The internet is not just an entity but an entire kingdom on its own. It’s growing at the same rate as the universe, i.e. unknowingly. Now that we have completed the second decade of the 21st century, business platforms have remarkably prospered both online and offline. People are exploring new areas of earning money from anywhere they can. One such method is an online advertisement. It is majorly based on the pay per click mechanism which is the idea of paying the search engine a nominal amount each time a visitor visits the user’s website through the advertisement placed on the search engine. The idea of paying per visitor might seem expensive, but if the flux of visitors opening the website reaches even 100 a day, then the campaign is successful. Moreover, if the visitor gives a business of around 100-200 dollars and the search engine charges about a dollar per click, then one can make an excellent profit.
Google is an internet magnate who offers many subsidiaries to help various business models. A similar one is Google AdWords now known as Google Ads. It would be better to call it Google PPC as it based solely on pay per click model. The working model of Google PPC marketing in 2020 is simple where it selects several ads once the keyword is typed into the search bar. Now the most suitable ad to be displayed is determined by conjugation of two factors:
⮚ CPC– The highest amount of bid an advertiser is willing to pay to display the ad on the page.
⮚ Quality score– The score of clicks generated on the site along with the significance of PPC keywords provided in the ad.
Pay per click marketing is an economical way to increase business as the advertiser claims bid according to his/her budget and gets the visitor stream, accordingly, thereby securing a maximum return on the money spent. Moreover, Google is the leading search engine with maximum global reach. Hence investing in Google’s pay per click strategy can be fruitful in any case.
No one needs to realize that for reaping maximum profits from any pay per click campaign, the keywords used must be catchy and crisp. If the advertiser creates an intelligent and to the point pay per click campaign using the right keywords then that advertisement will be encouraged by being charged a minimum for every visitor so that one can increase the margin by more percent. Moreover, Google has a service called Google keyword planner which suggests the ideal keywords that can be used in the PPC marketing campaign to raise a brow. One such area for placing the ad is Click to pay sites where the user is about to check out and proceed payment. Banking ads with loan schemes are common at such places due to the psychological state of the customer at that moment. Such research has been done in the past that skyrocketed the ad conversion rates.
An advertiser must look out for some pay per click strategies to implement them in 2020:
- Explore new possibilities
It is widely acclaimed that Google is the market leader in paid search marketing and stands miles ahead of Bing, the Microsoft exclusive. Often advertisers fail to tap the opportunities by blinding themselves to one single website, mostly Google. To which the answer is with the advent of new and better internet services, people are reaching out to new websites and pages where some low-key business service might have secured their place due to a budget constraint and human behavior is unpredictable and that service might secure a deal despite its secondary quality products. It is better to invest everywhere in appreciable amounts than to invest wholly in a single entity.
- Monitor conversion rates
Each buyer has a different set of ideas and thought processes. In such a case, not every visit shall fetch a closing deal, and hence proper monitoring must be done in case the conversion rates are not promising. After appropriate analysis, the advertiser must fill in the loopholes and realize the mistakes made in the campaign and try to make rectification for increasing the conversion rate.
- Automating the account
With growing AI experience in hand, giving partial control of the account to an automated system for example bidding system, or keyword updates can be left on the machine’s discretion as it will explore new possibilities for making better returns.
- Target specific audience sets
To reach out far, a company must realize its potential customers who might believe in buying it. After recognizing the prospective buyers, targeting them becomes easy, and gives a sale 99% of the time. This type of analysis can be done by employing survey agencies that can provide both online and offline solutions.
- Credits
It is the end that matters, and all’s well that ends well. With that note, one can identify that the majority of business is dependent on the last click which might “add to cart” or “Check out.” Market leaders around the globe have customized their entire site thinking about the preferences of customers from all walks of life to tap that last drop of the visit and turn it into a dollar or pound or whatever is highest on the global conversion rate. These people know an average customer will buy only after making sure that he is selecting the best deal available with all the comparisons and statistics.
The credit model needs to be adapted as per the requirement of a particular business idea. One idea won’t work for another one like one CV doesn’t get you a job in other companies. The analysis can be made using Google Ads’ perspective and conversion performance to gain a grip on the falling trend of the market.
- Visual attractions
The human eye is more attracted to a dynamic phenomenon than to something stationary. We love motion and vivid colors. Similarly, we might watch a 50-sec commercial video than reading a 10-second paper pamphlet. Video ads have garnered many eyes since its inception in the early 50s. Video ads are everywhere, on mobile applications, on video surfing sites, etc. The recent mobile consumption time has gone up by an average of 5 hours a day, which is a straight 88% rise in watching video ads annually.
