What, Why, & How of PPC Advertising

PPC, or Pay-Per-Click, advertising allows your website to appear on Search Engine Results Pages (SERPs) when someone searches for specific keywords. Essentially, you bid on these keywords, and your ad is displayed on the SERP. The best part? You only pay when someone actually clicks on your ad.

PPC advertising can be a powerful tool for your business, offering significant benefits, especially if your ad campaigns are well-structured and easy for users to navigate.

While PPC is also used on social media platforms, it's most commonly seen on search engines like Yelp, Google and Bing. Each time an ad spot becomes available on a SERP, an instant auction occurs for that search term. The winner of this auction and the ad's position on the page are determined by factors like your bid amount and the quality of your advertisement.

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Crafting Impactful PPC Ads: Essential Elements

Many people wonder what makes a PPC campaign successful and what to monitor when running Google Ads. Here are the core elements we believe are most crucial for a high-performing PPC campaign:

Ad Format

To truly pinpoint the most effective ad types, comprehensive testing is essential. Whenever possible, leverage call-only ads, responsive search ads, and expanded text ads. Don't forget to experiment with Dynamic Ad Groups to see how they perform. The broader the range of formatting options you provide to Google, the greater your potential to boost your ads' impression share and overall visibility.

Conversion Tracking

A common challenge we've observed in PPC campaigns is the absence of conversion tracking. Installing conversion tracking code on your website before launching any campaign is crucial for monitoring results effectively. While this may require a small amount of development work, actively tracking the engagement and outcomes of your PPC ads is vital for understanding their performance and optimizing for success.

Campaign Structure

Your campaign structure needs to be logical and well-organized. Arrange your campaign based on themes, topics, geofencing, or any other sensible framework. This ensures seamless execution and helps prevent keyword cannibalization, where your own ads compete against each other for the same search terms.

Use of Ad Extensions

Once your campaign is ready for launch, always confirm that you've implemented ad extensions. These frequently lead to a higher Click-Through Rate (CTR) and often a better Quality Score, which in turn boosts your overall PPC account's optimization score.

For local businesses, ensure your Google Business Profile is linked to Google Ads. This makes it effortless for customers to find your physical location. Additionally, double-check that call tracking is fully operational and intact for all your lead generation efforts.