PPC is a paid search strategy where you only pay when someone clicks on your ad. This approach contrasts with traditional online advertising, where you pay for ad space regardless of performance.

Taking a pay-per-click approach focuses your online advertising efforts and helps more people see your brand, which, in turn, builds revenue potential. 

If you’ve been focusing solely on SEO, you have the chance to expand your digital marketing efforts by adding another approach to your toolbox. PPC strategies can transform your site visibility — and grow earnings.

In this article, we’ll explore:

• An introduction to PPC strategies
• Key elements of a PPC campaign
• How to create an effective PPC campaign
• PPC strategies to try out

An introduction to PPC strategies

Since PPC tactics operate on a cost-per-click (CPC) basis, this approach provides a cost-effective way to reach audiences who are expressly interested in your products and services. 

How it works: You bid for ad placements on social platforms and search engine results pages (SERPs). The ad auction determines which ads appear for specific search queries and audience members. This dynamic, real-time bidding process enables precise targeting, and you retain control over your advertising spend.

PPC versus search engine optimization (SEO): PPC is distinct from SEO in its approach to increasing website visibility. Although both use SERPs in some way, with SEO you’re focusing on optimizing your content to rank higher through content, keywords, and site structure, and PPC involves paying for top placement in search results. PPC offers immediate visibility and can quickly drive site traffic, whereas SEO is a long-term strategy that builds sustainable, organic growth over time.

Key elements of a PPC campaign

While every PPC campaign has unique goals and target audiences, the following core elements are crucial for success.

Search engine marketing (SEM)

SEM encompasses all online marketing done on search engines, like Google. This includes paid and unpaid efforts. In PPC campaigns, SEM usually refers to paid advertisements that place your ads on SERPs. But PPC campaigns aren’t limited to just search engines — they’re also effective on social media platforms, such as Instagram and LinkedIn.

Ad rank

Ad rank is a vital metric in PPC analytics, since it affects your ad’s placement and visibility. It’s calculated based on your bid amount, your ad’s quality score, and what ad extensions you use. Achieving a higher rank means your ad is more likely to appear in a prominent SERP or social platform position, leading to increased click-through rates (CTR) and better engagement opportunities.

Quality score

Quality score is a key metric used by Google Ads that evaluates your PPC ad’s overall, well, quality and relevance. It ranges from one to 10, with higher scores indicating better quality. It’s influenced by several factors, including: 

• Expected click-through rate: This measures how likely users will click your ad when it’s shown
• Ad relevance: This evaluates how closely your ad content aligns with the keywords you’re targeting
• Landing page quality: This gauges the relevance and user-friendliness of the landing page linked to your ad

Google calculates these metrics based on ad performance using the same keywords over the past 90 days. (This includes your ads as well as your competitors’ ads.) It rates each component as either “Below Average,” “Average,” or “Above Average,” which contributes to your overall quality score. A high quality score can lead to better ad rankings and lower cost-per-click rates. That’s because search engines reward ads that provide relevant, high-quality content. In other words: Quality content leads to more favorable ad placements and increased exposure.

Bidding strategy

Your bidding strategy determines how much you’re willing to pay for each click on your ads. You can choose from various options, such as cost per click, cost per mile (cost per thousand impressions), and cost per acquisition (CPA). 

Select the bidding strategy that aligns with your objectives for the campaign, whether that’s increasing site visits, visibility, or conversion. If your goal is to increase website traffic, for instance, you might choose a cost-per-click bidding strategy that focuses on getting as many clicks as possible within your budget. Or, if your goal is brand visibility, a cost-per-mile bidding approach might be more suitable, since this strategy lets you pay based on how many impressions your ad receives, which makes it a more cost-effective way to increase brand awareness.

Ad extensions

These are supplementary business details (like contact information, links to specific site pages, and product details) that enhance your PPC ads. They expand your ad’s visibility on SERPs by enlarging its footprint, making it more prominent and attractive to potential customers. 

Ad extensions also improve the user experience by providing straightforward pathways to interact with your content, such as visiting a specific product page or contacting your business directly.
Including ad extensions can also positively impact your ad’s placement. Search engines factor the presence of these extensions and their relevance when determining ad positions during auctioning. By offering users more ways to engage with your ad, you increase the likelihood of a better ad rank, leading to better visibility.

Common ad extensions include:

• Sitelink extensions: These provide extra links that direct users to specific website pages, such as a promotional page or frequently asked questions section.
• Callout extensions: Callout extensions highlight key selling points and special offers. For instance, a callout might emphasize free shipping or 24/7 customer support.
• Structured snippet extensions: These extensions present concise information about your products and services to categorize offerings and help users quickly understand what you provide. A travel agency, for example, might use structured snippets to list different tour types (like “Adventure tours: hiking, rafting, and biking”) to help people who see your ad quickly understand your services.
• Location extensions: Especially useful for local businesses, location extensions display your physical address and a link to Google Maps. This helps viewers quickly find your location. An ad for a restaurant, for instance, might include its address and Google Maps profile. When people click on the location extension, they’re directed to the map, making finding and visiting the restaurant simple.
• Price extensions: Price extensions showcase your product and service offerings with the corresponding price, helping users make informed decisions directly from the ad. An electronics retailer, for instance, might use this extension type to show different laptop models with the respective prices, allowing users to compare options directly from the search results.

Ad group

In Google Ads, an ad group is essentially a container for a collection of ads that either share a common theme or target a specific keyword set. This structure allows for more precise targeting with messaging tailored to specific search queries. 

If you run a design agency, for instance, you might create separate ad groups for blog design, packaging design, and brand messaging. Each group can then have its own targeted ads, ensuring the right message reaches the right audience.

Ad text

Ad text encompasses your ad’s written content. Here you align your offerings with your target audience. This space is crucial for showcasing the unique value proposition of your products and services, as well as persuasive calls-to-action (CTAs).

The goal is to write copy that resonates with your audience and encourages them to click through to your site. Say you offer project management software that solves pain points like time wasted toggling between apps and manual task updating. Your ad text might read, “Centralize and automate project management today!”

Keywords

Keywords form the cornerstone of PPC campaigns, acting as triggers for your ads to appear. When you select appropriate keywords, you ensure that your ads are shown to people actively searching for or interested in what you offer. A cybersecurity company might target phrases like “cybersecurity checklist” and “data privacy,” for instance.

Conducting comprehensive keyword research is vital. By identifying terms relevant to your offering and popular with your target audience, you can more effectively direct your ads to people who are likely interested in your services.

How to create an effective PPC campaign in 5 steps

Assemble the PPC strategy elements discussed above into a successful campaign with these steps.

1. Define your campaign goals

Determine what you aim to achieve through your advertising efforts — whether that’s driving website traffic, generating leads, increasing sales, or something else. Use your goals to guide your team and align every decision, from keyword selection to bidding strategy.

Let’s say you run a SaaS company. To increase sign-ups for a new security feature, your campaign might focus on keywords and ads that highlight cybersecurity concerns and target audiences interested in avoiding data breaches. By tailoring your ads to meet specific interests, you’ll better reach your desired audience and outcomes.

2. Perform keyword research

The most effective keywords elevate ad visibility in search engine auctions and guide users directly to your ad. To identify which keywords to use, conduct competitor PPC analysis to understand how other companies target their keywords. This will give you insight into industry standards and help you identify any gaps that your brand could fill. 

Google Ads use an algorithm that prioritizes ads based on how well they match search intent. This means that if your campaign closely matches with what someone is searching for, Google recognizes your ad as more relevant and it’s more likely to display it in a higher SERP position. To truly understand the specific motivations behind your audience’s searches and design the most effective ads, perform extensive user research, such as surveys, focus groups, and feedback analysis..

If you launched a fitness app, for example, and want to target people looking for home workouts, specific keywords like “home fitness app” and “workout routines at home” directly address their needs and search queries. This relevance has dual benefits: It increases the likelihood of people clicking on your ad, and it leads to more meaningful engagement, since visitors will find exactly what they’re looking for.

3. Set up a landing page

Your landing page should seamlessly align with your target audience's search intent and mirror the promises made in your ad. This alignment is crucial. By ensuring that your landing page content directly relates to your ad and lines up with what visitors expect, you’ll build confidence and trust in your brand. 

An ad highlighting a special deal on website development for small businesses, for example, should have a landing page that prominently features this offer and guides customers on how to claim it. This will likely significantly increase the odds that people will claim the offer. The same idea applies for other conversion opportunities, like sign-ups and downloads.

4. Create your ads

While writing and designing your ads, focus on crafting copy that highlights your unique value proposition and resonates with your target audience. Consider experimenting with elements like visual media and ad extensions to see which works best. 

If you’re advertising a marketing tool, your ad should succinctly convey its benefits with copy like “Transform your marketing campaigns with personalization powered by artificial intelligence.” Including relevant images and videos that visually showcase your product can further engage potential users and encourage them to click.

5. Analyze and optimize your approach

Regularly analyzing and refining your PPC strategy ensures your campaigns yield the desired results. To optimize your approach, focus on key performance indicators (KPIs) like:

• Click-through rate: Monitor this metric to understand how compelling your ad is to those who encounter it. A high click-through rate indicates that your ad is engaging and prompts people to visit your site. A low click-through rate suggests the ad might not be capturing interest.
• Conversion rate: This metric measures the percentage of people who took a desired action after clicking your ad. It’s crucial for understanding how well your ad motivates purchases and sign-ups. 
• Cost per acquisition: Review the cost per acquisition to gauge how cost effective your campaign is in terms of conversions.
• Cost per click: Evaluate and measure cost per click to assess whether the investment in each click aligns with your budget and campaign objectives. 
• Return on ad spend: Calculate the revenue generated for every dollar spent on your PPC campaign. This will help you assess how profitable your ads are and guide budget allocation decisions.
• Audience engagement metrics: Analyze engagement signals, such as page dwell time (how long users spend on a page) and bounce rates (the percentage of visitors who leave your site without taking an action) for people directed from PPC ads. These insights indicate how engaging and relevant your target audience finds your landing page content.

By regularly monitoring these metrics and applying insights to refine your targeting, ad copy, and bidding strategies, you can improve your PPC campaign’s performance. Adjusting based on performance indicators ensures your strategy stays in step with your marketing objectives and that you continually adapt to changing market dynamics.

6 PPC strategies to try out

To bolster your online marketing efforts, explore these six PPC tips and tricks.

1. Use broad match keywords 

When you opt for “broad match” keywords, your ad will show up in related search queries. This includes variations, misspellings, synonyms, and other terms that relate to your target keyword — the types of things your intended audience is likely to search for. For example, if you use “time management” as a broad match keyword, your ad might appear in searches for “time tracking apps” and “what’s time blocking.” 

But the challenge with broad match keywords is their potential to trigger your ad for irrelevant searches. This can dilute your campaign’s efficacy and waste your budget. To mitigate this, complement broad match keywords with audience targeting. Audience targeting lets you specify who sees your ads based on criteria like demographics, interests, and behaviors. This helps your broad-reaching ads show up for the most relevant and interested audience.

2. Use ads to drive data collection

Ads serve a dual purpose: They drive conversions and act as an invaluable tool for gathering first-party data. Consider focusing your PPC campaigns on lead generation, where each ad click gives you valuable insight into your audience’s preferences and behaviors. For example, a simple form-fill ad offering a free eBook (or something else your audience would find valuable) in exchange for an email address can boost your conversions and enrich your customer database.

3. Embrace A/B testing

PPC is inherently an iterative process, allowing for continuous optimization. Instead of putting all your eggs in one basket — or one ad — leverage A/B testing to experiment with different variations and elements. Whether you test differing CTAs, imagery, or ad copy, this approach helps you uncover what resonates most with your target audience.

For example, you might test two versions for the same product — one featuring a product image and another highlighting customer testimonials. Which version garners more clicks and conversions? Use this information to inform and refine your approach.

4. Optimize with responsive search ads 

Google’s responsive search ads offer a dynamic approach to testing ad components. You’ll input multiple headlines and descriptions, and Google will automatically test various combinations to find the one that’s most effective for your audience. 

For example, you could enter various headlines, descriptions, and CTAs. Google then determines which combinations are most likely to increase your click-through and conversion rates based on real-time performance data.

5. Use video

If your PPC platform allows it, consider using video ads to convey your message more vividly. Video offers a compelling way to present your brand story, demonstrate products, and explain services. This can capture attention more effectively than static ads.

6. Try location-based targeting

Customize your advertising for specific geographic areas with location-based targeting. When you adapt your messaging to fit local tastes and cultural nuances, you can improve your ad’s relevance and impact. 

For instance, if you’re promoting a café in downtown Chicago, using location-based targeting for your campaign means your ads will display to people searching for coffee shops within a five-mile radius. This focused approach helps you attract local customers while boosting online visibility and in-store visits.

A place to land

To transform clicks into customers, pair your well-crafted PPC campaigns with a landing page that converts. 

Webflow is a visual-first development platform that empowers you to build and launch paid landing pages faster. Explore the ways Webflow Enterprise can help you get the most of your advertising strategies. Complement your PPC efforts with strategic content, SEO with fine-tuned controls, and analytics integrations to help you understand where your potential customers are coming from — and keep your business growing strong.