Pay Per Click

Marketing
Your Guide to Getting Started With Paid Search

If your goals are to grow your online visibility, drive traffic, generate leads, and increase
sales, pay-per-click (PPC) can help you accomplish all of those things. But before you can
reap these benefits, you need to have a full understanding of how pay-per-click marketing
works and how to best optimize your ads to fully utilize your budget and attract your ideal
audience. This guide will help you grow your knowledge about pay-per-click marketing so
you can set up high-performing PPC campaigns

What is Pay Per Click Advertising?

Pay-per-click advertising, also known as PPC or search engine marketing (SEM), is a tactic
where a brand places an ad online and pays each time a user clicks on it. Pay-per-click
marketing can be broken down into two categories:
• Search advertising: Ads that appear as search results on search engine results pages
(SERPs).
• Display advertising: Ads that appear as graphics, videos, or paid posts typically found
on social media feeds and other thirdparty websites.
The Most Popular PPC Providers

Google Ads, formerly Google Adwords, is the most popular provider for PPC search
advertising. These ad results show up on SERPs and include an “Ad” designation that shows
they are paid, not organic, listings. Other popular pay-per-click marketing providers include
other search engines and also social media sites such as:
• Facebook Ads
• LinkedIn Ads
• Twitter Ads
• Microsoft Ads or Bing Ads
• Pinterest Ads
• Quora Ads

How Does Pay Per Click Work?

A simple explanation of the PPC process looks like this:

1. Through keyword discovery, a brand identifies relevant, popular terms that its
audience regularly searches for.
2. A brand creates a search result ad that will be visible to users when they search for
the target keywords.
3. A user searches for one of the keywords, sees the ad on a SERP, and clicks on it.
4. The brand is charged for the user clicking on the ad.

A Guide to Google Ads Understanding Your Google Ads Account

Campaigns are the top-level organizational structure of your account within Google Ads.
They are usually organized to reflect a specific theme related to your business. You can have
one or more campaigns within your Google account. Guidelines you set within a campaign
include budget, language, location, distribution for the Google Network, and more. Within a
campaign, you can have one or more ad group.

Ad groups are the next level of organization within your plan. You can have more than one
ad group within a campaign. At this point, you can get more specific about a theme of your
business. Each ad group contains one or more ads.

Keywords are the terms targeted within your campaign. You select the terms you think your
audience will search for. When users search for those terms, they may see your search ad
on SERPs.

Ads are made up of the actual content and copy that users see on SERPs when they search
for your target keywords. You have multiple options for how these ads look and what
information they contain. Text ads always include two headline sections and a description
line. They can be expanded to include sitelink, callout, phone, and location extensions and
more. (You can also create rich product listings and image ads.)
Defining Google Ads Campaign Settings
Se

Campaign types are the options you have for where you want your ads to appear. There are
multiple campaign
ampaign types including display network, k, shopping campaign, and video
campaign. The campaign type that you would use for PPC lead generation is called a search
network campaign. Ads created in a search network campaign appear as text ads in SERPs.

Device targeting gives you options for which types of devicess will be able to see your ads.
You have optionsns to target desktops, tablets, mobile devices, or a custom combination of
the three. Depending on your ad types, you may want to focus on one device type. In
general, search ads work well on every device.

Location targeting gives you options to target specific

cific geographic areas. You can select
multiple
ple options, such as city name, zip code, or mile
ile radius. This setting should be used by
local businesses who only want to connect with people who live near their business.

Budget is the amount you want to spend on your campaign. You use this to o speci
specify how
much, on average,
erage, you’d like to spend each day. Later in this post, we’ll look closer at how
to choose a budget and set bids for your ads.

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Should You Use Pay Per Click Marketing?

Just because you know how to set up a pay-per-click marketing campaign doesn’t mean you
should jump into Google Ads right away. Like all good marketing strategies, you should start
by looking at your goals and then choosing the best tactics that will lead to your ideal end
results. In this case, you need to review your marketing objectives and decide if paid SEM or
organic SEO will help you reach your goals. We recently put together a post and infographic
on understanding the difference between SEM vs. SEO. You can check out the whole post or
consider these main factors to help you decide which is right for your brand.

What’s the competition in your industry like?

• Consider PPC if there is a lot of competition for your target keywords. Should You Use Pay-
Per-Click Marketing?
• Consider SEO if there are a lot of organic content gaps to fill in your market segment.

How well do you know your market segment?

• Consider PPC if you don’t know it well and want to test your idea, product, or service.
• Consider SEO if you already know it has long-term value and demand.

How long are your customers’ average buying cycles?

• Consider PPC if your customers typically know what they want, search for it, and
immediately buy it.
• Consider SEO if your customers research for days, weeks, or months before buying.

What’s the average cost-per-click in your industry?

• Consider PPC if your cost-per-click is low and within your budget.
• Consider SEO if the cost-per-click in your industry is very high.

How old are your business and website?

• Consider PPC if your business is new and you have little to no online presence.
• Consider SEO if your business and website are established and already have some online
authority.

What’s the current state of your website’s SEO?

• Consider PPC if your website needs a lot of work to improve its current organic SEO
factors.
• Consider SEO if your website is already fairly optimized and currently performing well in
organic search.

These factors will help you determine if pay-per-click marketing or organic SEO will help you
reach your goals faster and with better results.
Build a Powerful Pay Per Click Marketing Campaign

Through pay-per-click marketing, you can:

- Grow your digital visibility
- Increase website traffic
- Generate leads
- Drive sales

But to get the best results from PPC, you need to take a strategic approach to setting up
your campaigns.

You need to target the right keywords and continually update your strategy to improve your
campaigns and get the most out of your budget. To get the data and information you need
to drive your strategy, just go with intellectualppc advanced plan. Our experts can help you
research your industry and keywords so you can have the information you need to set up
high-performing pay-per-click marketing campaigns.