What Is PPC? Learn the Basics of Pay-Per-Click Marketing

PPC advertising is the darling of the online advertising world. With the right PPC Campaign Management, companies can put their ads in front of a captive audience, making it a surefire way to get noticed.

But let’s face it, PPC advertising can be a double-edged sword. Done right, it can be incredibly effective, but if done wrong, it can be a massive waste of time and money. That’s why you’ve come to the right place if you’re looking to brush up on your PPC skills or simply improve the results you’ve achieved so far.

Gone are the days of PPC being shrouded in confusion? This article will demystify the art of creating a winning pay-per-click ad campaign and give you the tools you need to make your advertising truly shine.

Running a successful PPC campaign involves juggling many different elements. But don’t worry, whether you’re a PPC newbie or just looking for some new tips. This guide will make it easy peasy for you to reach your advertising goals. In this article, we will discuss some most valued tips and tricks for running effective PPC campaigns.

What is a PPC Campaign?


PPC, short for Pay-Per-Click, is an advertising model where you pay a fee for each click on one of your ads. Unlike other ads, which require payment for a fixed number of impressions, PPC ads are based on your bids and click volume. You can control your spending by setting daily, weekly, or monthly limits, making it an ideal advertising solution for businesses with limited marketing budgets.

With PPC, you can specify how much you’re willing to pay for each visitor who clicks on your ad and reaches your website. You can also select keywords or phrases you want to associate with your website in search results.

PPC campaigns are a fantastic way to attract new visitors to your site without relying on organic traffic. They allow you to target your audience where they spend their time online and increase your visibility in search results, even above organic results. Additionally, PPC positions your company as a leader in your industry, building brand trust and credibility.

Effective PPC campaign


Effective PPC campaign management is crucial to achieving the best results from your campaigns. This involves setting up campaigns correctly, optimizing for performance, and making necessary adjustments along the way. To optimize your campaigns, you must continually monitor performance, test for new opportunities, and make changes as needed to ensure you’re getting the best return of your marketing investment. In addition to these basic steps, here are a few tried and tested tips to help you get ahead with your PPC campaign strategy.

Try Manual Bidding for your PPC Campaign


Maximizing your PPC results requires a well-thought-out bidding strategy. While the automatic cost-per-click (CPC) bidding system is a popular choice for maximizing clicks within your set ad budget, it limits your ability to adjust your campaign if it’s underperforming.

Enter manual bidding offers a more customized approach for better ad visibility, lower cost per action (CPA), and the ability to prioritize keywords that convert better. However, switching from automatic to manual bidding is an advanced technique requiring careful attention to detail and time management.

To make the most of manual bidding, focus on one campaign at a time, lower bids for keywords that don’t generate leads or sales, and increase bids for high-performing keywords. You can also choose a default bid close to the average CPC in your automatic campaigns.

As your account accumulates data, consider transitioning to a more sophisticated bidding strategy, such as intelligent bidding with automated rules. For example, you can pause poorly performing keywords, target cost per action (CPA) to increase conversions, raise bids to the top of the page, and adjust bids during certain times of the day.

Remember, when you’re using manual bidding, running the campaign for a couple of weeks is essential to monitor its impact on lowering CPC and generating sales.

Explore Microsoft Ads

Microsoft Ads is another PPC advertising platform worth considering for optimizing your PPC marketing efforts. Although Google Ads is the leading platform, Microsoft Advertising can offer lower competition in certain industries and locations, leading to lower costs per click.

It’s important to not simply import a campaign from Google Ads but to fully utilize the unique tools offered by Microsoft Advertising, such as action extensions, review extensions, LinkedIn profile targeting, and competition insight. These features can help improve your ad performance by adding call-to-action buttons, featuring reviews, targeting a specific audience based on their job and industry, and monitoring your ad performance compared to your competitors.

Reengage with Potential Customers Using Retargeting Advertising


Retargeting is a highly effective advertising technique that enables you to showcase ads to individuals who have interacted with your website. This strategy aims to rekindle potential customers’ interest and incentivize them to complete transactions. To execute a successful retargeting campaign, you must install a retargeting pixel on your website. This will permit you to compile a list of individuals who have visited your site and then deliver tailored advertisements.

For instance, you run an online clothing store, and a customer visits your website but leaves without making a purchase. With retargeting, you can serve ads featuring the specific items they viewed on your site, potentially driving them back to your website and increasing the likelihood of a purchase.

Optimize your Website for a converting PPC Campaign


Optimizing your website is a crucial aspect of ensuring the success of your Pay-Per-Click (PPC) marketing campaign. Google now considers Core Web Vitals when ranking pages; these vitals play a significant role in determining the quality of your website’s user experience.

The Core Web Vitals encompass the following aspects of website performance:

  • Page Loading Speed: Your page should load within 2.5 seconds.
  • Visual Stability: Page elements should remain in place without disturbing the user’s reading experience, even when other media elements load on the page.
  • Interactivity: The response time between a user’s action, such as clicking a button or tab, and the website’s response should be less than 100 milliseconds.

Improving these vitals not only enhances the search engine optimization of your website but also increases the chances of your PPC ad clicks converting into actual sales.

Clearly, an active PPC campaign requires a lot of hard work, and without it, businesses can blow their marketing budgets without converting leads. That is where Dexterous Solutions can come to your aid. We can transform your average marketing campaign into a profitable one with minor strategic tweaking. Get in touch with us today and discuss your next steps.