Pay Per Click (PPC) for beginners

By Sony T
10 Min Read

If you are familiar with the concept of Digital Marketing, then you might have come across the term Pay Per Click (PPC). So, what does PPC mean…? And how to use it…?


Let’s dive into the details.

What is PPC…?

PPC stands for Pay Per Click. It is a model of Digital Marketing in which the advertisers pay a certain amount as a fee each time one of their advertisement is clicked by the users and it is as simple as it sounds. PPC can further be simplified as buying the visits to your website rather than just posting and waiting to get organic views for your site.

Why PPC…?

Many of you may think that Search Engine Optimization (SEO) is the best possible strategy to boost your business online. May be you are right. Following Search Engine Optimization can get your site at the top of the search results. But there’s a catch. How long do you think it is gonna take to get your site at the top of search results…? Well, according to a study, most SEO campaigns take a minimum of 6-12 months to show any page 1 results. Even after these 12 months, SEO needs constant work to maintain your ranking. After all, competition for page 1 ranking is damn high.

Isn’t it a bit much of waiting for your small scale business…? So, that’s where the concept of Pay Per Click comes into the picture.

Pay Per Click is a great option where advertisers want new leads as fast as possible. PPC has the potential to generate sale within hours of watching the advertisements.

In the above picture, the first three links are Pay Per Click advertisements. You can see that it is specified as Ad before the link of every website which indicates that it is a PPC advertisement.

In the case of Google, the ads can be placed through Google Adwords so that your site can be displayed at the top of the search results as shown and the best part is PPC which stands for Pay Per Click which demands you to pay only each time someone clicks on your advertisement. If someone searches and just reads your meta description and leaves without clicking on your site then you don’t need to pay… That’s a lot better than TV or radio ads where you need to pay no matter how many target users actually watch the advertisement. Sounds good, isn’t it…?

So, how to make use of it…?

There are many PPC experts out there who can assist you in the process of posting a Pay Per Click advertisement. If you wanna give it a try for yourself, don’t worry it’s not that complex.

Keyword Research:

Usually, a PPC strategy starts with a group of PPC experts doing keyword research. This helps you figure out what specific Google searches you want your ad to show for. For example, your business is New Delhi based wedding photographer, then you wouldn’t want your ad to display in the search results of a Wedding photographer in Hyderabad… right…? So, in order to avoid these kinds of mistakes, keyword research helps you a lot.

After combing through a lot of potential keywords in the searches, you can exactly know where to display your ad and where not to. There are a lot of keyword explorers out there, some are free and some are premium. You can try one of those to carry out your user research. For instance, Moz keyword explorer is one of the ideal keyword explorers to carry out your keyword research.

Optimization of the landing page:

The next step in PPC advertising is to build and optimize your landing pages. A landing page is the page that a customer lands on after clicking on your ad. To make sure that the central customers follow through by calling your business or by email or by any other means, you need to make sure that your landing page is designed properly in a way that every information is aligned right in place.

Placing an advertisement:

After you have done with the keyword research and optimization of your landing page, you can place your PPC advertisement on your desired search engine. In the case of Google, you can easily place your PPC advertisements through Google Adwords. So, what are you waiting for…? Boost your business by making use of PPC.

PPC Keyword Research:

Keyword study for PPC could be unbelievably time-consuming. However, it’s also crucial. Your whole PPC effort is built around keywords. Also, the many effective Google Ads advertisers always grow and polish their own PPC keyword listing. If you merely do keyword research after, if you produce your very first effort, you’re invaluable, long tail, cheap and thoroughly relevant key terms that may be driving visitors to your website.

A successful PPC keyword listing should be:

Relevant — Obviously, you do not wish to be paying traffic which doesn’t have anything to do along with your enterprise. You would like to locate targeted keyword phrases which will cause a greater PPC fixed-rate speed, the successful price per click, and enhanced profits. That usually means the keyword phrases you bid should be near about the offerings that you market.

Exhaustive — Your keyword research must comprise not just the hottest and frequently searched phrases in your speciality, but additionally to the very long tail of research. Long-tail keywords are more unique and less frequent, but they include up to accounts for the vast majority of search-driven visitors. Additionally, they are not as aggressive, and thus less costly.

Expansive – PPC is also pragmatic. You would like to continuously refine and enlarge your efforts and create an environment where your keyword list is continually growing and adapting.

If you would like to seek out high-volume, industry-specific search phrases to use on your PPC campaigns, then make sure to take a look at our favourite keywords.

Handling Your PPC Campaigns:

As soon as you’ve established your new efforts, then you will want to handle them frequently to be sure they continue to work. Routine account action is among the most significant predictors of accounts achievement. You ought to be continually assessing the performance of your accounts and making the following adjustments to maximize your efforts:

Insert PPC Keywords: Expand the range of your PPC efforts with the addition of keywords which are related to your enterprise.

Insert Negative Keywords: Insert non-converting phrases as negative keyword phrases to enhance effort relevancy and decrease wasted spend.

Divide Ad Groups: Boost click-through speed (CTR) and superior score by dividing your ad classes into more significant, more applicable ad collections, which enable you to produce more targeted advertisement text along with landing pages.

Review Costly PPC Keywords: Review pricey, under-performing keyword phrases and closed them off if needed.

Ordered Landing Pages: Alter the articles along with calls-to-action (CTAs) of your landing pages to align with person search questions to be able to increase conversion prices. Do not send all of your visitors to the same page.

You will find out more about everyone these components of PPC campaign direction as you proceed during the coursework at PPC University.

If you are prepared to begin using PPC, jump ahead to find out how to establish a Google Advertising account.

Suppose you have already obtained Advertising accounts. In that case, we advise you to utilize our FREE AdWords Performance Grader to assist you to zero in on regions of progress. Less than 60 minutes, you will get a customized report rating your account’s functionality in 9 crucial locations, such as click-through pace, Quality score and performances activity.


So, with this Pay Per Click advertising, you can drive highly qualified traffic to your website and help your business grow.

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By Sony T
Sony is a passionate bloggers writes on Futuristic technologies ...