What is PPC?

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked. The term PPC can apply to paid ads on social media networks, like Facebook, Twitter, and LinkedIn. However let’s look at Google AdWords, which helps to differentiate your ads from search engine users by showing them at the top and right of Google search engines. And there is Google Display Network which shows your advertisements at your customers and prospects land on related websites.

Pay-per-Click (PPC) is a complex digital marketing channel. It provides digital marketers with a substantial opportunity to increase their traffic and conversion metrics. But without an effective strategy and cautious tactics, pay-per-click can cause serious headaches

What are Google Ads?

Google Ads (formerly known as Google AdWords) is the most common global worldwide PPC advertisement network. The Advertising network helps companies to build advertisements that would show on Google’s search engine and other resources in Google.

How does Google Ads work?

Google Advertising works in a pay-per-click platform, where consumers bid in keywords and pay for their advertisements on each click. Every time a query is launched, Google reaches through the Advertising marketers database and picks a selection of winners that will display on its search results page in the valuable ad space.

What are the types of PPC?

So, what types of PPC ads can you run for your business?
On this page, we’ll explain a few PPC ad types you can use to reach more leads for your business.

Search Ads

Search ads are the most popular advertising that you can find in the search pages. Such PPC advertisements pop up at the top and bottom of Google’s search pages. Those advertisements would be labeled with the term “ad" to signify paid content.

These advertisements have no visuals. If you want to build a search ad for Google, you can use Google Adwords to construct and set up your advertisement.

Display Ads

Display ads are another form of PPC ad you may use to reach out to people who are interested in your company. Such advertisements run on the websites of Google’s partners. Those advertisements usually have an image and text instead of being all-text advertising.

Social Ads

Social media advertisements are among the most common kinds of paid advertising. Such advertisements feature on multiple sites of Social Media feeds. It is a perfect place for social media users to communicate.

You need to pick your site to continue using the social media advertising. You can choose from different social media channels including:

  • Facebook
  • Instagram
  • Twitter
  • Pinterest
  • LinkedIn

Remarketing Ads

Some people visit your website and hear about your goods or services but will not be converted. If they need more time to examine or would like to explore other items, they will not automatically select your company.
It sounds like you’ve lost a lead when it happens, but that’s not the case. Instead, you’re offered a chance to use remarketed ads to get them to talk about your company and select your brand.

If you want to obtain conversions from people you know are interested in your business, invest in remarketed ads. It will help you get interested leads to choose your business over the competition.

Google Shopping

Google shopping advertisements are another form of paid advertisement that can be used for your company to help you search your items. These advertisements appear above key Google search results in a carousel format. It helps people to see the goods and costs before clicking on somebody’s page.

Google shopping advertisements are another form of paid advertisement that can be used for your company to help you search your items. These advertisements are displayed in a carousel format above Google’s key search results. It helps people to see the goods and costs before clicking on someone’s page.

Gmail Sponsored Promotions

In more ways than one, you can acquire involved leads. With campaigns funded by Gmail, you get interesting leads right in their inbox.

Gmail sponsored promotions ads appear at the top of a user’s mailbox.
Such advertisements are like every other text, except for the text “Ad" and the bold subject line. On desktop and mobile devices, consumers will see such addresses.

Instream Ads

Instream advertisements pop up in videos on YouTube. If you have ever seen videos on YouTube, before or when streaming a video you’ve seen some kind of a commercial. Whether it’s a fullscreen, non-skippable ad, or a tiny sidebar ad, you would have seen sponsored advertisements through by watching videos.

More than half of the internet users watch YouTube on a daily basis, this is a perfect chance for you to meet viewers where they are going to be searching for content. You will get your advertising up against more active leads that watch videos on YouTube.

How to start a PPC Campaign?

Each pay-per-click campaign is different but the most popular campaigns all share the same features: a clear, structured framework, extensive keyword analysis, and continuous management and maintenance. Let’s look at the major things you need to focus on while starting a PPC campaign.

Define Your Goals

The first step towards successful management of PPC programs is establishing the correct priorities. If it’s having page visits, transactions to purchases, views on a picture, or something else. You need to describe the targets specifically, and the measures you would use to calculate those objectives.

Leverage Negative Keywords

While it is important to select relevant keywords that you want your ads shown for, it is equally important to stop them from being displayed for the wrong keywords. Often your advertisements that display those keywords that are not important to your company. In these situations, you need to use negative keywords and make sure that certain keywords don’t see your advertising.
In such cases, you need to use negative keywords to ensure that your ads are not shown for those keywords. In a way, negative keywords are just the opposite of keywords. These are searches that could potentially trigger your ad because of overlapping words, but you want to be that your ads don’t appear on them.

Fine-Tune Your Targeting

When developing strategies for PPCs, You’ve got loads of choices to try. It depends on the campaign: For example, Google offers the search campaign choice, show network campaigns, video campaigns, etc. Keywords and user tracking are the major marketing choices for search initiatives.

Select the Right Landing Page

Any PPC ad is targeted at leading the users to another page and motivating them to take the action they want. This may be purchasing a product or service, signed up for school, enrolling for a course,or something else. When you create your ads, you need to add the destination URL of the pages that you want your ads to direct your prospects to.
You should guide people to pages that have strong engagement levels that are more likely to get more buyers with your company. After all, the goal of advertising is conversions and not just website traffic, as the latter can be achieved with SEO.

Create Multiple Ad-Group

Never run a campaign using a single ad group, because it is very restrictive and does not provide several chances for campaign optimization. Using multiple ad groups you will target various keywords and markets.
And, with different messaging, keywords, and destination URLs, you’ll want to target various target segment types. That is why multiple ad groups are important, so you don’t limit your campaign to just one target keyword and audience.

Optimize Your Ads

The advertisements arrive at the grainiest point of the PPC advertising system. In the end, the ad material is what determines whether or not users click on it. That’s why it’s crucial to build ad copy that captures the audience’s eye instantly and gets clicks. Optimize the Ad title, the body, and the CTA.

Optimize Your Bids

Setting a maximum CPC bid is one of the basic things you need to do while running a PPC campaign. This is the maximum amount of money you’ll pay for a single click
Your overall bid for top-ranking keywords should be high enough to allow your advertisements to appear. It should not, though, be so high that you waste the whole budget easily, too. So strike the correct combination when you set the maximum price.
You should also change your bids constantly, depending on your results. Any keywords might do better than others and bid more on those would be more competitive.

Track Your Conversion

No matter how good your PPC strategy is unless you chart its success, you’ll never know it. You need to assess how the advertisements really affect and how much sales you are receiving.


PPC campaign management isn’t simple, but it can certainly make the process much easier if you understand the tips provided here. These tips include all you the basic things you need to learn for and the successful management of the PPC campaigns.

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