How to do Pay Per Click Advertising

Pay-Per-Click advertising is an online advertisement whereby you pay for it only when someone clicks. It’s advertising through sponsored links.

How to do Pay Per Click Advertising
How to do Pay Per Click Advertising

How to do Pay Per Click Advertising

What is Pay Per Click?

Pay Per Click is the type of digital marketing whereby you only pay for your ad each time someone clicks on it.

What is Pay Per Click Advertising?

Pay-Per-Click advertising is an online advertisement whereby you pay for it only when someone clicks.

It’s advertising through sponsored links that appear on search engines.

When your content is more relevant, your ad will appear before others on the search engine.

Pay Per Click advertising is the most effective way for generating leads and driving sales naturally.

Benefits of Pay-Per-Click Advertising

1. Improved SEO strategy

Ability to target your prospective customers

Best advertising method with less cost with best results

This is cost-effective because you only pay when someone clicks on your ad

2. PPC advertising can increase your ranking

Ability to know the number of people your ads reached

You can set a limit of the cost to be spent on your ads

How Does Pay Per Click Advertising Works?

1. You have to set your goals on what you want to achieve

2. Then, you select the platform you’ll use to advertise

3. Choose the keywords for your advert

4. Set your budget according to different keywords

5. Prepare your advert, its link and its landing page. 

6. Keep monitoring the keywords that work the best and keep improving the others.

Types of Pay Per Click Advertising

When thinking of how to do Pay Per Click advertising you should be aware of the types of PPC advertising.

1. Paid search advertising

This is the most common Pay Per Click advertising type, whereby your ad shows up when users search for specific keywords.

2. In-stream Ads

This is a way of earning money through your videos.

In-stream ads can be included in your videos before, in-between or at the end.

When the video viewer clicks on the ads in your video, you earn.

3. PPC Affiliate marketing

PPC affiliate marketing pays off through visitors’ actions on your website, like generating leads, clicks or impressions.

To excel in PPC affiliate marketing, you need to have the right keywords, which require intensive research.

4. Display advertising

Display advertising is most helpful in raising brand awareness.

It includes images, banners or text ads targeted to a specific audience, and they appear on different websites.

5. Social media advertising

Social media advertising provides higher click-through rates to your website.

It's the best advertising method when targeting a specific audience with a particular interest.

And it’s possible to get potential customers due to reaching a large number of users.

6. Remarketing advertising

Remarketing takes advantage of the users’ previous actions to show them related ads.

The previous experience can be accessed through browser cookies.

It’s also called Retargeting PPC advertising.

Factors that Affect the Performance of PPC

1. Creativity

You should ensure your ad are creatively made and have a high quality so that they'll attract someone to click on them.

2. Relevance of your keywords

Ensure your ad's keywords align with users' intention to click your ad.

Your ad should be of high quality in such a way that it gives answers to what the searcher was looking for. 

3. Quality of your landing page

Your landing page must contain a clear Call-To-Action (CTA), authentic and relevant to the user's intention to click on your ad.

4. Quality score of your ad

If your ad score is high, it'll enable you to get more clicks at a lesser cost.

Your ad's quality score depends on the relevance of the keywords, quality of your landing page and quality of your PPC campaign.

5. Ensure your ad is mobile-friendly

Ensure your ad can easily be accessed through mobile phone.

The quality of your ad will be high if it’s optimized for mobile users.

Optimization Strategies on How to do Pay Per Click Advertising

1. Engage in A/B testing

You should conduct A/B testing of your ads to allow you to know the elements that have the most conversions.

It also helps you test your various headlines, designs, and landing pages.

2. Ensure your website is easily accessible

Ensure your website is easy for visitors to navigate and read through.

Your font size and style should be easy to read, also include white space and short paragraphs. 

Also, ensure the arrangement and design of your website are user-friendly.

3. Improve your website performance

You should ensure your website loads quickly for a good user experience and ensure they don't abandon it because of heaviness.

4. Regularly update your keywords

Regularly updating your keywords allows you to identify the low-performing keywords.

You should remove the less-performing keywords and invest in high-performing keywords to leverage your budget.

5. Develop a remarketing strategy

Remarketing or retargeting involves sending relevant ads to previous visitors on other sites or social media platforms.

This strategy helps you convert leads into paying customers and reach customers you couldn't collect their email addresses or contact details.

6. Use ad extensions

Ad extensions give users the best experience with your website.

It gives users a quick look at what your website looks like and what it's about.

Visitors might even be able to call depending on the extension.

7. Creating localized landing pages

Creating localized landing pages will help be easily accessible in your local area, in case your business targets locals in that specific area only.

8. Include intriguing on FOMO

FOMO means Fear Of Missing Out!

When people are attracted to your services or products, and they hear they’re about to be finished or the deadline is around the corner, they'll rush in to grab the last chance.


PPP is the most profitable type of digital marketing, only if you understand how to do Pay Per Click advertising.

It’s crucial to know how to optimize your campaigns.

Also, you should appropriately set your goals and measure your performance.

Don't forget PPC works better on a large audience.

How to do Pay Per Click Advertising



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DIGITAL SKILLS GUIDE: How to do Pay Per Click Advertising
How to do Pay Per Click Advertising
Pay-Per-Click advertising is an online advertisement whereby you pay for it only when someone clicks. It’s advertising through sponsored links.
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