The Importance Of Pay Per Click Ads (PPC)

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With so many types of digital marketing nowadays, it is hard to know where to turn when you are trying to grow a business online. As for paid marketing techniques, Pay-per-click ads (PPC) are by far the most popular, with almost half of small businesses using it.

However, so many marketing companies don’t understand how to utilize this type of paid marketing to its fullest advantages. Our guide will help you gain a basic understanding of PPC marketing and the benefits of it.

What Is Pay-Per-Click Advertising (PPC)?

Mouse, pay per click ads

Pay-per-click advertising, or PPC for short, is a form of advertising that is typically done through a search engine such as Google with the use of Google Ads. It can also be done through social media platforms like Facebook and Instagram. PPC falls under Search Engine Marketing (SEM).

You don’t pay outright for your advertisements, but instead, you spend a specific amount every time someone interacts with or clicks on the advertisement. Instead of gaining visits to your site organically, you are buying them.

Search Ads

Search ads

On search engines, search ads are the results you find at the top of the page before the organic results. They are anchored results when specific keywords are queried because those keywords have been purchased.

Display Ads

Display ads

Display ads are typically done through social media platforms. In particular, Facebook allows your business to target users based on their demographic, location, interests, and behaviours. The ads used can also be introduced to the audience by blending almost seamlessly into their newsfeed.

However, Google also has a Google Display Network where the ads show up on the right hand side of the page similar to the ads seen on socials.

How Does PPC Advertising Work?


Since you use PPC Ads within search engines or social media platforms, they can get a lot of traffic when used correctly.

Advertisers bid on specific keywords related to their business that they can use for their ad placement in a search engine result related to that keyword.

Creating Your Ad Campaign

There is so much that goes into creating an ad campaign that will work for your business. You need everything from researching and handpicking proper keywords, to organizing those keywords into an efficient campaign with the audience in mind.

1. You Start By Creating The Ad You Would Like People To See

trends, relevance

When creating an ad campaign, you want your content to be relevant and creative. Google will support you in creating intelligently targeted PPC campaigns. They will even charge you less per click if your ad is beneficial and pleasing to the audience.

Choose Your Ad Goal

You’ll also be able to choose your end goal for the advertisement to improve how you want the ad to work and what you’d like to achieve. The main objectives you can establish to help you focus your advertisement are:

  • Increase Online Or In Store Orders & Sales
  • Gain More Leads
  • Drive Traffic To Your Website
  • Offer Promotion
  • Brand Awareness

These goals will help focus your campaign and your audience.

2. Next, You Choose The Audience By Selecting Keywords That Will Be Searched & Relate To Your Business & Your New Advertising Campaign

search engine ad

Since keywords are so competitive, buying them and using a PPC campaign makes it easier for businesses that don’t have the domain authority to get high organic rankings. We recommend that our clients consider a Google ads campaign, especially at the beginning, to help build page rank authority.

Keyword Research For Your PPC Campaign

Researching your keywords for a PPC campaign is vital for that campaign to work. You should build your campaign around these keywords, so make sure you get the most out of them.

Keyword research needs to happen before every single campaign you create. If you don’t do your research, you could be missing out on valuable keywords that could draw traffic to your website.

The Keywords Used Should Be Doing These 3 Things;

1. Be Relevant – you wouldn’t want to be paying for web traffic with nothing to do with your website. You want to use keywords that will lead to a higher PPC click-through rate.

2. Be Thorough – You will want the keywords you use to be specific, not just the most popular. As long as the word is relevant to your website’s content, less-used keywords can be useful. These are long-tail keywords that are more specific and tend to have a higher conversion value even though they get less traffic.

3. Be Sizeable – When working on a PPC campaign, you will want to update and revise your ads to expand them. To do so, you’ll need to allow for your keywords to grow and adapt to the online market you gear your business towards.

Targeting Tools

Using tools such as Facebook tracking pixel or Google Adwords pixel can help your business form your target audience more visibly. These tools can gather people with similar interests and those who have visited your site previously or sites like yours and influence them to go to the website for the first time or revisit it. It can also focus on those who have started a contact form, lead form, or shopping cart but left without finishing to come back to it. With tools like these, they can be easily retargeted with a PPC campaign.

3. Then, You'll Set Your Budget.


By setting a budget, your ad will only be available until your monthly budget runs out, it will never be exceeded. Meaning, if your ad is extremely popular and your budget was set relatively low, it could run out after only a few days.

Ad Extensions

When creating your advertisements, you also have the option of setting up extensions to ensure viewers have an easier time getting the information they need about your product or service. These ad extensions can provide your advertisement with information such as business locations, images, links to particular pages on your site, product reviews, specific contact information like phone numbers, and more. This will help the overall user experience. If all of the information they want to see is right in front of them, consumers are more likely to go with your business as opposed to searching through others.

4. Lastly, Is To Track Your Progress

growth, progress

After you’ve set up your ad, it’s good to track your progress and adjust for better success.

It is essential to be continually checking your PPC campaigns to see how well they are doing. Using an analytics tracker, such as Google Analytics, can show you where your campaign is doing well and where it isn’t. This will help you make changes for a more successful ad.

Staying Successful
  • You can keep your ad campaign successful by always expanding and adding relevant keywords.
  • Adding negative keywords to increase relevancy and reduce the cost of wasted spending on irrelevant keywords. Words you don’t want your ad to be displayed for.
  • Review underperforming words and rid them in order to save money.
  • Splitting ads into groups into smaller more focused groups which improve the click-through rate (CTR)
  • Improve your landing page best practices
It Is Also Necessary To Track Metrics
  • Clicks – total number of clicks obtained
  • Cost Per Click (CPC) – price per each click obtained
  • Clickthrough Rate (CTR) – the percentage of views based on the number of clicks
  • Impressions – the number of times an ad gets viewed
  • Ad Spend – the amount you spend
  • Return On Ad Spend (ROAS) – revenue received for every dollar you spend on the ad
  • Conversion Rate – the percentage of people who complete a call to action
  • Cost Per Conversion – the cost of generating a lead
  • Quality Score (QS) – decides ads ranking
click ad

Using PPC ad campaigns is incredibly beneficial for your company, especially with so many other companies out there trying to do the same thing. By using PPC ads, you can get ahead of the competition. This doesn’t mean dropping all of your organic SEO content, but by adding PPC advertising in the mix, you will be sure to have a higher rank than those competitors who don’t have PPC campaigns.

For more information on using PPC ads and getting a leg up on your competition, contact Ullaco Corp. We can help you create ad campaigns that will get your business noticed and more leads generated.