An Introduction to Paid Pay Per Click Marketing (PPC)992532_An Introduction to Pay-Per-Click (PPC) Paid Marketing_031721

Your brand has the power to reach millions of people around the world and it only takes a few minutes. The power of pay per click marketing (PPC) is incredible, with tremendous reach and the ability to target specific audiences.

How can you make the most of it?

Investing in PPC can bring great returns to your business (paid advertising is believed to be $ 2 for every $ 2 invested), but it's also an easy way to lose money if you don't do it right .

To make sure your PPC is working properly, here is my introduction to pay per click marketing.

What is Pay Per Click Marketing (PPC)?

Pay-per-click is a common advertising model in internet marketing. Advertisers can serve ads on search engines, social media platforms, and third-party websites and pay a fee when the ad is clicked.

Example of a pay-per-click ad on Google

With over $ 134 billion in advertising revenue, Google is the largest provider of PPC services. The Google Ads platform is often the first port of call for people starting out in PPC marketing.

How Much Does PPC Advertising Cost?

Whenever you invest in advertising, you want to know how much it is going to cost you. With PPC this is a bit complicated.

Advertising online is not like placing an ad in a magazine where you pay a fee and get a full cover page. Instead, pay with PPC when you get results (someone who clicks your ad).

However, with offline advertising, you usually pay a set fee regardless of the results achieved. With PPC, you have more control over how much each truly dedicated consumer costs you.

This is done via an auction system. In contrast to a conventional auction, however, there is no such thing as a product with a winner. They offer how high and how often your ad could be visible. "Losing" the auction doesn't necessarily mean you won't get PPC space – it means you will get less.

When a user searches for a specific keyword, e.g. B. "PPC Marketing", Google searches the list of advertisers for that word and initiates an auction between them. A Google algorithm selects ads based on each advertiser's maximum bid and the Quality Score of each ad.

The most important thing is that it's not just about how much you offer. The quality of your ad also plays a big role.

However, if your max bid isn't realistic, your ads won't show enough to be worthwhile. Different keywords have different average costs per click. This should influence your bid strategy.

Tools like Ubersuggest and Google Ads Keyword Planner can give you a good idea of ​​how much your ads are likely to cost. You should therefore play a role in your keyword research.

Is PPC Marketing Right For My Business?

Like any form of marketing, pay-per-click advertising has advantages and disadvantages. Ideally, your company will use PPC as part of a complete digital marketing strategy so that you can maximize its strengths and minimize its weaknesses.

Benefits of PPC Marketing

  • Immediate results: Once your ads are approved, they'll reach your target audience.
  • Very purposeful: You can control exactly who sees your ads.
  • Easy to follow: You can quickly track the success of your campaign and measure your ROI.
  • Potentially great exposure: Paid ads are displayed prominently and can reach a virtually unlimited number of people.

Cons of PPC Marketing

  • Costly long-term option: You have to pay for every click so you can get the advertising prices. If you've been doing this for months or years, it adds up.
  • Don't build an asset: When you invest in content marketing or building an email list, you are creating an asset that you own. With PPC, your success depends on continued advertising spending.

This is why my own digital marketing agency is working on creating a comprehensive digital marketing plan for your business. PPC has some amazing benefits, but you need good marketing in other areas too.

PPC is not a substitute for organic SEO. The two should be complementary, with the organic work giving a good emphasis on you as these clicks are free.

Six Steps to Starting a PPC Marketing Campaign

Starting your first PPC marketing campaign may feel surprisingly easy – you can do it in just six steps. Remember that ad quality is a huge factor in the success of your campaign. So take your time and focus on each step.

1. Find out your PPC budget

How much do you want to spend on your pay per click marketing?

First of all, you need to set an initial budget so that you can test the water. As a rough guide, you can look at some industry benchmarks to understand how much you are likely to pay for each conversion.

Once you have an overall budget in mind, you can set daily and lifetime spending caps for your campaigns.

This is an important part of creating a PPC campaign as your budget will significantly affect the success rate of your ads. Google Ads has great tools for doing this. It's worth following Google's recommendations as the algorithms are designed to maximize your ROI.

You can view an estimate of the likely number of clicks in your budget. From there, you can calculate your potential return on investment based on your expected conversion rate.

If you can't get meaningful results with your budget, there are some alternative marketing methods you should look into.

2. Set your campaign goals

Different companies have different goals for their pay per click campaigns.

For example, if you're pre-launching a startup, your goal may be to drive traffic to the website and create awareness about it. When you're selling a product, your primary goal may be conversions.

The goals you set will have a huge impact on your marketing campaign as each goal has a different value. A click isn't as valuable as a lead or a conversion, and your cost per click should reflect that.

Setting up your campaign with the right goals will help you better target the right audience and accurately measure your return on investment. When you use PPC, you pay for the click, not what the customer does afterwards. The click costs the same whether you buy or not.

Think about who you want to click on your ad and what actions they should take. When you understand this, you will optimize your entire campaign to encourage people to take the steps that should lower your costs.

3. Find out what type of campaign you want to run

Another element to think about in PPC is the type of campaign you want to run. There are many options here, each of which gives you flexibility in how to reach your target audience:

  • Search ads: Ads are shown at the top of search engines
  • Social ads: Ads on social media platforms
  • Remarketing Ads: Ads for people who have already visited your website
  • Ecommerce Ads: Ads on Google Shopping focused on selling products
  • Instream Ads: Often seen on YouTube and played before a video is loaded
  • Show advertisements: Dynamic ads that appear on third party websites, as in the image below

All of these options give you the tools you need to target specific audiences. You need to find out where your audience is and what they're reacting to. It depends on the buyer personalities you want to reach.

There is no need to commit to one particular type of ad, and many companies find a mix of different ad formats will work best for them. However, it's important to keep track of the ROI for each ad type so that you can adjust your strategy accordingly.

4. Research your keywords

Keywords are one of the most important tools you use to target your audience. By doing your keyword research, you can create or end your campaign.

While you likely have a reasonable idea of ​​how your customers are looking for your product or service, you need to narrow it down to the ones that lead people to take action.

A big part of that is understanding user intent. For example, who is more likely to buy: someone who is looking for “What is SEO?”. or someone looking for the best keyword research tool?

It's likely the second as this search fits into the buyer's journey. Where people are on the buyer's journey determines how likely they are to make a purchase. Hence, the keywords you choose must reflect the stage you are targeting.

Keywords that attract people further in the buying process will generally cost you more, but are also more likely to convert you.

5. Bid on your chosen keywords

Most platforms will give you different bidding options depending on your goals. With Google Ads, you can optimize the following:

  • Target CPA (cost per action)
  • Target ROAS (Return on Ad Spend)
  • Maximize clicks
  • Maximize conversions
  • Maximize conversion value
  • Share goal impression

Pay Per Click Marketing - Google Ads

Google automatically bids on your behalf so it can be optimized for your desired goal. However, you still have control over your bid. For example, if you're optimizing to get the most clicks, you can set a maximum bid. By maximizing conversions, you can set target cost per action.

It's important to remember that Google is helping you get the most out of your advertising spend. The algorithms are tailored to this. It is often wise to use Google's recommendations, especially when starting out.

6. Make a keyword-oriented copy with unique landing pages

Getting people to click your ads is only a small part of what you're trying to achieve. It's the key that happens when people land on your side.

Regardless of your goals, you need unique, engaging landing pages to achieve those goals.

Your landing pages need to provide a good user experience and be relevant to the ad that the user clicked. Users want quick access to the information they are looking for. If your landing page isn't relevant to their keywords, they can always click on Google again.

In short, your PPC landing pages need to be tweaked and A / B tested to make sure you're getting the most out of them.


Pay per click advertising is a great way to quickly reach a target audience. You can set up paid ads in seconds through platforms like Google, Bing, Facebook, Instagram and many more. Once approved, they can be seen by tens of thousands of people depending on your budget.

While reaching your target audience is crucial in marketing, the most important thing you do is when you get people's attention. Because of this, you need to give your paid campaigns the care and attention they need or find a company to do it for you.

When you strike the right balance with PPC and have your ads perfectly optimized, you can get a great return on investment and become an important part of your digital marketing weapons.

Is Pay Per Click Advertising A Good Bigger For Your Business?

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