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What is PPC=Pay Per Click Marketing? How to Get the Best Leads from Adwords

What is Pay Per Click Advertising?

Pay Per Click or PPC is a form of online advertising where the advertiser only pays if someone clicks on their ad.

Pay per click advertising is an incredibly powerful marketing strategy that can generate businesses thousands to Lakhs of $’s in revenue.

If you’re a small to medium-sized business that does not have your own in-house marketing team that handles your PPC campaign for you and you’re using an external consultant, make sure you don’t just leave them to it.

They may be the experts at PPC, but you are the experts at your business – you know your products, your services and most importantly your typical type of customers.

Make sure you give the marketers this background information and a one-page brief containing your expectations.

This will really help your PPC ad campaign to be more effective, as the marketers will be able to lift some of your own words out of this document to create a more accurate description.

How Can PPC Advertising Help My Online Business?

A pay per click advertising program enables you to buy your way to a better position on search engine results pages that are most relevant for your customers.

By purchasing PPC advertising on search engines, you can get your website promotion instantly in front of your target audience much faster than with search engine optimization (SEO).

However, pay per click marketing costs can add up quickly, and most experts agree that it’s best to have an online marketing plan that includes a balance of PPC advertising and SEO.

Pay Per Click Marketing - Pay per click advertising
Pay Per Click Marketing – Pay per click advertising

Resources Needed for Best ppc Results

 Target audience, Country & use language

Your ad should be written from the point of view of your target audience. This includes using personal language i.e. using more language about “you” (the client) rather than “we” or “us” (your business).

To write your ad from the point of view of your target audience, you need to really understand what problems they experience in their life. Why do they want or need your product? What problems do they think it will solve? What extra questions might they have that they need answers to before they purchase? If you can address these messages and concerns in your PPC ad, your conversion rates will increase.

Common things you can include in your ad to pre-empt users’ fears is to mention your licenses or endorsements, customer satisfaction ratings, workmanship guarantees, 24/7 customer support etc.

PPC Target Audience & Language
PPC Target Audience & Language

Use Profitable Keywords and Search Queries for Phrases and Ad Copies

keywords must always be in your ad and the higher up the better (CTR optimization) – ideally within your first or second headline. Do your research into keywords and mirror potential search phrases.

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The closer you can match your ad text and language to users’ search phrases the better.

What is Your USP? USP=Unique Selling Product / Unique selling Proposition

USP is your unique selling proposition – the thing that makes you different to your competition. What is the benefit you can offer than another firm in the same industry can’t.

Clearly spell out your unique benefits. And while we’re on that note, check out some of your competitor’s ads. What have they done and how does your ad compare to theirs?

Use Keywords & Related Keywords in brief in your Ad Copies, Descriptions

Ad text is limited so don’t spend it making the same point three times. If you include text saying “Get 10% off!” in three different places, not only is it wasted space, it also makes your ad look spammy.

Before it Goes Live Proof Read and Test

If you wrote the ad, you shouldn’t be the same person to review it and proofread it. We do not tend to catch our own mistakes and we also can get so attached to our work that we can’t stand back objectively enough to identify missing elements. Ideally, have 3 or 4 proofread or review your ad before it goes public.

in the Same Way, You should ideally create three to four different versions of your ad with slightly different messages and calls to actions. You can instruct AdWords to rotate your ads automatically and show the best performing ads more often. Over time, this testing process will show you what works best and you might be surprised to find it wasn’t your first choice.

proof read from your team of specialists
proof read from your team of specialists

Include Call-to-action and Call Extensions in your Ad Copies for High CTR

Your ad is not complete without a call to action. Move beyond the clichéd “call now” and “contact us” and try using verbs like “grow”, “become”, “learn”, join”, “save” followed by a noun or more context e.g. “grow your wealth now”, “become a certified naturopath”, “save time” etc.

Ready to chat? We’re available.

If you want to see how we could help your business, drop us a line. We’re approachable and we love to talk about your business challenges and the range of solutions available

You know your business. We know digital marketing. Let’s chat to see if we’re a good fit.

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How to Get the Best Leads from Adwords

  1. Quality Score
  2. Bidding
  3. Funnel Technique

Quality Score

Quality Score is Google’s way of rating the quality and relevance of adverts displayed. It is used to determine your cost per click and also your ad position.

Making sure you have a good quality score can be the difference between paying a small CPC and a huge CPC. If you want to increase your chances of having a successful campaign, then you need to ensure your adverts have a good quality score.

This means making sure you have a relevant advt with relevant keywords, a good CTR and a quality landing page will pay dividends in the long term. (Source: Google Adwords Quality Score)

Google adwords Quality Score
Google adwords Quality Score

PPC – Bidding

How to Choose best bidding Strategy for ppc campaign, How it Works

Now you know how the advertisers, publishers and PPC network interact with each other, how does the actual bidding work?

best bidding strategy for ppc campaigns
best bidding strategy for ppc campaigns
bidding on insurance keywords
bidding on insurance keywords
How bidding Works in PPC industry
How bidding Works in PPC industry

Every keyword has 4 advert slots up for grabs above the first organic search. Take a look at the picture above. Depending on the average bid for the keyword will determine which ad position your ad will get displayed. It’s important to note that bidding for the number 1 spot is not always worth it.

It’s still possible to have a successful campaign by only being in position 4. The chances are you will pay a lot less than the 1st position but will still receive relevant clicks. If you head over to the Google Keywords Planner tool you can use this to estimate what position you would be in and how much you would have to pay.

What is PPC=Pay Per Click Marketing? How to Get the Best Leads from Adwords

As you can see from the picture above, for only 5p a click you can get position 4 for the keyword “mobile phones”. Only spending £10 a day you could get around 193 clicks.

Compare this to position 1 and you would be looking at £4.55 a click! Although these statistics are based on previous campaigns, it gives you a good idea how much it’s likely to cost.

Funneling – Creating Funnels in Google Adwords

adword funnels
adword funnels

“Search Funnel enables us to create a better experience for our customers by helping us understand how they search for our products,” said Beth Hirschhorn, Chief Marketing Officer from MetLife, the largest life insurance company based in the United States.

“It is an important tool to help de-code consumer shopping habits and thought processes, which we can relate back to our online as well as offline advertising.”


By showing which ads your customers clicked on before ultimately converting, Search Funnels give a more complete picture of the value of your keywords, ad groups, and campaigns.

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4 thoughts on “What is PPC=Pay Per Click Marketing? How to Get the Best Leads from Adwords”

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