Pay Per Click Campaign Management Explained

Pay Per Click Campaign Management Explained

You’ve probably heard the terms “PPC” and “PPC Campaign Management,” but are you curious to know more about them? Maybe you have some experience with Pay Per Click campaigns and want to learn how to improve your results. If that sounds like something interesting to you, then this might be a good place to start!

Building and executing an efficient and profitable PPC campaign involves the simultaneous control of multiple moving components. Whether you’re managing Pay Per Click for the first time or searching for fresh ideas, this guide will make it straightforward for you to achieve your objectives. Continue reading to discover how to set up, optimize, and manage your Pay Per Click campaigns.


PPC means “pay per click.” PPC advertising is a form of digital marketing/advertising where users type in a keyword, click on your ad in the search engine, and get to your product or service via a website or landing page. The beauty of Pay Per Click advertising is that you only pay for each click and only, therefore, pay when a user expresses direct intent by typing in exactly what they are looking for.

Pay Per Click advertising allows you to get new visitors to your site without having to wait years for consistent organic growth and marketing strategies. You can create a website that has the potential to be found in search results!

You do this by setting up an account with Google Ads. This is where you specify how much money per click-through and what particular keywords or phrases should appear under your ad whenever people are searching for content like yours.

The best part about it? Once your Google ad campaign is set up, your business will get new and qualified visits and web traffic. There is very little wasted time as you only pay per user click, you get to appear on the first or second page of the search engine, you can chop and change your messaging quite easily and instantly, and the traffic or visits are qualified and uniquely targeted to your ideal customer by their age, their gender, and location, as well as general online user behavior. With Pay Per Click advertising, you can reach your target audience by advertising to them in the places where they’re already hanging out online.

This is a great way for startups and small businesses looking to grow their customer base without having large branding or hiring expensive agencies instead of being on top with an affordable one-time cost. Your customers will be attracted like honeybees as they research prospective companies selling the product that’s desired. Not only does this help increase trust in our business but it also helps position us as experts in our field, which builds brand equity!


To get the best of their competition in a SERP, advertisers simply cannot pay more. Rather than paying for higher placement or an ad slot on Google or Bing search engines, they can now compete with other ads by building something unique and interesting that will appeal to searchers’ attention spans instead of just throwing money at them.

For your business’ advertisement not only to be seen but also clicked-on and converted into sales from someone looking up what you have to offer through one of these popular search engine portals, you must take time developing creative advertisements which are engaging enough so people won’t mind scrolling down past all those competitors.

This brings us to the “Ad Auction” and how this all works. This is a process that Google and other major search engines use to determine the relevance and validity of advertisements on their SERPs (Search Engine Results Pages).

This automated auction takes place in milliseconds, meaning ads are subject to instantaneous judgment by an invisible program. The best possible ad will be served first, second or third, depending on which one has been deemed most relevant or valid at any given moment for each person looking at it from whichever device they’re using. The Ad Auction instantly determines whether or not you see the promotion for your favorite pair of jeans while you browse online because this system’s sole job is to give you the right website for your search on the right device at the right time!


1. Select a platform for your pay per click advertising campaign.

Creating a Pay Per Click advertising campaign can seem daunting, but it doesn’t have to be. Your first step in running one is deciding on which platform you want your ads hosted and marketed through. The best way to start is to do an online assessment using forecasting and trending tools to find out where your ideal audience is, what the goals of your business are and how much this will cost you. Are they on Google shopping, are they browsing high-reach portals or niche industry-specific sites, are they on Google or are they on Bing? 

In choosing between Google Ads and Bing Ads, keep the following points in mind: the Google Ads interface may not always make sense according to users’ expectations of how an ad should look; they also don’t offer any targeting options for social media pages Bing offers more niche marketing opportunities than their counterpart, including reviews from Yelp!

2. Select an ad type to invest in.

The options for ads are endless, in every sense of the word. The ad you want to pay for clicks on can be a single image, video, or slideshow. You might choose one depending on what makes your company best represented and how much money you’re willing to spend!

3. Decide on a budget and a bidding strategy.

The amount of money you are willing to spend on your advertising greatly affects how successful the campaign is. On Google Ads, for example, there’s an option to input daily budget numbers, while platforms like Twitter and Facebook allow users to select increments in which they would prefer payments be made. This way, if one ad placement doesn’t work out as well as others, it won’t affect the entire account balance significantly because all ads cost more or less depending on their relevance score that day. The amount of money you are willing to spend on your advertising will greatly affect how successful the campaign is. 

4. Adapt your target audience, interests, geography, and search phrases to your specific needs. Test Refine and keep optimizing this daily and according to the results that you are achieving.

You can choose who you want your ads to reach. You have the ability to customize these people based on their location, interests, and apps they use. For example, if a person lives near an area with high crime rates or is often looking up ways of committing crimes, then that individual will be categorized as “custom intent: criminal” in the Google Ads system to target criminal-related searches like robbery tips. There are also interest categories such as home decorating; this might help someone sell items online more easily but don’t forget about all those other intentions! 

Once you’ve determined your target demographic, you’ll add particular search phrases to the SERPs where you want your ads to show (assuming you’re generating Google Search Ads). Consider how many keywords you want to use in each ad. Contrary to what Google Ads may indicate, the more terms you select to place an ad on, the more likely it is that you will be in front of the wrong audience. Begin with one or two keywords that have a high search volume but also use more targeted and more specific search or longer phrases that may not necessarily have a lot of volume but that have better accuracy of intent.

5. Create “ad groups” for your campaign.

Assuming you’re establishing Google Search Ads, you’ll organize the keywords you chose in step 4 above into “ad groups.” A similar campaign architecture will be used for developing Pay Per Click advertisements on Twitter. You may further modify the search keywords connected with each ad group to ensure that your advertisements show up in front of the most interested individuals in your content. Instead of just choosing two keywords that seem similar and have high monthly search traffic, you may analyze the exact phrases inside your search terms and configure your ad to appear in any search engine query that includes those words.

6. Identify and create landing pages that correspond to the purpose of each search phrase.

Pay Per Click campaigns work best when you direct users from an ad describing exactly what is on offer to a landing page that gives them what they were searching for. It’s not a smart idea to make your Pay Per Click ad’s destination your website’s homepage. This simply confuses your visitors and, ultimately, scares them away. Whether you pick an existing webpage on your domain or create a new one, be sure you’re directing your visitors to a location that will help them discover what they’re searching for. This is known as “intent match,” and it is taken extremely seriously by search engines such as Google. Return to the “ice skates” example from step 5 above. 

If someone searches for “ice skates,” they click on your ad and are sent to a page on your website where they can sign up for ice skating classes. These individuals want to buy ice skates, not lessons. Your landing page needs to be designed to have call-to-action text and buttons telling the website visitor what to do. This needs to be at the top of the page, so users don’t have to scroll and scroll some more to get to the point! You should generally have your CTA text visible and prominent in at least three places on the landing page. 

It’s also very advisable to add some sort of trust signal on your website that stands out in addition to your CTA text, like a review for your services or a testimonial from happy clients, or to have one unique selling point about your brand, product, or service directly on the page.  A website visitor is more likely to convert into a paying customer when you have a benefit for them that’s apparent on the page or is recommended by other people or an industry regulator.

7. Monitor the success of your advertisements in relation to your bigger marketing activities.

The platform where you run your PPC campaign will include an analytics dashboard where you can track how well your advertisements are doing. Take full advantage of it; this is where you may see the benefits of your effort. This comprises the traffic to your ad’s landing page, how much you’re paying, and how effectively this traffic converts into leads or money. You may use this information to determine whether you’re getting the most out of your money. But don’t be scared to take a broader look at the success of your Pay Per Click advertisements. You may link your Pay Per Click ads with the rest of your marketing activities by integrating your Google, Twitter, Facebook, or even LinkedIn ad campaigns into your company’s marketing platform.


Pay Per Click advertising is essential in any effective advertising or online strategy because it’s extremely targeted. You can choose precisely who to show your ads to based on location, keywords, interests, age, gender, language, and even the type of device used. It’s immediate and messaging is easily changed & adaptable without having to develop hundreds of content-relevant pages. It allows you to retarget previous visitors that are still in the browsing phase of their user journey.

It’s cost-effective because you only pay a fee when your ad is clicked on. The top three advertising spots on a search results page get 46 percent of all available clicks, and finally, it is all trackable and agile. This means you can monitor how your ads are performing and adjust them if you’re not getting as many clicks, leads, or sales as you’d like.



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