Elements of a Successful PPC Strategy

Pay-per-click, otherwise known as PPC, is a form of search engine marketing (SEM) where the advertiser pays for clicks on an ad. With PPC, you don’t pay anything until someone interacts with your advertisement meaning you attract people who are interested in your offer. A successful PPC strategy can earn you quality leads as you can start to pick and choose the exact demographics of the type of consumer you wish to attract.

DID YOU KNOW: The top 3 paid ad spots on a Google results page get 41% of the clicks on the page? If all you focus on is traditional SEO, it doesn’t matter how high you rank, those 41% of searchers will likely never see your content based on a natural search query.

PPC Strategy

The Benefits of a PPC Strategy

Keywords have become ever increasingly competitive. This makes it difficult for smaller businesses without domain authority to get anywhere near the top rankings with organic content. That doesn’t mean you should put aside your SEO efforts, rather, tailor your PPC strategy to complement your SEO strategy.

Top reasons to give PPC a try

  1. PPC is predictable. The results of writing organic content is mostly out of your hands and down to a number of external factors. Whilst you can expect these sources to grow over time with a few updates, you can’t predict by how much. With a PPC, campaign on the other hand, your visitors are directly tied to how much you spend and the search engine algorithm is less of a factor. If you spend more, you get more visitors.
  2. Faster Results. You get results faster than from inbound marketing. You may be a good rounded marketer, however it’s still going to take 6-12 months to gain major traction with inbound marketing strategies. With PPC you can drive traffic to your website in hours!
  3. It’s Scalable. How would you scale up your content efforts? You would produce more. Although this is time consuming. With a PPC campaign, if you’re having good results and want to scale up your efforts, all that you do is increase your budget or target additional keywords or audiences.
  4. Time Saving. It doesn’t take much time to run a PPC campaign. It takes a bit of thinking time, planning and setting up, but once the campaign is live and making profit, you can spend the rest of your time creating content to complement.
SEO PPC Strategy Reporting

Looking to boost your business? Contact us today – we’ll set up a PPC Strategy that puts your company in a prominent position, giving you the best chance of conversion.

PPC-Related Terms You Should Know

Below, we review the main elements of a PPC campaign, ranging from broad to the more specific.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) refers to any digital marketing paid and organic that is done on a search engine, like Google, Yahoo or Bing. SEM is an umbrella term that encompasses both paid advertising and search engine optimisation. It’s important to note that not all PPC occurs on search engines as social media has PPC ads too, such as Facebook ads.


Cost-per-click (CPC) is the amount that an advertiser pays for each click on your ad. CPC acts as your bid in an auction that determines where your ad will be placed. As you can imagine, a higher bid equates to better ad placement. You set your CPC at the maximum price you are willing to pay per click on your ad. What you actually pay is determined by the following formula: (Competitor’s Ad Rank / Your Quality Score) + 0.01 = Actual CPC.

Competitors Ad Rank

This value determines the position of an ad on a search engine results page. It’s equal to Maximum Bid x Quality Score.

Quality Score

This is the score that search engines give to your ad based on your clickthrough rate (CTR) measured against the average CTR of ads in that position.

Maximum Bid

This is the maximum you are willing to pay per click on you ad. You can set your CPC to manual, where you determine the maximum bid for your ads, or enhanced, which allows the search engines to adjust your bid based on your goals.

CPM – Cost per Mille

CPM, also known as cost per thousand, is the cost per one thousand impressions. It’s most commonly used for paid social and display ads.


The first step in setting up your PPC ads is determining your ad campaign. You can think of your campaign as the key message or topic you want to get across with your advertisements.

Ad Group

Creating a series of ads within your campaign based based on a set of highly related keywords. You can set a CPC for each ad group that you create.


Each ad within your ad group will target a set of relevant keywords or key terms. These keywords tell search engines which terms or search queries you want your ad to be displayed alongside in SERPs.

Ad Text

Your keywords should inform your ad text. Remember, your quality score is determined by how relevant your ad is, therefore, the text in your ad should match the keyword terms that you’re targeting.

Landing Page

A landing page is a critical piece of your paid advertising strategy. The landing page is where users will end up once they click your PPC ad. Whether it’s a dedicated webpage, your homepage, or somewhere else, make sure it is going to lead to a conversion.

Google Ads PPC Strategy

This is more than Google Ads

If you’re not very experienced with PPC, you probably equate a PPC strategy with Google Adwords. Adwords is by far the biggest advertising network.You can get traffic in just about any niche because Google has so much traffic. Google is amazing for conversions, since you can target keywords with high commercial intent. The search engine receives 3.5 billion queries per day, giving you plenty of opportunities to target keywords that will get your intended audience to click. The downside is that keywords are highly competitive on this platform, meaning a greater ad spend.

Bing Ads

When it comes to advertising platforms, Bing comes in just after Google Ads with approximately 12 million queries per day. Yahoo! and Bing combined advertising forces, which expanded their audience reach. There is a slightly lower CPC at the expense of a larger audience.

Facebook Ads

A popular and effective platform for paid ads due to its specific targeting options. It allows you to target users based on interests, demographics, location, and behaviours. Facebook ads are introduced and blend into the social feed.

Perfectly Placed PPC

Making clicks count – that’s our PPC mantra. The perfect PPC strategy puts your company in a prominent position, bringing highly relevant visitors to your site. It’s about data driven decisions, lowering costs, giving you the best chance of converting.

Paid advertising is an effective tool that should be a part of your inbound marketing strategy no matter how long you’ve been in business. PPC just might be the boost you need to get an edge on your competition or at least ahead of them in the SERPs.

Our PPC Strategy; More for Less

A PPC consultant has one mission – to make more of your budget. Increase traffic and lower your cost per conversion. If you’re not getting the ROI you want from existing PPC, don’t worry, there’s always an opportunity to make a difference. Contact us, we can help you perform better.