PPC Marketing: The Ultimate Guide 2021

by | 27 Jun 2022 | Information, Sales & Marketing

The reach of PPC marketing and its unique ability to target specific audiences is amazing. With the help of PPC marketing, you can access millions of customers all around the world. PPC full form is Pay Per Click or in simple words paid online marketing through search engines and other platforms. Let us discuss in detail PPC below. 

What is PPC?

As we discussed above, PPC means Pay-per-click. It is an advertising or marketing form that pays the search engine to show your ads on SERPs (search engine result pages) whenever a user enters and searches for a specific keyword or phrase. The search engines display the ads to the users, and if they click on it, it takes them to your landing pages or websites. You pay the fee only when people click your ads or on impressions received depending on the parameters set. 

What is PPC Marketing Strategy Benefits

A good PPC strategy generates quality leads and may get a high return on investment based on the seamless user experience you create. If your ad and landing pages are useful and benefit the user, the search engines will also charge you less per click. This is a double advantage to you, as you get to spend less and get more user hits thus increasing ROI. Depending on the search query, PPC ads appear with an “Ad” sign over them before, after, and to the right of organic search results. 

What is PPC– Best PPC Platforms

Most of the big search engines like Google and Bing and popular social media platforms like Facebook are the big players in the PPC field. Here is a list of some popular PPC platforms.

1. Google Ads 

Google is the most popular search engine in the world with a 92.47 market share. Google processes around 90,000 search queries per second that makes using it a tremendous opportunity but it also entails a much larger ad spend than other platforms.

2. Bing Ads

The Microsoft search engine Bing holds the 2nd position among search engines and has a 3 percent market share. The percentage may look low, but in terms of size, it’s still considerable. Due to the lower market share,  Bing Ads has a slightly lower PPC than Google.

3. Facebook Ads

Facebook has nearly 3 billion monthly users. This makes Facebook Ads a force to reckon with in the PPC market. Facebook Ads is more a sort of CPM company than a PPC company due to its specific targeting options. Facebook lets you target users based on their interests, demographics, location, and behaviors. CPM means Cost Per Mile which translates into cost per thousand impressions. It means advertisers are charged per 1000 impressions an ad receives.

4. RevContent

RevContent promotes content through PPC. Your content gets displayed on an external site in the form of an ad with the same impact as that of a guest post. You bid on keywords, and your ads are displayed next to the content related to the keywords. Advantages of RevContent include low CPC and high engagement.

5. AdRoll

AdRoll retargets the users that have visited your website before. AdRoll retargets them on other sites with display ads of your products. 

What is PPC-Advantages of PPC Marketing

Here are some of the advantages of PPC marketing for your business.

1. Highly Targeted

PPC ads can be targeted at a particular audience. It includes several parameters like location, age, gender, time, etc. It gives you complete control over your target audience.

2. Quick Results

Your PPC advertisements reach your target customers as soon as they are approved.

3. Easy to Monitor

 You can easily analyze the performance of your campaigns and calculate your ROI through various analytics tools available.

4. High Exposure

PPC ads have the potential to reach a large number of users. 

What is PPC Marketing– Steps to Start a PPC Marketing Campaign

Given below are some simple pointers to easily start your PPC marketing campaign.

1. Establish the PPC Budget

If you are new to PPC marketing, establish a budget and stick to it. Research some industry benchmarks. This will help you figure out the conversion costs. After establishing the budget, set daily and lifetime campaign spending limits. Your budget has a considerable influence on your marketing performance. Create a buyer persona i.e., the potential consumer that uses your product or will click on your ad. Decide what actions you want them to take, i.e. buy, subscribe, provide their contact details, etc. Use all this information to optimize your campaign that induces the viewer to perform this desired call to action.

2. What is PPC – Decide What Type of Campaign You Want to Run

There are several types of PPC campaigns you can run. All these campaigns have different objectives. You have to decide what is the best course of action for your business. Given below are the different types of PPC campaigns.

1. Search Ads

These are ads that appear at the top of the search engine pages.

2. Social Ads

Social ads are ads on social media platforms like Facebook and Instagram.

3. Remarketing Ads

These are used to target viewers who have already visited your website or landing pages.

4. E-commerce Advertisements

These ads are aimed at selling products, for e.g., Google Shopping. 

5. In-stream Ads

These are ads that are played before, in between, and after a video is streamed, depending on the popularity of the video. For e.g., YouTube and Facebook videos.

6. Dynamic Advertisements

Dynamic advertisements are display advertisements that appear on third-party websites.  

These are some of the types of campaigns that you can run to target your potential audience. Do not get limited to a single type of ad. You can use a combination of ads to reach your target audience. Also, check the ROI you are getting for each type of ad and then modify your strategy accordingly.

3. Keyword Research

Keyword research is the most vital part of your campaign. It is the tool that you use to target your potential customers. It has the potential to make your campaign a success or a failure. Understand the user intent and use keywords that lead your audience to action.

4. How does Pay Per Click Work- Bid on Your Chosen Keywords

PPC platforms provide you with different types of bidding options based on what you want to achieve. Some of these objectives are:

  1. Target CPA (cost per action)
  2. Target ROAS (return on ad spend)
  3. Maximize conversions
  4. Maximize clicks
  5. Maximize conversion value
  6. Target impression share.

5. Create Unique Landing Pages with Keyword-focused Copy 

The next step is to create unique landing pages that engage the visitors and provide them good user experience. Ensure that the landing pages are relevant to the ads that the viewer clicks. If your landing pages are not relevant to the information the viewer clicked, they will get irritated and quickly leave and increase the bounce rate. This will increase your ad spend without any return on investment. Optimize your landing pages, create different ads and A/B test them to figure out the performing one.

6. Set Up Google Analytics and Tracking

Google Analytics is free and provides valuable insights on your website performance, user interaction, and what content is favored by the users. This analytics tool gets you to access to valuable information and reports that can be used for PPC, SEO, and other purposes.  

What is PPC Marketing– Some PPC Tools and Software

PPC management tools make your PPC tasks easier. They help you with A/B testing, cross-platform management, multi-user support, scheduling, reporting, and ad grading among other things.  Let us have a look at some popular PPC software in the market.

1. Ahrefs

 Ahrefs has more use than being a great SEO tool. Ahrefs can check how well your PPC ads are performing and also get your competitors’ keywords.

2. Microsoft Advertising Editor

Formerly known as Bing Ads Editor it is used to manage PPC ads on the Bing platform. You can manage your bids, change ads, and research keywords through this tool.

3. HubSpot

HubSpot has an excellent template that assists you to manage and monitor the moving parts of your campaign. You can keep track of your A/B tests, ad groups, and keywords with its help.

4. WordStream

Use WordStream to automate the setting up and management of your PPC campaign. 

5. Optmyzr 

Optmyzr offers end-to-end PPC support whether it be ad creation or generating reports. Use its free trial to learn of its advantages.

6. NinjaCat

With NinjaCat you can combine your different analytics reports from multiple platforms into a single report. This lets you track your entire campaigns across multiple platforms in one location. 

7. Unbounce 

Use Unbounce to create landing pages for your different PPC campaigns.

8. SEMRush

 SEMRush finds relevant keywords for your campaigns. It also manages and optimizes your keyword lists. It also helps you create negative lists.

9. Databox 

Databox helps you track your ad performance and display key metrics on a single dashboard. Its predictive analysis tool also estimates the performance of your ads in the future. 

How does Pay Per Click Work– PPC Metrics to Track

Track these key metrics to determine the performance of your PPC campaign.

1. Clicks

Clicks as the word imply the total number of clicks your ad receives. The performance of this metric is based on your keyword selection and ad copy relevance.

2. CPC 

CPC or Cost per click measures the amount you have to pay for each click your ad receives. 

3. CTR

CTR or Clickthrough rate means the percentage of ad views that translate into clicks. This is used to determine your CPC i.e., how much you pay. CTC benchmarks change as per the business domains. 

4. Impressions

Impressions mean the number of times an advertisement is watched.  CPM or Cost per Mile means cost per thousand impressions.  These are mostly applied for brand awareness campaigns.

5. Ad Spend 

Ad Spend as the name suggests is the money you are spending on the ads. This can be optimized favorably by improvement in Quality Score.


ROAS or Return on Ad Spend just means ROI of the ad campaign. It is calculated by revenue received for a particular unit of currency spent on ads.

7. Conversion Rate 

Conversion rate means the percentage of your target audience that complete the call to action on your landing page. This leads to them becoming a customer or a lead

8. Cost Per Conversion 

Cost per conversion means the cost spent to generate a lead. This is calculated by dividing the total cost of an ad by the number of conversions.

9. QS

QS or Quality Score is used to determine ad positioning.  

So, these are some metrics that a PPC company should pay attention to for the success of their client’s PPC ad campaign. 


What is PPC marketing? We hope, you got the answer to this interesting question. PPC marketing can help you reach your targeted audience quickly. An effective PPC marketing campaign will direct your audience towards the desired call to action and improve conversion rates as per your business needs. 

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