1 February 2014
Pay Per Click
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Basics Of PPC


Today, online marketing has proved to be one of the biggest and most effective marketing techniques for businesses around the world, irrespective of how small and big they are. This has been possible due to the growing use of search engine such as Google, Yahoo, and Bing etc. According to a survey conducted by internet world stats more than 2 billion people across the globe are using internet. More than 90 % of the adult internet users use search engines for their daily needs such as shopping, getting information, booking tickets etc.

Search & Email Report | image credit | pewinternet.org


When it comes to internet marketing, Search Engine Marketing (SEM) has been the most efficient way of promoting brands, products, or services online. SEM is categorized into two major techniques Search Engine Optimization (SEO) and (Pay per Click) PPC. Both of these methods mainly focus of bring relevant traffic to your website.

SEO comprises of techniques that concentrates on organic or natural search engine listing. To do better in SEO, a website has to earn top rank amongst search engine results through organic techniques. Ranking higher on search engine requires a lot of hard work and time in terms of online optimization. Whereas, PPC is a paid service offered by the search engines that provides faster results. When it comes to increase relevant traffic to your business website and generate better sales in short period of time PPC is the better option especially for newer brands or websites.

PPC | image credit | davidmcbee.com


In spite of the tremendous potential that lies within PPC, large sections of marketers are still unaware of its benefits. In this Blog, We will talk in detail about PPC as well as various norms and terms associated with it.

What is PPC?

As mentioned earlier, Pay per click is a paid online marketing service that allows the business to advertise their products and services. As the name implies in PPC advertisers has to pay a fee for every time their ad is clicked. It provides business to buy visits to their website. Unlike SEO where you have to earn these website visits or link juices organically.

The most popular form of PPC techniques are advertisements through search engine. Within such advertising, marketers have to bid for ad placements for their ads. This allows their ads to be seen in the search engines sponsored links section when someone searches using a keyword that is relevant to your website, business and its services.

Check out the image: Suppose, if a user’s is searching for “buying nexus 5.” An ad from Amazon along with another ad from junglee.com shows up above other organic (SEO) listings within the (yellowish) sponsored section. These ads are paid search engine listings obtained through PPC. The ad placements in PPC mainly depends of the bid and relevance of your ad.


PPC Ad | image credit – davidmcbee.com


Every time a visitor click on the ad copy of amazon.com, Amazon have to pay a small amount of fee to the search engine (Which in this case is Google). A fee that is paid to the Google for every click is called as cost per click i.e. CPC. A PPC strategy is considered effective when the CPC is minimal, when compared to the sale obtain from that click. Let as assume that Amazon pay $10 for the above ad, however click turns into a $400 product sales. Thus, PPC allows you to execute marketing strategy that generating huge profit with limited investment.

While designing an effective PPC campaign, one must keep in mind various aspects such as keyword research, choosing the right keyword for your campaign, Utilizing those keyword in relevant ad groups and campaigns, having a landing page that is optimized and designed for conversions.

If you are able to create a relevant and targeted ad copies then search engines charges you less CPC for your ads. In PPC, it is necessary to design a landing page and ads that are related to the user’s search keyword and intention. Therefore, anyone who want to start a PPC campaign must know how to execute it.

What is Google AdWords?

Google AdWords is world’s major online marketing service (supramind url ) used for PPC marketing in Google. It provides the advertisers the biggest platform to market their business i.e. Google search as well as other Google properties such as YouTube, Google shopping, books etc.

AdWords uses the pay per click model where advertisers bid on the keyword and pay for every click on their ads. Every time users search for a product or service using a set of keyword, Google searches for AdWords advertisers with ads relevant to that searched keywords, out of these advertisements a set of most relevant ones are chosen. These ads are than placed within the sponsored search results based on quality, relevance of the keywords, ad campaigns, and bids on these keywords.

Your ad position depends on two elements, CPC bid, and Quality Score.

CPC Bids: Higher the amount you want to pay on a keyword click, better are your chances to rank.
Quality Score – It is calculated on the basis landing page quality, relevance, and click through rate (CTR) etc.

To place your ads at the right place you need to have higher CPC Bids as well as better quality scores.

Since, Google can fetch immense search traffic for almost every keywords; getting impression and clicks on your ads is quite easy through AdWords. The rate at which your ad copy appears amongst the search result depends on the relevancy and keyword match types used in your campaign. Keeping in mind the following elements will help you design a better PPC advertising campaign.

Keyword Relevance – It comprise using detailed keyword groups, having relevant keyword lists for your PPC campaign and using catchy ad text.

Landing Page Quality – Provide the users with a well optimized landing pages that has relevant and valid content and make sure to incorporate a call-to-action within your ad copy.

Quality Score – It is a measure used by the Google to rate the relevancy and quality of campaigns, landing pages and keywords. Ads with better quality score can ranking better amongst the AdWords listing at a low cost.

Ads with better Quality score has to pay less. Thus, we can say that relevance is inverse proportional to the CPC. Meaning: Higher the quality score lowers will be the CPC.

This graph shows the relationship between CPC and Quality score.


CPC v/s Quality Score | image credit – wordsterm.com


PPC Keyword Research

Keyword research is crucial for a PPC campaign. It also a time consuming process. A PPC campaign revolves around keywords used in it. Regular analysis along with inclusion and modification of the keywords list allows you are to develop an efficient AdWords campaign. Conducting keyword research on a regular basis allows you to obtain the most recent set of relevant, long tail, valuable keywords ideas.

Make sure to include following techniques while creating a keyword list:

Relevant: Use highly targeted keywords that will most definitely offer less cost per click, higher click through rate and generate profit. Always choose keywords that are relevant for your business.

Exhaustive: Along with frequently searched terms, your keyword list should also consist of long tail terms. Long tail terms are search terms with multiple words in it.

Ex: if you are an Indian software firm then your long tail keywords can be “software firm in India / Software Company in India.”

Using such long terms as keywords provides you with a more detailed and unique set of keywords. Even though, these keywords are less competitive as well as affordable, they offer detailed search-driven traffic to your landing page.

Expansive – You need to refine your keyword lists and campaigns in order to make them adaptable and relevant to different keywords and search queries.

Managing a PPC Campaigns

After creating a new PPC Campaign, advertisers need to regularly monitor their campaigns. In PPC there is always some scope of improve.

Following activities will help you manage your campaigns better:

  • Analyse your campaign
  • Check if your ads are getting impression
  • What is your CPC or Quality score etc.

Keep on improving these factors and implementing following modifications while optimizing your campaign.

Add PPC Keywords: Keep adding keywords and their variations that are relevant for your business. This allows in broadening your campaign reach.

Use Negative Keywords: Make your campaign more relevant and cost effective by including non-converting terms into your negative keywords list.

Split Testing: Dividing your ad groups into smaller and more relevant groups will allow you to create more targeted landing pages as well as ad copies. This technique also allows you to enhance Quality 20 and Click-through Rate (CTR).

Analyse Costly Keywords: Analyse your keywords lists and remove keywords that are unproductive and expensive.

Refine your Landing Pages: Tailor your landing page, calls-to-action (CTAs), as well as contents to make it relevant to various search queries. Make your landing page simple and one stop location for user’s activity. This will boost your conversion rates.

Although, PPC marketing strategies changes based on the business. The ground rules remain the same. Hoping that this post has helped you understand PPC in a better way. Do share your doubt and thoughts.

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