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What Is PPC And How To Use It In Your Marketing Strategy


In today’s competitive world of digital marketing one of the most sought after strategic goals is to achieve an organic high ranking on a search engines like Google.

Doing so takes loads of hard work and know-how as well as extensive knowledge of how websites work. It can be a daunting process. Fortunately there’s an easy way to increase your web traffic and get a high search engine ranking. It’s called PPC or Pay-Per-Click.

What is PPC?

Pay-Per-Click is a form of advertising strategy that allows you to only pay for ads when someone interacts (clicks) with them. PPC advertising campaigns mostly appear on two platforms, namely Google Ads and Social Media Advertising, This type of advertising can play an important part in your brand’s marketing strategy. It’s very useful for specialized and time-sensitive campaigns, as well as to reach out to new target markets.

How To Use PPC Effectively?

Using PPC marketing is pretty easy, but rushing into tit can result in a few problems if you don’t know what to focus on in your campaign.

Here are a few helpful tips to help you create an effective PPC campaign that will increase traffic on your website by way of new visitors.

Set Goals For Your Campaign.

Before investing in PPC advertising it’s important to set out goals and expectations for the campaign. Make sure your marketing team knows who the target audience is, and what you want the final outcome to be once a user clicks on an advert.

Create A User Friendly Campaign Structure.

When creating anything online it’s always important keep the user in mind. If something is too complicated chances are the person using the site will get frustrated or bored and leave. Keep your campaign structure simple. A relevant message and visuals along with an attractive, compelling advert will grab the attention of even the most casual user.

Using PPC In Your Marketing Strategy.

PPC advertising can play an important role in your marketing strategy, especially when you want to achieve results fast. Here are few ways you can use PPC in conjunction with your existing marketing strategy.

Supplement SEO Efforts.

Search engine optimization often takes weeks to create competitive rankings for your keywords. Adding PPC to this process can help you eliminate that time lag. This is because PPC ads will appear on your targeted platform as soon as they are live.

Beat Out The Competition.

If you’re just starting out, creating an organic online presence for your business in a space that’s already dominated by the competition it’s going to take some time to develop your own space on a Search Engine Results Page. By purchasing online visibility for keywords you can compete with brands that may already be targeting those words organically.

Factors Determining PPC Success.

Although PPC campaigns work wonders by putting your brand in front of your target audience in an instant, there are still a few things you have to keep in mind to ensure the campaign is a success.

The frequency and effectiveness of your adverts can be determined by the following factors.

Keywords and Relevance.

When selecting keywords, be sure to keep you’re the overall tastes and personality of your target audience in mind.

Landing Page.

Your landing page needs to be directly related to the advert with a relevant call to action.

Quality Score.

This is a factor specific to Google Ads, but since it is the most popular search engine in the world it’s definitely worth keeping in mind.  Google rates and scores the quality and relevance of your campaign based on keywords, ad copy and landing pages. A high quality score will get you more ad clicks at a lower cost.


When assigning a budget to your PPC campaign you need to keep the budget of your competitors in mind as well. The cost of valuable keywords can vary depending on how sought after they are. If your competitors have large budgets, they could outbid you.


PPC can help you achieve all your marketing goals like creating brand awareness or increasing subscribers and sales. If you’re unsure of how to launch a successful PPC marketing campaign check out the Digital School of marketing to find a marketing course that’s right for you.