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PPC Marketing Campaigns For Increased Traffic And Sales

Can we be real for a moment, marketers? How well do you comprehend the business of PPC marketing campaigns on a scale of 1 to 10? Even though 45 % of small business owners use some type of online advertising, most marketers are still unfamiliar with PPC marketing campaigns. When done appropriately, PPC can create high-quality leads. If you really can construct a seamless customer journey, your PPC efforts could provide a huge return on investment.

Guide to PPC marketing campaigns

PPC marketing campaigns and ads are most widespread on search engine results pages, such as Google or Bing, but it’s also popular on social media. If you’re curious where pay-per-click advertising can be found, they’re the results that appear before and to the right of organic search results. PPC marketing campaigns may be the push you need to get an advantage over your competitors.

Whether you just launched your company yesterday or have been operating for decades, using the techniques in this article to construct PPC marketing campaigns and the best practices for a great PPC strategy, you’ll be well on your way to increasing traffic and conversions to your site.

What are PPC Marketing Campaigns?

Pay-per-click is an online marketing approach in which advertisers are charged a fee every time one of their advertisements is clicked. It is a means of purchasing visitors to your website rather than trying to get them organically. Among the most common types of PPC marketing is search engine advertising. When someone searches for a keyword relating to their company offering, it allows marketers to compete for ad placement in a search engine’s affiliate ads. If one bid on the keyword “PPC software,” for instance, the ad might appear at the very top of the Google Search results page.

What are the Uses of PPC Marketing Campaigns?

PPC is used to achieve a variety of campaign objectives, such as

  • Increasing sales
  • Generating leads
  • Raising brand awareness

It’s all about relevancy in PPC marketing campaigns. At any given time, users are looking for particular products, services, and information. Advertisers can present a small ad at the precise point this search is taking place. If a customer browses for “white sneakers,” for instance, an advertiser can display an ad related to “white sneakers.” Advertisers can conduct effective PPC marketing campaigns using both targeting parameters and account structure provided the relevance is prioritized.

Important Platforms

  • Google Ads

Google Ads is the biggest pay-per-click platform, with ads running on Google, Google Partner sites, & Display Network sites. Google Ads was first introduced in October of 2000, and it has gone through various versions in the 17 years since then. Google Ads caters to a wide range of organizations, from microenterprises to Fortune 500 corporations.

  • Advertisement by Microsoft

Microsoft Advertising, like Google Adverts, is a pay-per-click system that displays ads across the Microsoft & Yahoo networks. The majority of Microsoft Advertising is keyword-based. On the Bing Network, Microsoft Advertising had 137 million new desktop searches as of 2017.

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Structure for PPC Marketing Campaigns

  • Ad Groups and Campaigns

Advertisers start by designing specific campaigns based on keyword themes. A PPC expert might, for example, build a campaign with the keyword “Running shoes.” Ad groupings are themed divisions/sub-categories within this campaign. The following are examples of ad groups:

  1. Comfortable running shoes
  2. Branded running shoes
  3. Best running shoes

Customized keyword variations are then included in each ad group. For instance, the “Comfortable running shoes” ad group could include the following keywords:

  1. Running shoes that are the most comfortable
  2. comfy running shoes
  3. comfy running shoe discount
  • Keywords

For each keyword, a match type should be assigned, that specifies the questions for which advertising will be displayed. The following are the seven different types of keyword matches:

Exact – The query should be entered precisely as it appears on the screen.

Exact: close variant – Query must be written exactly, but misspellings and other variations are allowed.

Phrase – Even though there are extra keywords either during the inquiry or after the inquiry, the phrase must be put in the correct order.

Phrase:  close variant – Even if there are extra keywords either during the query or after that, they must be written in the correct order. Misspellings and other variations might be included in your query.

Broad – A query can be written in any sequence, and advertising for comparable searches may be displayed.

Modified Broad – The keywords in the query could be put in any sequence, but they should include a plus sign.

Broad: Session-Based –  A type of broad match that takes other searches from the entered by the user session into consideration.

Also Read: Best PPC Strategy

Keywords with Negative Connotations

Negative keywords could be used in conjunction with positive terms to help filter out unsuitable traffic. Someone seeking “free running shoes,” for instance, isn’t looking to buy. The advertiser’s ad will not appear whenever a search containing the phrase “free” is typed if “free” is included as a negative keyword. Negative keywords like “bargain” or “cheap” may be useful for a company providing high-end products.

  • Audiences

Audiences are clusters of people who have been segmented in various ways. Audiences are frequently used in remarketing. Audiences can be generated based on visits, time spent on the site, the number of pages every visit, and other factors and are auctioned out in the same way that keywords are.

  • Text Ads with Expanded Copy

Ads could be written when ad groups have been created & keywords have been chosen. The target keyword topic, and value propositions, as well as a call to action, should all be included in the ads.

The text ad format and character limits for Google Ads are as follows:

Headline 1 – 30 characters maximum (including spaces)

Headline 2 – 30 characters maximum (including spaces)

Maximum  80 characters for the description line (including spaces)

Path 1 – 15 characters maximum

Path 2 – You can use up to 15 characters.

Excessive capitalization, punctuation, or deceptive assertions are prohibited in advertisements. Remember that the displayed URL will include the final URL’s root alongside Path 1 & Path 2.

Product Listing Ads comprise square units that feature product titles, photos, and pricing in eCommerce PPC campaigns. PLAs must be linked to a Google Commerce Center account and use Google product feeds. A related tool in Microsoft Ads is Product Ads, which likewise needs a Bing Merchant Center account.

  • Image Ads

Advertisers can use image advertising in their Display Network campaigns. Across the Display Network, such ad units appear inside and across the contents of millions of websites.

Settings and Campaign Types Configuration

  • Search Network

The most popular targeting approach is the search network. Google.com alongside Google’s Search Partners, like aol.com, amazon.com, and others, make up the Search Network. The Search Network’s marketing is mostly keyword-based. In other words, users enter queries to determine which adverts will be displayed.

  • Display Network

The Google Display Network is made up of millions of websites that have agreed to broadcast Google text, picture, and video adverts. These advertisements appear within the text of the website and target audiences & demographics rather than keywords. A user might, for instance, go to a blog about the evolution of dining tables. The information is relevant to dining tables, even if the reader isn’t in the market for one. The visitor may or may not open the ad, but the business is now known to them.

  • Search Network with Display Opt-in

This targeted option combines the Search Network with the Display Opt-In networks. This was substituted with Display Select in google’s New Ads experience. You’ll now make a basic Search Network campaign & select the Display Network as an option. The catch is that Google decides where and when ads function best, removing the advertiser’s discretion. Although it is preferable to separate campaigns by the network, Searching using Display Opt-In is useful to start with.

  • Shopping and Product Listing Ads

Google and Microsoft both display PLAs. Ecommerce campaigns can be built in Google Ads by providing a product input to Google Merchant Center. Keywords are not used in shopping campaigns. All search results match customer searches with the most appropriate product. As a result, all products must have the correct information, and also appealing titles and descriptions.

  • Targeting by Location

PPC targeting is incredibly precise, even to the zip code area. Advertisers have a variety of alternatives for ensuring that their advertisements appear only where they want them to.

  • Scheduling of Advertisements

Advertisers can schedule their adverts to appear only when they want them to. A physical store could only show ads throughout business hours, whilst an internet campaign may place ads 24/7. Ad scheduling makes it simple to control when ads appear. Bid modifiers, like devices and location, can be adjusted both for days and hours.

  • Budge

Every campaign is given a daily budget. Budgets must be made in line with account objectives.

  • Method of Delivery

Ad delivery is divided into two categories: standard and accelerated. Ads are distributed equally throughout the day using the normal delivery mechanism. This is a brilliant option for advertisers who have a limited budget and want to make sure their ads are seen throughout the day. Ads are shown till the budget is exhausted using the accelerated delivery approach. This is the greatest choice for advertisers who don’t have any budget constraints and want to be sure their adverts appear for every query.

  • Delivery of Ads

Google will display your advertisements in one of two ways:

Optimize – Ads that are projected to generate more clicks are delivered.

Rotate endlessly – Ads are supplied more equally into the ad auction, but they are not optimized for any kind of objective, like clicks or conversions.

Here are the Best PPC Tools

PPC Conversion Tracking

  • Conversion Tracking

Conversion objectives can be set by advertisers to track the performance of their accounts. Both platforms offer code snippets for use on important pages, such as confirmation mail or thank you webpage. Advertisers can track whether or not ad clicks result in conversions.

  • Google Analytics

Google Ads and Google Analytics accounts could be linked to offer information on post-click behavior. To receive a more comprehensive picture of the sales funnel, it is highly suggested that these accounts be linked. Webmaster Tools, which shows how advertisements and organic listings work, could also be linked to the account.

  • Google Merchant Center

The Google Merchant Center profile should be linked to Google Ads to operate Google Shopping initiatives or PLAs. The Google Ads ID, like Google Analytics, must be supplied in the Merchant Center account’s “Settings” area.

Ad Extensions

They are links and facts that extend the regular PPC ads by providing more information about your company. You can choose whether or not to use certain ad extensions manually. Some ad extensions may be generated automatically by search engines. The primary benefit of ad extensions is that they increase the click-through rate of the ad headlines by making the ads larger and hence more visible on search engine results. There are numerous ad extensions available.

  • Extensions for Sitelinks

Additional links to assist searchers to travel further into your website are known as site link extensions. Sitelink extensions include manual enhancements that could be made in the Google & Microsoft interfaces or the editor. The site links themselves should be related to the search keyword.

  • Extensions for Location

For brick-and-mortar enterprises, location extensions are ideal. Google and Microsoft both provide location extensions that display the business address.

  • Call Extensions

Advertisers have two options with call extensions, which are accessible in both Google and Microsoft. On smartphones, call extensions provide the option to click to call to advertisements, making it simple for mobile searchers to contact the business. Call extensions nowadays are available in Google Ads’ dynamic ad extension settings. Call extensions allow a mobile number to appear in the area of a desktop ad. Users can phone the numbers rather than click the ad once again.

  • App Extensions

Also known as application extensions, they are a Google feature. This add-on is ideal for companies aiming to increase app installs and interaction.

  • Annotations on Consumer Ratings

Consumer ratings are additional comments that encourage business evaluations based on customer surveys. This plugin is only available through Google and is pre-populated.

  • Extensions for Seller Ratings

Seller rankings are identical to consumer ratings in that they are based on trusted website evaluations and are automatically retrieved by Google.

Recommended Read: Digital Marketing Courses in India

Tools for PPC Marketing Campaigns

Search engines strive to make as much money as possible. We are in control of this spending as account managers. The search engines have an incentive to keep budget managers pleased by giving tools to justify spending increases. Here’s a look at some of the tools that might help you run a successful PPC campaign.

  • Change History

Both Google Ads & Microsoft Advertising keep track of changes. From bid adjustments to site link additions, the change history keeps track of previous updates.

  • Keyword Planner

The Google Ads Keyword Planner is a tool that allows you to identify and create your PPC marketing campaigns, keywords, as well as ad groups. Approximations of performance data are also provided by the tool.

  • Display Planner

When creating Display Network campaigns, the Display Planner is a useful tool. This tool will provide you with a list of websites, keywords, themes, and activities that your target customers are likely to use. Thousands of new websites, applications, and video channels are recommended by the Display Planner.

  • Diagnostics and Ad Preview

The Ad Preview & Diagnostics tool will help you figure out why your ad isn’t showing up for a specific search keyword and is available in the Google Ads interface.

  • Labels

Labels serve as built-in collateral for PPC marketing campaigns, advertising groups, keywords, and advertising, similar to Post-It notes. From ad generation dates to top-performing keywords, labeling can be used for anything. Labels are particularly beneficial in accounts with several account managers or parts with different goals.

  • Automated Rules

Google Ads is the only place where you can find automated rules. These rules can be set to execute on a schedule and can be based on a variety of performance factors. The guidelines are intended to make account administration easier, but they should never completely replace human interaction.

  • Search Query Reports

One of the most effective SEO approaches is using search query reports. SQR could be used to uncover unrelated search queries that can be included as negative keywords in both Google and Microsoft.

  • Reports on Placement

The websites in the Display network wherein your ad was displayed are listed in placement reports. You can alter bids for specific websites or exclude non-converting traffic-producing websites. It is recommended that a placement report be run at least twice every month.

  • Report on Auction Insights

This report, which can be obtained in Google Ads, is used to establish which companies are fighting against your company in the keyword auctions.

  • Segmentation Options

While running reports on the search engines, you always can categorize your data further. You could segment by devices, time, network, and a variety of other factors.

  • Filters

Google Ads & Microsoft Advertising both allow you to build and save filters. They’re particularly helpful when examining massive campaigns and attempting to break things down into more manageable chunks for examination.

  • Columns

Columns are another element of cross-platform advertising platforms that display pre-determined metrics. On all tabs of the engine interfaces, you can modify columns. You can include information such as aided discussions, impression share numbers from competitors, conversion data computations, and more.

You may also want to read PPC vs SEO


  • Basic Remarketing

Visitors who have previously visited your site are much more likely to convert when they return, and they are less likely to click your advertisement a second time if they’re not already contemplating converting, according to remarketing theory.

  • Dynamic Remarketing

To use Dynamic Remarketing, you should have a Google Merchant Center account. When you connect this feature to the Merchant Center data feed, it can use product photos and information to personalize advertisements based on what customers have looked at.

  • Search Ads Remarketing Lists

Remarketing Lists for Search Ads are similar to Display remarketing in that they target past site visitors depending on which pages they visited or didn’t visit.

  • Dynamic Search Ads

They leverage your website to automatically target relevant queries by dynamically creating advertisement headers and landing pages. If you have a portion of your site devoted to violet shoes, and someone looks for violet shoes, they will be offered a violet shoe ad that will take readers to the most relevant page. Advertisers with a huge number of distinct pages, like large eCommerce sites, might utilize this ad format to fill in the gaps when keywords haven’t been precisely targeted.

Frequently Asked Questions

1. How do PPC marketing campaigns work?

PPC is an internet advertising technique in which advertisers place ads on platforms like Google Ads and are charged a fee each time a user clicks on them. When you search on the internet, you will notice advertisements at the front of the results page.

2. What is the difference between SEO & PPC marketing campaigns?

Both sides of the same online marketing spectrum have different techniques for SEO & PPC advertising. PPC advertising focuses on displaying paid adverts on search engine results pages, whereas SEO services concentrate on generating organic traffic to your website

3. Which is more effective: SEO or PPC?

When compared to PPC, SEO is a relatively slow process. It can take several months to see results once you improve your site, while PPC can start bringing you prospects right away. SEO is a continuous procedure. The site can never be completely “optimized,” but as you work harder into it, it will become more so.

To Conclude

In this article, we’ve discussed everything to get you off to a fantastic start in the realm of PPC campaigns. It covers everything you’ll need to begin or get into as soon as your PPC accounts go live. Nevertheless, “always be testing” is the informal slogan of the PPC  business, so make sure to test new features and methods for your account. Every account is distinct, and it will respond differently to various features and techniques. Common practices remain because they’re thought to perform well for the majority of accounts, but you’ll never understand unless you test.

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