The Ultimate Guide on using PPC


The Ultimate Guide on using PPC

There is lots of buzz going around the PPC, and it has become the new way of advertising your products and services in a cost-effective manner. If we compare online advertising and marketing, it is much more efficient and effective while not putting big holes in our pockets. 

It is a common thing for all of us to see relevant ads on various platforms like Instagram, Facebook, and LinkedIn once we have searched something on Google. 

Not only on social media platforms, but we even see ads on the top and bottom of Search Engine Results Pages (SERPs). Such ads are called online paid marketing. 

In this article, we have looked at the various aspects concerning PPC, starting from the simple and basic definition of PPC to how PPC works,  the use of keywords, budget and bidding, factors that affect ad ranking, targeting and conversion. 

We have done enough research and ran a number of PPC campaigns before, so we know the techniques and tricks that really work and make your PPC successful. 

So, let’s jump over to the point without wasting any more time. 

What is PPC? 


PPC is an abbreviation for pay-per-click. As the name implies, it is an advertising model that allows advertisers to release their ads on an ad platform and pay the host of that platform only when someone clicks their ad. 

The purpose of PPC is to generate leads for a business by landing an ad viewer on a website or an app followed by a valuable action. The simplest and the most common action an advertiser wants a viewer to take is purchasing the product or service they are offering. 

As discussed above, you see ads based on your recent searches on Google or based on your activities, interest and engagement patterns on social media platforms. 

What Does a PPC Ad Include? 

A PPC ad includes 

→ Headline 

→ URL and 

→ Description 

The headline is what users will see on the top of your ad. It plays an important role in catching the attention of your targeted audience and appealing to them for reading further. 

URL is the link of your landing page or app, where you want your targeted audience to take further action. 

And description includes all the information that your user wants to know about the product or service you offer. 

Using A/B testing for your PPC campaign is the best way to figure out which type of Ad content works best for you. 

How PPC Works In Real-time? 

When someone puts a query on a search engine, a quick auction takes place with the relevant keywords. 

To decide which ad will be shown depends on multiple factors like bid amount, quality of the ad, and the quality of the landing page. The ad that wins the auction gets a place on top or bottom of the SERPs depending on the budget and bid amount an advertiser is willing to pay. 

The most popular platforms to optimize your PPC campaigns are Google, YouTube, Facebook, Instagram, LinkedIn and Quora. In addition to that, Google Ads is mostly used to manage PPC campaigns.

To participate in these auctions, advertisers use platforms like Google Ads to set up their ads and determine where and when they would like those ads to appear. Moreover, these ads are further categorized according to locations, product types, and the niche they belong to. 

The time and rankings of your ads depend on the real-time bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data.

What Are Budgets And Bids In PPC? 

To participate in the auction process, advertisers need to confirm how much they are willing to spend as their total campaign budget and how much on individual clicks and how much each day. Plus, advertisers can also decide the budget for each ad group and keyword level. 

Your total daily budget may exceed, but your monthly budget will never be overspent. Bids are a way to precise your daily spending. Generally, advertisers spend budget based on keyword-level bid as ad groups budget may affect the keyword relevance of the ad being displayed. 

Moreover, the actual amount paid by advertisers depends on the competitor’s activity and ad rank, not just the maximum bid – all thanks to the RTB system. 


Keywords hold the significance of the whole PPC campaign. 

In simple terms, keywords are those words that users use as their queries. So if someone Google “best digital agency near me,” it will become a keyword for search engines. 

Search engines collect a wide range of similar queries and then filter out some generalized keywords out of the thousands of queries by users. 

Based on the type of advertisement and niche it belongs to, advertisers can select keywords that suit their intentions the most. 

To be more clear, an advertiser can choose to show the ad for the exact keywords that have been selected or can opt for minor changes like synonyms of those words, the inclusion of other words, or minor spelling mistakes.  

Negative keywords help in preventing ads from being triggered by search queries containing that particular set of words, resulting in less irrelevant traffic. 

Factors That Decide The Ad Rank – 

Winning a bid is just the first step. Your game doesn’t stop there. 

There are many other factors that decide the ranking of your ad. 

These factors are – 

→ Bid amount 

→ Ad relevance and quality

→ Context of the user (Such as location and time zone)

→ Ad format like numbers of extension 

Plus, ad relevance depends on the quality metric score. 

The quality metric score is determined by – 

→ History of click-through rate 

→ The relevance of keywords with the ad being displayed 

→ The relevance of search query and keywords with the ad 

→ Quality of landing page 

The quality score of your ad matters the most; the higher the quality score, the lesser the cost-per-click (CPC) will be. 

So, you should not compromise the quality of your ad, be it keywords, ad copy, or landing page – assess all of them twice before you publish your ad. 

If you don’t have relevant keywords included in your ad copy or campaign, even your highest bid amount won’t work. 

Additionally, make sure that your ad copy is interesting and engaging enough to grab and hold the attention of your targeted audience. 

Overall smooth user experience is what that matters when it comes to quality score. 

Targeting With The Right Techniques 

Once you are ready with your ad copy and keywords, your next step is to target your audience. 

Choosing the right keywords is one of the techniques, along with many others. 

These other techniques of targeting your audience are inclusive of – 

→ Device

→ Location

→ Timezone 

→ Device 

→ Age group 

→ Gender and

→ General interests 

Considering all of these factors and filtering the audience based on these factors will help you in optimizing your campaign’s performance and efficiency. 

What’s more? By targeting the right kind of audience, you make sure that your copy matches the interest with the taste of your targeted audience. There are lots of benefits of PPC advertising. 

Conversion – 

What’s next after making so much effort in writing an ad copy, using the right keywords, and filtering out people based on various factors? 

The whole process is meant for converting potential buyers into sales. All that a business wants is real conversion. 

A conversion can mean – 

→ Buying a product 

→ Opting for a service 

→ Or just simply a call on the given number to get more information from your side 

But the trickiest part here is that we can’t measure the exact response of the PPC, as the viewers might directly walk into the store when you have given an option of call or something else. 

However, you can track the conversion rate using a snippet of the code placed to the source code of the conversion page. 


Hardi HContent Writer

The study of English Literature and passion for learning new languages inspired her to pursue her career in the field of content marketing. Currently, she knows four Indian languages and planning to further her knowledge by constantly learning more. Reading between the lines is her strength. Going with the flow and gazing at the miracles of the universe are fundamentals of her life.

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