan your campaign around your specific goals. Here's a more in-depth look at how to structure a Facebook pay-per-click campaign.
3) Create a well-designed ad from beginning to end.
This may refer to a variety of things. First and foremost, keep in mind that the visual appeal of your advertisement is just as vital as the words you utilize. You don't want a prospective lead to click on your ad only to be directed to a landing page that doesn't seem as good as the ad.
A well-designed ad also requires adhering to Facebook's ad size and text guidelines. Keep in mind that Facebook's ad dimensions are always changing, so remain up to date.
For your Relevancy Score, which is similar to Adwords' Quality Score, your ad wording is critical. (As your Relevance Score rises, you'll pay less.) Use your most effective ad text from your conventional PPC campaigns on Facebook to develop effective ad copy.
Quick and dirty tip: Use Facebook's call buttons in your Facebook advertising, just as you would with sponsored search, to ensure that you don't lose a prospective lead on your landing page.
When it comes to landing pages, keep in mind that, unlike with conventional PPC, they can't be used as a sales page.
Instead, offer something appealing in exchange for the person's email address. After you've completed that process, you can follow up by giving them material that they'll find beneficial before presenting your product or service to them.
4) Track the Results of Your Campaign
In any marketing activities, including social PPC, measuring the performance of your campaign is critical. Return on ad spend, cost per click, reach, and click-through rate are all factors to keep an eye on.
5) Other Things to Think About
In a discussion of effective sponsored search, there are two more components that come up. The first is remarketing, which involves monitoring users who have previously visited your site but have yet to make a purchase.
You may offer them extra tailored adverts when they browse the web, whether on their smartphone, tablet, or other devices. Remarketing has shown to be quite effective in both Google Adwords and Facebook Ads.
The second thing to consider is ad extensions. If you get to the top of Google's search results, make sure you're using ad extensions on your advertising to boost click-through rates.
For example, this may be a map that shows where your shop is located or extensions for sales like Cyber Monday.
As you can see, pay per click may be profitable and potentially provide a high return on investment if you design your campaign wisely.
