With the bulk of business activities happening online, it is paramount that brands and businesses jump onto the online space for marketing. Paid search marketing is one such online marketing strategy.

It is also known as Pay-Per-Click (PPC) advertising. Every PPC agency in London is using its creativity to come up with profound campaigns for brands. Before getting into the fundamentals that encapsulate the advent of a PPC campaign, one should first understand the basics.

PPC or Pay-Per-Click is a marketing model wherein brands pay a fee each time their ad gets clicked by users and visitors. This advertising happens on search engines such as Google and Bing. It can also occur on social media platforms such as Facebook, Instagram and Twitter.

Often confused and used interchangeably with SEM or Search Engine Marketing, PPC is a part of SEM. SEM caters to the ease of searching a business or brand website on a search engine; it can either be paid or unpaid. PPC, on the other hand, is paid-only advertising. Additionally, SEM uses search engines. PPC includes video advertising through Youtube and photographic or visual advertising through Instagram.

When it comes to search marketing, social media platforms are a vital component. The reason is that users do search for brands and promotional content on these platforms. Hence, the gambit of search marketing works on the premise that any online platform used for searching for information, tool or brand invariably becomes a search engine of sorts. Speaking of fundamentals, the first thing to address is terminologies.

Important Terminologies

Impressions – This is when your ads are displayed. The phenomenon does not indicate that the users have seen your ad, let alone clicked on it. An impression will still count if the ad appears on the search engine, even if visitors scroll past the ad.

Click-Through Rate (CTR) – The metric determines the percentage of impressions clicked upon by users. In simple words, CTR is where the ad is clicked.

Average position – This is the place within the search engine where the brand ad appears. Position #1 is the highest.

Conversion rate – The parameter indicates the percentage of users who initiated further action – making a purchase – after clicking on the ad.

Factors that determine ad placement on search networks

Bidding

Bidding is an essential component for brands looking to get their ads featured on search, including social networks. It can be either manual and automated. The latter is becoming more popular in light of advanced algorithms and advent such as Artificial Intelligence (AI) and Machine Learning (ML). However, the former is ideal when historical data is unavailable. Bidding can happen at the ad group level or keyword level.

Bidding does not end once the campaign is created and launched. Advertisers and brands have an additional option using a ‘Bid Modifier’. The bid modifier allows businesses to bid up or down based on device, location, time of day and type of audience. When it comes to automated bidding, Google AdWords renders several bidding strategies such as target search page location, Target CPA, Enhanced Cost-Per-Click (ECPC) and Target Return On Ad Spend.

Ad Thresholds

The ad threshold includes ad quality, ad position, user signals and attributes, topic and others. Ad quality and ad position are correlated and determined through Search Targeting. It allows brands to reach the users at the right time and the right place; this would be when users actively search for information.

The aspects of user signals and attributes, and topics are concerned with audiences. There are different audience types for search marketing, such as Remarketing, In-market and Life Events. In-market audiences are pre-defined ‘user groups’. They identify through the product or service category filter such as Apparel and Accessories and Beauty Product and Services. Life Event audiences include users undergoing life-changing events such as further education, job change, marriage and others. Remarketing audiences are recurring users who have earlier come into contact with the business.

When it comes to user signals and attributes and topic and intent, display targeting takes precedence through the two main branches – content and audience. Content or contextual targeting focuses on the page or site content.

Ad Extensions

Ad extensions are crucial for optimizing the paid advertising strategies. They can be either manual or automated. They are an invaluable tool and help augment a competitive edge, improve performance or boost the Click-Through Rate. There are several types of ad extension that businesses can use.

SiteLinks – They direct people to specific pages on the site or account. Sitelinks are typically at the campaign or account level. Brands can use Sitelinks to their LinkedIn, Facebook or Instagram accounts.

Structured Snippets – These are generally campaign-specific, wherein companies get to advertise features. For example, structured snippet extensions allow hotel chains to highlight aspects, including fitness clubs and free Wi-Fi. These are ideal for tangibles and features.

Pro Tip: A minimum of three snippets are required for this extension to garner sufficient impact. More so, ensure the snippets closely align with the header.

Location Extensions – These help users find your brick-and-mortar establishment. The extensions reveal the address, contact details and a map marker. They are ideal when users are looking for physical premises such as a retail store. 

And finally …

With the bulk of activities happening online, paid search marketing is inevitable. Pay-Per-Click (PPC) advertising is where brands pay a fee each time their ad gets clicked by users. PPC is often confused when SEM or Search Engine Marketing. While SEM only caters to search engines, PPC extends to social networks such as Facebook and Instagram. More so, SEM can be both paid or unpaid. Important terminologies that one must be aware of are the Click Through Rate or CTR, impressions, average position and conversion rate. Several fundamentals govern the advent of paid search advertising, including bidding, ad thresholds, ad extensions and others.

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Life is too short to be wearing boring clothes, don’t you agree? So why are you cuffing your curves? You have every reason to flaunt them because you’re a big girl with big dreams. And, nothing makes a woman more attractive than the belief that she actually is. And that’s all that matters!

Unfortunately, plus-size women have an uneasy relationship with their bodies. They hate looking in the mirror, hide their body under baggy and dire clothing, and worst of all, have low self-esteem. But, little do they know that dressing according to their shape and accentuating their assets is enough to add several layers of confidence, beauty, and happiness. From comfortable tops and bottoms to flattering dresses, you can easily find clothing in varied styles and sizes.

Yes, being able to dress chic is an art not everyone can master. However, luckily, plus-size women have plenty of styles to embrace their curves with – so chin up – this post is just for you!

Here, we’ve rounded up a few ways on how you can slay every plus-size dress you slide into. And while these tips are ordinary and small, they’re handy enough to revolutionize the way you dress daily.

So, are you ready to become the plus-sized Goddess? Let’s dive.

1. Say no to baggy/loose clothes.

It’s so common to see a plus-size woman wandering in a “tent” of a garment that has no fit, is sloppy, and certainly big. Many women reckon that they’re better off wearing loose attire. In reality, they are driving more attention to their body – and not in a good way. So how can investing in the best plus size shapewear help you reclaim your confidence and dressing sense? It all boils down to support your busty assets with shapewear essentials that lend ample support and structuring.

Structuring your curves with supportive shapewear will help you flaunt sleeker styles, such as bodycon outfits. Plus-sized goddesses often steer clear of bodycon, but with the shapewear investments, bodycon will soon become your best friend!

Other ways to find the perfect plus-size outfits is to:

• Always know your body measurements
• Stick to knee length or right above hemlines

The clothes you choose don’t have to be tight but need to create flow over your curves. So the lesson here is to embrace your curves with more flattering clothing. Capiche?

• Don’t underestimate your garments.

Above all things, believe in cute underwear that can make all the difference in showing off your outfit righteously. It’s all about getting the right amount of support and freedom.

Undergarments are so imperative for curvy women. Never dare to skimp on them. So, prefer to invest in premium quality, supportive bra that will do your breasts justice. Also, a smoother bra will make any dress/outfit look fuller and better. If you choose well-fitting underwear and bras, your clothes will sit better, and you will feel much more confident and comfortable in your skin.

• Wear leggings, but for support and shape.

No doubt, all women and girls love wearing leggings because of their ease and comfort. Moreover, they provide you the freedom to rock them with almost anything. Though they are more useful during the fall season, plus-size women wear styles offering support and shape to their curves. That said, leggings aren’t just a miraculous fix for providing a more streamlined figure but also make you look classy and slim.

• Say YES to lingerie

Yes, say it. You will adore yourself in it. Just because you’re plus-sized doesn’t mean you shouldn’t wear satin and lace. Foxiness is available in all figures and sizes, so slide into bed with pretty lingerie, not a tee-shirt.

• Accessorize!

Adding accessories should be the last step to completing all your outfits and looking fabulous. Whether it’s something as decadent as lashings of necklaces or as simple as a belt, accessories have the power to change your look from okay to hot-damn!

Therefore, it’s essential to keep a drawer full of accessories and remember to wear them now and then. Stylish bags, sunglasses, jewelry, hats, and shoes are essential items to own and wear as a jaw-dropping finishing touch.

• Follow all the trends.

Let’s break the stereotypical thought of following trends as “too risky” for plus-size women, shall we?

Don’t stick to the basics. If you discover anything that floats your boat, go for it. The trick is to adopt a trend in a way that complements your shape. Want to give color-blocking a try? Wearing multi-colored pieces can appear slim if the darker shades and vertical panels are positioned on the areas you want to downplay. Or, dying to wear a crop top? Go for one that’s cut longer and match it with a high-waisted pencil skirt.

Women often say, “Oh, I can’t pull that off!” but we say, how will you know if you’ve never tried? There’s a chance you might have already dismissed something that could’ve been your BFF. So stop hesitating and be daring with your lovely curves!

Conclusion

You see, beauty comes in all sizes, and you, you are allowed to feel beautiful, sexy, and confident in the body that you came with. Just remember, it’s your life! Live it to the fullest by following these plus-size tips, as these will help you feel stylish and vibrant, and you will surely start loving your curves.

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