Home PPC What's PPC promoting and the way efficient is it?

What’s PPC promoting and the way efficient is it?

How far are we from billboards, flyers, and door-to-door sales? The whole agenda from the start has been to get the audience’s attention, but as technology advances, the world has been given convenience like never before.

Where am I going with all of this? This leads to one of the most popular advertising methods that has revolutionized the way modern businesses work – Pay Per Click advertising.

According to PPC Protect, 79% of marketers believe PPC advertising is of great benefit to their business. 62% of marketers said they will increase their PPC budgets for the following year. That was in 2019 and the demand for PPC advertising is growing by the minute.

What is Pay Per Click Advertising (PPC)?

Put simply, Pay Per Click or PPC advertising is an advertising model where the advertiser pays every time someone clicks their online ad. These ads usually appear in the top 2 or 3 search results when you search for something on Google.

If you’re wondering how Google ranks different ads, it’s because of bids. Advertisers bid on specific keywords that their potential consumers are usually looking for. The more sellers bid on the same keyword, the higher the bid amount.

For example, if you book a flight on Google, the search results will look like this:

What you see in the top 3 results are ads. How did these companies know they showed up exactly when someone was looking for “book a flight”? Well, because they all bid on the keyword “book flight” or “book flight”.

You will also find that these 3 companies are ranked differently. That’s because they all spent different amounts of money bidding on that particular keyword. These keywords have different bid amounts due to the forces of supply and demand.

Based on the number of competitors who have bid on that keyword, the bid amount may be too high or too low. In practical implementation, you will find that there is a monthly budget for a number of relevant keywords.

How do I find the right keywords?

Google is constantly updating its algorithms and changing the order of the various links. So that the consumer meets the right seller. Google aims to improve the relevance of search results and minimize spam and unethical activity.

Your goal should be to find keywords with high search volume and low keyword difficulty. In layman’s terms, you need to find keywords that your audience is likely to be looking for, and ideally, something that your competitors aren’t bidding on as much.

Let’s look at 3 steps to find the right keywords: –

Research relevant topics

Depending on the type of business you’re in, you need to find the topics that are most relevant to your target market. You can build this list using tools like Keywords Everywhere that can help you understand which keywords are relevant to your business.

Use your own creativity and list any relevant topics that could be associated with your company.

There are tools like Google’s Keyword Planner, SEMrush, Moz Keyword Explorer, etc. Use these to find out the search volume of these topics and do a competitive analysis. The search volume of each of these topics gives you an idea of ​​how important they are to your target market. After that, you need to create more content for these topics.

Research keywords

Now that you have the topics that give you an indication of how much demand there is for certain topics, it’s time to use keywords that are relevant to those topics. Knowing how to research keywords properly will narrow down what people are looking for even further.

For example, if you sell musical instruments, you need to find what most people are looking for. If guitar is the most searched topic, you can use keywords like “buy electric guitar” and “buy acoustic guitar”. If the KD (Keyword Difficulty) for these keywords is high, you know you need to invest to rank for them.

Keyword intent and relationship

This is more of an additional factor to consider when looking for keywords. You need to understand the intent of a person using keywords. For example, if your target market is looking for “guitar lessons” and you spend on a keyword like “buy a guitar”, this is not relevant.

As a tip, you should also invest in keywords that are also related to what you are selling. For example, if you’re selling a guitar, you can even invest in keywords like “guitar cover” or “guitar strap” so your potential buyer can visit your landing page.

Remember, the goal is to add your target audience to your sales funnel. To do this, you need to know that the user intends to search with a specific keyword.

Benefits of PPC Advertising

To understand how effective PPC advertising is, you need to understand what it means for your business. Here are some amazing benefits of PPC advertising: –

Easy entry

Have you ever tried to regularly post on social media, update content and metadata on your website to improve your organic visibility? If not, you don’t know how tedious the process is.

There isn’t even a guarantee of whether or not you can make it big. Don’t get me wrong, it’s extremely effective when it happens, but it’s something that you should be putting on in the long run. However, with PPC advertising, it’s a whole different ball game.

With PPC advertising, you can be visible to your target market right from the start without having to work on your rankings. Depending on how much you want to spend, you can count on Google’s top search results to help you meet your business and marketing goals.

Measurable and traceable

measurable, traceable

When you use Google Analytics with Google Ads, you can measure the number of clicks, impressions, and conversions received from people who visit your landing page. Statistics provide a great deal of detail about what type of traffic you are driving to your website.

The overall goal of PPC advertising is to make things efficient in the long run. Once you understand which keywords are not effective, you can stop investing in those keywords. You can even analyze your bounce rate. This is a good indicator of how much irrelevant traffic there is.

If you look closely at the above image, you can see the conversion percentage, cost per conversion, and conversion value per cost (ROI) for different keywords for different time periods. This allows you to plan your advertising spend based on detailed analysis. You will learn how you can reduce your marketing costs.

High level of control

Imagine being able to choose who exactly you want your advertising to reach. Not only would this help you allocate your funds correctly, it would also improve the conversion rate at the same time. This is exactly what happens in PPC advertising.

You control where you want to aim, you control how much budget you want to allocate (you may have to pay at least something close to the market price), and you decide when to pause or stop spending.

This level of control gives you several options. If your spending results in a sufficient return on investment, you can always increase your spending. If not, you can pause, stop or assign different keywords to the output.

Helps in developing SEO strategies

The goal of multi-business PPC advertising is to move away from it in whole or in part so that they can focus on other sources that will help improve their reach. One of those sources is SEO.

SEO (Search Engine Optimization) is an organic way to reach your target market. As I said before, it’s a long process. However, that doesn’t change the fact that organic reach is something that you need to invest in if you want to grow over the long term.

PPC serves as a guide for SEO that will help you understand what type of audience is responding to certain keywords. Once you see growth in your business, you can incorporate the same tactics into your website to increase your organic reach.

Tools to Maximize Performance

PPC advertising offers various parameters with which you can determine the exact population size of your target group and which you can reach anywhere in the world. With the help of the built-in keyword planner tool, you can do just that.

If you want to understand what to expect, you can use third-party tools like SpyFu, iSpionage, and KeywordSpy to understand where your competition is, to know the standard set in the market, and build your own profile just as competitively .

How Effective is PPC Advertising?

Basically, any form of advertising is based on getting your target market’s attention so many times that they’ll get used to your name without even realizing it. This is what billboards, flyers, and even television and radio advertising have been trying to achieve for so many years.

PPC advertising is no different in these terms, other than being better than any other advertising channel that has ever existed before. Here’s why: According to Statista, there are 3.5 billion smartphone users worldwide, a number that is only expected to increase every year.

What that represents is how accessible it is and how much attention it attracts. According to the Guardian, the average person spends 3 hours and 15 minutes on their phone. You don’t need this static data to understand how dependent we are on technology.

Smartphones, tablets, laptops – all of this brings everyone to a common platform on which there are no barriers to entry. When everyone is spending so much time there and you are connected to the world in practically real time, isn’t it more effective to advertise on the internet?

Depending on the nature of your business, PPC is recommended for virtually all products searched for in search engines (e.g. Google). People google everything and if you offer something of value you are sure to see amazing results for investing in PPC advertising.

To be fair, it all depends on who is working on your campaign (s). If you’re not an expert, you can always hire a professional who specializes in PPC advertising. They can achieve exceptional results and provide you with valuable suggestions.


There are several different ways to advertise these days, but we now know how effective PPC marketing is as it works for almost any business model. If you want to try PPC Marketing for yourself, check out this PPC Marketing Guide.

Depending on your requirements, you can advertise on: –

  • Social media – Facebook, Instagram, LinkedIn, etc.
  • E-commerce platform – Amazon, eBay, etc.
  • PPC – Google, Bing, etc.

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Author: Devansh Khetrapal

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