Pay-Per-Click (PPC)

What Does PPC Stand For?

PPC stands for pay-per-click advertising. It is an advertising model where companies only pay when someone clicks on their ads. It is one of the most popular methods of paid internet advertising. PPC is generally used to boost traffic or drive leads.

How Does Pay-Per-Click Advertising Work?

The most popular form of PPC is Google AdWords. The platform allows users to bid on target keywords to appear in a SERP’s sponsored ads which appear both above and below organic search results. 

What is PPC: Google adwords dashboard

The price paid per click generally depends on how many competitors are bidding on the same or similar keywords. 

Paid ads only run while they are being funded, as soon as funds stop, so do the ads. 

How to Build a Successful PPC Ad Campaign Strategy

Since Google accounts for the vast majority of search engine traffic, it will deliver the most clicks to your ads. 

Given this, it’s a good idea to perform keyword research through Google as well as consider what the search engine actively looks for. Although lots of different elements determine how effective a PPC ad campaign is, you can achieve success by concentrating on: 

1. Quality Score 

Your Quality Score is Google’s metric of the relevance and quality of your chosen keywords, PPC campaigns and landing pages. A better Quality Score means lower-priced ads and more clicks.

2. Creative Copy 

Compelling, creative ad copy is critical for ads that users want to click on. Advertising is ultimately the art of persuasion, it needs to be word perfect in order to captivate an audience.

3. Keyword Relevance

Build relevant PPC keyword lists, solid keyword groups and strong ad word text that incorporates keywords properly. In-depth exhaustive keyword research is the key to obtaining these relevant lists. 

4. Solid Landing Pages

Craft optimised landing pages with convincing, relevant copy and a strong CTA that ties in with targeted search queries

How to Manage PPC Campaigns 

Although simple to set up, PPC campaigns require careful analysis and management to remain profitable. 

Monitoring and updating your ad campaigns regularly is one of the best forecasts of success. Small adjustments can have a huge impact on your campaigns and resulting traffic. 

Optimise your PPC ad campaigns by following these steps: 

1. Add Negative Keywords

Include any non-converting terms as negative keywords to reduce ad spend and boost campaign relevancy.

2. Add More PPC Keywords

Continually broaden the reach of your PPC campaigns by adding keywords that are relevant to your business. 

3. Remove Pricey PPC Keywords

Remove any underperforming, costly keywords from your campaigns. 

4. Improve Landing Pages

Optimise the content and CTAs on your landing pages to line up the search queries you’re targeting for better conversion rates

5. Divide Ad Groups

Improve Quality Score and CTR by dividing up your ad groups into smaller more relevant ad groups. This will help with the creation of targeted ad text. 

Best Tools To Help You Create PPC Ads That Convert

1. PPC Entourage

PPC Entourage Landing Page - Pay-Per-Click

PPC Entourage is a software created for Amazon sellers that works great for your Amazon PPC. Presenting your products to the customers right at the point of decision making is a great strategy to increase sales.

With the powerful sales-driven features of this software, such as Advanced Reporting Metrics, Bulk Campaign Optimizations, Organic vs PPC Comparison, and Dayparting, you can optimize your PPC campaigns in minutes.

The keyword cleaner tool helps you remove poorly performing keywords which you can replace with suggested profitable search terms. Its bulk optimizer tool is a great help when it comes to optimizing various campaigns at once. 

2. SEMrush

SEMrush Landing Page - Pay-Per-Click

SEMRush is an all-in-one marketing suite with superb features for PPC, content marketing, competitor research, social media, SEO, and more. It offers 4 PPC keyword research tools. 

With the keyword magic tool, you can get access to thousands of keywords and filter the right ones for your PPC campaign. The keyword manager offers a deep analysis of more than 1000 keywords at once. 

The keyword gap tool offers you new keywords by analysing your competitors, and finally, the PPC keyword tool optimizes the PPC campaign with just a few clicks. 

3. Unbounce

Unbounce Sample Dashboard - Pay-Per-Click

Unbounce is a landing page building tool. It ensures that your Google Ad clicks take the prospective customer to a landing page that matches your Ad content. The platform helps you create landing pages for a product or service with zero coding experience. 

You can easily match a landing page with a brand theme by adding your brand colors, fonts, and images. Its AI-powered tool-the Smart Traffic-also offers page optimization to generate more sales. 

4. AnswerThePublic

Answer The Public Home Page - Pay-Per-Click

Answer The Public is a goldmine of content ideas. Most people use it for designing their content strategy.

But it’s also a great tool for PPC campaigns. Simply type in a term, choose the country of your target audience, and there you are: a robust list of content keywords and questions people search for.

These questions and keywords are a great help while adding relevant terms and negative keywords to your pay-per-click ad campaigns. 

5. Canva

Canva Landing Page - Pay-Per-Click

Canva is a designing tool that can be used by pretty much anyone. Even if you are not graphic-designer savvy, you can easily create images for your PPC campaign.

There are 100+ million photos, videos and audio files, and more than 600,000 free templates with new designs added daily. You can also enhance your ads by using music and animations. Not only is Canva a great option for your regular social media images, but it’s also a good choice when it comes to creating banners for your ads. 

Other tools include: Google Ads Editor, Google Keyword Planner, Optmyzr, AdEspresso

How Can We Help? 

Wondering how to get started with PPC Ad Campaigns? Get in touch and we’ll start you off with a free consultation. 

While you wait, why not get started with one of our training courses? Learn about how you can leverage both PPC campaigns and organic traffic to your advantage.