An introduction to Pay-Per-Click or PPC marketing

Most common methods of advertising
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Your brand can be introduced to millions of people on the web, and it only takes a few minutes to do so. The power of  PPC Marketing is massive, with the ability to huge reach and target specific audiences.

So, the real question lies in how you can make the most out of it?

Investing in paid marketing can be a great way of boosting your business’s revenue and growth; however, it could lose you a lot of money if not done correctly. To make sure that you correctly approach PPC marketing, here is an introduction to what it is and how you can effectively use this.


What is PPC Marketing?

Pay-per-click or PPC marketing is one of the most common methods of advertising a specific business. It allowed advertisers to places ads on the search engine, third-party websites, social media, etc., which pays you revenue whenever a web user clicks the ad.

Google is one of the largest paid marketing providers, where an average of $13 billion is generated just from ads themselves. Google ads are the top choice for most of the businesses out there in the market.


How much does paid marketing cost?

Whenever you are investing in advertising your business, you would need to have an idea of how much is it going to cost. With PPC, however, it is somewhat different.

Online paid marketing services are nothing like taking out an ad in a magazine, where you get to pay a fee and obtain a full cover page advertising your business. With paid marketing, you pay whenever you start getting results. With PPC, you have total control over the rate of engagement for your online business. The process is just like an auction system.

Whenever an online user searches for a unique keyword, for example, “paid marketing”, Google would be going through the list of advertisers who include this keyword on their website and initiates an auction between them. A Google algorithm initiates which choose ads based on each advertiser’s maximum bid and each ad’s quality score.

The main takeaway in this doesn’t depend on how much you bid, but it depends on your ads’ quality. If you haven’t placed your maximum bid, your ads wouldn’t be shown often. This would lead to a decrease in the number of potential customers to your online business. Different keywords come with different average costs per click, and this should inform your bidding strategy.


Would PPC marketing be beneficial for my company?

With any other form of marketing, PPC Marketing has its pros and cons. Your company would be using the paid marketing strategy as a part of digital marketing, so you need to ensure that its strengths are maximized and minimize weaknesses.


Pros of PPC marketing


  • Results are obtained immediately.
  • You can choose your targeted audience.
  • Easy to track the ROI for your online business.
  • Potentially huge exposure.


Cons of PPC marketing


  • Costly long-term option.
  • Paid marketing doesn’t build you an asset. 

This is why the need for good marketing in other areas of your business is mandatory, along with paid marketing campaigns. Keep in mind that PPC Marketing isn’t a replacement for SEO. The two methods should work hand in hand, keeping the organic reach for your website in mind since the clicks obtained from SEO are primarily free and organic.


How to start a paid marketing campaign?

Starting your initial paid marketing campaign is simple. Do keep in mind that your ads’ quality needs to excellent other you would just be losing your money on this strategy.

The six ways by which you can start your PPC campaign are as follows:


1. Fixate your PPC budget

If you are wondering how much you should spend on your PPC Marketing campaign, you need to jot down your initial budget.

Once you have the idea of your initial budget, daily and lifetime spend caps for your campaigns. This is an integral part of creating a PPC Marketing campaign because your budget will significantly affect your ads’ success rate.


Once you choose a service to provide for your PPC Marketing campaign, you will get to see how many clicks your budget would provide you with.

From there, you need to work out your potential return on investment based on your anticipated conversion rate. If your budget doesn’t provide you with an effective result, it would be best to try out some other marketing options.



2. Set your campaign goals

Different businesses have different goals for their paid marketing campaigns.

The goals you set for your business would have a significant impact on your marketing campaign since every goal is different. A click isn’t as valuable as a potential lead or customer, which should be reflected on your PPC campaign.

Setting up your campaign with the right set of goals in your mind would provide you with a better target audience, and you would also get to measure your return on investment. You are merely paying for the click and not for what the customer does afterward. The click would cost you the same irrespective of a purchase or not.

If you consider who you want your target audience to be and what actions you would like them to take, optimizing your entire campaign to encourage people to take such actions could bring down your costs.


3. Figure out the type of campaign you want

Another significant element you would want to consider is the type of campaign you want to run. Some of the options which would provide you with flexibility over how you reach your target audience are as follows:


  • Search ads
  • Social ads
  • Remarketing ads
  • Ecommerce ads
  • Instream ads
  • Display ads

All these options would provide you with the required tools you would need to target a specific audience. You would need to find out what your targeted audience is interested in and respond to. This will, however, change depending on the buyer personas you’re trying to reach.

You need not focus on one type of ad marketing for your business. Various MNCs tend to mix different ad formats to see which works the best for them. However, for each ad campaign, you need to keep an eye on the ROI for each ad type so that you can make the necessary changes to your strategy.


4. Research your keywords

Finding the correct keywords for your business is one of the most effective ways by which you can target your preferred audience. Your keyword research will either make or break your campaign.

While you have a fair idea of how your customers search for your products or services, the need for you to narrow them down to those that result in people taking action is mandatory. A significant part of this is to understand the intent of your users.


People in the buyer journey mention how likely they are to make a purchase, so the keywords you choose need to reflect which product/service they are interested in.

Keywords would attract the right set of customers to your business, but it could cost you more. However, there is a good chance of converting the potential leads to customers.


5. Bid on the keywords which you have chosen

Various platforms provide you with different bidding options based on your goals. With google ads, you can allow optimization for the following:


  • Target CPA
  • Target ROAS
  • increase e-clicks
  • increase conversions
  • increase conversion value
  • target impression share


Google will automatically bid for you to optimize the goals you have set for your business. However, you would still have some control over the bid you have placed. introduction to Pay-Per-Click

Do keep in mind that Google is there to help you get the most out of your ad spend. The algorithms are tuned in such a way to help you with this in an appropriate manner. It is often a wise thought to use Google’s recommendations, especially when you are just starting.


5. Create keyword reach content with unique landing pages

Getting people to click the ads related to your business is only a tiny part of the whole campaign. If you do not have a remarkable landing page and exciting content on your website, leads would only visit your website. So, They wouldn’t purchase any of your products or services.

It doesn’t matter what your goals are. The need for you to create unique and eye-catching landing pages is mandatory. Your landing pages need to have a smooth UI and be relevant to the ads which the users have clicked. People look for quick access to information.

If your landing page isn’t appropriate, they won’t hesitate to click the back button on their browser! In short, your landing pages need to be optimized and appropriately tested to ensure that you are getting the most out of them.

Paid advertising is a fantastic method to reach a highly targeted audience through various platforms such as Google, Bing, Facebook, Instagram, etc. You can set up paid ads in a few seconds, and once approved, your website would be visible to millions of users on the web.

When reaching your target audience, it is essential to capture your audience’s attention. This is the reason why you need to focus correctly on such campaigns for an effective result.

When you find the right balance with paid marketing and have your ads perfectly optimized, it can bring you an excellent investment return and become a vital part of your business growth.

Importance of Click Through Rate



The CTR or Click Through Rate is one of the most important metrics for marketers on the internet. The main work of Click Through Rate is to calculate and measure the total number of times an ad by an advertiser has been clicked, according to the number of impressions. 


For any business operating on a  PPC model, achieving a more excellent Click Through Rate is essential as a resource. This is because it highly affects the score quality of the website and how much money the website is paying for each click on the ad. To take care of such needs, many PPC services companies are available. 


Let us now dive into the details of what exactly is CTR or Click Through Rate.


What is Click Through Rate or CTR?


CTR or Click Through Rate is a metric that is evaluated based on the ratio of the number of times a specific ad is clicked. Click-Through Rate can also be a way of showing your impressions, i.e., a call to action or a defined link to the number of times users came across your website’s resources. 


For example, if your ad was shown or exposed to 100 people, and out of that suppose eight of them clicked on the ad, the CTR is calculated as 8%, i.e., 8/100 x 100. 


CTR or Click-Through Rates are used to determine the effectiveness of an ad per click or through a search result or call to action. 


Let us make it simpler. Suppose you put two types of ad out of your services, and one gets a higher CTR than the other, you can determine which type of ad is encouraging more audience. 


How to improve CTR?


Now that you have a fair idea on the importance of CTR or Click Through Rate let us now focus on how to get a better CTR and improve the customer base.


Focus on the quality score:


Google ads also track another metric, i.e., quality score. It provides you with a unique number from 0 to 10 to determine the score of each keyword used in the website. This metric is nothing but a holistic assessment imposed by Google to determine the user experience a user will get when clicking on your ad or link. 


It gives an impression of your advertisements, the likelihood of the clicks on the ad, and the quality score. If an ad achieves a higher quality score, it automatically achieves higher rankings on Google. Achieving a higher rank on google also reduces the cost that advertiser has to pay for each click. Therefore as you now know, an AD with a higher quality score ought to have a high click-through rate. 


Optimize Headlines and Copy


Then clicking on an ad is dependent on the attractiveness of it. If a user does not find the headline of an ad luring enough, they will never click on it. Plus, emphasizing your USP or unique selling point in your ads can increase your CTR and the conversions, i.e., you are providing your viewers with attractive details that might lure them into converting from users to customers. 


Depending upon your business, use extension. 


Add extensions to your advertising links. It is profitable for doing elaborative advertising or marketing campaigns. Using systematic ad extensions will increase the term of your ad and make it appear more often to the people. This, in turn, brings more clicks on the ad and thus helps in increasing the CTR. 


Some of the effective types of extensions that can be used in your advertisements are:


  • Sitelink Extension 
  • Price Extension
  • Call Extension 


Such jobs might be a little confusing to understand and follow. You can always hire a PPC services company that would take care of such details.


Keywords Related to the Target:


Google ads entertain advertisers to use various keywords that fall under many domains in the ad group. However, the relationship between the advert text and the keywords used in the ad group can be affected by keeping a collection of keywords in AdGroup. 


Like, when someone is looking for a keyword present in your ad group but along with many other keywords, it has all the chances that the advertisement that appears may not contain the keyword searched for. This will negatively affect the Quality score and CTR of the ad. 


Therefore, it is imperative to group the keywords tightly into respective themes and separate ad groups rather than putting them all up in one ad group. This might also take care of the fact that the keywords are used more than once in an advert. This process will help increase the ad ranking. 


Write a compelling ad copy:


Keeping the USP of your ad highlighted that stands you out apart from other competitors can be a great beginning to your writing a compelling ad copy. The PPC service company, if you have hired one, is supposed to do this job for you. 


On the other hand, providing the users with easy access to your services or products through the links in your ad copy can improve the quality score of the ads and, in turn, give you a better CTR or Click Through rates.


Test with different ads:


Another beneficial practice for improving the Click Through Rates is by running different types of ads. It is proved that responsive text ads improve the Click-Through Rates. Also, more attention can be paid to the previews of the ads and in which you can even move the position of the headline if it does not look convincing. 


The ad strength box even provides suggestions on improving the ad, which gets refreshed every time you modify or change your ad. 


Use remarketing:


For capturing the curiosity of a specific audience, remarketing campaigns prove to be very beneficial. For example, you can expose an ad that matches the thing a particular user is looking for. This becomes more effective in an existing customer or someone who has come across your brand before or knows about it. 




Since we have reached the end of the content, you must already know the importance and benefit of CTR or Click-Through Rates. For starters, the best way to increase your CTR is by improving the quality of your advertisements. This would not only improve your ranking but it would bring in more customers. 

In this campaign, a PPC services company like Infidigit or many others can help you take the journey further and discover different types of insights on how to get better with the Click-Through Rates and Ad rankings.

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