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The term ‘Pay-per-click marketing’ refers to a particular kind of marketing which makes use of search engine advertising in order to drive clicks to your site, instead of just earning these clicks by way of organic search. Most of us might have come across this phenomenon in the form of sponsored ads which usually appear on the top of the search results page of Google, and is marked by a yellow label.

So far, google adwords is regarded as the popular PPC platform. In other words, adwords functions on a pay-per-click format where the users are able to place bid on keywords and pay for each and every click on their advertisements. Each time when a search gets initiated, Google checks its bidding AdWords pool and generates a set of winners who appear in the ad space available on the search results page. Further, these winners are selected based on different factors like relevance and quality of ad text and keywords, size of keyword bids, and so on.

Moreover, ppc presents a great opportunity to expand your customer base and also generate leads at comparatively lower costs. Concerning the fact about growing customer database using this online marketing strategy, it helps you to establish connections with those who seek out for products and services marketed by you, and also helps in responding to their particular requirements by way of different offers relevant to the search queries posted by them.


When it comes to lead generation, this internet marketing technique empowers you to reach prospective customers and leads when they search for something with an intention to buy it. Further, it is quite effective in attracting interested visitors to your site, and in addition, you can avail discounts from the search engines which are generated via algorithms as a token of gratitude, for making these users happy. The truth about this kind of online advertising is that it works well for any type of business, regardless of whether you want to market products via an e-commerce site, or create brand awareness, or generate leads for a product or service-related business.

Though each pay per click campaign is different, all successful campaigns have something in common like keyword research, a logical, well-organized structure, persistent management, and maintenance. Although it is important to lay focus on each of these aspects, if you want to manage a PPC campaign successfully, it is important to work smarter if not harder. In fact, you ought to remember that you are running a business enterprise, and that, PPC management can take up most of your time. For this reason, it is essential to bring out the best of your efforts in a very short time, and focus on what is important at the current moment – expanding your business and managing your customer base.

Importance of Having a Pay-Per-Click Campaign Structure

Most of the advertisers are concerned with keywords, given the importance of the same in pay-per-click campaigns. However, it is also important for the keywords to be properly structured and organized. In spite of knowing this fact, some advertisers focus more on the account structure, which may result in poor performance and waste of money. Though there exist several ways by which you can create a pay-per-click campaign structure – that which reflects the website architecture or product categorization, all paid search campaigns which have become successful, necessarily possess five significant elements such as campaigns, ad groups, keywords, ad text, and landing pages.

These elements are visually depicted below:

(Image Courtesy:

As far as a paid search account is concerned, campaigns occupy the topmost position. A single AdWords may consist of only one campaign, unlike others that might have several dozens of campaigns. Ad groups are present within each campaign, and they occupy the second position in the account. For example, suppose you run a campaign which has a single holiday theme that focuses upon online shopping trends at the end of the year. This campaign may include two ad groups in which one is meant for winter clothing and the other one is for winter sporting equipment for outdoor purposes. Inside each ad group, there would be ad text, keywords, and landing pages.

The keywords included should be relevant and pertain to the respective ad group. In other words, you are not supposed to add keywords related to winter clothing in the winter sporting equipment ad group. Further, the ad text must be distinctive and aimed at prospective customers. Also, it should have keywords which are relevant to a particular ad group. Lastly, the landing pages should align with the ads as far as keyword relevance and general messaging are concerned.

When you take a look at the account structure provided above, you can see that it is relevant, well-organized, and logical – the criteria which Google uses to check whether your campaign is relevant or not. In fact, it is essential to take care of the structure and relevance of pay-per-click campaigns before they are launched because the accounts which are poorly organized would have to be rectified at a later stage, which would be quite difficult and time consuming.

Contrary to search engine optimization, PPC marketing enables you to specifically target the right kind of audience. In fact, the more you are able to utilize your targeting skills, the better you can align your ad as well as landing page to their requirements, which increase the chances of conversions subsequently.

Formerly, the paid search activities which comprise of paid search ads, pay-per-click, etc. were listed under the umbrella of search engine marketing or SEM. With the passage of time, SEM is used to refer only to paid search. If carried out in the proper manner, PPC helps to generate the right kind of traffic with the right landing page, bringing out the best results. The only problem with PPC is that since it is a good method to drive in qualified traffic to your site, it is also a competitive and quite often, an expensive method to secure clicks.

Many marketers, despite of realizing PPC as a great method to draw in considerable traffic to your website, fail to utilize it in a profitable manner. However, there are some strategies which you can employ to stay ahead in the competition and make PPC work for you. In fact, it needs a little bit of extra effort to reap the benefits completely; yet it is worth the time and energy spent on it.

The following are some of the strategies you could try in order to generate high-quality traffic to your site, by staying within the limitations of your advertising budget:

  • Utilizing the Potential of Remarketing

There are several reasons because of which people leave a particular site without getting converted. In majority of the cases, it does not have anything to do with the concerned page or the product which you offer. In fact, the timing at which you initiated the marketing campaign might have turned out to be wrong in this case.

People often get distracted by a number of reasons including their emails, social media, any kind of personal work at home, etc. which deviate their attention and prevent them from getting converted. In other words, there are endless possibilities which prevent the conversions from happening, and unfortunately, in majority of the cases, it just get stopped at this juncture and people leave therein to never return later. Here, an important point to remember is that people might be interested in your offering, but you would have to keep on reminding them about the same. This is the phase at which remarketing comes to play. For this purpose, it is advisable to place a cookie on their browser which ensures that your brand stays active before these supposedly “lost” visitors, that reminds them of what your brand is about. Remarketing is in fact, an ideal option to improve the performance of PPC advertising. As remarketing is quite cost-effective, including this strategy into your campaigns is highly recommended.

  • Maximizing Mobile Presence

In the year 2015, mobile devices outperformed desktops for the first time in terms of the total Internet searches performed, and still continues to do so. In the year 2016, the mobile ad expenditure was projected to touch $100 billion, which accounted for about 50% of the entire PPC ad expenditure. This implies that around half of the PPC clicks would happen on mobile devices. As there are many restrictions for advertising on mobile gadgets, the companies which are able to develop an effective PPC strategy aimed at mobile searches, would be able to obtain high click-through-rates. In fact, it is quite essential to place your ads in positions 1-3 on mobile devices for better visibility. In order to see how your ads perform on both desktops and mobile devices, you could try to segment the data as per the device. This would help you to understand whether your PPC strategy works fine or not for mobile gadgets. Along with optimizing the PPC campaigns for mobile devices, it is also important to give your landing pages a mobile-friendly design for a greater mobile experience. In other words, along with providing a responsive web design, you need to pay attention to the landing page design as well.

  • Placing Bid on the Competition

If you do not place bid on your competitor’s branding terms, it is a serious mistake which you are committing as far as your PPC campaigns are concerned. By bidding on the search terms opted by the competitors, you are able to get an outlook of the potential customers. As most of the people like what has been offered in the competitive bid, you are able to obtain a number of clicks in this manner. Further, if you have a well-optimized landing page, you can easily convince your prospective customers on why they should choose your brand.

  • Using In-Market Audiences

In terms of statistics, the chances of a banner ad getting clicked is very low. In fact, this is not surprising because a majority of the display ads are poorly targeted that they turn out to be irrelevant to the audience. Further, it is a total waste of money in displaying your ad in front of a disinterested audience.

The main problem concerning banner blindness is poor targeting. So what is the best method to get your ad displayed before a relevant and interested audience? The answer is that you need to reach out to in-market audiences supported by Google. In fact, in-market audiences mainly target those users who are present within particular verticals, and also those who exhibit a positive buying behavior like clicking on ads, getting converted on landing pages, and the like. In other words, these are the right kind of people in front of whom you can display your ads.

  • Writing Unique Ad Copy

It is essential to create an ad copy which stands out in the competition in order to encourage the target audience to click on your ad. Here are some ways to make your ad distinctive:

  1. Search out for new ways to explain the same point or else, create a new point
  2. Highlight some aspect which makes your brand different from others
  3. Connect emotionally with your audience
  4. Try to include numbers
  5. Use timers in order to create a feel of urgency.

Above all, ensure that your ad copy generates qualified traffic to the landing page. Further, it is not advisable to sacrifice the quality of the traffic for the sake of the volume of the same.

  • Making the Most Out of Ad Extensions

One of the best ways to create ads which are unique is taking advantage ofS ad extensions. In fact, they help to maximize the size as well as content of your PPC ad, enabling you to draw more traffic to the landing page. Further, making use of ad extensions help to boost the click-through-rates by about 30% to 100%, and for this reason, it would be wise to incorporate ad extensions in the PPC campaigns, which would help to improve their effectiveness considerably. In fact, ad extensions are not limited to sitelinks alone. In other words, you could make use of a variety of ad extensions like location extensions, call extensions, review extensions, social extensions, and seller ratings.

In location extensions, the local business searches are focused upon. Here the searchers are able to find your address and could directly click through to a map. In call extensions, mobile campaigns concerning local businesses are emphasized. They enable the searchers to make a call directly from the ad, without having to visit the site. In addition, you could use call extensions to set up the Google call forwarding option, which helps you to improve the tracking of your conversions. In review extensions, the reviews are directly placed on the ad. In fact, this is an effective method to include the aspect of social proof to your advertising campaign. Social extensions also prove to be a good method to incorporate social proof in your advertisements. Further, they are a perfect option for those businesses that are socially active. Seller ratings enable the prospective customers to get an idea about how the existing customers feel about a particular brand or company.

In general terms, ad extensions are a great way to generate relevant clicks to your landing pages.

  • Using GSPs in a Proper Manner

In 2015, Google released GSPs or Gmail Sponsored Promotions. They enable you to advertise to different users in their emails, based upon the content highlighted in the same. This aspect makes GSPs a better option to target those who are interested in what you offer. Further, GSP clicks are quite cheaper. As this is a relatively newer concept in AdWords, chances are likely that nobody might have started using GSPs yet, thus paving way to obtain clicks without facing any competition.

  • Using Paid Social Promotions

Most of the people have paid search in their mind when they come across the term PPC advertising. However, paid search falls in the lower section of advertising. People are always searching solutions for the problems they face. In fact, paid search is strictly limited to those who are able to identify their problems and seek out answers for the same. However, what would be the case with those who require your service or product, but have not realized it yet? In order to target this kind of audience, you are required to actively carry out your advertising campaigns by taking additional effort. For this purpose, paid social promotions works best. Though this approach is totally different, the results are quite noteworthy. Here, paid social promotions are used to create brand awareness. Once the people start visiting your site, you can use the remarketing strategy which necessarily include display advertising, paid search, and social promotions, in order to draw their attention until they are at the point of getting converted.

Normally, retargeting ads possess two to three times more click-through-rates as well as a 33% lower cost-per-click. For this reason, this approach helps to induce more traffic at a much lower cost. In addition, people prefer to purchase something from those who they are familiar with, and so this strategy helps to increase the conversion rates as well. Though this tactic requires an extra amount of effort and long-term planning, it can bring about additional value for the efforts put in.

  • Investing Your Efforts on What Works Best

Regardless of the PPC strategy you use, you need to continuously monitor and evaluate the performance of your campaign. In fact, a majority of your ad budget is focused upon clicks which may never get converted. If you want to avoid the PPC budget getting wasted, you should know which strategies and keywords are capable of producing the best results, which enable you to focus your expenditure on the same. Generally speaking, you need to track conversions, and in more specific terms, you are required to track the marketing expenditure.

An ad campaign may be able to generate a number of clicks as well as conversions; but if it does not end up in sales, it is not worth your time or money. Investing less on PPC tactics which are non-productive, allows you to save a lot of money which could be spent on generating maximum number of clicks to the landing pages, thereby improving the volume of clicks and sales.

How to Manage the PPC Campaigns?

After you are done with your PPC campaigning, it is essential to manage the same on a regular basis to ensure that they are effective. In other words, in order to run a successful PPC campaign, you are required to constantly analyze the performance of the same in such a way that even spending 20 minutes per week makes a big difference. Further, there are some updates you need to carry out in order to optimize your campaign as given below:

  • Including PPC Keywords

Maximize the reach of PPC campaigns by incorporating keywords which are relevant to your brand

  • Incorporating Negative Keywords

Add terms which do not convert in the negative keyword section, in order to improve the relevance of the campaigns and decrease the expenditure

  • Dividing the Ad Groups

Improve the click-through-rates as well as quality score by segmenting the ad groups into smaller, relevant ones, which help you to create landing pages and ad text which are more targeted

  • Conducting Reviews on Costly PPC Keywords

It is essential to conduct reviews on expensive keywords which fail to perform well, and withdraw them if required.

  • Improving the Appearance of Landing Pages

The content and calls-to-action on the landing pages should be constantly updated so as to comply with the individual search queries, which will help in boosting the conversion rates. In fact, do not allow the traffic to get concentrated on the same page.

In short, if your PPC campaigns are optimized on a continuous basis, you would be successful in expanding your customer base, thus increasing the Return On Investment (ROI). Though PPC tactics could be quite frustrating at some point of time, they are still regarded as a good option to generate high-quality traffic.

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