What Is PPC? Learn the Basics of Pay-Per-Click (PPC) Marketing

The Ultimate Guide to PPC Marketing - From Basic to Advance.

Whether you have heard a little about Pay per click (PPC) marketing and are eager to learn more, or you already know what PPC is & you want to use it to market your business, but don't know where to start, you’ve come to the right place! This article will teach you everything you need to know about Pay Per Click and how to use it for your business growth.

What is PPC?

How PPC Ads work, What are the factors that influence your ad ranking. Learn Basic to Advance PPC Marketing.

PPC stands for pay-per-click, It is an online advertising model in which the person who is advertising has to pay a fee each time a user clicks on one of his ads.
Unlike organic clicks from SEO, the advertiser here buys a visitor to his site by paying a small amount which is known as CPC (cost per click).

Search engine advertising is one of the most popular forms of PPC. Here advertisers bid on keywords. When someone searches for that particular keyword his ad is displayed in SERP (Search Engine Result Page).

Learn how your ads are displayed when someone searches for your keywords.

For example, Google is bidding on the keyword “Google Adwords”. Their ad might show up when someone searches "Google Adwords" on search engine.
Every time their ad is clicked, they have to pay the search engine a small fee.

How To Get Started With PPC?

Getting Started with PPC - Learn Basic of Paid search & most advanced PPC Strategy.

Before creating a marketing campaign of any kind, it is crucial to learn the basics.
So let's start with the largest and most popular PPC platform - "Google Ads"

What is Google Ads?

What is Google Ads? Learn Basic of Google Ads

Google Ads (formerly known as Google AdWords) is one of the most popular Pay Per Click advertising platform. The Google ads enable businesses to create ads that appear on Google’s search engine result page and other Google partner websites (Youtube, Playstore, Blogs & other Adsense approved websites).

Google Ads operates on a PPC (pay per click) model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google searches for the relevant Ads and chooses the best ad to appear in the ad space on its search results page.
Following factors are considered when choosing "Best Ads” for a particular keyword.
- CPC- Ad relevance.
- click-through rate (CTR).
- Landing page experience.

More specifically, Ad Rank is calculated using your Bid amount i.e CPC (the highest amount an advertiser is willing to spend) & Quality Score of the campaign.

Other Factors Affecting Ad ranking:-

Factors that affect Ad Ranking. The Ultimate Guide to PPC Marketing

How often your ads appear in search results depends on the keywords and match types that you are using. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:

1. Keyword Relevance – Use keywords that are most important to you & targeted on your landing page. Make use of keywords in your ad copy too.

2. Landing Page Quality – Optimize your landing page load time. Create relevant content using your keywords and add call-to-action buttons.

3. Campaign Quality Score – Google uses the term "Quality Score" to rate your campaign. Factors that influence Quality scores are keyword relevancy, ad copy, CTR, etc. Campaigns with better quality score gets more ad clicks at lower cost.

Managing Your PPC Campaigns:

Steps to consider while Optimizing your Google PPC Ads. The ultimate PPC guide.

Once you've created your PPC campaign, you’ll need to manage them regularly to make sure they are performing well. You should be continuously analyzing your PPC campaign performance and making the following adjustments to optimize your campaigns quality score:


2. Add Negative Keywords: 
Look for non-converting or non-relevant terms in "Search term report" in your AdWords dashboard. Add those keywords as negative keyword to improve campaign relevancy and reduce wasted spend.

3. Create Ad Groups with similar keywords:
Adding all keywords in a single Ad group is a bad practice. Split your Ad group into smaller and more relevant Ad groups.

4. Check Keywords CPC:
Review expensive & under performing keywords and remove them from the campaign if necessary.

5. Use Ad Extensions: 
Ad extensions are plugins which show additional information about your business, like a phone number or a link to a specific page on your website, you can add to your ads. Ad extensions give your ad greater visibility and prominence on the search results page.

Benefits of PPC - The Ultimate Guide to PPC Marketing

Pay Per Click has many benefits for businesses mainly because it generates quick results by targeting the right audience at the right time.
Even if you didn't get good results from PPC campaign the first time, you can try again by further optimizing your campaigns.
If you are looking to hire a PPC specialist, feel free to contact us!