Marketing strategy of 2020: The Beginner’s Guide to PPC Marketing

If you are familiar with the world of SEO, you have definitely heard of pay per click or PPC marketing before, but what exactly is it?

PPC is an Internet marketing model in which the advertiser pays each time an ad is clicked. The main difference between SEO and PPC is that the former is organic, while PPC Marketing is paid. It is one of the most popular forms of search engine advertising, where advertisers bid for a location on sponsored search engine links.

Having a basic understanding of PPC Marketing is essential to the success of your digital marketing. It is generally used to generate new leads or to encourage customers to buy your product or service in a high-value industry.

Having a basic understanding of PPC Marketing is essential to the success of your digital marketing

How does Google AdWords work?

Google AdWords is the most popular advertising system, as Google is the best search engine in the world. Advertisers bid on a keyword and then pay each time someone clicks on the link. The set of ads displayed is chosen based on a metric called Ad Rank, which consists of two subcomponents: the first is called the CPC bid, which is essentially the maximum the advertiser is willing to pay. The second component is known as the Quality Level and is indicative of the click-through rate, relevance, and quality of your ad’s landing page. These two components multiply together to form the ad ranking, with the highest ranking chosen to be displayed on the search page.

The importance of keywords

Keywords are very important to the success of your PPC Marketing campaign. Generally speaking, there are three ways to customize how your ads match multiple search queries.

i) Wide agreement

This is the default option for keyword matching and segments ads with words that are synonyms or considered relevant by Google’s algorithm. This approach is credited with reaching a broader audience, which can be beneficial or detrimental, depending on your campaign goal. Because it has a wider reach, it also loses the ability to specifically target who sees your ads. Example: if you focus on «fancy dress», you will also find matches for «formal dress», «evening dress», «elegant dress» ”, etc.

ii) Phrase matching

This approach provides a more exact match that only targets queries that contain a specific phrase or a variation of it. Phrase match example: Using the same keyword “fancy dress,” a phrase match will focus on phrases that include “how to customize my fancy dress” but not “why you shouldn’t wear a dress for a wedding party.” luxury ”.

iii) Exact match

Exact match is the most accurate, as it only focuses on the identical phrase. In this case, it will only target the exact keyword “fancy dress.”

Create your PPC keyword list

Creating an effective PPC keyword list is a slow process, but it is absolutely essential to running a successful campaign. The process is not complete when the list is developed, as the most successful advertisers are continually growing and refining their existing list. When creating your list, make sure that all keywords are relevant, comprehensive, and expansive. You want the web traffic you receive to be related to your business and include not only popular keywords, but also more niche varieties. The easiest way to achieve an effective PPC keyword list is to trust a professional to do it. With your experience, you ensure that you are receiving the best possible quality and that you remain competitive.

So how much should you spend on PPC?

This is generally a difficult question to answer. The amount you spend on PPC varies from company to company and is highly dependent on the profit margin of your products or services. You should see the amount you spend on PPC as the cost required for a potential customer. To determine this, it is recommended that you first develop a budget with the help of a PPC administrator. They will work with you to determine your campaign goals and create a viable budget accordingly.


Professional writer with more than 7 years of experience. Joseph has worked as a content creator and editor on different web pages. He has been coordinator and content manager in various editorial teams. He also has extensive experience in SEO and digital marketing.