Click advertising or PPC, which is abbreviated as Pay Per Click, is one of the digital marketing methods in which advertisers place their ad on the advertiser’s platform (host of the ad) and every time they click on its ad clicked, they pay a fee to the host. In other words, in banner and click ads, the cost of advertising is paid by the owner of the advertisement to the owner of the advertising platform for each user who clicks on that advertisement.
The purpose of this type of advertisement is that users on the host platform, which can be a website or any other type of system, see the advertisement and click on it if they want, then they are directed to the place the owner of the advertisement intends, where the users It may take a valuable action such as purchasing a product, and that is the ultimate goal.
History of click ads
The first version of click advertising on a desktop application that included news links was done in 1996. Many companies were hesitant to do this type of marketing (advertising per click), but it was very successful and By the end of 1997, more than 400 companies had switched to this type of marketing.
In 1998, the Goto website designed a search engine that was able to implement click ads, which led to the implementation of CPC advertising campaigns.
Finally, in 2003, the Goto website was bought by Yahoo for 1.6 billion dollars.
How is the cost of click ads calculated?
The design and execution of a click campaign (CPC) may have different prices according to the traffic attraction and the presence of competitors. But finally, the final cost of click ads is determined based on the number of clicks.
There are different ways to pay for this type of marketing.
- Set a fixed rate per click
- Auction based on bid and price
The most important thing to consider is the results you get from advertising. If attracting a customer gives you a 70% profit in sales, then spending a lot on click ads will definitely have a special effect on you.
How do we know that click ads are right for us?
To decide whether PPC advertising is right for your business, you must first assess whether you can afford it. Do you have a budget for these ads or should you focus on boosting organic customer acquisition? If you have an advertising budget, is it better to spend the entire amount on PPC, or are there other advertising tactics that eat up your budget?
Determining the budget for the click advertising campaign
If you want to reach an audience that is searching for things related to your business, PPC is an effective option. If you decide to create a click advertising campaign, your budget and cost will be determined based on the audience of the hosting platform, the competition in your business, and the types and a number of products or services you intend to promote in the campaign.
Google click ads
It can be said that customers who are attracted through banners and click ads are purposeful in a way because they have seen the text of the ad and probably needed the services or products offered in it, and they clicked on that ad. But to attract a targeted audience, one of the best platforms to host such ads are search engines, at the top of which is Google’s click ads, because the audience that is attracted in this way has searched for the term related to your business. And this means that they needed it.
Whenever there is a click-through ad item on a search engine results page (SERP), an auction is immediately created for the keyword, if the ad owners are interested in displaying ads related to the terms searched by users, based on the keywords. which are suggested by them and other competitors, an auction is created, and finally, the ads that won the auction are included in the search engine results page based on the desired keyword.
Keywords in click ads
Keywords are at the heart of clickbait advertising, connecting advertisers to user searches.
- Query or keywords are the actual words that users type in the search box of the search engine to find the results they want.
- Keywords are the phrases that marketers use to match their ads to the needs of users.
Depending on the type of keyword matching that users use, advertisers can match their keywords to users’ searches with relative accuracy, for example, advertisers can match keywords exactly to search terms, or Provide changes such as different order of words, different spelling, or insertion of other words.
How to get the highest return from click ads?
In order to get the best results from this marketing method, you must follow the following points:
- Determining the cost of advertising and estimating its return rate
- Landing page enhancement
- Attractive offer
In the following, we will examine the mentioned points together in more detail:
Determining the cost of advertising and estimating its return rate
Before creating a click advertising campaign, you should carefully consider how much capital you want for it, on the other hand, make a plan for your investment return. For most businesses, this campaign is a 5 to 1 ratio, that is, for every million you spend, you should get 5 times that return on investment, knowing the conversion rate will prevent wasted capital.
Landing page enhancement
When you run a click advertising campaign in Google Ads or other systems, the user enters the desired page for each click; Therefore, it is very important how to design that page.
Design the page so that it has a high conversion rate. When a visitor lands on your page, they must take an action on that page. As a result, you should design an attractive landing page.
To strengthen the landing page, it is better to pay attention to the following points and items:
- Pointing to very important features: On the page where your audience enters, you must put the features of your product in full, that page will make the user buy. Publish information on this page optimally. If the user wants more information, design a separate sheet for it.
- Using the right headline: The headlines have a great impact to encourage the user to read the article and data of the landing page. Try to choose appropriate and attractive headlines and they should be such that the user can fully understand that paragraph at the first glance.
- Customer satisfaction: No matter how well the site manager explains the products and services, the users still accept the opinion of their peers more, because they do not profit from the sale of that product, so be sure to post your users’ opinions about the services on the website. give This has a great impact on the success of the campaign.
Site SEO and PPC are one of the most important and main influencing factors in site rank. As an SEO practitioner or website owner, you may have been asked many times what method is best to use to improve your site’s ranking; SEO site or click advertising?
One of the users of Neoseo has announced that he has been working for a start-up Internet company for three years, which has been doing activities related to the optimization of the company’s site. According to him, making the decision to choose SEO or PPC as a method to improve site ranking is not an easy task; Especially if your business has a small budget.
But finally, with enough research and study in this field, he realized that SEO is much more useful for improving the rank. Finally, he managed to get a decent rank for some keywords.
Now, the important point is, is it really the SEO of the site alone that made him successful in his field of work, or did other factors help him? Finally, we must say that some people believe that SEO is better than click ads, it should be examined professionally. Therefore, in the rest of this article, we will examine SEO and click ads separately and state the advantages and disadvantages of each. Then you can easily compare SEO and PPC to make their choice easier.
The meaning of SEO site
SEO is actually a process in which the optimization of different pages of your website is done in order to get a high rank from search engines in the best way. The interesting thing about SEO is that you can never get top rankings in Google search results by paying money.
Search engines have great algorithms with which they check the quality of the content of your website pages, and if they find that the content of your site is according to their ranking factors, they will give you a high rank.
In fact, one of the biggest parts of site SEO is understanding that search engines have made changes in their factors by clarifying their algorithms so that you can change your SEO strategies accordingly. You can use reliable SEO training classes that are held annually in different centers to get a better understanding.
You may ask which one is best for your site right now. To answer this question, we will examine the advantages and disadvantages of each to understand which one to use according to your site strategy.
Advantages of click advertising
Some of the benefits of click ads include the following:
to be economical
In click ads, you pay when a user reaches your website by clicking on your ad, so it can be affordable. If you use click ads on the site, you can specify the number of clicks based on your budget, so that after that your ad is removed from the host site and there is no more cost to you.
You can select your audience according to your desired characteristics such as location, language, and the type of device they are using. This way you can have high-paying click ads because you attract users who are more likely to become customers.
PPC ads can be set up to accurately measure effectiveness. You can determine exactly how much you want to invest.
As you run your campaigns, you can make and improve many small changes, such as changes in the ad text, based on what performed better.
The existence of educational resources
There are many online courses that are often free
They will help you develop your skills to perform better in this type of advertising.
In organic search engine optimization ( SEO ) tactics, it takes months to achieve the desired result. But in click ads, you will see the effect of your efforts almost immediately.
Disadvantages of click ads
Some of the disadvantages of click ads and the challenges you may face are as follows:
Invest in time
You cannot start your PPC campaign and then abandon it. To get the best results, you need to invest your time and energy in optimizing and improving its quality, and it will pay off as long as you keep at it, and as soon as the campaign ends, the leads and views will stop.
To launch useful and effective campaigns, some exercises and skills are needed, as well as sometimes trial and error. Many businesses outsource their click advertising marketing to specialized individuals or companies.
If you don’t monitor and optimize your campaigns to make sure you’re getting your ad revenue and return on investment, you could be wasting your budget. Also, unlike SEO tactics that involve an investment of time and skill, you need to budget for PPC advertising.
Visits don’t always lead to sales: you have to convince the user to become a customer as soon as they enter your website and fulfill your goal, this is not an easy task and you have to do it in the best way. Get help from CRO or conversion rate optimization experts.
SEO site benefits
In the continuation of this article, we will examine some of the most important benefits of SEO:
Natural traffic creates power
The higher you rank in the search results and the longer you can maintain that rank, the more you have taken a big step in increasing the natural traffic of your site. When you reach this stage, you can stop working and watch your site traffic increase.
Unlike this feature of SEO, PPC works like a faucet. As long as you keep it open, it will do the activity and as soon as it is closed, the water will not work. Attracting traffic using click ads is exactly the same. It only gets you traffic as long as you pay for it.
SEO is cost-effective in the long run
Imagine that a successful website that ranks very high in Google search results for several thousand keywords would want to pay for access to the same position it has now. If he wants to pay to reach this position, he has to spend several times his current capital. Naturally, such a thing is not reasonable and cost-effective. But by optimizing the site in the long term, you can achieve these results.
Disadvantages of SEO
SEO takes time
Based on the research that was done on the keywords and the rank of each site to reach the first rank for them, we found out that one year after the publication of an article, only 6% of the pages of the sites that generate content for a specific keyword have managed to reach the top 10 ranks of Google search results. Even in some exceptional cases, it takes 2-6 months to reach the top ranks. As we have seen, SEO needs a lot of time to show its performance. As a result, if you do not have enough time to get top rankings in Google search results, we suggest that you do not use SEO.
SEO requires authentic and unique content
When users are looking for topics and answers to questions in search engines, they prefer that the contents of valuable sites answer their questions. They are more likely to read articles written by relevant experts. As a result, in order to perform well in the ranking process, we suggest that you definitely use experts to create content on your site.
If you yourself are familiar with the tips for teaching content production, that is wonderful. You can start writing your website content yourself. But if you do not have any expertise in this field, it is better to hire people to produce and publish the content of your site. The problem in this area for small businesses with low budgets is that they have to spend a lot of money and time to find such experts.
Is SEO or PPC better?
Now that you have understood the advantages and disadvantages of SEO and click ads, it is better to return to the main topic. Which one is better to use to increase site traffic?
To answer this question, we must say that it depends on your situation. Depending on your situation, your choice will also differ.
In the end, we hope that by carefully reading this article, you will be able to make the right decision in this field and that your business will not be harmed.
If the strategy of your site is such that you choose to use banners and click ads, we suggest you do this by using the tool. In the following, we introduce its tool to you.
Click advertising tool
Most website design enthusiasts want to be at the top of the Google search results page, but if you don’t have the conditions to use SEO, we suggest using PPC or Google click ads.
PPC can bring a lot of traffic to your website. An important point obtained from Google’s authoritative statistics shows that all businesses that have used Google Ads have recovered approximately 8 times the money they spent on it.
PPC optimization of businesses is not an easy task; But if you do it right, it can be very effective in improving your click ads. As in SEO, we use various tools to check the quality of keywords, links, content, and many other things, the same situation exists in PPC.
You might think that like SEO which has various tools for site analysis and review, PPC doesn’t have tools to increase the quality of your ads. But fortunately, there is a very useful tool for PPC.
Click advertising tools have created conditions for you that you can use to review and improve your PPC strategy and increase your site’s click rate drastically.
With this tool, you can easily monitor your PPC activities on a simpler scale. WordSteam offers a great and streamlined tool for small and medium business owners to easily analyze their PPC or click-through advertising. This tool can analyze different click ads. Like Google, Facebook, Bing, and Instagram.
One of the very interesting features of this tool is 20 minutes of weekly work. This feature consists of 9 parts, each of which shows your workflow, which can be very effective in the process of improving click ads.
This tool examines and analyzes everything; Receiving offers for advertising budgets, recognizing the value and credibility of keywords and many other things are among the most important factors of these analyses.
The most important thing that makes WordSteam a valuable tool is that it shows you all the changes and updates that Google makes in the algorithms. So you don’t need to always look for reading different articles to check the latest changes in Google algorithms.
Of course, keep in mind that this tool will only serve you for free for 7 days, and after that, you will have to recharge your user account once every three months.
SE Ranking reviews and analyzes comprehensive keywords and the performance of your competitors. As a tool, SE Ranking does a lot of research for PPC. It focuses on keyword research, competitor analysis, and advertising planning. Using this tool, you can find out what keywords your competitors are using and also find out which ads are getting more traffic for the website.
This tool can show you how you rank in Google search results using PPC. This tool shows you the data of your competitors such as their advertising costs, CPC and KEI.
By going to the Adverts history section, you can visually see your previous data at different times. This data includes site location, monthly budget, and keywords. Having this information will help you understand what your competitors have changed in their strategies from the past until now and whether these strategies have been successful or not. You can also easily transfer this information to an Excel file.
This tool performs an effective PPC analysis. Finteza is an advanced analytics tool that shows you what percentage of quality and low-quality traffic goes to your website. This tool provides you with various facilities so that you can use them to produce your marketing goals in the best way and examine them.
Using this tool, you can adjust your goals in such a way that they are exactly suitable for users who click on your ads for a specific reason. This tool can provide various integrated CMS systems.
One of the biggest advantages of this tool is that it closely monitors user interactions. In other words, this tool examines all the data of advertising systems. It also helps you to use this data to improve your strategies in the best way.
The cost of using this tool is free for the first thirty days, and after that, you have to pay $4 per month.
Unbounce tool creates dedicated landing pages for your website. Effective landing pages are very effective for improving the PPC process. These tools make the whole process easier. This tool has many useful features that can help you very well. A/B testing, valuable text placement test, AMP for landing pages and many other useful and important things are among the advantages of this tool. Therefore, you can quickly notice the problems of your landing page and implement the necessary changes to it.
The cost of using this tool is free for the first 14 days and then you have to pay $79 per month.
The banner snack tool can help you in creating attractive and encouraging advertising images to attract clicks. In general, the main goal of marketing is to encourage users to view and review the services that you and your business provide. If your advertising banners do not meet the requirements to be attractive, it is natural that search engine users will not want to click. Bannersnack strongly helps you to avoid such problems with your ads.
This time-consuming tool is highly desirable for those who do professional advertising. Using the features of this tool, you can create still and moving images for your ad. So that users think that the design of these photos has been worked on for a long time and the ideas of professional designers have been used.
Finally, we must say that by using the right tools of PPC or click ads, you can be well ahead of your competitors and show a great performance. In fact, these tools play a very useful role in saving time.