What’s PPC Advertising, and How Can It Benefit Your Business?

Google Ads
May 6, 2024
May 6, 2024
20 min
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PPC advertising

Inside: Everything you need to know about PPC advertising and how to maximize its benefits for your business. Click to crack open the code 👇

Have you ever wondered why you're paying for ads nobody clicks on? Enter pay-per-click (PPC) marketing, where you only pay when someone shows genuine interest in your ad. 

Taken PPC meme

What is PPC advertising, and how does it work?

PPC advertising, or pay-per-click advertising, is a digital advertising model in which ads are paid for per click they acquire. The model lets you pay for targeted visits to your website, landing page, or app. 

So, why do advertisers swear by PPC marketing? 

Let’s break it down:

1. The basics: Let’s say you’re a business owner and want more people to notice your website. You decide to put up an ad online. Now, instead of paying a flat fee, you only pay when someone clicks on your ad. That’s PPC in a nutshell.

2. Where do these ads show up? You know when you Google something and see those ads at the top of the search results? Yep, those are PPC ads. These ads pop up when people search for stuff (like ‘best pizza near me’ or ‘cool camping gear’). It’s like a friendly wave saying, “Hey, check out my website!”

3. The ad auction is where advertisers compete for attention. Search engines like Google and social media platforms use this process to decide where ads appear. It’s not just about who spends more money—it’s about the relevance and quality of the ads.

4. Keywords: Unlike SEO, where search engines decide when your content will appear based on its relevance to the search query, in PPC advertising, you have control. You select and bid on the keywords relevant to your business.

For instance, if you sell camping equipment like tents and sleeping bags, you would choose to bid on the keyword ‘camping equipment.’ This means that when someone types ‘camping equipment’ into the search bar, your ad has a chance to appear in the search results.

How does PPC advertising work?

Here’s a simple example to break it down:

#1 User searches: Someone types in a search query – let’s say they’re hunting for camping gear.

#2 Ad auction kicks in: The search engine checks which advertisers want to appear for this query. It’s like a matchmaking service – who’s the best fit?

#3 Ad placement: The search engine picks the lucky ads and places them on the search results page. 

#4 The click: Ding-ding! Your ad catches someone’s eye. They click it, and you pay for that click. It’s worth it if they buy that cozy sleeping bag, right?

What’s the difference between PPC, SEM, and SEO?

Understanding the distinctions between PPC, SEM, and SEO is crucial for effective digital marketing.

  • PPC (Pay per Click):

Definition: As mentioned earlier, PPC involves paying for every click on your ads.

Focus: Immediate visibility and traffic.

Platforms: It encompasses various channels, including search engines (like Google and Bing), social media networks, and display networks.

Advantages: Quick results, precise targeting, and measurable ROI.

Example: Google Ads (formerly Google AdWords) is a popular PPC platform.

  • SEM (Search Engine Marketing):

Definition: SEM combines organic (SEO) and paid (PPC) search strategies.

Focus: Driving traffic from search engines.

Platforms: SEM includes optimizing content for organic rankings (SEO) and running paid search campaigns (PPC).

Advantages: Comprehensive approach, leveraging both free and paid channels.

Example: Let’s say you own a small local bookstore and you’ve recently set up a website to expand your reach. You want to use SEM to attract more customers.

For your SEO strategy, you write a blog post titled ‘5 Must-Read Books This Summer’ and include keywords related to summer, books, and reading. This helps your website appear in organic search results when people search for book recommendations.

At the same time, you start a PPC campaign on Google Ads, bidding on keywords like ‘bookstore in [your city]’ and ‘summer reading books.’ This way, when someone searches for these terms, your ad can appear in the paid search results.

By using both SEO and PPC, you’re maximizing your visibility on search engines, which could lead to increased traffic to your website and potentially more customers for your bookstore.

  • SEO (Search Engine Optimization):

Definition: SEO aims to improve a website’s visibility in organic (unpaid) search results.

Focus: Organic rankings without paying for clicks or visibility.

Method: It optimizes content, improves site structure, and earns high-quality backlinks.

Advantages: You will see long-term results, sustainable traffic growth, and a lower CAC (customer acquisition cost).

Example: Suppose you own a gardening business and you want to improve your website’s SEO. You decide to create a blog post titled ‘Top 10 Gardening Tips for Beginners.’ In the blog post, you strategically use keywords such as ‘gardening tips,’ ‘gardening for beginners,’ and ‘home gardening.’

You also ensure that your website is easy to navigate and user-friendly, and you work on earning backlinks from other reputable gardening websites. Over time, these efforts help your blog post rank higher in Google’s organic search results for these relevant keywords, driving more traffic to your website.

In short, while PPC focuses on paid clicks, SEM combines organic and paid search efforts, and SEO emphasizes organic rankings. Choosing the right mix depends on your goals, budget, and long-term strategy.

What are the advantages of PPC advertising?

  • Targeted traffic. PPC lets you aim your ads like a pro archer. Want to reach pizza lovers in your area? Need tech-savvy folks for your software? Consider it done.
  • Budget control. Set your spending limit. No surprises. 
  • Instant visibility. Your ad shows up pronto. There’s no waiting around.

What are the top PPC advertising platforms?

1. Google

Google Ads is the undisputed global heavyweight champion among PPC platforms, commanding the largest market share. Recent projections anticipate Google Ads to maintain a staggering 39% of the global digital ad revenue share, with Facebook closely trailing at a projected 18%.

Google Display ads

These ads allow advertisers to create targeted ads on Google search results pages, YouTube, and other Google properties. With its robust targeting options and extensive reach, Google Ads is top-of-mind for many businesses.

Google dominates the search engine space, commanding approximately 81.95% of the global desktop search market, while its closest competitor, Bing, holds only around 10.51% market share. This broad reach does lead to more competition among advertisers, which can result in higher-priced keywords.


Google Ads primarily appear in search results, allowing advertisers to target specific queries on Google. Additionally, they extend their reach to Google AdSense websites, YouTube, and various Search Partner networks, maximizing exposure across diverse online platforms.


Google Ads empowers advertisers with the flexibility to select from a range of ad formats tailored to their campaigns. From text-based search ads targeting relevant keywords to engaging images, video ads, and enticing app install promotions, Google Ads offers diverse advertising options to suit every marketing objective.


On average, across various industries and keywords in the US, the typical cost per click in Google Ads is around $2.69 on the search network.

The legal industry has the highest CPC at approximately $6.75, which aligns with expectations given that keywords like "lawyer" and "attorney" rank among the top 20 most expensive. Consumer services is very close, with an average CPC of $6.40. 

Conversely, clicks on the Google Display Network often come at a lower cost, averaging $0.63, offering advertisers a cost-effective avenue to expand their reach and engage with a broader audience.

Google Ads CPC by Industry
Image source: Wordstream

Now, let’s talk long-tail keywords… 

Despite their longer length, they represent the bulk of web searches and often come with a pleasant surprise: they're frequently more affordable than shorter, keyword-rich queries. 

Moreover, they usually carry just as much, if not more, commercial intent, making them a savvy choice for advertisers looking to maximize their ROI. 

Below is an example to illustrate the power of long-tail keywords in advertising:

Let’s say you’ve just introduced a new coffee blend called “Sunrise Roast,” made from sustainably harvested beans. Now, you want to attract more coffee enthusiasts to your shop.

  • Broad keyword: You decide to bid on the broad keyword “coffee.” It's a popular term that is enjoying the highest search volume to date. However, the competition is fierce, and the cost per click (CPC) is sky-high. Your ad might get lost among giants like Starbucks and Dunkin’.
  • Long-tail keyword: So, you get creative. You choose a long-tail keyword: “organic fair-trade coffee with floral undertones.” This specific phrase describes your unique “Sunrise Roast” perfectly. While the search volume for this long-tail keyword may be lower, it’s more targeted. When people search for “organic fair-trade coffee with floral undertones,” your ad pops up. The user’s intent is clear—they’re actively seeking a coffee that matches their taste preferences. They’re not just browsing; they’re a niche audience that’s ready to make a purchase.
  • Results: Your ad budget stretches further because the CPC is reasonable, and the conversion rate is higher because the intent aligns with your product.

So, while the giants fight over ‘coffee,’ you can quietly serve up Sunrise Roast to those who appreciate it ☕🌅

2. Bing 

Bing Ads (now known as Microsoft Advertising) is the PPC platform for Microsoft’s search engine, Bing. While it has a smaller market share than Google, Bing Ads offers competitive pricing. It can be a valuable addition to your PPC strategy, especially if you want to reach users who prefer Bing over Google.

Microsoft Bing search ads

Additionally, if your target audience is an average age of 45, high-earning demographics—a segment challenging to reach online—incorporating Bing ads into your PPC strategy is prudent. 

It's also crucial to recognize Bing ads' limitations, such as their lower click-through rates (2.83% as opposed to Google’s 3.17%). Bing ads also have restricted reach, limited access to younger demographics, and popularity concentrated in specific countries. Notably, approximately 85% of Bing users reside in the US.


Bing ads appear on the Bing search engine, Yahoo Search, AOL Search, Microsoft Audience Network, and Display Network.


Like Google AdWords, Bing ads offer advertisers diverse ad formats, including dynamic search ads, engaging image and video ads, app promotions, and more.


The average cost per click (CPC) across all industries on Bing stands at $1.54, which is almost 50% cheaper than Google Ads. This cost advantage on Bing is attributed to its less competitive ad auction, allowing advertisers to achieve lower CPCs across most sectors. 

Even within highly competitive sectors like Legal, advertisers benefit from a bargain with a $1.42 CPC on Bing, despite keywords such as "Lawyer" and "Attorney" commanding higher prices. 

Bing ads average CPC

3. YouTube

YouTube Ads allow advertisers to display video ads on YouTube. With 2.5 billion active users, YouTube is a powerful platform for PPC advertising. 

On average, people spend about 48 minutes daily on YouTube, making it the second most engaging social media platform after TikTok. This screen time translates to increased exposure for your brand, with more eyes on your content for extended periods.

Youtube ads


The most apparent placement is within YouTube videos themselves. These ads can appear before, during, or after a video, providing ample opportunities to engage viewers.

Ads can also appear in search results on YouTube, ensuring visibility when users are actively looking for content. Ads may pop up as users scroll through their YouTube home feed, catching their attention amidst recommended videos.


  • Skippable in-stream ads can appear before, during, or after a video. They're usually short promotional videos that viewers can skip after five seconds.
  • Non-skippable in-stream ads are ads that viewers cannot skip. They typically are 30 seconds or shorter and can play before, during, or after the main video. Like skippable in-stream ads, they appear on all devices and in the exact locations as the main video content.
  • Bumper ads are non-skippable, short video ads (usually 6 seconds). They’re great for quick brand awareness or delivering concise messages.
  • Masthead ads enjoy a premium placement at the top of the YouTube homepage. They are highly visible, exclusive, and perfect for significant product launches or special events.
  • Display ads are image-based ads containing text and links placed around the video player on desktop and laptop screens. They're commonly found above or below the video player or on the right side rather than being video-based.
  • In-feed ads promote video content in key discovery areas like alongside related YouTube videos, within YouTube search results, or on the YouTube homepage.
  • Overlay ads are semi-transparent ads that appear at the bottom of YouTube videos. They feature text, visuals, or both and prompt viewers to click on the advertiser’s site.
  • Sponsored cards are small, interactive ads in YouTube videos relevant to the content, like during product unboxing. They show on both desktop and mobile, usually on the right side, briefly popping up for viewers to click and learn more.


Contrary to common belief, YouTube Ads don't operate on a CPC basis. Instead, if a viewer clicks on the thumbnail video or any attached links, they're charged based on cost per view (CPV) or cost per action (CPA), not cost per click (CPC).

The typical range for YouTube Ads cost per view is between $0.03 and $0.3 per view (3 to 30 cents). Thus, to accumulate 100,000 views, your expenditure could fall within $3,000 to $30,000.

Below is a chart comparing CPV (cost per view) across various industries. Advertisers in the home and garden industry face the highest costs, averaging around $0.088.

Mega Digital Chart comparing the CPV across various industries

4. Meta

Meta Ads provide access to a massive user base across Facebook, Instagram, and other Meta-owned platforms. Advertisers can create highly targeted ads based on user demographics, interests, and behaviors. 

Meta ads are particularly effective for brand awareness and engagement campaigns.

With over 5 billion monthly active users collectively on Facebook and Instagram, Meta is a formidable powerhouse for your pay-per-click campaign management.

Meta ads - feed and story


Instagram ads predominantly appear in the Instagram News Feed as sponsored posts, Reels, and Stories. Conversely, Facebook advertising offers diverse placement options, such as the Facebook News Feed, Reels, Stories, Facebook Marketplace, Facebook Groups, and Messenger inbox. 


These are the Facebook ad types:

  • Photo ads provide a simple, clean, and visually appealing canvas on which to narrate your story. You can display the photos in square, landscape, or portrait format.
  • Video ads add sight, sound, and motion elements to tell a story and captivate audiences. 
  • Collection ads present a curated collection of products or services, enabling users to explore and uncover more directly within the ad.
  • Carousel ads offer an engaging and mobile-friendly advertising solution. They are visible across various platforms such as Feed, Stories, Messenger, and the Audience Network. Unlike single videos or images, Carousel ads enable you to narrate a richer story by incorporating up to 10 photos or videos.
  • Instant Experience ads: Formerly known as Canvas ads, these deliver an interactive, full-screen user experience by integrating images, videos, and call-to-action buttons.

Instagram offers the following types of ads:

  • Instagram Feed ads pop up in people’s Instagram Feeds and Stories. They can be single pictures, videos, or slideshows. How they look depends on which shape you pick (like square, wide, or tall).
  • Instagram Stories ads are big vertical pictures or videos that fill up users’ Stories. You can use both types of content, whether taller (9:16) or broader (16:9 to 4:5).
  • Instagram Reels ads use tall pictures or videos and are made just for Instagram Reels. They’re perfect for creating fun short videos.
  • Instagram Shop ads are square pictures that users can click on to take them to a product’s page on your website. They come in different shapes and are great for showing off products.


Let’s start with Facebook ads costs. Naturally, these costs vary significantly across industries, highlighting the importance of understanding how you stack up against industry averages to forecast your conversion expenses more effectively. Across different sectors, the average CPC on Facebook sits at $1.68.

Facebook ads-average CPC
Source: Wordstream

As you can see, finance is the most competitive industry, with an anticipated cost of $3.89 per click. The internet and telecom industries closely follow, with an estimated cost of $3.07 per click. Similarly, home and garden, being saturated, commands a fee of $2.78 per click.

Now, let’s look at Instagram ads

While Instagram's average cost per click is lower than Facebook's, at $1.27, you’ve seen how your industry ultimately dictates the cost per click you incur.

Instagram CPC 2024

5. TikTok 

TikTok ads are short-form video or image ads. With its younger user base and engaging content, TikTok offers advertisers a unique opportunity to create fun and creative ads. Brands can engage with Gen Z and millennial audiences on TikTok, as these demographics dominate the platform. Gen Z comprises 44.7% of TikTok users, while millennials comprise 33.7%.

TikTok ads
Source: Captiv8

TikTok has over 1.5 billion users, and what’s even more noteworthy is that in the United States, people spend more time daily on TikTok than on any other social media platform. Users spend about 53 minutes daily on the app, which means you’re getting more eyes on your content for longer.

Statistic: Average time spent per day on select social media platforms in the United States in 2023 (in minutes) | Statista
Find more statistics at Statista


  • In-feed ads appear within a user’s For You feed as they scroll through TikTok. 
  • TopView ads are full-screen video ads that appear when users open the TikTok app.
  • Branded Hashtag Challenges: Brands create a branded challenge and encourage users to participate using a specific hashtag.
  • Branded Effects: Custom AR effects that users can apply to their videos.
  • Branded Scan: Allows users to scan real-world objects using their phone camera.
  • Brand Takeover: It appears when users open the app and takes over the screen for a few seconds.


  • Video ads are regular videos that appear in users’ feeds.
  • Image ads are static visuals.
  • Carousel ads allow users to find, explore, and browse products in a full-screen mobile experience. They lead to an Instant Gallery Page showcasing a curated collection of your products.
  • Spark ads are a native ad format allowing you to utilize your organic TikTok posts and those of other creators, provided you have their authorization.
  • Playable ads are interactive videos that give users a preview of your app's functionality before downloading.
  • Collection ads are in-feed video ads that direct users to an instant e-commerce storefront within the app. This enables retailers to showcase branded videos and essential product tiles. This immersive browsing and shopping experience keeps users engaged without leaving TikTok.


TikTok boasts an average CPC of $1, notably lower than competitors such as Facebook ($1.68) and Instagram ($1.27). However, before diving in, it's crucial to consider its very young demographic and low conversion rate. 

A reasonable conversion rate is typically between 2% and 5%. On TikTok, the average ad conversion rate is 1.1%, slightly lower than its counterparts. Across all industries, the average Facebook conversion rate is 9.21%, while top-performing brands on Instagram typically sit around the 1% mark.

6. LinkedIn

LinkedIn is a platform where professionals connect, job hunt, and expand their business networks. Because of its business-focused nature, ads on LinkedIn are particularly effective for B2B and professional services or products. 

Linkedin Ads

One of the great things about LinkedIn is its precise targeting options based on demographics like location, job title, industry, and position. These allow you to reach the right audience. LinkedIn is perfect for targeting specific roles and seniority levels, resulting in a high return on investment. 

LinkedIn users typically have higher purchasing power than the average online audience, with over double the average buying power.


  • Text ads are exclusive to desktop users and won't appear on mobile or tablet devices. You'll find them situated below ads tailored to your interests.
  • Sponsored content blends seamlessly into users' feeds, mimicking organic posts. 
  • Sponsored messaging ads land directly in users' LinkedIn inboxes, enabling personalized interactions and engagement with potential leads.
  • Dynamic ads are tailored for the user based on data, ensuring personalized content. You will see them in various spots on LinkedIn, such as the right column and the top of the page.


  • Single-image ads feature one image below a text block. 
  • Video ads allow you to engage your audience with moving visuals. 
  • Carousel ads tell an interactive story in a multi-card post featuring pictures or videos.
  • Document ads collect leads and drive engagement by sharing documents in the feed.
  • Thought leader ads are content pieces that promote a product, service, or cause by leveraging the influence and expertise of industry leaders. These ads can appear in various formats, including articles, videos, webinars, social media posts, and more.
  • Conversation ads start conversations through a choose-your-own-path experience.
  • Message ads send direct messages to spark immediate action.
  • Lead generation forms help businesses collect valuable customer information, enabling targeted marketing and personalized communication. 
  • Text ads are simple ads displayed either on the right-hand side or at the top of the LinkedIn desktop feed.
  • Dynamic ads engage prospects with personalized ads.
  • Event ads amplify your LinkedIn event to maximize attendance.
  • Follower ads promote your LinkedIn page to acquire more followers.


The average cost per click on LinkedIn is $5.39, which seems high. However, it's important to note that these clicks come from users with significant purchasing power, making them valuable prospects for generating qualified leads.

7. X (Twitter)

Twitter, now known as X, allows advertisers to promote posts, accounts, or trends. With its real-time nature, X is ideal for timely promotions, event marketing, and engaging with users during trending topics. 

Twitter X ads
Image source: X Business

While X is popular and recognized, its audience of around 600 million falls short of other platforms like Facebook, Instagram, and YouTube, each boasting over two billion monthly active users. As a result, the potential reach of your advertising efforts on X is inherently limited compared to these larger platforms.

It’s also worth noting that X has a predominantly male user base, with 60.9% of its users being male. Consider your target demographic before deciding if this is the right platform for your marketing efforts.


  • Promoted ads support image ads and video ads. 
  • Vertical video ads bring products to life and drive engagement using vertical video content.
  • X Amplify allows advertisers to promote their content through influencers and creators.
  • X Takeovers take over a user’s timeline for a specific period, ensuring maximum visibility.
  • X Live lets brands sponsor live events or streams on X, reaching audiences in real time.
  • Dynamic product ads dynamically showcase products based on user behavior and interests.
  • Collection ads allow advertisers to feature multiple products in a single ad unit, encouraging people to explore and shop.


  • Text ads amplify your message with straightforward text. These ads blend with X's ordinary posts with features that mirror a standard post, such as likes, replies, favorites, and retweets.
  • Image ads enable you to highlight your product or service using a single photo.
  • Video ads allow you to animate your message with dynamic visuals.
  • Carousel ads allow advertisers to showcase multiple products or promotions with up to six horizontally swipeable images or videos. 
  • Moment ads allow you to create, curate, and promote a collection of posts that tell a story beyond X’s 280-character limit. 


On average, you can pay around $0.38 per click on X. However, it can vary across industries, ad types, and target audiences.

Twitter/X cost per click
Image source: Nutshell

With ad revenue reportedly down by 50%, X aims to lure advertisers back, resulting in the lowest CPC among all social media advertising platforms

So, if your target market consists mainly of males, this could be the perfect opportunity to capitalize on X’s current cost-effectiveness.

What are the types of PPC ads?

There are three primary types of PPC ads: Search, display, and video ads. Each of them offers distinct avenues for reaching the right people effectively. Here's a breakdown of each ad type and how it can elevate your PPC campaigns:


Search ads are the bread and butter of PPC campaigns. They appear on search engine results pages (SERPs) when users enter relevant keywords. Here’s how they work:

  • Keyword targeting: Advertisers bid on specific keywords related to their products or services.
  • Ad placement: When a user searches for those keywords, the ad appears at the top or bottom of the search results.
  • Cost model: Advertisers pay only when someone clicks on their ad.


Display ads are visually appealing and appear on websites, apps, and social media platforms. Key features include:

  • Visual appeal: Display ads include images, banners, and interactive elements.
  • Audience targeting: Advertisers can target specific demographics, interests, and behaviors.
  • Ad placement: These ads appear on social media platforms, websites within Google’s Display Network, or other ad networks.
  • Cost model: Advertisers can pay per click or pay per impression (CPM).


Video ads are consistently popular due to the rise of video content consumption. Characteristics include:

  • Platform: Video ads appear on platforms like YouTube, social media, and websites.
  • Formats: These videos can be skippable (pre-roll), non-skippable, or in-stream (mid-roll).
  • Engagement: Video ads allow for storytelling and better engagement with the audience.
  • Cost model: Advertisers pay when users watch a particular portion of the video or click on the ad.

Key components of Google PPC ads

  1. Campaign budget: Advertisers establish a daily budget, occasionally doubled by Google on select days, with monthly spending consistently exceeding this set limit (calculated based on a 30.4-day average month).
  2. Cost: PPC ad costs fluctuate depending on auction competitiveness and ad performance. Advertisers regulate expenses by setting a maximum CPC bid, representing the highest amount they can pay for a click. 
  3. Structure: PPC accounts adhere to a hierarchical framework:
  • Campaigns: Segmented based on specific objectives, targeting criteria, ad formats, or budget allotment. For instance, a car dealership might have distinct campaigns for "used cars" and "new cars."
  • Ad groups: Within campaigns, ad groups aggregate related ads triggered by specific keywords.
  • Keywords: These are selected terms by advertisers that activate their ads when users search for relevant content.
  1. Keyword match types:
  • Broad match: These are the default type, casting a wide net to reach a broad audience. Ads may surface for misspellings, synonyms, related searches, and keyword variations, offering high exposure but less precision in targeting.
  • Phrase match: More focused than broad match, offering flexibility while maintaining relevance.
  • Exact match: This is the most specific and restrictive type. Ads will only surface when users search for the exact keyword or close variants with the same meaning. This offers the highest precision.

How to build a Google Ads PPC campaign

  1. First, create a Google Ads account if you don’t have one. 
Create Google Ads account
  1. Then, go to ads.google.com and click ‘Start now.’
Start Google ad campaign
  1. Click ‘Create your first campaign.’
Google - create your first campaign
  1. Fill in your business details, then click ‘Next.’
Google ads campaign- business details
  1. Link any accounts you’d like to link. Afterward, click ‘Next.’ Feel free to skip this step if it doesn’t apply to you.
Google ads campaign - link accounts
  1. Now, choose any goal from the list and click ‘Next.’ For the sake of this demonstration, I will go with ‘Purchases,’ so your setup will look different depending on your chosen goal.
Google ads campaign - choose goal
  1. Now, select a campaign type. I chose ‘Search’ from the options. When you have finished, tap ‘Next.’
 Google ads campaign - choose ad type
  1. Add all the words or phrases people use when searching for your products or services. 
Google ads campaign - keywords
  1. While you’re there, set your preferred country and language
Google ads campaign - set language and location
  1. In ‘Audiences,’ search for audience segments related to your product or services. Also, choose your targeting setting from the two options. Tap ‘Done’ to move to the next step.
Google ads campaign - audience segments

Underneath that, review the networks in which your ad will appear. After that, select ‘Done’ and then ‘Next.’

Google ads campaign - choose Network
  1. It’s time to create your ad 😃 It should feature a URL, up to 15 headline options, up to 4 descriptions, images, site links, and any optional details like a phone number. You’ll see a preview on the right as you build your ad. Display paths are optional. Tap ‘Next’ afterward.
Google ads campaign - Headlines
Google ads campaign - add description
  1. Now, set a bidding strategy. Since this blog is about PPC campaigns, I’ve selected ‘Clicks’ from the dropdown menu. 
Google ads campaign - focus on clicks
  1. Check off the little box if you want to set a cost-per-click limit.
Google ads campaign -set CPC bid limit
  1. Now, choose how much you would like to spend per day. You can, of course, also set a custom budget. Afterward, click ‘Next.’
  1. You’re almost done! Add and save your payment method. Then, hit ‘Submit.’
Google ads campaign - Payment details
  1. That’s it! Google will then review your ad information, and once the ad is approved, your campaign will go live 🎉

Best practices for Google PPC advertising

  1. Analyze the competition. Monitor your competitors’ ads and landing pages to get inspiration for your campaigns and understand what trends work best for your target audience.
  2. Research your competitors' bidding keywords. Look up what keywords your competitors are bidding on. If they consistently bid on specific keywords, those keywords contribute to profitable ad campaigns. Semrush’s Advertising Research tool can provide precise insights into the keywords your competition is bidding on.
  3. Optimize your landing pages. Improving them will help reduce your cost per click. When your landing pages are relevant and engaging, Google rewards you with a higher Quality Score, leading to lower CPCs and better ad placements.
  4. Refine your ad copy. Ensure that it is specific to the search query. For example, if you want to create an ad targeting men looking to buy electric shavers, your ad copy should focus on electric razors specifically. Avoid generic copy that says you sell various men’s grooming products.
  5. Incorporate keywords. It is crucial to incorporate keywords that searchers are likely using into your ad copy. Keywords make your ads seem more relevant to searchers, thereby enticing more clicks on your ads.
  6. Include a clear call to action (CTA) in your ad copy to motivate users to take immediate action. It should clearly instruct searchers on the desired action after viewing your ad, such as purchasing, starting a free trial, or booking a consultation.
  7. Improve your web page speed. While it may seem insignificant, people generally won't wait more than a few seconds for a website to load. The longer the loading time, the greater the likelihood of users leaving without interacting with your content (a bounce).
  8. Monitor your results. Launching a campaign marks just the start. Ongoing monitoring is crucial for determining what ads are working and which ones aren't. With tools like Madgicx's One-Click Report, you can stay on top of your campaigns 24/7 with a live dashboard, ensuring swift adjustments rather than waiting until month-end.
One-Click Report - Google and Facebook

On one user-friendly dashboard, you can monitor your Google Ads, Meta, Google Analytics 4, TikTok, and Shopify accounts. With pre-loaded report templates, even small businesses can craft professional reports without hiring fancy data analysts. 

Collaborating with teams or stakeholders? Quickly share the live dashboard with them via a shareable link. Why not test it out with the free 7-day trial?


As you can see, PPC services open doors to cost-effective marketing opportunities across multiple platforms. By understanding the nuances of each ad type and platform, businesses can unlock their full potential and meet their marketing KPIs. 

So, are you ready to pay per click? 💰

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Google Ads
May 6, 2024
May 6, 2024
Annette Nyembe

Digital copywriter with a passion for sculpting words that resonate in a digital age.

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