Posted by Andrella | November 18, 2020
Everything you should know about Pay-Per-Click Marketing

Pay-per-click(PPC) marketing is a way to generate clicks to your website using the search engine. On a Google search result page, you see sponsored ads at the top marked as a yellow label.

How PPC works: When your ad is clicked, then sending a visitor to your website, you pay a small amount to the search engine, i.e. the Pay-per-click.

In a basic, PPC is used for generating leads, increasing sales and promoting brand awareness. At any given time, users are exploring for particular services, products, and knowledge.

For example, users searches in the search engine about “blue printed tshirts” then an advertiser can show an ad speaking to “blue printed tshirts.”

What is PPC Campaign

PPC campaigns are the top-level organizational structure of your account within the Google Ads.

In search engine results pages, advertisers must select user search queries, keywords, and create ads with the selecting keywords to guarantee their ads work well.

Within your Google account, you can have one or more campaigns. In a campaign, the guidelines you set are including language, location, budget, distribution for the Google Network, and much more. You can use more than one ad group within a PPC campaign.

When someone searches for names that are related to your services and products, your ad will show on the search engine.

You can set a PPC campaign to a specific target audience to create, publish, and promote your ads. Usually, the platforms which are used for PPC marketing are Bing and Google.


Bing is a search engine used 60 million searches every month by the U.S. Medium, and small businesses can use this search engine, for that it’s a great option.


As everyone knows about Google, and in the world, most users use Google as a search engine.

To post your PPC ads, you can use Google as a search engine which will lead more users on Google compared to any other platform.

How to set up PPC ads on Google

When you have all done of PPC strategy, then into the categories, start by organizing the business.

How to organize that data, create a structure according to that. For example, the dress store could have the following structure.

Campaign #1: Men’s Dress

  • Ad Group #1: Shirts
  • Ad Group #2: Jeans
  • Ad Group #3: Pants

Campaign #2: Women’s Dress

  • Ad Group #1: Kurti
  • Ad Group #2: Unstitched Suits
  • Ad Group #3: Stitched Suits

When you have such type of structure, then it’s easy to set up your account.

Why use PPC advertising

As everyone knows in this era, digital marketing is an extremely competitive platform. Organizations or companies reach the audience through digital marketing, by putting in extra efforts and smart strategies by hiring PPC experts.

Pay-per-click(PPC) play a vital role in that. Many marketers used these techniques, which include Content marketing and Search engine optimization (SEO).

There are some benefits of PPC advertising which are

1. Quick results 

Through PPC, you can reach audiences fast, as you are paying to get your ads in front of specific audiences which you want.

2. Attract targeted traffic

By using targeted ads, you can direct a lot of traffic to your business website.

3. Increase leads, revenue and sales 

From PPC advertising, you can earn an ROI(return on investment), as you become more expert at optimizing your campaigns.

Main PPC Campaign Objectives for Maximum ROI

With your strategy, you can run as many you want different PPC campaigns. For the PPC ads, you have to keep these things in mind:-

1. Reducing Average Cost Per Click

Before PPC ads, you should clear your budget because PPC can be costly. If you want to keep your cost per click(CPC) and wasted spend to a minimum, then you have to clear about these:

  • Long Tail Keywords

Broad, single-words are competitive, and it’s hard to rank such keywords. So, you have to focus on long-tail phrases. That’s not mean they less competitive; with a higher purchasing intent, they also attract more targeted traffic.

  • Negative Keywords

In your campaign, make a search terms report for keywords that are bringing total traffic, then add these words as ‘negative keywords’.

2. Increase Your Return On Ad Spend (ROAS)

If you aren’t going to get anything back, then don’t waste time to invest in PPC? When you pay for something, everyone wants to turn a profit. Here are some considerations when you want to increase your returns:

  • Device Targeting

First, analyze existing data to understand which devices can give you a good return when you are spending on an ad, then adjust your bids accordingly to target those devices.

  • Time Targeting 

Similarly, it’s not necessary that your clients active on all the days, maybe more active on specific days, or at particular times.

Adjust your bids according to target peak times so you can maximize gains.
Location Targeting – Where you have your stores, try to increase chances of conversion in those cities.

3. Boost Your ROI (Return on Investment)

For a PPC success, a positive ROI is essential. Quality Score has a direct connection with Google Ads ROI. When your quality score is seven or higher, Google Ads will give reduced rates for clicks.

So, to improve your Quality Score, you can create better ads, which convert more, and you can also save money on campaign costs.

Manage and Optimize Your PPC Campaigns

When you all set the pay-per-click marketing campaign, your work is not done here. For a good campaign, you have to monitor and optimize your account in a few methods.

Your primary purpose is to improve your ads, so Google gives them a priority. For that, you need to analyze Quality Score and Keyword Relevance.

1. Quality Score

In the quality score, Google analyses factors related to your ads to give a Quality Score. Higher Quality Score will provide you with better ad placement and lower cost-per-clicks.

2. Keyword Relevance

If you want keywords are rasing traffic, your keywords should be closely related to the content on the landing page. This will increase your Quality Score.


Author: Andrella



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