Pay-Per-Click (PPC)

What Is PPC?

PPC, or pay-per-click advertising, is when 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 PPC 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. 

screenshot google adwords dashboard pay per click

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. 

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.