How much do you know about paid advertising?

Not many marketers appreciate how effective paid advertising can be, nor do they know how to run an effective Pay- per- Click (PPC) campaigns.

Even the so-called “Gurus” in the Digital Marketing industry have little idea about the concept either.

Did you know that about 45% of the businesses all across the world use paid ads to promote their products and services?
That’s almost half of the businesses out there.

When that many businesses are doing the same thing, it tells you that it must be working for them.
And that’s the reason you can’t afford to miss out on it.

But what exactly is Pay-Per-Click (PPC)?
We’ll cover everything about the concept right here in this blog post and we will also help you learn some of the proven PPC practices that dominate the industry.

Let’s start with the basics.

Cartoon of PC screen being clicked on and money coming out if it

Understand WHAT PPC is.

“Pay-Per-Click (PPC) is a paid advertising model that’s a part of Search Engine Marketing.
The advertiser sets up an ad that’s displayed at the top of the search engine results temporarily.
Whenever someone clicks on the ad, the advertiser has to pay a certain fee for it.”

If you do it right, you’ll definitely earn high-quality leads.

Not only does this model apply to the search engines, but you’ll even see the businesses running these campaigns on social media platforms.

What are the Benefits?
Why should we even run a PPC campaign when we can reach out to a wide variety of audiences organically through strategically placed keywords and great content?

Organic Reach has limitations.
First of all, the competition’s quite fierce.
Ranking on keywords has never been tougher. And it takes effort to weed through the mass of possible keywords and choose the short, medium and long tail keywords appropriate to your ad copy and then, it takes Time to rank.

Quite frankly, if you are a business that doesn’t have great domain authority, then it will be incredibly difficult for you to improve your rankings on the search engine results.
Organic ranking is a time-consuming process.

With the help of PPC, you can temporarily rise to the top in this competitive market.
Your business spends some time at the front of the queue, visible immediately to all. It will even help you be seen by most of your potential target market, those who might never have known that your business existed.

If you do it right, it can be a huge part of your inbound marketing strategy.

Well, now that you know how incredibly powerful PPC can be for your business, you might be thinking about how to get started with it.

Let’s go.


Like any strong building, your PPC Campaign needs a Strong Foundation. Without it, your advertising will be ineffective and misguided. And remember: Every time someone clicks on your Business website, you pay for it. They may click on it, find it did not fit what the thought it advertised and then in a second, abandon it: You still pay the bill.

You need to set the parameters:

What are your business goals?

How will the paid campaigns contribute to these goals?

What are you looking forward to accomplishing?

Ask yourself the obvious questions: “Who am I aiming my campaign at? How will I know when I have reached them? What will SUCCESS look like to me? What theme should my campaign run? What are the Goals of my PPC Campaign?”

Here are some of the common PPC goals and the ways through which
you can effectively measure them:
 Brand Awareness
 Site Traffic
 Sales
 Offer Promotion
 Lead Generation
Let’s take a look at each one of them.


Brand Awareness.

How familiar are your prospects with your brand?
That’s what brand awareness really is.

Here’s some good ideas to achieve this goal.

  1. Get influencers’ to display your art (eg. your logo embossed hat or cup) or other products associated with your business;
  2. Use branded packaging, especially on webinars, pens and paper, office wear, automobiles;
  3. Do your SEO research;
  4. Double-down on social;
  5. Step up your game on Twitter and LinkedIn…

Using a PPC Campaign that includes Surveys, social engagement as well as direct traffic, you can build brand awareness and it can be measured by the engagement you have through these mediums.


(Web)Site Traffic

Believing that all you need to do is build a website and traffic will naturally come, is the same as believing in the Tooth Fairy!

It takes a lot of hard graft and excellent content to even get an iota of notice. But with PPC, none of that matters, right?
You bet your wisdom tooth it matters!

You need to be ever moving forward with your SEO strategies, excellent content and (whitehat) backlinks to benefit from PPC.
Remember, your PPC campaign gets you to the front of the queue: What your ‘Paid For’ Visitor finds when he gets there and how he is engaged will determine whether (or not!) he becomes the kind of paying customer you need him to be.

Work on keeping them, first: With PPC, you are guaranteed to get them in the door for a second. The rest is up to the foundation you have built.


PPC can definitely increase Sales- IF it is done the right way.
For one thing, because specific and targeted keywords aim your PPC campaign, you can’t help but end up with more targeted traffic, eliminating or lowering the risk of getting the wrong type of leads. This improves the rate of conversion: having the right audience at the beginning means less will fall away through the process.

So if your aim is to increase sales, a well planned PPC campaign will deliver. And it will deliver almost immediately, as paid ads are rolled out without delay. This means faster results than organic SEO strategies could ever deliver.

Here are a few things you can do to enhance your PPC Sales.

  • Update your keyword List regularly.
    Some will under-perform; replace them. Test regularly.
  • Localise your Landing page. Keep it relevant to your local target audience.  If you have multiple locations, try and personalise them as best you can.
  • Use Ad Extensions.  These will make your visitors experience better, as they can quickly read what others say about you or get an overall look at your website.

With the help of a quality Content management System (CMS) tool, you can effectively track this goal.

Offer Promotion.

IF you are going to use PPC to promote an Offer or a Discount, believe me, it works.

There are a few important things to remember to ensure things go well. Here’s some ideas.

Make sure the landing pages, sync with the Discount or offer. Visitors intent on a bargain, need to see the exact thing that is advertised, all the way through the process. For example, if you are advertising “50% off” stay with that. If they leave one page saying 50% off and land on another page saying “Half Price” they will most likely become confused. And then, they may choose to Leave.
No Sale.

Have a clear Call To Action (CTA).
If they need to use that unique discount code or the dedicated sign up page, make it clear.
If it is not clear, they may decide to leave.
And after the completion of every action, make sure to thank them for their (purchase) action and assure them it is available to them immediately ( or whenever).

Remember, a good PPC Campaign gets visitors; it’s up to your content to keep them!

Lead Generation.

Yes, it is up to the Content to keep them engaged.
Generating Interest that leads to sales is called exactly that: Lead Generation.

Everything aforementioned has led to the same process: PPC gives you immediate visibility but it is the SEO and the content that will make the sale.
It is as simple as that.
And while the ‘nuts and bolts’ surrounding it are many and in constant need of replacement, refining and re-purposing, the fact remains that the generation of the sale does not END with PPC; it is the result of all the work that has gone in to build that strong foundation.
PPC is only the guarantee of standing in first place at the door, temporarily. 
The rest is up to you.


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15 Responses

  1. Google AdWords PPC ads gives you an immediate impact, allowing you to appear at the top of the search results for the terms you want in a matter of hours. Of course, PPC costs money whereas SEO doesn’t (apart from the time investment), but it can be a lucrative investment when an expert puts your campaign together.
    Alex recently posted…Get 2 free ReviewsMy Profile

    1. That’s right, it does take an expert to get PPC working effectively but customers like it due to its’ immediacy, although it only lasts as long as the money is there. Thank you

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