With marketers on the lookout for innovative ways to promote their products and services to targeted customers, Pay Per Click (PPC) advertising offers businesses the opportunity to amplify their organic reach by reaching consumers who are searching for solutions related to their products and services. It is defined as a model of marketing where the advertiser gets to pay when prospects interact with their content – through clicks and impressions. Businesses executing PPC advertising to perfection stand a good chance of seeing a return on investment. The most popular platform to run PPC ads is Google AdWords. It displays paid ads on search results and private websites.

This blog takes a closer look at the PPC basic principles that can enable businesses to benefit from this form of advertising.

Determining your ad campaign objectives

There are many reasons why businesses choose to invest in PPC advertising, but mainly it is to increase sales, generate leads and create brand awareness around products and services. Successful PPC campaigns require detailed planning.

The first step is for companies to determine the campaign objective by figuring out what they plan to achieve and the message or theme that must be carried across. The objective must be clear so that the effectiveness of the campaign can be measured. This also includes the duration of the campaign, budget allocation and expectations.

Creating a landing page for your campaign

Landing pages are a critical part of PPC advertising as they give users the information they are looking for. Great landing pages can convert visitors into paying customers. When consumers are searching for something on the internet, they are looking for answers and this means that the content must be relevant to meet their expectations.

The question is, how do businesses become relevant to a searcher’s query? The answer lies in the landing pages being optimized for maximum engagement. This means providing relevant information that clearly defines product and service offerings. Most importantly, a call to action should be included to ensure that potential customers know how to take the next step. A call to action is an image or a text that lets your audience know exactly what action you want them to take once they reach the landing page.


Keywords form the basis of PPC advertising and can be described as: A set of words incorporated into Google Ads campaigns. They define what the content is all about and with the right keywords, businesses can get their content to the right audience. The key to successful PPC advertising outcomes is understanding keywords and how to use them effectively.

Businesses need to see things from an audience’s point of view by understanding how they search for products and services that their company offers. The Google AdWords keyword research tool can enable businesses to find the keywords that are relevant to their product and service offerings.

Creating catchy advertising text

With stiff competition in the paid search arena, every PPC strategy needs a solid advertising text that will grab the target audience’s attention. Compelling and persuasive messaging is required while staying within the character limit.

The message must clearly communicate the unique selling proposition to get qualified prospects clicking through. At this point, companies need to understand their target audience and how their products and services are relevant to their needs. The use of positive emotional triggers can make the ad memorable to the consumer. It must be intriguing for them to have the urge to open it.

Metrics to measure success

After all the work has been done, businesses must be able to measure the performance of their PPC campaigns. By tracking and analysing key metrics such as click through rate, conversation rate and cost per conversion, they can gauge the success of the campaign.

Measuring metrics can also highlight where improvement is needed to make ads relevant to the target audience.  At the end of the day, businesses must get more from PPC advertising than they invest. There is no room to be running campaigns that don’t pay off. Even if the ad has performed superbly and exceeded expectations, there is always room for improvement for future campaigns.

Final thoughts

There is no doubt that PPC advertising presents a huge opportunity for businesses to capture new potential customers, but it needs to be well planned out and executed, because it can be risky if it is not. For beginners to master the art of PPC advertising, it can only be achieved through practice and experimentation. Learning from the competition and seeing what they are doing right is one option, but that does not mean copying their ideas. The key to success is using these best practices and learning from past mistakes, so that in no time, you will reach the right audience at the right time.

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