How to Build a PPC Campaign: The Complete Guide for Businesses

Build a PPC Campaign

American companies spent $171 billion on digital advertising in 2021. And if companies are spending a lot of digital advertising, they’re sending a ton of ads into cyberspace. Any digital ads your company creates will compete with all these ads. 

Don’t worry! There are some good strategies you can use to beat those other ads. One of them is to build a PPC campaign that knocks everyone’s socks off. 

Read on to learn some strategies for creating an effective PPC campaign. 

What Is a PPC Campaign? 

The “PPC” in PPC marketing stands for “pay-per-click”. You may hear this marketing method referred to as “cost-per-click”. Both phrases refer to a method for marketing businesses online in which advertisers pay every time a customer clicks on an ad. 

When Do Businesses Pay? 

Advertisers only pay ad publishers when a targeted customer clicks on their ads. The ads only appear in front of customers who enter certain keywords into search engines. If all goes well, these customers should be a part of the company’s target audience. 

What Do Businesses Need? 

Choosing PPC keywords is up to the companies. This is why companies spend a high amount of effort researching the right keywords to use. Companies are also responsible for creating high-quality ads that will convince customers to click on them. 

Who Offers PPC Campaigns? 

The PPC method of marketing businesses online is primarily offered by social networks and search engines. Businesses will often find PPC Campaigns on platforms like Google Ads, Twitter Ads, Facebook Ads, etc. 

What Are the PPC Models? 

Marketing platforms usually offer two payment models for PPC marketing campaigns. They are the following: 

Flat-Rate Model 

If a publisher uses this model, they will charge businesses a flat rate when someone clicks on an ad. Prices will vary depending on where the ads will appear. The best areas will have higher prices than the less effective areas. 

But these prices aren’t permanent. Publishers are often willing to negotiate. They’re willing to drop the price if an advertiser offers them a high-value and/or long-term contract. 

Bid-Based Model 

With a bid-based model, advertisers will each state the greatest amount of money they’ll pay for an advertising spot. An automatic auction will start when a visitor sets off an ad spot. The winner of the auction will get their ad shown on the spot. 

But the ultimate winner of the ad spot isn’t just the one that offers the most money. The auction algorithm will also consider the quality of each advertiser’s ad. So creating a quality ad is important too. 

Strategies to Build a PPC Campaign 

To create the best PPC campaign possible, you have to make certain your PPC campaign elements are top-notch. These include everything your potential customers experience and the things they won’t experience.

Optimize Your Links

Most businesses will link their ads to their websites. But some businesses fail to optimize their websites before they create the links. The customer will then click on the link and travel to a poorly-made site and/or unrelated page. 

Choose the Right Page

When your customer clicks on an ad, it should lead to a relevant page on your website. If it doesn’t, your customer will become confused and/or frustrated. They will then leave your site. 

Consider the content of your ad and what content on your website relates to it. In some situations, you may have to create new website content. 

Fix Your Website

Customers won’t stay on poorly-made sites. They’ll leave, and you’ll get no ROI on your advertising investment. To prevent this from happening, you need to make your website the best it can be. 

Consider taking the following steps: 

  • Fix any technical issues 
  • Speed up the loading speed 
  • Simplify the design 
  • Create compelling headlines 
  • Write simple copywriting 
  • Use high-quality images and videos 

Choose the Right PPC Keywords 

Search engine optimized (SEO) keywords are what your target audience searches for online. When people search for the keywords you’ve chosen, your ad will appear. 

Choosing PPC keywords correctly can make your PPC campaign. With the right keywords, it’s guaranteed that you’ll get your keywords in front of the right people. You should then get the most views, traffic, click-throughs, and conversions. 

Here are some tips for finding the right keywords: 

  • Check your competitor’s keywords
  • Put yourself in your audience’s shoes
  • Use keyword research tools like Moz
  • Find keywords like yours 
  • Include your brand in keywords 
  • Write your product as a keyword

Long Tail Keywords 

You should choose keywords that are a few words long, also known as long-tail keywords. You can choose single-word keywords, but this isn’t a good idea. You’ll face so much competition in this area that you might as well not have a campaign at all. 

Negative Keywords 

Don’t forget to add negative keywords to your PPC campaign. These are parts of keywords that someone who isn’t your target customer will type. You can enter this into a campaign, and the publisher will ensure the ad won’t appear in front of someone who types this word. 

For example, think of someone who sells pizza. If they don’t sell gluten-free pizza, they’ll use that word as a negative keyword. 

Set a PPC Marketing Budget 

Don’t just jump into your PPC campaign without a financial plan. You can end up overspending on the beginning of the campaign setup. Then you’ll have to pay the lowest bid when you run your campaign and have lower success. 

In other situations, you may pay too little to set up your campaign. This will cause you to send a poor-quality ad out to your potential customers. Your highest-level bid won’t help you then. 

Consider Everything 

You need to figure out exactly how much your business can spend on a PPC campaign. The bid to run the campaign and everything else should be as even as possible. 

Here’s a list of all the PPC campaign elements to consider: 

  • Price per click 
  • Landing page creation/optimization
  • Ad copywriting 
  • Ad design creation 
  • Campaign research 
  • Campaign management 
  • Campaign monitoring 
  • Website optimization
  • Keyword tools 
  • Campaign analysis tools 

Don’t Forget the ROI 

Your campaign may not be worth the expense. To make sure that your campaign is worth the price, try calculating your return on investment or ROI. 

You won’t be able to know the exact number of customers you will generate. But you can get fairly good estimates.

Calculate how much you’ll spend and how much you’ll gain. If your ROI doesn’t seem high enough, consider adjusting your budget to be more cost-effective. 

Create a High-Quality Ad

After you finish most of the beginning work for your campaign, you can start work on your actual ad. Keep your spending inside your budget, but make sure that you still design an effective advertisement. If your budget is small, you’ll probably have to get creative. 

Follow the steps below when creating your ad: 

  • Find your target audience 
  • Research your target audience
  • Create marketing goals 
  • Select the ideal ad platform 
  • Decide on the type of advertisement
  • Keep it short and simple 
  • Include a CTA 
  • Test your ads 

What’s a CTA? 

A call-to-action or CTA is a message that tells prospective customers what they need to do next. Good examples of CTAs include “contact us for more” or “click here for a sample”. It’s best to keep these short and to the point. 

What’s a Target Audience? 

Your business’s target audience is the group of people who are most likely to use and buy your product. The more effectively you can find your target audience, the better you can target your advertising. 

Most businesses will consider demographics like age, gender, location, etc., when trying to consider their target audience. To find your target audience, consider who in these categories will use your product or service. For example, you probably want to sell baby toys to younger adults who are more likely to have babies. 

Get Help 

If you’re feeling lost in all this PPC campaign management, keep in mind that you don’t have to take on the whole campaign alone. There are plenty of businesses that can help you manage your PPC marketing campaign. 

You can find a good example of such a company at this link:

Other Advertising and Marketing Ads Ahead 

The digital marketing world isn’t as scary as you may think. Just follow all the right steps to build a PPC campaign. Then you should get thousands of customers knocking down your door to get to your products and services. 

Do you need further help in managing your business’s marketing and advertising? If so, you may be interested in reading some of the articles on our site. You can also find articles on cars, health, sports, gaming, and more. 

Go ahead and check them out! 


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