What Is PPC? 8 Steps to Successful Pay-Per-Click Campaigns


Marketing practices are filled with a variety of techniques, and PPC is one of them. Whether your company has just landed on the industrial landscape or have been there since a certain number of years, in both cases the objective remains the same! To increase ROI and extend a business’ reach in current market place.

PPC campaigns can deliver great results in a company’s promotional endeavours. They can help a business and its website increase conversion rates. And it can be a challenging task to the newbies as the practice demands perfection in its crafting. But before getting to the strategy in its formation, let’s get familiar with its meaning!

So, what is PPC?


PPC or Pay-Per-Click is a constituent of digital marketing in which marketers pay a fee whenever one of their ads is clicked. In other words, it’s a mode of purchasing traffic to a website, rather than attempting to acquire visitors organically. One of the most prevalent forms of PPC is Search Engine Advertising. It enables advertisers to bid for their ad placement in promotional links on search engines. These search engine sponsored links draw traffic to a website whenever users search on keywords related to business offerings.

8 Steps To Create an Effective PPC Campaign:

1. Start on a small-scale and experiment

If you have considered utilizing PPC ads, it’s better to start off on a small-scale. You can experiment with your ads by analysing their performance and incorporating further improvement to them. This is because; you have to develop your PPC marketing skills until you become comfortable with bigger investments.

Target a specific set of audience and see how you can mend your Pay-Per-Click strategies from initial campaign results.

2. Goal Setting

While planning a PPC campaign, goal setting is a crucial step. Why? Targeting goals can help you strategize your advertising in the right ways for effective results. Whether it is lead generation, increasing conversion rates, higher customer engagement or branding your business, goal setting is important in any Pay-Per-Click planning. It helps you analyse your campaign’s effectiveness. Whether you managed to acquire a set goal? Was there any change in the results from previous PPC campaigns? Based on such observations you can then focus on increasing the effectiveness of your next PPC campaign?

3. Keyword Analysis

Keywords Analysis involves researching on the keywords and phrases that your competitors bid on. Know the keywords they utilise for their advertisements. Analyse which keyword would work better for you.

Experiment with several keywords relevant to your marketing purposes. And when you find the best ones, use them in your PPC campaigns. but make sure you are not indulging in their overuse.

Keywords having high search values with lower competitions are thought to perform well.

4. Categorise your audience

A successful PPC campaign is formulated with categorising of the target audience. With today’s market becoming more and more specific with user requirements, you should also concentrate on the right viewers for your products and services. The Internet is a dense landscape, so focus more on reaching out to the right set of audience for your ads. Prefer those prospects who already know that your niche is out there. Once you approach the right viewers and browsing users, get profitable leads and acquire higher conversion rate, you can further put your efforts into expanding your reach on variable platforms.  But before all this, build your visibility with those who are familiar with the services your company offers. There’s is no need to address the wrong audience.

5. A/B Testing

You can perform A/B test on all stages of a PPC campaign.

Be it the title, copy, image, landing page or your intended audience, you can anytime analyse these to come up with a better campaign. A/B tests are used to determine the factors which make a PPC campaign successful.

6. Language of Pay-Per-Click copy

The language you use in your Pay-Per-Click copy influences your campaign’s results. so how can you make the language advantageous to your PPC campaign? Make sure it’s CLEAR, PRECISE, UNDERSTABLE, RELEVANT and most importantly, PERSUASIVE. For instance, Customers tend to easily click on links that appeal to them in emotional ways. In addition to this, always create your copy that triggers interest in a perceiver’s eyes.

7. Manage your Landing Page well

Once a user clicks on one of your ads, where are they directed to? Your website’s Landing Page! Thus, it has to be relevant to a user’s requirements. For optimizing a landing page to its complete effectiveness, always ensure that it aligns with your ad goals. Is it appealing enough? How is the loading speed of your landing page? Make sure it’s less than 3 seconds!

Is your Call-To-Action clear and persuasive? Is your landing page facilitating great user experience?

Bear these questions in mind while optimizing your website’s landing page.

8. Optimize your budget

As start-ups are usually incapable of splurging big dollars on advertising their company, what they can rather do is to start small with their PPC campaign budgets. It is because in their initial phase it’s smart to experiment with options to increase their brand-building than just putting a major part of their marketing money into one technique. First get familiar with the way PPC campaign may work for you.

Balance your ROI with your marketing budget. Understand your audience, spread the relevant message to you viewers even if you cannot allow large sums of money to be spent on your PPC ads.


While strategizing a successful PPC campaign, even if it’s for the first time, believe in experimenting and utilizing your resources with utmost efficiency. Moreover, START. EXPERIMENT. LEARN. MODIFY and REPEAT.

Following this approach and the above-mentioned tips, you will gain valuable insights to an effective PPC campaign that will draw relevant leads, higher conversion rate and help your website increase its online visibility.

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