The definitive guide to PPC

05/14/2021 | ,



Pay-Per-Click is a type of advertising where a payment would be made by you any time that
your ad is clicked on, instead of the organic earnings from clicks.

To be successful in online marketing, targeting the right audience is key. This is the best way to
market in the most effective and efficient way. By using methods such as pay-per-click
marketing and Google Ads, your market will become segmented and more targeted to help
optimize any of your paid ad campaigns.


  1. 50% of users who search and click on PPC have more of a chance to make a purchase than users
    who click on a result that was organic.
  2. Text ads remain the most effective and top choice PPC Channel when it comes to businesses.
  3. Your brand awareness can be boosted by 80% with the addition of PPC.
  4. 53% of the paid ads that are clicked on come directly from mobile devices.
  5. 60% of advertisers spend more money on mobile ads and text ads.

Using Pay-Per-Click allows you to control your traffic and reach various audiences at the best touchpoints. Using this guide, you will see how it is possible to maximize your PPC campaigns and bring in new leads. At the same time, increase conversion rates while driving more ROI to your business.


It is important to properly set up your campaigns, which can be done by gaining insights on the
goals you set out to achieve.

Campaign Goals

Here are some questions to ask:
● How will you know if the campaign was successful?
● Do you want to increase traffic to the website?
● Do you want to build brand awareness ?
● Do you want to increase sales?
● Do you want to increase leads?
By asking these questions, they help to build a foundation in order to create a successful PPC

Research & Analysis

Keyword research:

When targeting the right audience, using certain keywords that they are likely to use in their queries is very beneficial. This helps other people to find your products and services. This is something that is very time-consuming, but it is necessary in order for your PPC campaign to be
successful. Research and keywords are one of the starting points that is commonly done at the beginning of a campaign, but it is also a process that needs to be revisited regularly in order to bring in the best possible outcome for our clients.

Competitor & Industry Analysis

When completing a competitor and industry analysis, it helps to determine how your business
can stand up against their competition. The following aspects are looked at:
● Who dominates the ad space? Why?
● What are things that we can improve on what your competitors are doing ?
● What are the strategies that your competitors are using?
Using this process, it allows us to identify any threats that are needed to be addressed or possible
opportunities that can be taken advantage of.

Ad Copy Optimization

The following step is to create and optimize the copy that is to be used for the campaign. With
this process, the utilization of keywords that were identified is important along with creating
various permutations of the same ad.

This allows for the testing of various ads against each other to see which one yields the best ROI.
Ad copy optimization is a never-ending process as the industry and audiences keep changing
over time.

Landing Page Optimization

A landing page may be a page that you currently have on your website, or one that is dedicated,
with content that is made specifically to a promotion that you have at the time.

We optimize the content based on where in the marketing funnel your target audience is in.
While doing this, the goal of your campaign is kept in mind throughout the entire process.

Design and copy creation is used when optimizing your landing page, and this is done to ensure
your ad copy, website and brand message are consistent.

Bidding Management

In order to have a healthy PPC campaign, it is best to manage and monitor bids. For our clients, we follow a methodology that helps define bidding strategies. The goal of the campaign plays a major role in determining the bidding strategy. Every goal
requires a different bidding strategy.

Important Considerations:

● Have a recommended budget for the entire campaign
● Cost per click (CPC of each PPC ad)
● Estimated gains from the ad campaign

These values play into the strategy so that we can get the keywords that we want, at the best cost.

Campaign Tracking and Reporting

We are continuously monitoring and tracking campaigns in order to gain insights on how our
strategies are performing. We use the following as a base:
● The overall number of clicks & CTR (click through rate), which tells you if your copy is
● The time and bounce rate spent on the landing page – These are two indicators of how
effective your engagement and call to action is;
● Goal conversions, whether it is a sign-up, a purchase, or a download and
● Return on investment, displays how much was generated from the PPC ad campaign.
Our monthly reporting to clients contains all of the metric above.

Funnels Optimization

By using the funnel method, you can lead search engine users towards your desired goal. This is
one of the most efficient methods of marketing used today. This is a very effective strategy to
drive visitors and direct traffic, such as your audience, exactly where you need them to go. This
is a four-step process and includes the following:
● Keyword Contextual Targeting – The keyword selection process involves focusing on
keyword competition, contextual relevance to your brand, and popularity among your
target audience.
● Placement Targeting – The best thing to know is where to place your ads. So that they can
reach the widest audience possible. We look for spots on the websites of industry leaders,
online influencers and high-traffic, high authority pages.
● Interest Category Marketing – In this step, we help you to develop PPC marketing
collateral based on your target audience’s interests as well as the placement in the
marketing funnel. The conversation goals set for each marketing category will also be
different based on the funnel.
● Remarketing – This is a method that allows you to follow and target visitors from the site,
who have previously left the page without fulfilling a goal conversion. This will be
discussed later in more detail below.


Reaching out to specific niche markets effectively through PPC requires carefully planned targeted marketing. This can be achieved through a combination of profile and keyword-based ad group segmentation. Our other Keyword Research Guide comprehensively describes our keyword research. Then, profile segmentation is a process that involves the following:

  1. Selecting Profile Parameters: The first step is to identify the possible ad groups that we
    can create. An example would be your target audience based on their interests and needs,
    location, traffic source, their culture, among us.
  2. Finding Viable Custom Segments: With a basic marketing group (one based on their
    product/ service interest). Demographics as the only profile parameters cause a major
    challenge in terms of competition. We focus on your audience’s behavior by studying
    data analytics and analyzing the behavior of your audience. Information such as which
    page converts the most, or which page they go to before completing a conversion goal
    allows us to group your audience accordingly. It helps to create targeted campaigns to
    lead them to their usual purchasing habits much faster and more effectively.
  3. Lead Scoring: To achieve the highest ROI for your budget, we follow a process of
    scoring your ad group segments. These scores are based on a combination of a few
    factors (demographics, click rates and CPSs collected from past campaigns, and various
    quantifiable data) and implicit factors (conversion history, purchase history, sentiment
    marketing efficiency, sales-readiness and data quantity).


Remarketing is a possible step done as a part of a funnel strategy or as a standalone marketing
strategy. This is done to control and direct traffic accordingly. It is one of the most effective
strategies to funnel or direct traffic. It promotes brand recall whenever the visitor sees your ad.
Remarketing also brings your audience back to your website to complete a conversion goal
whenever they are ready.


Segment Audience
In all of the pay per click campaigns, the best move to make would be segmenting your audience
to reach the most relevant people along with appropriate retargeting ads. We segment your
audience based on the abandoned pages on your site, which may be a product page specifically.

Have a Clean Design & Clear Call-to-Action
Retargeting ads can be designed and are no longer made of plain text. We modify them to look, feel and represent your brand most accurately. Keeping the message urgent, direct, and maintaining a clean neat layout. Also, ensuring the call-to-action stands out is one of the most important parts of this process.

Offer Your Best Products and Services
Your message will always be kept in line with your conversion goals. We recommend offering
free downloads, promotions, packages, and new services that highlight your individual selling
points in the copy.

Optimize Your Landing Page
If your landing page is a current page on your website, ensure that it is well-optimized for
visitors and search engines as well. If we discover that your page is unable to convert, you may
need better copy, visuals, and a much stronger call to action.

PPC marketing is 100% driven by data and is tangible. It is the fastest process to implement in
order to grow your customer base and gain leads, and should be a component in your online
marketing strategy.

Go Beyond The Blog

Get your copy of our free ebook “How To Get The Most Out Of Your Client’s PPC Budget” and get even more information.

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