What Is PPC & How Does It Works: A Step-by-Step Guide for Beginners

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If you have seen online marketing options for your business, then you must have heard about PPC advertising methods. PPC stands for pay-per-click, it’s a form of online advertising in which advertisers reduce costs when users click on their ads. The Advertisers bid on the keywords, platforms, and audiences at the estimated cost of clicks, in which they arise.

Advertising on the search engine is one of the most popular forms of PPC. This form of advertisement allows advertisers to bid for ad placement in a search engine’s sponsored link when a user searching for a keyword related to their keyword on the search engine. For example, if we bid on the keyword “Digital Marketing,” then our ad may appear in the top position on the Google results page.

Ad advertisement, known as the auction, is a completely automated process that Google and other major search engines use to determine the relevance and validity of the ads displayed on their SERP.

Most Popular Types of PPC

  • Paid search marketing: – It is one of the most common types of pay-per-click (PPC) advertising. The Advertisers like Google AdWords and Bing Network show your ad to users who search for some keywords.
  • Display advertising: – Display Advertising is advertising ads on websites, apps, or social media via banner or other ad formats made from text, images, flash, video, and audio. These types of ads generally return fewer click-through rates than search ads but can be useful for building brand awareness.
  • Social media advertising: – There are many users in social media platforms like Facebook, Twitter, Pinterest, and many more which can be your potential customers. PPC advertising on these platforms can help you get a high click-through rate and increase awareness of your product or services.
  • Retargeting PPC advertising: – It is also called as Remarketing, uses cookies on the user’s browser to show specific ads based on their previous online actions.

How Can PPC Help You Grow Your Business?

If you wish to improve your brand awareness among your target audience and to increase your business with PPC advertising are almost countless. It can help you in a better marketplace to help your business, increase your reach, increase online sales, generate new leads and drive huge targeted traffic to your website.

When creating strategies for campaigns, you need to identify the objectives of your individual company, and how they relate to PPC. A company is just looking for ways to get more eyes on its website and its content. While a big sale can push.

Here are some examples of general goals:

  • Increasing traffic: –

    There are several ways to attract traffic to your site: content marketing, SEO, social media, webinar and many others. But in these strategies, it takes a lot of time to create significant amounts of traffic. PPC or pay-per-click, which is a very fast road to success. PPC is a form of the paid advertising model that provides immediate results and promotes traffic. It also improves your search results ranking because PPC ads generally appear at the top of search results.

  • Build Brand Awareness: –

    PPC marketing campaigns are a great way to be aware of your company’s services in targeted areas. If you run a business at a competitive location, it certainly makes sense to maximize your visibility from search results. It keeps your brand in the mind of consumers. After all, you can track impression, engagement, reach and frequency.

  • Drive Leads: –

    Businesses can not only rely on their existing customers to promote development, so there’s a constant need of leads who will eventually convert into clients. PPC is one of the most effective advertising channels for online lead generation websites and companies. The key is for measuring users who descend on their website via PPC link, funnel them into some kind of conversion, and then apply a strategy to convert that lead into sales.

  • Generate Revenue: –

    PPC generates traffic, which leads to conversion, which leads to sales. With PPC advertising, ads will be displayed on your website and whenever someone clicks on them, you will be paid. Many Companies are paying advertisers like Google (and other search engines) to advertise their ads through their ad network. The advantage of PPC ads is that they target those people who are already interested in your product. If generating revenue is one of those goals you want to use more specific, high-value words. Keep in mind that you can not put money on the problem, you need long-term planning and strategy in line with your specific market and budget.

How does PPC Work?

You can do a lot of work to organize your site on Google and have a deep knowledge of how websites are kept together. If you are not a web expert and want to rank your site on Google to bring new traffic to your site, then you may have Google AdWords or pay-per-click (PPC) campaigns for you.

If you want to improve the effectiveness of your online campaigns and ROI, then first you have to understand how PPC works. Many businesses jump straight into making their PPC campaigns and then complain when they do not make their expected return. Understanding how PPC works, users get a better chance of making profits and having a successful campaign.

Keywords, Ads, & Landing Pages

The paid search campaign has mainly three elements: keyword, ads, and landing page. By giving Google a list of keywords, which tells Google to display their ads on the results page when a user searching for those keywords, you will then show your ads for these ads, and your goal should be to create those ads Suitable for the target users and attractive enough to get the searchers to click on them. When a visitor clicks on your ads, ads direct them to your landing pages. The primary goal of your landing pages is to convert visitors into customers by buying your product, downloading your product, or subscription offers etc.

Pay-Per-Click (PPC) Bidding

Google Ads uses an auction-style bidding system to determine its ads pricing. For any given keyword, you have to be the top bidder to your ads on top- Ex:- Suppose someone has bid $ 5 to click on your ad. Then you have the next highest bidder who can click on $ 4.50, the second cost is $ 3.75, the second is $ 3.00, and so on, the last person goes down who says he is on his ad for that keyword, one Assume Click Value, $ 2.25.

Quality Score

Quality Score is an algorithm that scores each of your PPC Campaign ads for relevance and sees how they relate to your ad, and how closely your ad relates to your landing page content. The Quality Score is measured on the scale of 1 to 10, 1 is the lowest rating and 10 is the highest. In other words, Google actually scans your landing pages to ensure that you are not only buying keywords and directing them to completely irrelevant pages.

Google’s inspiration to include the quality scores in the evaluation of your keywords, Which determines that each keyword is a great user experience for their searchers. It was determined entirely by bids. Google gave the quality score to ensure that the ads were displayed were always relevant to the search terms, and to keep their advertisers in check.

Keyword Match Types

Since there is an infinite number of keywords combination that people can actually search for one term. Google has three keyword match types that you can use to give you more specific instructions for displaying your ads. Here are: exact match, phrase match, and broad match.

How to launch an effective PPC campaign

1). Create Goals for your PPC Campaign

It is most important to set goals for your PPC campaigns to start a business. Your advertising objective or marketing objective may be to increase brand awareness, increase lead generation traffic to your website, and increase your website sales. For each purpose, you need to prepare your advertising strategy, which helps you achieve your target goals.

Often customers want to increase revenue but do not want to increase the budget. If revenue growth is the first priority, then my priority strategy will focus on high-volume keywords and test new opportunities, which sacrifice skills and make budget short-lived. If the customer’s first priority is to spend efficiently, the accounting focus will be reduced on new opportunities and existing operations will be more sophisticated to eliminate garbage expenses.

There is a wide variety of business models. By understanding your understanding and what you are trying to accomplish, you will help in choosing quantitative goals to measure your PPC success. Each business should choose at least one goal for its overall business model. Some of the most common PPC goals are:

  • Lead generation
  • Generate phone calls
  • Generate revenue
  • In-store visits
  • Traffic to website/build awareness

2). Choosing The Right PPC Platform

If you have ever considered running PPC Campaign for the first time for your online business, then there is a good chance that you were wondering which PPC channel to use. The right PPC can put a big difference for the agencies or home teams. However, choosing one can be overwhelming. There are various platforms for all your PPC needs, including Attribution, CRO, Social, and Reporting.

Some PPC Platforms to Grow Your Business Fast
  • Google AdWords
  • Facebook
  • Yahoo!/Bing Network
  • AdBlade
  • Chitika

3). Keyword Research

The cornerstone of any successful PPC campaign is keyword research. The relationship between keywords and search queries is the foundation for AdWords payment search marketing and organic SEO campaigns. Most keyword research articles focus primarily on finding keyword learning to optimize organic SEO. Choosing the best keywords to bid is likely to result in more clicks and conversions. Keyword research is part of science. It is about using many tools at your disposal, but it is also understanding your customers and predicting which words they are actually typing in the search box. The best way to ensure that your ads appear at the right time and in the right place.

Using a PPC keyword generator or keyword tool, you can help you research your PPC keyword and jumpstart the search process. But once you find the right initial keywords, you can expand to the most relevant long tail keywords for your ads and continue.

4). Write an effective Ad Text

Whether you are trying to sell a specific product, Service or giving your business a complete advertisement, your PPC ads should highlight the characteristics of what you are selling.

There are several metrics that affect a PPC, The advertisers should always pay attention to ensuring strong ROI with their PPC Campaign. Click-through rate is the most important thing in PPC. An ad’s CTR is the percentage of users who click on the ad when they are served based on the results of their search query. Unless your ads are attractive and well-written, your CTR will suffer and it will affect your Quality Score, Ad Ranking, Cost Per Click and Cost Per Conversion.

Some tips for writing an effective Ad Text.

  • Before you start writing, go to the target audience’s mind.
  • Make your PPC ad copy for your audience, not for you.
  • When we talk about the paid advertisement, the title is the king. Your description line, display URL, and ad extensions are only available to complement the headlines. So you should write your title carefully and thoughtfully.
  • Describe how you’re better than the competition, always research to find competing ads.
  • You need to use target keywords in your ad, usually in your first or second title.
  • If you feel that you have completed all the steps and create a great PPC AD, then it’s always wise to make more ads, and then test them to see how they are performing.

5). Optimize Your Landing Pages

If you are running a PPC campaign for your online Service or store, then there is a big chance that you are sending that traffic to the landing page. Customized landing pages are an essential element of online marketing and e-commerce. If your PPC ad campaign shows a different message to what can be found on your landing page, visitors, feel that they are on the wrong page.

You should always ensure that you are optimizing your PPC campaign landing page for conversion. If you do not do this, your landing page will never reach its highest potential.

Each landing page that you have added to your PPC campaign must have a clear, well-defined, and scalable goal. The obvious goal is to optimize for the conversions. Whatever the goal is, it is always important that all the landing pages have a clear and targeted message. Once your thoughts have been the main idea or focus, make sure that there is a clear and effective call to action so that the visitors of the site can know where to go

Some tips to Optimize Your Landing Page

  • Create a compelling attractive title
  • A strong CTA provides a clear message that encourages your target audience to engage with your site and eventually converts into sales.
  • The first impression is always the most important, so keep your landing page design in a way that is visually attractive and easy to navigate, understand and read.
  • Test your PPC landing page speed, and make sure it loads faster. There are many tools available online that can help to diagnose, assess and improve the page speed and display the key areas of improvements.
  • Always make sure your PPC matches the landing page’s message appropriately. Different messages cause confusion, thereby increasing the likelihood of potential customers tilted from your page and increase bounce rate.
  • Your PPC target should always provide clear value propositions and CTA to consumers who click on your PPC ads, so it is important to keep reading low.

6) Monitor Competitors

Applying a successful PPC campaign strategy involves not only the keyword research, knowledge and experience of your team but it is also the monitoring of your competitors PPC campaign. Analyze the opponent’s PPC campaign ads is a great way to extract data about how their PPC ads affect conversions. This is a way to analyze your ads to see what is missing.

Every business should see the competition to see what they are offering and promoting in the industry. There is often competitive analysis done at the beginning of any PPC campaign. Why is the monitoring case? Your marketing initiative can prove to be beneficial, like what your competition is doing, is predicting changes, and reviewing your business’s potential risks, you can find new opportunities.

Often times in digital marketing, we learn most through A/B testing which helps us to identify winning strategies and eventually succeed in achieving our success.

Also Read:-

  1. Why Your Website is Not Converting Visitors into customers?
  2. Why Is Website Content the Most Important Thing Than Looks on Your Website?
  3. How Does Google AdWords (PPC) Affect Organic SEO Results?
  4. Top 10 Proven Ways to Make Money Without AdSense
  5. How to Start a Successful Blog For Profit And Build a Raving Community?
  6. What is Affiliate Marketing: A Step-by-Step Guide for Beginners


After reading this Article, you should understand well how a PPC campaign actually works. There should be a strong foundation for creating and managing a paid search campaign for your business. Here are some important ways to remember:

  • Paid search is based on pay-per-click (PPC) model.
  • Account structure is important. Always organize your PPC campaigns, ad groups, keywords, and ad copy appropriately.
  • Keep goals for high-quality scores to increase the overall performance and reduce costs.
  • Focus on understanding inbound marketing before blogging, driving leads, search engine optimization etc. Find out which keywords are performing well & generating traffic for your site from organic search results, and use them as keywords for PPC campaign.
  • Always be optimizing! There is never a dearth of ways to improve your paid search campaign. Continue to improve so that you can increase your performance, reduce costs and ultimately run a successful PPC campaign.