What is Pay Per click ?
Pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser’s website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser’s keyword list, or views a page with relevant content, the advertiser’s ad may be shown. These ads are called a “Sponsored link” or “sponsored ads” and appear next to or above the “natural” or organic results on search engine results pages, or anywhere a webmaster/blogger chooses on a content page.*wikipedia.
Why do you need SEM ads?
PPC as everyone know about is paid listing on Google search/search partners (Publisher websites). Long story in short when you are searching for a product/service/information on Google search engine there are 2 types of listings available Organic (SEO) and Sponsored which are labeled as “ads”. Few years back, even if you don’t spend money on PPC and you can still manage your business from SEO traffic. But Gradually more and more people started search on mobile devices i.e Mobile Phones which has average standard display size of 5.5 inches which means than even if you rank at position 1 for your business keywords you may not get enough clicks, as majority of top slot will be acquired by SEM ads. Even number of SEM ad units are also not fixed for a very generic query you may find 3-5 ads units which may decrease to 1 ad unit incase you are searching for less traffic/search volume keywords. Now even if only 3 ads units are present on a page your no-1 SEO position will get visibility only after 1 scroll!! Hence in current circumstances it is mandatory to have SEM ads.
What is Right ROI?
Business will spend money on a platform only if measurable ROI can be delivered. Many of friends will always ask me what is right ROI on investment? Answer is very simple we should try to maximise to infinity! During my initial days i saw 2X to 3X ROI (2X mean if you spend Re 1 you earn Re 2). Most recently i saw RIO reaching upto 20 times! Yes 20 times is doable. But then you ROI also depends on Business Niche, Competition Bid, Search Volume and Cost Per Click which is CPC.
What Tools are required ?
Practically you don’t need any tool. The new Google Shopping Campaign can do everything whatsoever a tool can do. Few years back we used Bid Management tool, Keywords generator tool etc. But now none of these tools are required because Google Shopping Campaign WILL do everything without your interventions. Now this works both ways because you less control your quality would be surely compromised but then you don’t need too many resources to manage such campaigns. You only need Money. And trust me you can spend any amount of money!
With my experience more automation will lead to less ROI specially for a new business (less known Brand).
Types of Campaign?
- Text Campaigns (Not the best for ROI)
- Smart Shopping Campaigns (Smart because you don’t do anything Quality may be not the best)
- Display (Only Branding campaigns)
- Video (Only Branding campaigns)
- Re Marketing (Best ROI if you have 1st party data)
- APP UAC (Good for only Installs no ROI)
- APP UAC-E (Gives many options better for ROI)