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By  Rank Grow Digital

What is PPC?

PPC, or Pay-Per-Click, is a type of online marketing where you, as an advertiser, pay a fee to the ad network any time someone clicks on your ad. 

Paid advertising on search engines is one of the most common forms of PPC. There are, of course, many other PPC networks and locations where the ads show. Many publishers are also website owners themselves looking to support their revenue from the ads they display.

How does it benefit you?

Using PPC can be an effective marketing tool to gain traffic and potential leads affordably and quickly. Since you are putting out paid advertisements, you are sidestepping the need to wait on organic traffic results. 

Your CPC (cost per click) can sometimes range from a penny to a few dollars, so even the most expensive click can be very cheap. You are also judged by the search engines based on the quality of your PPC ad campaigns and your landing pages. This means you will generally get a lower rate per click as a reward for having a useful, efficient website for users to visit. Your goal is to convert these leads after all, so if done correctly, a PPC campaign should bring good profit.

An example of an effective PPC campaign: A user clicks one of your ad links, which takes them to your website, and makes a $200 purchase. If you paid $2.50 for that click, you’ve made out pretty well!

What goes into a PPC Campaign?

PPC is a vast subject that breaks down into many areas and steps you must take to ensure you are successful. Get ready to dive into some techniques and what is required to set up an effective PPC campaign.

Keyword Research

Keyword Research is one of the foundational aspects of PPC, as it is required to find your target audience. When users search using specific keywords on Google, you need to know those terms and how many people are using them. The keyword(s) may be high cost since you are in an auction system based on supply and demand. That, however, is only one factor. 

Many potential search term gems are valuable, but low cost, known as long-tail keywords. You ought to emphasize on your keyword list as you get results to better focus on your showcasing.

A practical list of keywords should be:

  • Relevant – A fundamental principle is to keep key search terms corresponding to your niche. Hence, you only invest in what relates to you. Targeting keywords that are relevant to your business will convert more users, give you a higher CTR (click-through rate), and turn a profit more effectively.
  • All-inclusive – No matter your niche or market, you should include the most commonly searched keywords, aka short-tail keywords. However, you shouldn’t stop there since some of those can be high priced and alone won’t bring the desired results. By also utilizing long-tail keywords, you can improve the value of your campaign. Anything relevant should be included before you filter anything from being used.
  • Expansive – Expansive PPC is a constant process. As such, you will frequently be adding to and filtering any unprofitable keywords in your campaign. Adapting to changes in user behavior will keep your campaigns relevant, and your target audience engaged.

Landing Page Quality

When you get a PPC lead, they are typically directed to a landing page specific to that campaign. The intent here is to convert them to a customer and get a sale. As such, you will need to ensure the quality of the page is at its best. 

You must have content that is informative and interesting. A call to action that allows visitors to sign up is helpful. An overall UX friendly design that has been optimized for performance is especially ideal for preventing users from bouncing. 

Keep in mind that even if you’re paying for the click, there is no guarantee they will not bounce because of a bad landing page. Keeping your users engaged and happy is one of the best ways to earn their trust once they get to your website.

Quality Score

As defined by Google, Quality Score is an estimate of the quality of your ads, keywords, and landing pages. It is the metric that can determine your cost-per-click and ad positioning. If your PPC ad is relevant and engaging, and your landing page is organized and performs well, you’ll see price and positioning improve! 

Google wants their users to be happy, even when they are being paid to drive traffic, and will ensure that happiness with business incentives.

Creative Copy

Creative copy is undoubtedly a goal when creating your PPC ad. Besides knowing who to target, you also need to understand how to appeal to them. You want to draw them in and get them to click on your ad, not pass you by and go to your competitors.


Like SEO and page speed, you are never really finished with the optimization. It needs steady support as the web, your potential guests, and your site are continually evolving. Given that, you need to ensure the conversion of future users by keeping their interest. Otherwise, your campaign loses its value.

Next, we will discuss what you may need to optimize after initially starting your campaign.

Refine Your Landing Pages

When running multiple campaigns, you should have various landing pages to send visitors to, instead of just one. These pages need to be maintained and kept up to date to align with the way people are searching. Keeping your campaigns fresh and exciting will increase your conversion rate.

Add PPC Keywords

As always, it is essential to watch for changes in the market, your users, and even your own site, so adding relevant PPC keywords will broaden your campaign’s reach. 

Add Negative Keywords

While monitoring your campaign, you want to be aware of what keywords are NOT performing. When found, they should be added as “negative” keywords, so they are blacklisted and not used in your efforts. This action will cut down on unnecessary spending and improve the relevancy of the campaign.

Review Costly PPC Keywords

You may have some expensive or underperforming keywords that may be popular, but are they worth it? These should be reviewed to see if it makes sense to keep buying them, turn them into negative keywords, or remove them entirely.

Split Ad Groups

You will want to be continuously reviewing your results to ensure your advertising is targeting the right audience at all times. To do so, you’ll want to create groups of advertisements with their own landing pages that will be more suited to the niche of the users. It would be best if you did not have your ads take visitors to the same page, your homepage, or a generic page. The more targeted they are, the better for your campaign, and your results.


We have discussed what is involved in creating and maintaining PPC Campaigns and how they can benefit your business. Like SEO and speed optimization, PPC is a complex subject with many intertwined components. We specialize in maximizing your PPC Campaigns, and we can help you get the results you desire!