Pay-per-click (PPC) marketing is a type of internet advertising in which marketers pay when consumers click on their adverts. Advertisers bid on the perceived value of a click based on keywords, platforms, and audience type.

PPC Basics is used for a variety of campaign objectives, including:

  1. Boosting sales
  2. Obtaining leads
  3. Increasing brand recognition

It’s all about relevancy in PPC. At every given time, users are looking for certain products, services, and information. Advertisers may offer a tailored ad at the same moment this search is taking place. For example, if a user searches for “blue running shoes,” an advertiser may display a message about “blue running shoes.”

Main platform

Google Ads is the largest pay-per-click network, with ads running on Google, Search Partner sites, and Display Network sites. Google Ads was first introduced in October of 2000, and it has gone through numerous revisions in the 17 years since then. Google Ads caters to a wide range of organisations, from tiny enterprises to Fortune 500 corporations.

Microsoft Advertising, likeGoogle Advertising, is a pay-per-click platform that displays ads across the Microsoft and Yahoo networks. Search Partners are also used by the platform. The majority of Microsoft Advertising is keyword-based. On the Bing Network*, Microsoft Advertising had 137 million unique desktop searches as of 2017.

Keywords with negative connotations

Negative keywords can be used in conjunction with positive phrases to help filter out unqualified traffic. Someone seeking for a “free coffee table,” for example, isn’t looking to buy. The advertiser’s ad will not appear when a query containing the phrase “free” is typed if “free” is included as a negative keyword. Negative keywords like as “bargain” or “cheap” may be useful for a firm offering high-end items.


Audiences are groups of users that have been divided in various ways. Audiences are frequently used in remarketing. Audiences may be built based on pageviews, time spent on the site, number of pages per visit, and other factors. Audiences are auctioned out in the same way that keywords are.

How to Create Pay-Per-Click (PPC) Campaigns:

Establish the framework

Your campaigns will be easier to handle if you determine the framework ahead of time. The campaign is the highest level of your account, and each one may be customised based on your budget and audience’s geographic region. There are one or more ad groups in each campaign.

In Google Search Ads, for example, each ad group is assigned to a certain topic and appropriate keywords, such as men’s or women’s shirts. You wouldn’t advertise both product lines in the same group in this case since it’s too wide. Each ad group contains one or more adverts, which are displayed to users on the appropriate channel. Ads are for the benefit of the users. The ad groups and campaigns are to blame for the situation.

How to Make Pay-Per-Click Ads

Creating advertisements is the most enjoyable aspect – at least for me! This is where you may let your imagination run wild as you choose which photos to utilise and which messages to promote in your advertisement. The CTA should be a verb, whether your ad is an image or simply words. All advertising should state clearly what the user should do after clicking on it, and the CTA aids in this process. If your ad invites people to a free download, they should be able to notice the download option right away when they come on the landing page, rather than having to look for it.

Ads that appeal to the audience in their own language and address their needs are effective. It’s simple for brands to talk about why they’re better than the competition or what makes them unique.

Use the concepts of persuasion to your advantage

You may utilise psychological concepts to persuade people to buy from you while crafting advertising. Influence, not manipulation, is the key here. Every marketer should read Robert B. Cialdini’s Influence: The Psychology of Persuasion because it explains how people make decisions and why they do what they do.

When you are given something for free and then feel compelled to make a purchase, you are breaking the reciprocation rule. Ads include a free offer because it gets you into the funnel, and once you’ve taken that initial step, you’re more likely to keep going.

How to Keep Your PPC Campaigns Running

If you’re running a keyword-based PPC campaign, you’ll want to keep an eye on the cost and performance of the keywords you’re using. You may not want to delete a term from your campaign if it is not working well but is vital to your broader plan. Instead, place it in its own ad group and write fresh ad text to include that term more effectively. You may also create a landing page dedicated to that particular term. If you’re not sure about the keyword’s relevance, you may temporarily suspend it so it doesn’t affect your overall ad performance while you determine whether or not to maintain it.

Reporting on the effectiveness of PPC marketing

When it’s time to report on the outcomes of your PPC ads, go back to your original goals to see whether your campaigns were effective and make sure you’re reporting on the appropriate data. A measure like impressions is crucial if your objective is to raise awareness. If completing a form is your most important conversion, you’ll want to know not just how many people completed the form, but also how many people viewed the page but did not complete it. A big disparity in those figures might suggest an issue with your landing page’s design or wording.


PPC marketing is a complicated area, but it’s also one where you can get started with a little budget and simple advertising on a single channel. When you’ve weighed the benefits and drawbacks and decided that PPC marketing is something you want to pursue, develop a plan before diving in and producing advertisements on various platforms.

Consider your objectives and the people you wish to target with your advertisements. You could opt to target a certain demographic or a group of people who use specific search keywords to address an issue. This will assist you in deciding whether you want audience-targeted advertisements or keyword-targeted ads.