Our Ultimate Guide to Pay Per Click (PPC) Marketing

In Paid Search by Kaomi Team

What is pay per click marketing? Dive into our guide and learn more about the digital world of PPC and paid-for ads, and how they can help your business.

How Does Pay Per Click Work?

Basically, this is a form of online advertising where advertisers are only required to pay each time a user clicks on the advert. They come in a variety of forms, including search ads and display ads

How to Implement an Effective Pay Per Click Marketing Strategy

PPC is an incredibly effective marketing tool, but it needs to be implemented correctly for advertisers to genuinely benefit from results. Here is a look at some workable PPC marketing strategies that reputable PPC experts will adopt:

1. Determine the Outcome 

Know what you want to achieve before even going in so that you can create your marketing strategy around the end-game. As with any good campaign, you must outline your goals and objectives – is this a new product you’re introducing, or are you trying to target a new audience? This will assist you in listing the campaign metrics for maximum return on investment. 

2. Research Previous Strategies

Technological advancements continue to impact marketing strategies so it’s important that you do the relevant research on the PPC platforms before starting. If you already have a marketing concept in mind, it’s important that you’re matching it with the perfect platform or it won’t be as effective. Some points to research will be:

  • Keywords – Which words have higher search volumes. 
  • Platforms – Which campaigns work best with which platforms. 
  • Competition – What strategies are your competitors using and to what effect?

3. Budget Carefully for PPC

Using a programme like Google’s Keyword Planner, you can assess the potential number of keywords and get an estimate of costs per click to get you on top. This will help you determine a realistic budget for the marketing campaign. 

4. A Strategic Launch and Follow-Up

Your PPC marketing should comprise relevant copy that targets possibly two to three ad groups, reflecting your brand and incorporating your keywords. Once the pay per click marketing campaign has been launched, you have to keep a close eye on your adverts, building relevant reports and tweaking where necessary. 

5. Enhance the PPC Marketing 

After a few weeks, you can gauge the impact of the marketing campaign and whether the objectives are being met. If not, you can use the reports and data gathered to determine what are the best changes to be made for improved outcomes. 

What Are the Common PPC Strategy Mistakes?

Novices in the field of pay per click marketing will often fall into certain strategy pitfalls that can best be avoided by working with industry professionals. Here are some common errors to look out for:

1. Missing the Target Audience

The ability to directly target your ideal audience is one of the biggest benefits of PPC marketing, but if you haven’t researched your audience correctly, you’re unlikely to get sufficient clicks. Make sure you profit by targeting the right audience. 

2. Incorrect Keywords and Unnecessary Copy

In advertising, brevity is key. In PPC advertising, brevity – and the correct keywords – are key. Make sure you’re using a quality copywriter who is able to seamlessly incorporate your required keywords effectively. 

3. Missing the Mark

With PPC marketing, it’s important that you direct potential buyers to the product pages they’re searching for, and not just to your homepage. Don’t make the mistake of using your homepage as the landing page as users could quickly lose interest. You can only target the homepage for generic branding campaigns or as a last resort. 

4. Launching and Losing Interest

Once the campaign is launched, you need to use the technological tools at your disposal to check the advert is reaching the target market. Platforms such as Adobe Analytics and Google Analytics are key tools here. 

What Are the PPC Marketing Platforms?

Now that you have an idea of the do’s and don’ts of PPC marketing, here’s a useful overview of the marketing platforms that most companies are using. There are obviously more, with new social media sites constantly providing new platforms, but these are the biggest ones as it stands. 

1. How does PPC marketing work on Google?

The phrase ‘just Google it’ immediately puts into perspective how big this search engine really is. And, when it comes to PPC advertising, this is often the first port of call. Google Ads can narrow your target audience through:

  • Location targeting: Focused on area-based advertising. 
  • Device targeting: Preferred device advertising.
  • Demographic targeting: Focus on specific demographic criteria.

There are a few PPC advert types you can consider on Google, these include:

Search Adverts

Search for a service or product and the advertisers come up tops. 

Display Adverts:

These are text or image adverts that display across some 2 million websites. 

Video Adverts:

On YouTube you’ll come across adverts in video format. 

App Adverts:

Advertise your product on an app that is geared towards your product or site. 

There are other fantastic tools available to users with a Google Ads account, such as Keyword Planner, which allows you to discover new keywords and see a variety of statistics about them.

2. How Does PPC Marketing Work on Amazon? 

This is a prime PPC marketing platform that focuses solely on display and video adverts, giving advertisers useful insights such as performance measurement. 

3. How Does PPC Marketing Work on Facebook?

As a dominant social media platform, this is a valuable PPC marketing site, with a strong emphasis on targeted audience marketing. The format of this social media site allows for specific demographic and interest targeting using video, image or text ads. 

4. How Does PPC Marketing Work on Bing?

The Microsoft-owned search engine is installed by default on the Windows 10 browser, Microsoft Edge …effectively giving it an edge. Because it is not as popular as Google, you’re likely to rank higher on Bing Ads, although the advertising format is limited to text. However, you are able to import a Google AdWords campaign directly onto Bing Ads platform, making it a great complementary advertising platform. 

5. How Does PPC Marketing Work on Twitter?

In terms of brevity and quality content, Twitter is a valuable marketing platform. Through targeted, impactful text and imagery, you are able to target audiences through either automated or maximum bidding. 

  • Automated bidding: This is where Twitter’s algorithms optimise your bids depending on your budget and objectives. 
  • Maximum bidding: You can set the maximum bid amount you’re willing to pay. 

Twitter also offers a number of campaign types for all budget types:

  • Conversion campaigns: You only pay if someone clicks. 
  • Follower campaigns: You pay for each follower you pick up. 
  • Tweet engagement campaigns: You pay for every engagement. 
  • App install campaigns: You pay for every app installed and opened. 
  • Promoted video view campaigns: You pay for video views, generally 50% of the video.
  • Awareness campaigns: You pay for the campaign and function. 

6. How Does PPC Marketing Work on Linkedin

For business professionals, LinkedIn is a great platform for PPC marketing, with substantial reach. LinkedIn advertising options include: 

  • Sponsored content: Promote a variety of content on feeds. 
  • Sponsored InMail: Send messages directly to the target audience.
  • Text ads: Traditional online advertising 

7. How Does PPC Marketing Work on Youtube?

In terms of video advertising, YouTube remains the dominant platform with content ranging across a variety of interest groups. As with Facebook, PPC marketing is much more targeted towards specific demographics. And, in terms of cost, you pay when someone views your advert for at least 30 seconds or even less depending on your ad type.

What Are the Benefits of PPC Marketing?

If you’re still not convinced of the power of PPC marketing, here is a look at how pay per click can directly benefit your business. 

  • PPC can be measured: The beauty of online technology is you can always trace it. When it comes to marketing, this means you’re able to see, in real-time, the impact your strategy is having. 
  • Jump ahead: If you’re new to the game, then you can gain some ground quickly with PPC marketing. 
  • Flexibility: There are so many digital advertising platforms you can choose from, campaign formats you can decide on, and audiences you can target. This offers more flexibility for your campaign objectives and budgets. 
  • Adjustable: Because you can track the marketing campaigns, you can determine what is working, and what isn’t. You can then use this information to adjust and improve your campaigns. 
  • Complementary: This form of digital marketing can tie in well with other marketing formats, allowing for further reach. 

Rather side-step the inadvertent PPC marketing landmines by partnering with an experienced provider who can customise a targeted marketing strategy for your particular company. This way you’re sure to benefit from every cent spent on your pay per click marketing investment.