Pay Per Click Service Basics That You Should Know About

May 22, 2020

8 minutes Read

Pay per click service or PPC is an advertising tool that helps businesses showcase their products and services to enhance their reach and encourage growth in the process. Odds are until now you have heard a lot about PPC and its impact. So if you want to start working on business growth then PPC is one of the first things you should focus on.

So what is PPC? Well, that’s what we are going to talk about here. We have created a list of PPC service basics you should know about when creating an ad campaign. So let’s talk about what PPC is.

Pay Per Click Definition

So what is PPC? Well, the regular definition of PPC is an internet marketing model where advertisers pay for each click on the advertisement. It’s basically a way to buy more visitors as a supplement to your organic traffic. Search engine advertising or SEM is one of the most popular uses of PPC as an advertising tool.

SEM allows advertisers to dib for ad placements in search engine’s sponsored links. So every time someone looks up a keyword related to the business and what they are offering the ad will pop up. With the ad in prime position every time it’s clicked the visitor is sent directly to the website.

If done right the PPC ads fee becomes trivial as it has the potential to send high-value visitors to your website who are more likely to become customers. Now there’s a lot that goes into making a great PPC campaign. It takes intense research and selection of the right keywords. Then you would have to bundle the keywords into well-organized campaigns and ad groups.

You also need to set up special PPC landing pages for the campaigns for better conversion rates. If you can create relevant, intelligently targeted pay-per-click campaigns then search engines like Google will reward you by charging less for ad clicks. So to have a great PPC campaign you need to know about what tools like Google AdWords are and what you can do with it.

What You Need To Know About Google AdWords

Google AdWords or Google Ads is the most popular PPC advertising system in the world. Google Ads allows businesses to showcase their services and products on Google’s search engine and other Google properties. Like all other PPC tool, Google Ads allow users to bid on keywords and pay for each click on their advertisements.

When anyone puts in a search request with a specific keyword Google looks into its archive to find the best possible ads and showcase them on valuable search engine real estate.

Now people who get showcased on Google is determined by the quality and relevance of the ads campaign along with the size of the bids on keywords. Now there’s a metric that Google uses to determine the ad placement on SERPs.

The metric is called Ad Rank, they determine the Ad Rank by multiplying CPC Bid and Quality Score. Now you may be wondering how to get a higher quality score on your PPC campaigns. Well, you should take into account the click-through rate, relevance, and landing page quality of our entire PPC campaign.

When you do it right then you will be able to make sure that you create cost-effective PPC campaigns for your business. With Google being the most popular search engine you should give extra attention to Google Ads.

While you should be conducting in-depth keyword research you should also keep a track of your quality score. Here are 5 things you need to know to get a higher quality score for your campaign.

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Keyword Relevance

Choosing the right keywords for your PPC campaign is the first step to getting a high-quality score. Make sure you create perfect keyword lists, tight keyword groups, and proper ad text to your campaigns.

Landing Page Quality

PPC campaigns need specialized landing pages to maximize your conversions. Make sure your team creates highly optimized landing pages with persuasive, relevant content, and a clear call-to-action that has been tailored to specific search queries. This way your campaigns will see maximum conversions on your PPC campaigns.

Bringing It Together For Your Quality Score

With the perfect keyword list, highly optimized landing pages, and a perfectly optimized campaign. Making sure all these aspects come together will ensure you are charged less for your ads.

Creative Copies

Content is king and you know it. You should make sure that your writers are creating enticing creative copies that entice visitors to buy your products. This way it helps your quality score and can ensure that your PPC campaign is a hit.

Keyword Research For Your PPC Campaigns

Keyword research is the backbone of your PPC campaign. Now it can seem like keyword research is incredibly time-consuming but remember this is how you optimize your campaign to perfection.

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You need to make sure that you keep optimizing your keyword list over time and ensure you have the right keywords for your campaign every time. Here are three traits you should look in your keyword list.


What you need for your business are visitors who are willing to convert as customers. So choosing keywords that bring in visitors that want nothing to do with your business is a big no-no. Make sure your researchers choose perfect keywords that are in line with your business. Relevancy is key to making a great PPC campaign.


Remember that your keyword list shouldn’t only be made up of high volume popular keywords. These are expensive and cover a huge demographic. You should choose to incorporate middle to long-term keywords on your list.

These keywords are more specific and ensure that people who put in those keywords in search engines are shown your ads. Along with that, middle and long term keywords are more specific and are less competitive and less expensive.


Growth is the only goal of marketing. So always make sure you are expanding your customer reach allowing for business growth. With time expand and refine your keyword list that ensures campaign expansion, and create an environment where people get invested in your business and vision.

PPC Campaign Management Is Important

PPC is not only about creating and letting it go. You need to make sure you manage your campaigns to ensure efficiency. One one of the best ways to predict your account’s success.

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Continuous analysis of campaign performance will tell you what needs to be improved. Once you analyze the campaign you can do the following adjustments for better performance.

Adding New PPC Keywords

You want to expand your brand’s reach and bring in new visitors. You should make sure you keep researching and adding new keywords for your PPC campaigns. The keywords should be relevant but also should appeal to newer demographics as well.

Adding Negative Keywords To Your Campaign

Adding negative keywords to your PPC campaign is a big part of managing the campaigns. Negative keywords allow you to be even more specific on which terms your ads pop up in.

Say you have the term “Free” in your campaign now whenever anyone uses the word free your ad pops up and find that your business is not what they were looking for.

Now putting the term “Free” in the negative keywords option will make sure your ads don’t pop up in every single search query that has the word “free”. It will make sure that your ads are efficient and cost-effective. This is the perfect way to ensure relevancy and reduce wasted spend.

Different Ad Groups Is The Perfect Way To Optimize PPC Output

One of the best ways to make sure your campaigns get a higher click-through rate (CTR) and Quality Score is by splitting keyword groups.

Splitting your keyword list into smaller groups allows your campaigns to be even more specific and helps you create targeted ad text and landing pages.

Keyword Review For PPC Campaigns

Managing your PPC campaigns means that you need to find out how you can optimize costs. One of the best options here is to do keyword performance analysis. Find out the keywords that are expensive, under-performing keywords and remove them from your keyword profile.

Keeping Landing Pages Optimized

Remember that the success of the PPC campaign depends on your landing page optimization. Make sure you create separate landing pages with calls-to-action (CTAs) of each landing page to align with individual search queries. Do not make all the queries go to one page it will be confusing and won’t be efficient enough for all your campaigns.

Finding The Right Recipe For Your PPC

So there you go these are the basics of PPC services that you will need to know for your business. As you keep working on your PPC campaigns you will learn more about the inner workings PPC and what the best recipe for success is for your business.

Now for a new business, it’s hard to manage PPC campaigns. This is why you can work with a full digital service company that specializes in PPC management services.

If you need a bit more information on how you can have PPC success for your business then you can contact one of our PPC managers at Freelancer’s Hub. Our PPC specialists will be there to help you every step of the way. Until then, see ya!

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