Pay-per-click Campaign: An Inseparable Part of Digital Marketing

In the modern world of digital marketing where everything is getting digitised and the marketing strategies are both devised and manoeuvred over internet using various social networking platforms and other websites, pay-per-click (also known as PPC) is indispensable to the modern marketers. It is basically a unique advertising approach where the advertiser is bound to pay a certain amount of money to the host with every click made by the visitors of that particular website.

Definition and Working Procedure of PPC:

PPC can be defined as an ingenious advertising technique where the advertisers are obligated to a certain amount of money to the host whenever a visitor clicks on the advertisements provided on the respective websites of the business organisation.

In this process, usually the advertisers try to flash their ads in the sponsored links provided by a certain search engine. By clicking on the ads provided by this process, the visitors get attracted towards a certain website and in return, the advertiser pays an amount to the search engine or host. It is one of the most common advertising techniques nowadays and once it starts to give results, it can be very useful to increase the number of potential customers of a product or service and consequently the conversion rate as well.

Because of its profitability, many marketers opt for this online advertising campaign. The most popular PPC providers available nowadays include Google AdWords, Yahoo! Search Marketing, Microsoft AdCenter, and many more.

To successfully use this process to one’s own advantage, a person must be well acquainted with the nuances of this advertising technique and for that purpose; various training programs can be extremely effective.

Benefits of PPC:

With the proper implementation, this unique advertising approach can provide several benefits such as:

  • Measurable results: With the help of the tools provided by the PPC vendors like Google AdWords, you can easily measure the results of your marketing campaign instantly to determine the current status of your product or service in the existing market. This provides you the time and opportunity to find the loopholes in your strategy and to make necessary changes accordingly.


  • Quick ROI: One of the major advantages of this campaign is a much better return on investment or ROI. Better ROI is a key element for a business to prosper and get the necessary edge over other products in this highly competitive market.


  • Flexibility: PPC is an extremely flexible approach where you can change our keywords and edit your advertising content anytime you want depending on the current market scenario.


  • Better Conversion Rate: This campaign helps to increase the conversion rate of the visitors to a certain website into potential long-lasing customers and thereby increasing the profit to a great extent.


  • Cost effective: Unlike other advertisement techniques, PPC is extremely cost effective because the amount you would have to pay for every click on your advertising link is fairly reasonable.

To sum up, being properly trained in Pay-per-click ad management technique and later implementing it successfully can do wonders for you in this competitive world of digital marketing.

5 Easy Ways to do PPC Keyword Research in 2019

PPC Stands for Pay Per Click. It is a form of paid advertising where money is spent only when a user clicks on the ad. When done correctly, it can be an effective form of marketing with a high ROI (Return on Investment). It can help us get a decent amount of traffic at a predictable amount. You can see results almost immediately which is in sharp contrast to SEO (Search Engine Optimisation) which can take months to show results. For setting up any optimized PPC campaign, the primary step is doing keyword research.

Below are 5 ways to do it effectively.

  1. Defining Goal for the Campaign

A lot has changed since the old days, where Google’s best chance of serving up relevant results was by matching the search term with the keywords present on a page. Google’s AI has advanced beyond just ‘word’ matching. The most important thing to remember is that we are not “buying traffic” or “buying keywords”. Clearly defining a campaign goal is the primary step in starting off with Keyword Research.

  1. Competitor Research

Before we dive head first with our keyword research, it is essential to keep a look out for what our competitors are doing. We can use tools like Spyfu, which can give us an insight as regards to the keywords they’re targeting, what is the cpc (cost-per-click) they are paying for, total cost, ad position, and the search terms they’re appearing for. Using this data we can outbid your competitors for the No 1 Spot and reach our target audience. Competitor Research can be a goldmine of data, but we must remember that all strategies are not worth copying.

  1. Expanding List With Tools

Google Keyword Planner is the go-to tool for most markets out there, but there are other great tools also, which you could use. Always we must think as to what the audience is searching for. Suppose you are an online furniture store. You can insert any keyword – like ‘buy furniture online’ and look for suggestions in the planner. This way we can expand or multiply our existing keyword list.  

  1. Refining Keyword List

It’s important to filter out certain keywords before making your final list. We can upload our list of keywords and check out the search volume and forecasts. The idea is to find high search volume, low competition and low cost keywords as often as possible. That being said some of the most high-value keywords could cost more, but they could give us more conversions or send us potential customers that eventually go on to buy more expensive products or services.

  1. Grouping Keywords into Tightly Themed Ad Groups

Once we have sorted and filtered out relevant keywords for our campaign, we can input them into relevant ad groups. Ad Groups are nothing but a shared set of closely matched keywords that can help trigger our ads. While writing ad copies we must remember that the ad copies must be relevant to the landing page to increase chances of getting conversions.

PPC Keyword Research, is a crucial cog in the wheel for ad campaigns, so taking the time in getting it right is important. We can benefit from the data in the long term. If you are confused or looking for a helping hand with regards to your PPC Campaigns, we would be more than happy to help. Get in Touch with Us!