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PPC is an advertising model that allows marketers to place ads on an ad platform and pay the host of that platform every time their ad is
clicked. The primary goal of the PPC ad is to lead the viewers to click through to the advertiser’s website or app. This leads the viewer to the main page or a particular object being advertised.
Search engines are considerably popular advertising platforms. Platforms such as Google allow you to display ads that are relevant to what users are searching for. Search engines such as these will operate real-time bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data.
How Does Paid Search Work?
Anytime there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword. A combo of multiple aspects, including bid amount and the quality of the ad, decipher who will appear at the top of the SERP.
These auctions are how PPC thrives. Auctions take place when someone searches for something on a search engine. If there are advertisers interested in showing ads related to a user’s search query, an auction is activated based on keywords that are bid on. Whatever ads win the auction will appear on the search engine results page.
To participate in these auctions, advertisers use accounts on platforms such as Google Ads to set up their ads and determine where and when they would like those ads to appear. Accounts are divided into campaigns for ease of management and reporting of different locations, product types, or other useful categorization.
Keywords are at the center of PPC; this assists in connecting advertisers to users’ search queries. Queries are the exact words that users type into the search box of a search engine to find what it is they are looking for. On the other hand, keywords are what marketers use to target these users by matching their search queries. Keywords work as abstract generalizations of a wide range of search queries. This is done because of errors such as misspellings.
Keyword match types can help advertisers match search queries with more or less precision. For instance, advertisers can decide whether or not to match keywords with search queries exactly or to allow various orderings of the words, different spellings, or the inclusion of other words.
Ads are what users see if the auction is won. This is why your ad must contain a Headline, URL, and description. On a search engine, they will most likely appear at the top or the bottom of the page. It is a great practice to try different versions of the ad copy to ensure that it performs at its best.
Services such as Bing Ads provide features, also known as extensions, that enable the appearance of ads. These examples include Sitelink Extensions, which adds to the ad’s content with more links to several pages within the website. Call Extensions to add a phone number to the ad during business hours. Ad extensions are great for improving the visibility of ads by making them appealing to users while being informative.
Bids and Budgets
To take part in the auction, advertisers need to decipher how much they are willing to spend on the given keyword. This is done using both
budgets at the campaign level and Bids at the group or keyword level.
These budgets are set at the campaign level and can increase daily but will not be overspent on a monthly basis. Budgets should only be established following the account protocol.
Bids are a much more technical way to control spending. All ad groups must have bids, but keyword-level bids dominate ad group level bids. On account of the RTB system, the exact amount paid by the advertiser is dependant upon competition activity and ad rank, not the maximum bid.
There is more to winning the auction than to just have the highest bid. Search engines focus on other factors to help determine which ads should be at the top and of the SERP. Furthermore, search engines have their ways of including elements to determine ad rank. Google, for example, consists of the following:
- Bid amount
- Ad relevance and quality
- The context of the search (such as the user’s device and time of day)
- Format impact (whether it includes extensions that enhance the format of the ad)
Additionally, the Quality Score is a meter that determines ad relevance. Quality Score consists of the following:
- Historical click-through rate (CTR)
- The significance of the keyword to the ad
- The significance of the keyword and ad to the search query
- Landing page quality
The importance of an ad is crucial. The higher the Quality Score, the lower the CPC will be. Search engines will penalize advertisers who bid on keywords with low scores by rarely showing their ads, even if you have a high bid. It is essential to have relevant ad copy that is equally interesting that includes high-volume keywords.
Landing a quality page should not be overlooked. Ads will show less often when they attract users to sites with poor user experience. The homepage must be relevant to the user, load quickly, and provide an overall user-friendly experience on all devices.
Choosing the correct keywords is what opens the door for advertisers to show ads to relevant audiences. Although this is the case, there are other targeting options available to enhance campaigns, and they include:
- Day and time
This allows advertisers to target users who are on mobile devices in the evening or users who are under a certain age, for instance. You can also
determine a certain radius of a particular location to help improve the performance of their ads.
Houston, TX PPC Services
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Houston, TX Fun Facts
- Houston is home to 4 professional sports teams (basketball, baseball, football, and soccer)
- There are more than 3500 restaurants on Westheimer Road alone.
- Houston’s business district, known as the Energy Corridor, has offices and headquarters of over 300 companies.
- For more fun facts on Houston, TX, search here.