PPC or as we know it, Pay Per Click is a wing of digital marketing, made famous by the digital media industry in India and worldwide, wherein the advertiser pays a price each time his ads are clicked on social platforms. There are essentially two ways of buying visits to your website, increasing website traffic – by organically tracing customers and tapping them, and by buying customers’ footfall on the site via PPC. 

One of the most well-known formats of PPC is search engine advertising. This works as, whenever a prospective user searches for a keyword pertaining to the offerings of your business on search engines, your ad will be up for display. This happens because you, i.e, an advertiser bid for ad placement in the sponsored links of a search engine, every time a keyword search is done by anyone. 

Every time a cycle of this process is completed with a click on your ad, directing the visitor to your website, you will have to pay a small fee to the search engine. It is well stated that a visit on the website by a prospective consumer is a lot more than fess spent on getting them. 

A thorough PPC campaign consists of many steps, each one equally important for the success of the campaign. The process starts with doing research on the required set of keywords and selecting the right set from them. Next, the selected keywords are then organized into campaigns and ad groups to yield beneficial results, lastly, PPC landing pages are set up to optimize the conversions so received. One should always pay a good deal of attention to creating relevant and optimally targeted PPC campaigns to enjoy a discount on the fee charged by search engines. Profitable and perfectly run PPC campaigns lead to lesser charges by the search engines, which leads to a higher profit rate by the brands. Hence, it is extremely important to understand the correct way of doing this stage of the marketing and this is why we are here to discuss some points that will help you to learn the pillars of a good PPC campaign.


The world of Google Ads: 

The most popular advertising system of PPC is Google Ads, formerly popularized as Google AdWords. This simple yet super effective platform of Ad allows businesses all around the globe to create ads that turn themselves up on search engines provided by Google and other Google properties. Google Ads works on a compensation model for each snap, in other words, it works on a pay-per-click model wherein there is a bid initiated by users on each keyword and they are required to pay for every click made on their advertisement. Each time a consumer initiates a search, google delves into the world of Ads advertisers and picks a set of winners to show up in the significant ad space on its search result page. A blend of various elements like the quality of keywords and ad campaign, their relevance, etc are used to choose the winners. With so many brands fighting to appear on the page, advertiser’s Ad Rank is a well thought about tool that is used to multiply CPC Bid, which is the highest amount of fee that an advertiser is willing to spend, and Quality Score, which takes into account the click-through rate and quality of your landing page, to decide more effectively who can appear on the page. This system permits the winning advertisers to locate and connect with potential customers at a budget-friendly cost.

Being the most prominent and exclusively famous search engine, Google entertains massive degrees of traffic, thereby bringing in most impressions and click to ads. This is the reason why carrying out PPC via Google Ads is specifically a valuable choice. Although a lot of factors go into the calculation of driving out a successful PPC campaign, the major area focus should be: 

Drafting relevant keywords: 

It is of foremost importance to craft pertinent lists of important keywords, and proper ad text. 

Quality of the landing page:

Landing page should be created that has relevant content in a persuasive tone, a crystal clear call to action line, and tailor-made specific search queries that help in the optimization.


Google rates the quality of the landing page, keywords selection, and the PPC campaign. The advertisers with higher quality scores tend to have more clicks at a lower cost.

Don’t compromise on Creativity:

A good creative with an alluring copy goes a long way in yielding positive results. 


Keyword research for PPC Campaign: 

If you are of the opinion that one-time keyword research is enough to create ample traffic on your website, then you are highly mistaken. As much time consuming and lethargic it is to research quality keywords, it is equally crucial for the success of a PPC campaign. If you see it in a more deep-rooted phenomenon, every PPC campaign is knitted around keywords thus it is quite safe to say that every successful advertiser continuously engages in the tedious task of finding and refining new keywords for each campaign. One-timer research of the keyword will result in filtering out of other valuable and result-driven keywords that might get your more and more traffic. 

A successful list of result-oriented keywords should be: 


Relevant to your business:

No one likes to pay for the traffic on the website that is not relevant to their business at all. This issue can only be solved with finding and targeting only those keywords that are targeted towards the offerings of your business. This will lead to an effective cost per click regime, giving out increased profits. 


Exhaustive, not a concentrated list of keywords:


While engaging in thorough keyword research, make sure to include the long-tail keywords, along with the most prominent and popular ones. Long-tail keywords, although they are less common to your business and more specific, they certainly add up to the majority of the search-driven traffic. Another advantage of using them is in the fact that they are less expensive than tightly packed keywords, as they are less competitive.


As stated above, to achieve a successful result with a PPC campaign, one must constantly work towards expanding the campaign by constantly increasing the list of keywords. 

Once you successfully create a new campaign, the next step is to manage it on a regular basis to ensure their effectiveness. You should make it an aim to analyze the performance of your campaign at regular intervals and take all necessary steps required at each step, to mitigate deviations, if any. You can make the following stated adjustments to optimize your campaign: 

1.Pretty obviously, you can extend the reach of your campaign by adding relevant keywords at each interval.

2.Include non-converting terms like negative keywords as well, to minimize spends on waste and improve the relevancy of your campaign.

3.Disintegrate your ad groups into smaller, and more relevant segments that will help you to create a more targeted landing page and ad text.

4.Lastly, revamp the content and call to action of your landing page, making it interesting and creative to boost conversion rates. 


This guide can prove to be your go-to list for understanding PPC campaigns more accurately. It is always advisable to select only the best digital agencies in Delhi and around the globe, to conduct a successful PPC campaign for your brand. 



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