Learn the basics of pay-per-click PPC

Have you previously heard about PPC advertising and are interested to learn more? Or are you interested in utilizing PPC to market your business but have no idea where to begin?

Welcome, you’ve landed in the right place! This is a guided lesson of PPC to educate you everything you need to learn about PPC and help you succeed. Let’s begin!


Why PPC?

  1. High ROI: The #1 reason for PPC’s strong growth as the most profitable advertising and marketing channel.
  2. Instant targeted traffic
  3. Evaluate offering, promos or website
  4. Branding while selling


What is PPC?

PPC, often referred to as pay-per-click, is a model of internet marketing in which advertisers pay a price to online publishers to advertise on their search engines and websites. This is basically a method of purchasing traffic to be directed to your website, rather than the attempt of obtaining organic visits.

A standout amongst the most well-known forms of PPC is search engine marketing. It enables advertisers to bid for top ad placements in a search engine’s sponsored website when users search on keywords that are associated with their business offering. For instance, bidding on the keyword “PPC marketing” increases the chance for our ad to appear on the very top of Google results page. This will then encourage visitors to click on our ad, thus generating more traffic to our website.

Many are often concerned about the expense of paying every click on our ad; however, these charges become insignificant when visits are worth more than what you pay for. If we pay $3 for a click and receive a $300 sale generated from the click results, then it is proven that we have made a substantial profit. Additionally, search engines often reward advertisers who can create valuable and user-fulfilling ads by reducing their charges for ad clicks, resulting in higher profits for your business.

In other words, considerable measures are key to developing a successful PPC campaign: from researching and selecting precise keywords, to arranging keywords into well-organized campaigns and ad categories, to setting up PPC landing pages that are optimized for conversions. So if you desire to begin utilizing PPC for your business, it is critical to learn how to do it the right way.


What is Google AdWords?

Google AdWords is the absolute most prevalent PPC advertising system in the world. The AdWords platform operates on a pay-per-click model, allowing businesses create ads that appear on Google’s search engine and other Google properties, as well as bid on keywords and pay for every click on their ads. Managing PPC marketing through AdWords is exceptionally valuable because, serving as the most popular search engine, Google gets tremendous amount of traffic and therefore conveys the most impressions and clicks to your ads.

When a search is initiated, Google delves into the pool of AdWords advertisers and selects a group of winners to appear in the valuable ad space on its search results page. The “winners” are selected based on a combination of factors, such as the quality and significance of their keywords and ad campaigns, as well as the size of the keyword bids. “Winners” who successfully appear on the page also depend on an advertiser’s Ad Rank, a metric calculated by multiplying two key elements – CPC Bid (the highest amount the advertiser is willing to spend) and Quality Score (a value based on your click-through rate, significance, and landing page quality). This system allows winning advertisers to approach potential customers at a cost that matches their budget. It’s essentially a form of an auction.

While numerous factors determine the success of your PPC advertising campaign, you can accomplish a great deal by solely concentrating on:

  • Keyword Significance
    Creating relevant PPC keyword lists, tight keyword groups, and proper ad text.
  • Landing Page Quality
    Creating optimized landing pages with persuasive, pertinent content and a precise call-to-action, tailored to specific search inquiries.
  • Quality Score
    Quality Score is Google’s own appraisal of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers who own higher Quality Scores earn more ad clicks at lower costs.


PPC Keyword Research

Keyword research for PPC can be exceptionally time-consuming, but incredibly important at the same time because your entire PPC campaign is built around keywords. Even the most successful AdWords advertising experts today are continuously expanding and refining their PPC keyword list. If you are a PPC advertising beginner, do not be concerned about missing out on hundreds or thousands of valuable, long-tail, low-cost and highly relevant keywords. Your ongoing effort will be worth it when your site traffic begins to increase.

Key to creating an effective PPC keyword list:

  • Applicable
    Avoid paying for unrelated keywords. The only bid you want to spend on are those closely related to your business. You want to search for specific keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits.
  • Comprehensive
    It is obvious to include the most popular and frequently searched phrase in your niche, but never forget about the long tail of search. Although they are less common and competitive, they could be a beneficial add-on to account for the majority of search-driven traffic. In addition, long-tail keywords are less expensive.
  • Extensive
    Remember, PPC is iterative. Constant growing, refining, expanding, and adapting is key to your successful campaign.


Managing Your PPC Campaigns

Regular maintenance/management is crucial for newly-created campaigns to ensure continuous and effective growth. In fact, it is one of the best predictors of account success. To continuously analyze the performance of your account, here are steps that you can use to make adjustments to optimize your campaigns:

  • Include PPC Keywords
    Expand the range of your PPC keywords to reach out further to potential customers.
  • Include Negative Keywords
    Reduce wasted spend and improve campaign relevancy by adding non-converting phrases.
  • Part Ad Groups
    To create a more targeted ad text and landing pages, divide your ad groups into smaller, more relevant ad groups to improve click-through rate (CTR) and Quality Score.
  • Audit Costly PPC Keywords
    Review and shut off unnecessary under-performing keywords that are costly.
  • Refine Landing Pages
    To boost conversion rates, modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries. Avoid sending traffic to the same page.


Take it easy and remember, practice makes perfect. You’ll become an PPC expert in no time as you move forward through your practice with PPC.

Leave a comment if you have questions or just to let us know your thoughts.


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