PPC Management

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PPC Management Overview

Pay-per-click (PPC) advertising refers to the placement of ads on an ad platform and the host of the platform is paid by the advertiser every time their ad is clicked. The goal of PPC ads is to lead the audience to the advertiser’s page by clicking the ad. The audience can complete an action — purchasing, email sign up, subscription — that is valuable to the advertiser.

Search engines are the most popular advertising platforms for PPC ads. Google Ads and others like it allow advertisers to display ads relevant to their search terms.

Optimize for Your Business

Social Media Marketing and Online Reputation Management are effective ways to achieve business goals, especially for strengthening the brand image and encouraging brand loyalty. PPC, on the other hand, is effective in catching the attention of “strangers,” potential customers who are not internet-savvy and who might not be familiar with your business. PPC allows your business to reach people who aren’t already in your audience as well as those that have been exposed to your brand.

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Search and Keywords

People still use search engines and consider it reliable when it comes to getting information, answering questions, and practically for just about anything. Search engines are important. And it will always be important.

Organic traffic is site traffic that arrives on your page from the search engine search pages (SERPs). Needless to say, search engines and SERP rankings matter. It matters to your SMM, to your ORM, and all your business goals

But getting in the SERPs is tedious and very competitive. In-depth and consistent Search Engine Optimization (SEO) strategies should be employed

This is why your business should utilize Pay-Per-Click Management. It gets you visibility in the SERPs and you only pay for every click.

But PPC is also more than just clickable ads in the SERPs.

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Benefits of Pay-Per-Click

Beyond visibility in the SERPs, Pay-Per-Click ads offer multiply benefits to your business.

Whether you want to increase sales or just stay connected to your current customer base, PPC ads contribute to achieving your business goals.

PPC advertising is easy to measure and track. In each platform’s dashboard, specifically Google Ads, you can immediately see, track, and measure conversion.

PPC advertising provides for various target options. You may use various keywords, target pages, target demographics, and so on.

PPC ads work hand in hand with all your digital marketing efforts. Be it content marketing, SEO, ORM, or SMM, you can integrate PPC to amplify your content and yield better results

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PPC Management 101

Google Ads remain to be the biggest PPC platform. To understand how PPC works, let us take a look at how Google Ads work.

When a user searches on Google, Google Ads go into the pool of bidding advertisers and winners are chosen to appear in the ad space in the SERPs. Google chooses the bid winners based on different factors including keywords, amount of bid, and ad text.

This way, advertisers can reach potential customers based on the budget they specify.

Keywords are crucial for effective PPC management. It connects advertisers to search queries. Queries are the words that users type to find results. While keywords are what marketers and businesses use to target users.

PPC Management: Keyword Research and More

PPC Management involves several tasks

Target Channels

There are numerous channels and networks that allow you to publish PPC ads. Here are some of them.


Google Ads is the most popular ad network. The Google Ad Network (GDN) includes placements in Google Search, Youtube, and many shopping and mobile apps. According to Google, Google Ads appear in more than 2 million websites and over 650,000 apps.


Bing Search may not be as popular as Google but it is rapidly growing. They have tools that allow advertisers to import campaigns from Google Ads. Through Bing Ads, you can place ads on MSN, Outlook.com and the Edge browser, among others.


Facebook is undeniably the biggest social media site with over 2 billion users. This also means 2 billion possible ad viewers. Facebook ads may also be placed on Instagram, Messenger, and the Audience Network on mobile apps.

Ad Formats and Groups

Knowing the proper keywords is the first step. Then channel selection. Next is ad format and design.

Ads are what searchers or users and click on. Winning a bid is just the first part. The second part is making sure your target audience clicks on your ad.

Ads typically consist of a Headline (or title), the URL of the target page, and a Description.

There are, however, several ad formats you may use.

PPC Management Step-by-Step Guide

Here is a step-by-step guide on PPC Management.

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Set PPC Management Goals

As with anything else, begin by setting goals. These goals must be aligned and relevant to your business goals. Goals must be specific and clear, measurable, and time-bound.

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Create a Keyword List

Do exhaustive Keyword Research and create a list based on it. There are available tools for this such as Google AdWords Keyword Planner.

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Set a Budget

There is no minimum investment. But remember that it is Pay-per-Click so the higher you are willing to spend, the higher the number of actions you will get.

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Once you have your keywords and your budget, it is time to bid. Use your keyword planner to bid.

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Set up

Use a mix of keywords. Create your materials. Optimize your headlines and descriptions. Make sure your ads are attractive to be clicked on.

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Create Unique Landing Pages

Finally, set up a Landing Page for your campaign. What the potential customer will see when they click your ad is important to converting their click into profit.


Key Performance Indicators or KPIs are important for measuring success. Here are the important KPIs you must monitor to make sure that your money is spent efficiently.

Clicks and CTR

You must monitor your clicks and Click-Through Rate (CTR). Clicks are simply the number of clicks your ad gets. Meanwhile, CTR is the number of clicks over the overall number of impressions. This measures the percentage of times your ad was clicked versus the total number of times it was displayed.


CPC stands for Cost per Click. This is how much you are paying every time a user clicks on your ad. Just because you have set a budget, does not mean you will be paying that whole amount. CPC is important in determining how many clicks you will get and how much you will pay.
Other KPIs you must monitor include CPA or Cost per Acquisition, CVR or Conversion Rate, Quality Score, CPM or Cost per Million Impressions also known as Impression Share.

Tips and Best Practices

PPC Management is complex and requires studying, research, monitoring, and multi-tasking. Here are some tips you can follow for successful PPC Management.

Work with Experts

PPC is easy to learn and implement. However, you must scale your PPC Ad Strategy according to your business. One PPC ad on a small budget for a large company is a waste of time and resources. Make sure you work with the right people to create, implement, and monitor your PPC Ads.

PPC Ad Management requires an expert that can carefully design a strategy that will align to your business goals. Creating of ads alone takes a lot of nuance and experience. For PPC Ads to become a significant contributor to your business success, try an expert to know how to do it.

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