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How to Use PPC Advertising to Improve Your Business

How to Use PPC Advertising to Improve Your Business

  • Posted by: Rohit Shelwante
  • Category: PPC
Digital Marketing

What is PPC Advertising?

Pay-per-click advertising, also known as PPC, is an internet advertising model used to direct traffic to websites. It is one of the most affordable forms of online advertising and is an excellent way to get your brand in front of a huge audience. there are many different formulas in Google Ads, we will learn about them and how to calculate PPC Formulas

In PPC Advertising, advertisers only pay when their ad was clicked on by somebody on the internet. It’s why this form of marketing is also called a CPC (Cost Per Click) or PPC (Pay Per Click). It can be a bit more expensive than other types of online advertising like SEO or social media marketing. However, it’s often worth the investment because it offers clarity with analytics and it can provide similar ROI as TV ads for less cost.

Here is an interesting article about How to Choose the Right Digital Marketing Channels for Your Business?

What are the Benefits of PPC Advertising?


Advertisers use PPC to get traffic, leads, and sales from customers.

A common misconception about PPC is that it is an expensive method of advertising. The truth is that PPC may be the most cost-effective form of advertising for the price. There are a number of factors that determine the cost per click (CPC). These factors include keyword targeting, ad quality and relevance, time period, and other metrics. Therefore, it’s important to get your budget as close to your target CPC as possible without exceeding it.

PPC ads can also significantly help increase brand awareness within a specific niche or demographic group. Targeting customers who are already interested in what they offer can help narrow their marketing funnel and make sure they have fewer leads who bounce back at them with no purchase

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How to Set up a Successful PPC Campaign?

A successful PPC campaign is one that provides a return on investment. The key to success is to optimize your campaign for conversion and ROI.

The first step in setting up a successful PPC campaign is understanding what your goals are. If you are running an awareness campaign, the primary objective would be getting people to visit your website. But if you are running a lead generation campaign, then the goal would be to collect leads and convert them into customers.

Once you have established what your goals are, then it’s time to figure out what you want visitors to your site to do once they visit it. It’s important that this aligns with your business objectives and marketing strategy as well as the KPIs of your company. For example, if you want visitors of your

Here is a guide on how to set up a successful PPC campaign.

Image Source – Search Engine Land

1) Research your budget and time frame:

Your time frame should depend on the size of your business or campaign so that you don’t get into debt. Make sure you also research how much money you’re willing to spend on this project so that you can stay within budget.

2) Choose the right keywords:

Keywords don’t need to be specific at this stage in order for them to work for one or two iterations of your keyword list.

How to Measure the Success of a PPC Campaign?


PPC has been around for a long time, however only in the last decade or so, have we seen the rise in technology that has made it easier to execute successful PPC campaigns. Today, there are many different methods for measuring the success of a PPC campaign that can be done by yourself or with the help of an agency.

Measurement is a key part of any successful campaign and understanding which KPIs matter for your business is vital to achieving success. There are many different ways to measure your performance and some do not require any outside assistance at all.

#Google Adwords Keyword Planner:

Keyword Planner helps you find keywords related to your business and its products. It calculates weekly search volume and creates suggested bids depending on what they see as the best value

This section will focus on the success measurement of a PPC campaign

1)Conversion Rate (CR):
A user’s conversion rate will depend on the type of industry they are in and what their target market is.
Conversion Rate is the percentage of visitors who take an action in response to a call-to-action or conversion goal. A conversion can be a purchase, a form submission, an email signup, or any other action that you want people to take on your site.

CR Formula: (No. of Conversion/No.of Clicks)x100

2)Cost-per-Click(CPC):
There are two different types of cost-per-click. Cost-per-click (CPC) is the charge that an advertiser pays each time someone clicks on their ad. Cost-per-action (CPA) is the charge that an advertiser pays each time someone takes a specific action, such as signing up for a service or filling out a contact form on a website.

Costs per click have been argued to be less competitive and less expensive than cost-per-action advertisement models. For example, when Facebook released video ads in 2012, they offered advertisers four different models: CPM (cost per thousand viewers), which is based on how many times an ad was shown; CPC (cost per click), which is paid every time someone clicked on the video; CPA

CPC = total_cost / number_of_clicks

3)Cost per Thousand Impressions (CPM)

CPM is a metric used in online advertising to determine how much it costs to show an ad to 1,000 people. The cost can vary depending on the ad’s placement and its environment.

CPM rates are typically higher when placing ads on video sites like YouTube.

Ads placed at the bottom of a webpage are cheaper than those placed at the top of the page due to the increased visibility of the ad.

The more people who see an ad, the more expensive the same ad will be – so placement is key!

CPM = Total Campaign Spend ÷ Number of Impressions X 1,000

4)Cost Per Action (CPA)

Cost per action (CPA) is the cost of converting a visitor to your website. This type of advertising allows you to target specific types of traffic and specific geographic locations. For example, if you are an e-commerce company, you may want to only target people within a certain radius around your store or people who have shown interest in what you sell.

This type of advertising also allows for some customization regarding the conversion goal that you want: money spent with your site, leads generated, sales made etc. The downside is that CPAs can be more expensive than other forms of advertising because they are contingent on meeting conversion goals.

5)CPA = CPC ÷ Conversion Rate

maximum CPC: Maximum CPC is a metric used in advertising to determine the maximum amount of money a publisher is willing to spend per click.
The maximum CPC is a crucial metric because it allows marketers to know how much they can spend on their advertising campaigns and still get a positive return on investment.

A high maximum CPC can mean that an advertiser has very deep pockets and can afford to lose money in order to get new customers. It also means that they have a strong brand and are confident that they will be able to convert those clicks into sales.

A low maximum CPC could mean that an advertiser is not confident in their ability to convert clicks into sales, or they simply do not have the funds available for such an expensive campaign. They may be more interested in maximizing conversions at lower costs,

6)Quality Score:
Quality Score is a metric that Google uses to rank the quality of a website.

Google defines Quality Score as a score from 1-10 that predicts the likelihood of your ad appearing at the top of a Google search result page. It’s calculated based on your click-through rate, relevance, and quality on average over time.

Quality Score is an important metric for advertisers because it helps us to understand how we might improve our account and make our ads more relevant for people searching on Google.

7)Ad Rank:
Ad Rank is a ranking system that determines where an ad will appear on the page.
The higher the ad rank for an advertiser, the higher the company’s ad will appear relative to competitors in the same market. The lower the ad rank for an advertiser, the lower the company’s ads will appear.

Google AdWords has an Ad Rank tool that evaluates a given keyword’s competitiveness and comprehensiveness to provide advertisers with insight into how attractive it would be to bid on.

Ad Rank = Quality Score x Max CPC

The Importance of Using Paid Search and How it Helps Marketers Reach Their Goals

Paid search marketing is a form of digital marketing that involves using paid search engine advertising to generate traffic to a website. Paid search marketing can be used to reach a company’s goals, such as generating more leads, increasing brand awareness, and increasing website traffic.

There are more benefits to using paid search marketing. It is cost-effective and provides instant feedback on results. It can also be used for branding purposes as it helps build awareness with new audiences.

The main goal of using paid search marketing is to increase sales or leads for a business by targeting relevant keywords that people might use when searching online for something related to the company or it

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