SEM – Search Engine Marketing

Before we delve into PPC Marketing, it is important to understand how people perceive PPC marketing and PPC ads. For a business, it is important to understand where you are investing and what impact PPC has on businesses. Here are a few simple statistics on PPC:

• Search Ad Spending in India is $1.9 Billion in 2024
• Annual growth rate of 11.16% is expected, resulting in $2.9 billion by 2028
• 90% of Search Ad spending will be targeted to mobile users by 2028
• Average Spending per internet user is $1.8
• 95% of Google’s revenue is generated through ads
• Average ROI on Search ads is 100%
• 65% of small and mid-sized businesses have a PPC Campaign
• PPC ads conversion rate is between 2% and 3.5%

Unlike a few years ago, when only big players like MagicBricks and Shaadi.com used PPC marketing, today most businesses, big and small, have embraced PPC marketing. The statistics indicate 65% of small and mid-sized organizations using PPC to promote their products and services online. Average PPC spend for small to medium-sized companies varies from 1200 Rs to 12000 Rs. Trends also indicate that people are willing to spend more over time on PPC Marketing.

Popular PPC Ad Networks

Google Ads is still the most used PPC Network with over 80% market share. Google Ads are followed by Facebook and Instagram with 10-15% market share, Amazon Ads with 2%, and LinkedIn Ads with 1-2% market share. Though the numbers for other networks in terms of market share seem insignificant, the actual numbers are significantly high and with the benefit of targeting each platform, chances of conversion on these platforms are dependent on the industry.

Google PPC Ads: Google Ads generate 95% of the revenue for Google. Considering it is one of the top 5 companies in the world, the amount generated through ads by Google should be significantly high. Statista puts the revenue from Google Ads at $237 Billion in 2023. Google ads are visible on Google Search and also its partner network through AdSense. Google provides both CPC and CPM ads through its ad platform. Google CPC ads convert 2%-3.5% while Google CPM ads are known to convert 0.77%. Google allows targeting demographics, location, among a long list of other features. Advertising on Google PPC could be difficult for beginners and requires expertise in ad management. Google ad creation is not a one-time build-an-ad program but extends to ad creation, keyword management, negative keyword research, bid management, and landing page optimization.

Microsoft Ads: Microsoft intends to double its PPC revenue in 2024. With Bing and its partner platforms, Microsoft does have a small share in the market. Though small, Microsoft ads are less competitive, which makes ad creation on Microsoft platforms cost-effective and easier. Allocating a smaller budget for Microsoft platforms is a good idea for beginning PPC campaigns and advertisers.

YouTube Ads: YouTube is the second most visited website on the internet and India has 467 million active YouTube users. YouTube ads are relatively cheaper than Google ads in the long run if done correctly. YouTube ads are great for building your brand and increasing the visibility of your website. Most users tend to be inclined towards a brand with YouTube ads. YouTube also has a high conversion rate, especially for certain industries like education.

Facebook & Instagram Ads: The Meta ads program is the second-largest PPC ad platform. Over 30% of internet users in India use Instagram or Facebook. With Meta ads, you can tap into a major chunk of internet users in India. While the purchasing potential of Meta users is relatively low, some industries have a better ROI with Instagram and Facebook ads compared to Google ads. Also, Meta ads are a great tool to start building your brand on their platform. Especially for people who are new, you could reach up to 80% of the platform’s users if you target ads correctly.

LinkedIn Ads: LinkedIn ads account for less than 5% of the market share but are a very important platform for B2B business leads. LinkedIn customers have higher spending power and are more targeted. LinkedIn has higher CPC rates but the ROI is equally higher. This is the perfect platform for IT, software, education, and consulting businesses.

Twitter Ads: Twitter PPC ads are generally scattered and have low CPC costs and lower conversion rates. Use Twitter for branding, no matter which industry. There is a male-dominant demographic here in India and focusing on age groups between 18 and 30. Interestingly, the Twitter share is declining at the rate of nearly 2% every year.

Pinterest Ads: Pinterest is a platform where PPC ads are possible for industries like fashion and architecture where images and visual elements take more preference. Conversion rates are moderate and the CPC is relatively low. Pinterest has a very small user base with only 0.87% market share, which is lower than what it had in 2020. Fortunately, it is possible to harness the potential of Pinterest to your benefit, even with decreasing trends on the platform.

What Our PPC Services Include

Admarkon helps you with your PPC advertising from building a PPC strategy, PPC budget management, performance analysis, landing page optimization, and retargeting. We stay with you throughout the process, ensuring that you spend just the right amount to achieve the best results, whether it be lead generation, sales, or conversions.

Media Planning Media planning involves everything from budgeting to ad creation and platform choice. This stage is the first phase of PPC marketing and creates a plan from the beginning to end with even the minute details like when to post, what time, and which social media platform.

Creating Goal-Based Ads for Your PPC Campaign Determining what your goal is, is important. Once you know what you want to achieve, from brand awareness, traffic, lead generation, sales, or conversions, we create goal-based ads targeted to achieve your specific goal. Depending on the choice of social network platform, we create ad content which may include images, text, and videos.

Analytics & Tracking Setup: Tracking the setup of the PPC ad campaign is crucial for ensuring you are spending the right amount on the right campaign and tracking the performance of each PPC ad campaign in detail. We analyze leads, conversion, and traffic and optimize ads according to their performance.

Landing Page Consultancy What happens when your ad performs and sends traffic to your landing page? Do people sign up, purchase, or do they just leave? Optimize your landing page to perform at its best. You have full control over your landing page. Ensure you have prominent buttons and CTAs are well optimized.

Campaign Optimization: Optimize your PPC ad campaign post-analysis, create A/B testing, manage bids and click-through rate enhancements with keyword optimization and landing page optimization. We also ensure ad copy testing and ROI enhancement in this phase.

ROI Forecasting: Understanding how much you will earn and how much you will spend helps with your ad campaign budgeting. We help you analyze return on investment prediction with financial forecasting, profitability estimation, and revenue forecasting. A cost-benefit analysis is also considered. Ad spend efficiency and performance metrics analysis help with future predictions and business projections. We use some forecasting tools based on ROI modeling.

Research Analysis: Research analysis includes qualitative and quantitative analysis based on market research. Data analysis and interpretation help with trends and help decide the future of the PPC ad campaign at any point in time.

More Search Engine Advertising Types and Formats

PPC ads extend from search engines and social media to include technologies like retargeting, remarketing, and display ads. Some of the techniques and terms you need to understand are as below.

Display Advertising: Display ads are image or video ads placed on websites through Google on Google partner platforms. This could be ads on blogs and other websites. You can create CPC or CPM ads based on your interest. Display advertising is not limited to Google alone but extends to all social media platforms too.

Google Shopping Ads: Google Shopping is targeted advertising towards people who are searching for a product. These ads have higher ROI and click-through rates. Ads are visually appealing and should contain both images and text.

Remarketing Ads on Google: A great way to remind interested visitors about your brand, retargeting puts your ads on people who have already visited your website in the past. Keeping your brand name on top of their mind will ensure that they remember you when it’s time to make the purchase.

In-Stream Ads on YouTube: YouTube in-stream ads make a great impact on branding and help people remember you. YouTube, being the biggest platform for video and also the second most visited website online, can target customers interested in your product while keeping your budget at a very low price.

App Install Ads: Targeted towards people who want to promote an app, the app install ads work predominantly on mobile devices. Ads with app install help with launching your app in the market and create a brand for your company at the same time.

Amazon PPC Ads: Amazon PPC ads work on Amazon to promote Amazon products. This ad platform will help you sell your products on Amazon and put your ad on categories and searches where people are searching for related products. Amazon sponsors often find their ads to be extremely profitable with high ROI. Unfortunately, Amazon PPC ads are not the best way to create brand recognition or traffic to your website.

Our PPC Management Strategy Offers

Our PPC management service offers everything from creating a PPC strategy to analytics, tracking, and maintaining your PPC campaign. We provide weekly reports on financial metrics, financial forecasting, performance metrics, and more.

Keyword Research & Analysis Keyword research involves finding niche keywords with lesser competition and higher traffic related to your industry and product. We create a list of long-tail, SEO keywords, local keywords, LSI keywords from Keyword Planner and other SEO tools. We create keyword clusters from relevant keywords and further categorize them based on keyword intent. Finally, we analyze keyword performance based on information and data available from tools.

Ad Copy Creation We create ad copies with compelling headlines and ad text. With copywriting skills that can increase call-to-action and conversion rates, we provide more than effective messaging. With advertising strategies for audience engagement, persuasive language, and conversion-focused copy, you can be sure of a high ad click-through rate. We do copy optimization and A/B testing to further improve your ROI.

Landing Page Conversion Optimization PPC campaigns are not limited to the platforms where ads are managed but extend to your website, especially your landing page. We optimize your landing page for desired actions from visitors like making a purchase or signing up for a newsletter. Landing page optimization includes conversion optimization as well as technical SEO factors like increasing page load speed. We also do A/B testing after the first phase of ad deployment.

Targeting and Scheduling In PPC ads, it’s important to target your audience and understand when to show ads to them. Travel, fashion, and clothing ads perform better during evenings and weekends, while software and certain services are best displayed during work hours. Targeting the audience is also very important. You may do better if you target only women for a women’s clothing store, as the percentage of men looking to purchase a dress is relatively lesser and only occasional. We help target your ads based on demographic data, geographical locations, and behavioral insights for effective PPC campaigns.

Testing and Optimization PPC ads can be optimized after testing. The process of testing starts immediately and is monitored over a week. We provide ad copy testing services, which include conversion optimization strategies, keyword bidding strategies, ad relevance, quality score factors, and CTR improvement tactics based on ROI analysis and PPC campaign performance.

Optimization and Management Ongoing adjustments for PPC campaigns ensure your ads are performing optimally based on seasons and trends. We consider budget optimization, bid management while performing the optimization and management phase. Ad management and optimization are based on performance metrics, conversion tracking, split testing, and ROI analysis.

Conversion Tracking Conversion tracking measures the effectiveness of your campaign by monitoring sales, leads, or signups from your ads. We provide conversion rate optimization, conversion funnel analysis services based on conversion metrics on the conversion goals you have set up for us. We use conversion tracking tools to track performances and adhere to best practices throughout the process.

Conversion Rate Optimization (CRO) Improve your PPC ads with conversion rate optimization techniques, including funnel analysis and A/B testing. The conversion tracking setup we provide uses conversion tracking tools, and we adhere to best practices. You can be assured of the best ROI for your campaign, enhancing user experience and driving conversion rates across your ads with Admarkon’s CRO.

Ads A/B Split Testing Often, we test multiple ads for the same product or service to check which one performs better and choose the one with high ROI from the list. A/B testing through ad variants helps with ad performance comparison over a test duration. We use both control vs. variant split test metrics to know the statistical significance of your ad’s performance.

Benefits of PPC Ads Services

PPC marketing and PPC ads services have their own advantages. Pay-per-click marketing is often the best way to drive traffic to your website when you need it most. With professional PPC ad services, you are provided with the best services and results with zero hassle of managing your own ad campaign. Here are some reasons why PPC ads are used and some use cases:

Immediate Results

New websites often take time to get organic search results, and this could be frustrating. PPC ads give a boost to traffic and can convert them to sales almost immediately. When your promotions are time-sensitive, PPC ads are the best solutions.

Targeted Advertising

PPC ads are targeted. You can target by demographics, location, and the time of the day. You can pick the target device you want to show your ads to and a lot more. Consider your need to advertise to women in the age group of 25-35 living in Mumbai. This is possible with PPC ads.

Cost Control

You decide what you spend. Ad networks can begin displaying ads with as little as Rs 50. Start your campaign in social media networks or Google search services for the smallest amount set a limit on your maximum spend per day or per month. You will not have to worry about inflated ad prices.

Measurable ROI

You can always calculate the return on investment for your ads at any point in time. If you spend Rs 5000 per week and you close two orders worth Rs 2000 each, you will know that you need to optimize the ads to perform better as you are in a loss. On the contrary, you will know when you are making a profit too.

Flexibility and Scalability

PPC campaigns can be scaled according to your requirement and budget. Spend more to show more ads or less when you are in a tight budget. PPC plans are flexible with no long-term commitment.

Brand Visibility

Showing up for relevant products and services in your industry adds brand value for your company even if people do not click the ads. You will be on people’s minds every time they search for something related to your ad, creating a great impact even when you do not pay anything until they click.

Remarketing Opportunities

Organic search does not allow retargeting or at least there is no algorithm yet to support it. With PPC, you can remarket your product or services to people who have previously visited your website. This is a great option to remind them about your product or services when they are ready for the purchase.

Competitive Advantage

Big companies that top the organic search are hard to compete with. With PPC ads, you have a level playing field even when you are a small player who has just launched your business. With the right ad campaign, you can expect to reach more potential customers and gain customers who may be interested in your products or services.