PPC Best Practices For Beginners

3 Ways to Start Your New Marketing Campaign

Why do some businesses flourish online, while others drastically fail? Strategized marketing.


You could have the most phenomenal product, a beautifully designed website, and a million other winning assets; but your business won’t achieve its utmost potential if you don’t properly market your business on the interwebs. It’s time to learn about PPC Marketing.

About PPC Marketing

A Pew Research Study found that 8 out of 10 Americans are already online-shoppers. This goes to show that you have a surplus of potential customers, you just need to strategically reach these people and direct them to your site.

Learning to maximize your business potential by using vital online marketing strategies, such as PPC marketing, will help you tap into an entirely new level of profitability. This advertising method is one of the most successful and surefire marketing methods that can benefit any online business.

So, what exactly is PPC marketing?

PPC marketing, or “pay-per-click” marketing, is a simple, yet effective advertising model. The idea is simple: you pay for every time someone clicks on your ad.

Also referred to as CPC, or “cost-per-click” marketing, PPC is responsible for those ads you see everytime you do a google search, visit a web page, or log onto facebook. Yes, they are everywhere.

3 Popular PPC Marketing Outlets

PPC Marketing on SERP’s

When you see a text advertisement on a search engine results page (SERP), you are seeing a PPC ad. This is the most common form of PPC marketing.

Known as contextual ads, these types of advertisements and marketing are effective in directing visitors to your site when they are in the peak of their search for a product or service. After all, this form of PPC puts your product right in front of the eyes of customers immediately after typing their queries into a Google search.

When you effectively market your product on an SERP, you have the benefit of foregoing the Google ranking process (though it is still important to try to get the highest ranking possible).

Sometimes it is rather difficult to get your website among the top ten results on an SERP. If you solely rely on search engine optimization (SEO), you may spend a lot of time and effort just trying to be seen by customers. Keep in mind, many people don’t go far beyond the top ten results in a Google search.

Meanwhile, when you use PPC marketing for SERPs, you can make your website and products easily accessible to an audience that is already searching for your specific product.

Whether you use a PPC marketing agency, or try to do the PPC campaign yourself, you must know that there is always some sort of investment in the process.

With Google SERP PPC ads, you undergo a bidding process. This is done through an automated online platform, where those interested in obtaining the PPC space submit their bids for the spot. Each bid represents the highest dollar each bidder is willing to pay per click for their ad. This is a highly competitive process, and search engines like Google offer multiple spaces on their SERPs for contextual PPC ads.

By factoring in an established “quality score” and the placed bid, the ad ranking is then determined. The three highest ranked are placed at the top of the SERP, while the lesser ranked are placed lower in the page.

This type of marketing is very dependent on keyword searches and the context of your ad. This means that you must effectively pair your product with the appropriate keywords to get valuable clicks.

If the visitors click on your ad and it happens to be something aside from their desires, it is a wasted click – or wasted money for you. Not every visitor will buy of course, but you can track your conversions to determine the profitability of your campaign.

Green Shoes - Google Search

The top three links in this image are the highest ranked contextual PPC ads for the search query “green shoes”.

PPC Marketing on Websites

Another effective and popular marketing strategy is PPC marketing on websites and blog pages. These forms of affiliate marketing work in a way that grasps customers in a way they don’t expect.

For example, if a person searches for “what dress will look best on my body type”, a blog post answering such queries might have dress retailer advertisements on its page. The blog post and the product go hand-in-hand, as it can benefit the blogger, the reader, and the advertiser (i.e.: it would be pretty odd and ineffective to post a tractor ad on this type of blog post).

The person reading the blog about dresses would simply benefit because after she discovers her ideal dress style, she could click on one of the retailer’s ads and shop. This helps her avoid the headache of returning to a search engine and hunting down a dress elsewhere!

The advertiser obviously benefits from posting the ad on the blog page ad, because it opens the door to shoppers who are just about to begin the shopping process. When you present your product in this easy-to-access manner, you create a more positive shopping experience for your potential customers. Positive experiences lead to positive purchases; positive purchases lead to loyal customers.

Furthermore, the blogger benefits from the PPC ad posting because they make money off of the ad. Oftentimes the website owner will charge a flat fee per click for the PPC banner space. Sometimes, however, the owner may host an auction for the space – like Google SERP’s. The choice is up to the owner.

The key to this marketing strategy is using appropriate context keywords and finding the most suitable website. If your ad doesn’t generate many clicks, your advertisement host may no longer do business with you. Further, if the website you post your ad to doesn’t result in many buying customers, you will be spending money on wasted clicks.

PPC Marketing on Social Media

Social media is a popular advertising portal for businesses across the globe. With over 1.9 billion users on Facebook, advertisers can access hundreds of thousands of people using PPC marketing on this particular social network.

Because Facebook is a social website, it takes in lots of personal information on its users. For example, it takes in age, location, marital status, employment, and gender information. This information can help advertisers reach a tailored audience.

For example, if you own a local men’s hair salon, you probably don’t want to spend money and risk wasting a click on giving an elderly woman in a totally different country. Instead, you can tailor your campaign to match a certain persona – maybe a young man living within a 10 mile radius.

These PPC ads on facebook can be obtained by bidding or flat fees, dependent on the particular space. Payments can be as low as 1 cent per click, which can be great for low budget advertisers.

However, note that the less you are willing to pay means your ad will not be shown as frequently as those who pay more per click. Meanwhile, the more you pay, the more your ad will be shown to different users.

Ask a PPC Expert

With the potential to reel in exponential customer growth, there is an art to PPC advertising effectively. So how do you do it so effectively?

Take the time to master the “art” yourself, or consult a professional PPC expert. Pay per click marketing firm professionals know how to reach your audience and optimize your ad campaigns.

Author Bio:

Dita is from Northern Europe and is passionate about digital marketing & helping businesses grow. SEM Manager at bestppc.marketing by day, blogger & social media manager by night.