Pay-Per-Click or PPC tools form an essential part of today’s internet marketing landscape. In this model, advertisers pay a fee for every click of their online ad. It is a way of bringing paid traffic to your sites. Businesses get charged only when advertising campaigns garner user clicks, and hence, able to generate a higher return on investment (ROI).
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Moreover, digital marketing professionals prefer methods that save time, capture valuable leads, and offer meaningful insights, and also make money for their clients. According to the Search Engine Journal, business owners need to determine how PPC fits into their overall marketing strategy. In the next few years, we are likely to observe the rise of technical PPC marketers who are adept at speaking to target audiences at distinct touchpoints throughout their consumer journey. Check out our digital marketing courses to gain expertise on PPC.
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Major types of PPC marketing
- Search Ads: These appear in search results on top or bottom of your search engine page, typically labeled with the word ‘ad’ to indicate that they are sponsored. According to Google, search ads are capable of boosting brand awareness by 80 percent.
- Display Ads: These are targeted ads that show up on partner sites and are focused on people who have visited similar websites to your own. Display ads combine image and text for maximum appeal.
- Social Ads: All those sponsored posts you come across on social networking platforms like Facebook, Twitter, LinkedIn, etc. are social advertisements. Social media sites offer advanced targeting based on location, demographics, behavior, education, interests, etc.
- Shopping ads: These PPC ads are presented in a carousel format on search engines like Google. They let you see the product and prices from different companies before you visit a particular website, providing you with a window-shopping feel.
- Email ads: Sponsored promotions on email services such as Gmail are another excellent way of reaching your potential customers. Users receive these ads based on their interests, demographics, etc.
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A recent survey has revealed what drives people to click on online promotional content. About 49% of users click on text ads, 31% on shopping ads, and 16% on video ads. These statistics also underscore the importance of utilizing multiple channels and PPC tools to promote your products.
Here, a relevant term to learn is Click-through rates or CTR. It is basically the ratio of the people who clicked on a particular link to the total number of users who viewed it. Therefore, it measures the effectiveness of a specific paid campaign and tells you how successful it was. Now, let us read on to understand how you can attain a high CTR and turn it into profits!
We have compiled a list of the top PPC tools you should know about to optimize and implement a successful online ad campaign for your business. Mainly, the tools can be divided into the following categories.
- PPC management tools
- Keyword and competitor research tools
- Call tracking tools
- Ad copy tools
- Image creation tools
- Landing page tools
- PPC analytics, Apps and automation tools
You can find the different PPC techniques in detail below.
Essential PPC tools for professional digital marketers
1. Ads Editors
Formerly known as Google Adwords, Google Ad Editor comes with all the necessary features for bulk edits and optimization for massive ad campaigns. This PPC management tool lets you work across multiple accounts and is a must-have in your toolkit. For managing campaigns on Bing, you can use the Bing Ads Editor, which is an all-in-one tool.
2. Google Ads Performance Grader
It is an excellent auditing tool that grades your ads based on more than sixty factors, including ad spend, click-through rates, account activity, quality score, etc. You can get an instant report on your PPC metrics to help you improve your digital marketing efforts or just to justify to your management why you are investing in Google Ads.
Learn more: SEO or PPC: Making the Right Decision
3. WordStream Advisor
This tool has been specifically designed for small to medium-sized organizations. It helps you maximize your returns from online advertising by providing feedback on critical performance aspects. WordStream is a time-saving software and also has a free trial of their basic platform.
It is an ad management and optimization tool for Facebook and Instagram advertisers. It aids the creation and analysis of online campaigns and comes with a 14-day free trial. You can purchase a monthly subscription for a nominal sum.
Also read: Digital Marketing Project Ideas
5. Google Keyword Planner
When you are looking for the right words to reach your target audience, Google Keyword Planner is an indispensable means of getting ideas and traffic estimates. It helps you search for the most suitable and competitive keywords for your online ad based on your product, service, category, website, etc. It also tells you how many impressions or clicks your keywords might get.
6. Google Trends
PPC marketers consult this tool for adjusting their campaigns to meet seasonal demand. Using this data source is free and proves immensely valuable while executing search network campaigns. The Google Trends website compares the search volumes of different search queries over time and presents the information in the form of graphs.
Originally called GoogSpy, SpyFu exhibits those keywords that websites appear for in Google search results. It also lists the keywords that websites are buying on Google Ads.
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It is another competitive research tool that services detailed keywords and domain data. SEMRush helps boost SEO by tracking the keywords used by your competitors and running an audit of your blog or site.
You can call iSpionage a monitoring platform or an intelligence tool that provides meaningful SEO data. It sizes up the online marketing efforts of your competing websites and assists you in generating more leads and bringing in targeted traffic to your business forum.
Phone calls are an important source of business leads. And PPC tools like Invoca help you capture and manage calls. It is an AI-powered platform that supports marketers in gaining actionable insights from inbound calls.
This tool allows you to track, record, and analyze phone calls. Also, CallRail features can be easily integrated with Google Ads and Google Analytics.
Staying connected to your customers is a breeze with cloud communication platforms such as Twilio. You can buy local or toll-free numbers, make and receive phone calls, and also record these calls. Besides facilitating voice calls, its API lets you send text messages, emails, and even WhatsApp messages.
Amid increasing digital clutter, making your PPC advertising catchy and clickable holds prime importance. BuzzSumo gives you article headlines and ad keywords by scanning what people are talking about on social sites. It is, thus, a powerful online tool for inspiring your ad copy.
14. Answer The Public
Copywriters need to use the language of their prospects when they are trying to answer questions. Keyword tools like AnswerThePublic visualize search queries and surface the problems of your target audience, ensuring that your ad content addresses their needs as closely as possible.
Canva is a popular online tool for creating display ads and graphics. Its drag-and-drop interface and most of its layouts come free of cost, except for some paid library images and features. You can also design striking social media posts using this visual resource.
16. Share as Image
It is an online graphic design tool with which you can turn text into images within seconds. You can make micro-content, add text and logos to any image, and create impressive display ads.
As a digital marketer, finding appealing for visual content can sometimes seem challenging. With platforms like Pinterest, you can access ‘mood boards’ and find inspiration for your online ads. You can discover, organize, and save moving images and visuals that match your story, messaging, and project objectives.
As the name suggests, gifntext can be used to create GIFs for social or display ads. You can generate emotive visuals and creative animated images to catch the attention of easily-distracted audiences and hence, drive click-through rates.
19. Facebook Text Overlay Tool
Facebook and Instagram have a rule that the images or video thumbnails of your display ads should not contain text beyond 20 percent. Facebook Text Overlay ensures that you meet this requirement.
A landing page is a web page where visitors are directed upon clicking on your PPC ad. The Leadpages tool provides various templates to put together stunning landing pages. Additionally, it enables lead generation and comes with built-in analytics.
It is another landing page tool that contains stencils for constructing attractive sites. The drag-and-drop builder makes it easy to learn and develop internet advertising campaigns at scale.
22. Twitter Analytics
Twitter has an activity dashboard where you can go through the metrics of every Tweet. The Twitter Analytics tool tells you whether your campaign is working by informing you about what people are seeing and engaging with, what demographic do your followers fall in, among other things.
23. Google Analytics App
This mobile application makes possible on-the-go monitoring of statistics and reports. You can use it for measuring how your PPC ad efforts are translating in the real world and what you can do to improve your reach.
Learn more: Google Ads Interview Questions and Answers
24. Google Ads App
You can now manage your Google ads on Android or iOS smartphones with the Google Ads Apps. Some of the features include keyword bid adjustment and Google Ads object modification (such as specific ads, campaigns, ad groups, etc.) Although you cannot create new ads here, you can always act on the recommendations given by the App. And with the Google Ads Script tool, you can automate the time-consuming tasks like variant matching and competitor tracking with your Google Ads account.
25. Facebook Ads Manager App
This mobile application equips you to undertake the functions of performance measurement, ad editing, budget adjustment, and even new ad creation on Facebook. So, it is no surprise that this Ad Manager App is being used by more than 800,000 online advertisers each month.
PPC advertising has emerged as one of the most lucrative marketing channels today. Social Media Today reports that 40 percent of brands want to boost their PPC budget. In order to get the most out of your campaign, you should aim for a high ‘quality score.’ This score highlights the rating of your ad content. And the higher the ratings, the lower are the costs that you bear per click.
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With this, we have covered why PPC tools are an integral part of modern-day business management. Having learned about these methods, you can be one step ahead in accomplishing your internet marketing goals!
If you wish to explore and become an expert in Digital Marketing, check out MICA and upGrad’s Advanced Certificate in Digital Marketing & Communication. Become an expert in social media marketing, content marketing, branding, marketing analysis and PR.
What is Pay-Per-Click?
Pay-Per-Click or PPC is one of the best ways to attract visitors online. PPC is a type of online advertising platform that helps markets place adverts at strategic points online. However, a fee is paid every time the user clicks. Hence, the name Pay-Per-Click.
PPC is a way of buying visits to your site rather than attracting them organically. For example, if we look at a typical search results page on Google, Yahoo or Bing, the paid ads are up top and are usually labelled as such. Organic results are the ones underneath.
What is PPC Advertising?
You presumably already know how search engines operate and how SEO can assist your website get a better ranking. Well, sometimes, even the most reliable SEO strategy is just not enough. The keywords you want to optimize for your website could be facing some really robust competition, and you are simply unable to make it to the top results. This is where PPC or Pay-Per-Click has a role to play. Even if your SEO is not strong enough, your link can feature on the search results page thanks to PPC ads. And because you only pay per click, this form of advertisement is very efficient.
How does PPC work?
On social media, PPC ads can appear as posts on a feed, banner ads on the side, and then various forms too, such as Facebook, Twitter, Instagram, YouTube, and even Pinterest, have options for paid advertising. On top of social media and search result pages, you will notice ads placed strategically on all kinds of websites. This is the world of PPC.
Whenever a user clicks on these ads, a fee is paid out to the advertiser. This fee is referred to as cost-per-click or CPC.