How Does Pay Per Click Work and Start Campaign

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How to Do PPC Marketing?

How Does Pay Per Click Work and Start Campaign

Pay-per-click selling is often a robust tool in your promotional arsenal. If you are willing to have a better online visibility, drive traffic, generate leads, and increase sales, pay-per-click (PPC) can help you accomplish all of those things. But before you can reap these benefits, you need to have a full understanding of how pay-per-click marketing works and how to best optimize your ads to fully utilize your budget and attract your ideal audience. This blog is to help you grow your knowledge about pay-per-click marketing so you can set up high-performing PPC campaigns.

What is PPC Marketing?

How to Do PPC Marketing Pay-per-click advertising, is a tactic where a brand places an ad online and pays each time a user clicks on it. There is no cost to place the ad. The click prices are heavily dependent on competition and search volume as well as the respective platform that is used for PPC campaigns. Specifically, PPC marketing is used to promote certain products or services. Most of the time these ads are based on certain keywords and are displayed accordingly. The cost is barely incurred once users have interaction with the ad. Pay-per-click marketing is often divided into two categories:
    • Search advertising: Ads that appear as search results on search engine results pages (SERPs)
    • Display advertising: Ads that appear as graphics, videos, or paid posts typically found on social media feeds and other third-party websites.

How Does Pay Per Click Work and Start Campaign.

Benefits of PPC Marketing:

PPC marketing offers many advantages if you use it specifically and bring some know-how. Here are the main points in the overview.

Conversion Rate:

How to Do PPC Marketing? In general, one can achieve a very high conversion rate with PPC campaigns. Especially with Google Search Network Ads and Amazon, PPC make a lot of sense and can achieve high CRs. This is because the potential customers are already looking for services or products with certain keywords anyway. The intention to buy is already here. Accordingly, ads that deliver exactly what the potential customer is looking for will convert very well.


Most PPC campaigns have much more control over other forms of marketing (eg influencer marketing or Facebook awareness campaigns). You can set the maximum cost per click by means of BID and thus avoid unnecessarily high costs in the previous one. You also pay for what you want, the click. Thus is


PPC campaigns offer very high flexibility. You can flip it on and off whenever you need. Especially at Google can be very easily set certain times of the day on which the ads are to be shown. This makes it extremely flexible in terms of budget and campaign delivery.

How Does Pay Per Click Work and Start Campaign.

The Most Popular PPC Platforms 2019:

How to Do PPC Marketing? While there are different types of online platforms for pay-per-click marketing, most marketers use Google Ads for their PPC search ad campaigns. Google Ads, or Google AdWords, is the most popular PPC search advertising provider. Because the majority uses Google for search, it’s the ideal place for placing paid search ads. These ad results show abreast of SERPs and embrace an “Ad” designation that shows they’re paid, not organic, listings. Other well-liked pay-per-click selling suppliers embrace different search engines and conjointly social media sites such as

Search Network Ads:

The classics are Search Network Ads. Most of these ads already know and are the ads you get when looking for a product or service on Google. This form of advertising is the classic of PPC marketing. A customer searches for something and gets directly to the corresponding keyword ads that are then paid per click. The principle is conceivably simple but effective. Someone is looking for a product and comes directly to the product or manufacturer of such products.

Display Ads:

In combination with the classic Search Network Ads, display ads are often used. They are also calculated per click and are particularly well suited for retargeting campaigns of all kinds. Mostly you get such ads when you’re already on the main page. A few minutes or hours later you get to see these ads on other websites. They have nothing to do with the main page, they are just Display Ads partners and allow Google to advertise on their site.

YouTube Ads:

Although many still do not know YouTube is a subsidiary of Google. All the ads you get on YouTube are created in the Google Ads backend. These are again PPC campaigns and it will be settled after kick. Again, there are countless variations ranging from sponsored videos to other videos, to pop ups in other videos, to ads displayed on YouTube Search.


How to Do PPC Marketing? Amazon is the # 1 platform for selling products and offers a very simple but effective PPC tool. This is interesting in the sense that 4-5x more product searches are now made via Amazon than Google. Above we already had the example with the protein powders on Google. However, the search volume on Amazon is even higher. Thus one has the possibility to get even more customers over Amazon than with Google.


Pinterest is another platform that works great for PPC marketing. You can sponsor certain pins and increase their range. You should definitely be aware of your target audience because Pinterest is very “niche” compared to Google and Amazon. This means that the target group is comparatively limited. On Pinterest are mainly women.


LinkedIn PPC ads are ideal for writing job offers. This platform is especially interesting for headhunters and recruiters. Here you can filter out certain professional groups and set them as a Zeilgruppe for certain ads. The costs per click are correspondingly high, but you can switch very targeted ads.

How Does Pay Per Click Work and Start Campaign.

How Does Pay-Per-Click Work?

How to Do PPC Marketing? As its name implies, PPC is an advertising methodology wherever a brand sets up an ad and pays each time a user clicks on that ad. Here is how a very simple explanation may look like:
  1. Through keyword discovery, a brand identifies relevant, popular terms that its audience regularly searches for.
  2. A brand creates a search result ad that will be visible to users when they search for the target keywords.
  3. A user searches for one of the keywords, sees the ad on a SERP, and clicks on it.
  4. The brand is charged for the user clicking on the ad.
Here’s a more specific pay-per-click marketing example:
  1. Dropbox sees that its target audience regularly searches for “cloud storage.”
  2. The company creates a PPC search ad to show when users search for “cloud storage.” Dropbox pays nothing to set up the ad campaign through Google Ads.
  3. A user searches for “cloud storage,” sees the Dropbox paid search result, and clicks on it.
  4. Dropbox is charged.
This breakdown explains how the ad process works. Now, let’s take a step ahead and understand more about how you can easily set up pay-per-click marketing campaigns on Google Ads.

Using Google Ads For Pay-Per-Click Marketing:

If your goal for PPC is to indicate paid search results to users, Google Ads is your best bet. It is the most popular search engine with the most users.

How Does Pay Per Click Work and Start Campaign.

Understanding Your Google Ads Account:

Before looking at how one can put up hiss PPC campaign online, the first thing that you need to do is to be familiarize with Google Ads tools as well as the terminology of Google Ads. Campaigns are the commanding structure of your account inside Google Ads. they’re principally place along to mirror a selected theme associated with your business. You over one campaign inside your Google account. pointers you set among a campaign embody budget, language, location, distribution for the Google Network, and more. inside a campaign, you’ll be able to have tons of ad cluster. A shoe store may have campaigns for men’s shoes, women’s shoes, and children’s shoes. The next level of organization within your plan are known as Ad Group. You can have a great many ad groups within a campaign. At this time, you’ll get a lot of specific themes for your business. Each ad group contains one or more ads. Inside a women’s shoes campaign, the shoe shop might have ad groups for heels, flats, and sandals. Keywords are the terms targeted within your campaign. You select the terms you think that your audience is likely to search for. The women’s shoes, heels campaign may include keywords such as: blue high heels, platform heels, and strappy heels. Ads are created from the particular content and duplicate what users see on SERPs when they’re looking for your targeted keywords. You have a lot of options for how these ads feel and what data they contain. Text ads usually embody two headline sections and a description line. They can be developed to contain sitelink, callout, phone, and location extensions and more. (You can also produce rich product listings and image ads.).

How Does Pay Per Click Work and Start Campaign.

Defining Google Ads Campaign Settings:

How to Do PPC Marketing? Now that you have understood what exactly basic structure of a Google Ads account is, let’s take one step ahead at the settings you can control within each of your pay-per-click marketing campaigns. Campaign types are the options you’ve where you wish for your ads to appear. There are  lot of campaigns that might include display network, shopping campaign, and video campaign. The campaign kind that you simply would use for PPC lead generation is known as search network campaign. Device targeting offers the user options through which types of devices will be able to see his or her ads. You have various options which include desktops, tablets, mobile devices, or a custom combination of the three. Depending on the varieties of your ad, you may want to focus on one device type. In general, search ads work well on each device. Location targeting provides you possibilities to target specific geographic areas. There are different options of choosing, for example, one can easily choose by zip code, city name, or mile radius. This method might be used by local businesses that only want to be in contact with people who live near their business.

Setting Up PPC Ads on Google:

Now that you have required the language and information to navigate your Google Ads account, let’s look at the best ways to set up and optimize your campaigns.

Organize Your Account:

When you’re able to launch a pay-per-click strategy, start by organizing your business into categories. As mentioned earlier, your Google account has a structure of campaigns and sub-groups of ad groups within those campaigns. Create a structure for the way you wish to arrange your data. For instance, the shoe store could have the below mentioned structure.
  • Campaign #1: Men’s Shoes
    • Ad Group #1: Sneakers
    • Group #2: Dress Shoes
    • Ad Group #3: Sandals
  • Campaign #2: Women’s Shoes
    • Ad Group #1: Heels
    •  Group #2: Flats
    • Ad Group #3: Sandals
  • It will be effortless to set up your account once you have this structure. Another benefit of planning your PPC ad campaigns can also help you create more relevant and targeted ads with your Google ad groups.

Perform PPC Keyword Research:

How to Do PPC Marketing? Once you have prepared your campaign structure, look for the keywords to use in your ad group. While searching for the best possible keywords for your PPC campaign, use Alexa’s Keyword Difficulty Tool. Have a title of the work which relates to your brand, business, or offerings and discover terms to use for your campaign. Look for phrases that have a high keyword popularity score, which proves that users frequently search for these phrases. Knowing about all the PPC terms your competitors are targeting will assist you in recognizing which search phrases are doing a well job and which terms may be too expensive to compare with. You may also find relevant keywords you hadn’t thought of, but your competitors are already getting traffic for. To get a glance at the way your competitors are exploiting pay-per-click marketing, use Alexa’s Competitor Keyword Matrix. Enter atleast 10 competitors in the market to get a look at which terms they are targeting within their own paid campaigns.

How Does Pay Per Click Work and Start Campaign.

ppc marketing Once you’ve identified the keywords plan to focus on, you can then base the rest of your campaign strategy on targeting those terms.

Set Your Pay-Per-Click Marketing Budget:

The pay-per-click marketing price in Google Ads includes two ways for setting your budget: daily budget and bidding.
  • Budget is the total amount you’re willing to spend on a campaign per day.
  • Bid is the total amount you’re willing to spend for a specific keyword (how much you will pay when a user clicks on an ad that showed when they searched for the target keyword).
In the terribly starting, you’ll wish to unfold your budget across all of your campaigns. As you begin to examine results from your campaigns, you’ll be able to commit to focus your budget on higher-performing keywords and campaigns. For bids, you should select a budget based on keyword competition. Choose a bid that will give your ad a desirable ranking while still staying within your budget.

Manage and Optimize Your PPC Campaigns:

How to Do PPC Marketing? Once you’ve started a pay-per-click selling campaign, your work isn’t over. to urge the foremost out of your campaign, you ought to still monitor and optimize your account during a few ways that.
  • Quality Score:

Google considers factors related to your ads (such as ad content, keywords, and landing pages) to give a Quality Score to your ads. Higher Quality Scores may cause higher ad placement and lower cost-per-clicks.
  • Keyword Relevance:

Your keywords should be closely related to the content on the landing page it is driving traffic to. This factor will increase your Quality Score. Here are tips that will help you in optimizing and managing you business’s PPC campaign  so your quality score can easily be improved.
  • Monitor conversion rates:

Keep an eye fixed on your campaigns and appearance for trends that show that settings, keywords, and ads square measure changing and that aren’t. change consequently to induce the most effective results out of your ad pay.
  • Add keywords:

Continue to establish and add search terms and phrases to your campaigns that are relevant to your business and often utilized by your audience. This method will aid you find more keywords you may have missed while setting up your campaign.
  • Remove negative keywords:

Identify terms in your campaigns that aren’t changing and take away them. This method will assist you increase your Quality Score and assist you avoid wasting cash.
  • Remove costly keywords:

If you’re paying a steep value for specific keywords however not getting a lot of return on your investment, remove or turn off those terms.
  • Split up ad groups:

Break ad teams into smaller, additional relevant teams. By having additional targeted ad text and landing pages, you’ll improve click-through rates and your Quality Score.
  • Improve landing pages:

To create a landing page that converts, make sure you continually optimize it using conversion rate optimization best practices. The greater is the relevancy of your pages and match search intent, the more likely they are to convert.

How Does Pay Per Click Work and Start Campaign.

Why Should You Use Paid Search?

The main benefit of paid search is the appearance of your business at the top of the search engine results page. While it is always possible to improve your organic search strategy by trying to rank in position 1 – or position 0, with a featured snippet – on the SERP, paid search will guarantee it. This is even more important on mobile, where a smaller screen means that more and more real estate is dedicated to sponsored results. Several surveys have also revealed that many researchers are unable to differentiate between paid and organic research results (Ofcom’s 2016 data revealed that only 49% of adults could reliably identify sponsored search as ads), which implies no difference in the willingness of Internet users to trust organic search results over paid results. If you have enough investments, PPC is the fastest way to reach the top. If you know your path on the platform, you can set up a PPC campaign in less than an hour and immediately appear in the sponsored results. Tracking is also much easier using search marketing. You no longer need to bet on ads that you have already paid in advance in other media, with few ways to measure their success. With paid search, every ad, keyword and penny spent can be tracked, allowing for a more accurate return on investment. It also makes it much easier for an advertiser to test their campaigns. All of this, as well as access to the websites and affiliate network products of each search engine, as well as the ability to schedule ads and target them to specific places and times, make paid search a essential element of your marketing strategy.

Alternatives to Paid Search Advertising:

If you run a small business, if your marketing budget is tight or you simply do not want to go to bed with the major search engines, you can still make significant progress with organic marketing. While it appears that marketing is increasingly paying off, a smart organic marketing strategy has many advantages, whether it’s search engine optimization (SEO) or social media campaigns. .


PPC Marketing is an incredibly effective tool with a variety of uses to promote products and services of all kinds. There are a variety of practices and platforms for effective PPC marketing. It is important that you always know your target audience and select the right platforms accordingly. In addition, you should try as much as possible.

How Does Pay Per Click Work and Start Campaign.


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