We've all seen them in search engines. Those paid ads sitting proudly atop the search engine results pages. Those ads are Pay-Per-Click or PPC ads.

What is PPC?

Pay-per-Click ads are something you should pay attention to. Why? So you can have a winning online presence and attract potential customers.

It’s critical to have a solid understanding of who your audience is and what they’re interested in before working on your PPC campaign strategy.

In this article, you’ll find all the details of how you can develop a PPC strategy, add value to your business and drive leads.

PPC lets you place ads on a channel that whenever they’re clicked you pay the provider, for example Google Ads and Microsoft Ads.

The goal of Pay-per-Click advertising is to lead visitors to a conversion point often found on a dedicated landing page.

PPC works with real-time bidding. This is where advertising prominence is sold in an auction style format where advertisers place their bids on target keywords. Bid amount and quality score are some of the factors that determine ad rank. The ads with the highest rank will appear in the top spot in SERP.

Getting started with your PPC ads

If you want to get onto the PPC train, there are some key aspects you should consider before even a single bid is placed:

  1. Determine your PPC budget
  2. Set PPC goals
  3. Determine your targeting
  4. Identify keywords
  5. Create your ads

1. Determine your PPC budget

You need to remember that you're in an auction for keywords. You've got to decide how much money you're prepared to spend on each. That’s your maximum bid.

Use budgets at the campaign level and bids at the ad group or keyword level.

There's also the option to use automated bidding strategies. These allow you to set specific goals to your campaigns and then allow the platform to decide the appropriate bids for each auction.

2. Set PPC goals

What are your goals for your paid search marketing campaign? Brand exposure? Sales? Whichever your goal, your web page must reflect your desired outcome and guide visitors along the path to conversion.

Whether it's subscriptions, webinars or purchases, PPC platforms can track any type of goal and support the sales funnel.

If you align your micro and macro goals in whichever PPC platform you use, then you'll be able to glean a lot of information about your campaign and make any necessary changes.

3. Determine your targeting

As a business owner, you know your customers. But when it comes to PPC there are other targeting options beyond the demographic which you should be considering:

  • Device targeting
  • Location targeting
  • Day and time targeting

Using these targeting methods means you can really go to town. You can specifically reach out to those on a mobile, in a specific location, in the evening!

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4. Identify keywords

Keywords are what make PPC work. They’re vital to connecting your business with search queries which are the actual words we use to find things online.

When you've identified your target, you need to do some serious keyword research and determine which ones will give you the best opportunity of visibility.

This leads to potential clicks and conversions. Using tools like Semrush and Google's Keyword Planner help you see what works best.

Remember though. The more clicks you get the more you have to pay!

Also, think about negative keywords. These are keywords that you decide on to prevent your ad from being shown in search queries containing those keywords.

5. Create your ads

You’ve done all the above and now you’re ready to go! Create your ad copy ensuring your message is clear. Feature your product or service’s benefits. Highlight what the user gets, like a problem being solved or a freebie.

Google Ad has a great tool that helps you build your ads. The Google Ads Editor is a great way to optimise the best possible ad for your target audience.

Screenshot of a graph in Google Ads Editor
Image source:  Google Ads Editor

Working with Codehouse

Our analytics experts have vast experience in guiding, configuring, implementing and monitoring our customers' PPC campaigns. If you have a PPC campaign in mind, get in touch when you're ready to run through it with our experts.