What Is PPC – How to use PPC to Build Your Business?

Today, Pay per click advertising is one of the strongest marketing strategy that can generate businesses thousands in revenue. Generally, every company wants to set up a campaign in a matter of minutes & watch visitors visit their website and enjoy the sip of success.

Before this, you should know that: How does PPC work? What is PPC marketing?

How does pay per click work?

Are you looking to improve the ROI of your campaigns? 

Here are the effective tips that first PPC work is most important because many businesses drive straight into the market for their PPC campaign and got disappointed when they don’t make their expected return. So here the main thing is to understand how PPC works, then users have a much better chance of making a profit & having a successful campaign.

What is PPC (pay-per-click) marketing? 

Through PPC marketing you can use search engine advertising to generate clicks to your website instead of earning those clicks organically.

Okay now go back in flashback and remember those sponsored ads you often see of Google’s search result page? That’s PPC click advertising.


Let’s make you understand this more clearly: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee and that’s why it’s called PPC (pay per click.) 

Now the interesting point is when your PPC campaign is well-designed & running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it.

Ultimately, pay-per-click marketing is good for everyone let see how?

It’s good for searchers 

And because we use search engines when we’re looking for products and services, the results, including the ads, are generally highly relevant to what we’re looking for. Plus, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs.

On search engines, while looking for services & products, the results including ads are generally highly relevant to what you are looking for. Besides, Google has developed an excellent formula for ensuring that PPC ads meet the user’s needs.

It’s good for advertisers 

Here, advertisers are offered a unique means of putting their messages to the audience who is actively & specifically seeking out their product. Because searchers reveal their intent through their search query, so as an advertiser you can measure the quality of traffic that results from search engine clicks.

It’s good for search engines 

Generally, PPC enables search engines to cater to the searchers & advertisers simultaneously. Here, the searchers comprise their user-base, while the advertisers provide them with their revenue stream.

While offering a highly targeted, revenue-driving ads channel, search engines provide you relevant results as well.

The unique benefit of PPC is that Google don’t just reward the highest bidders for that ad space, they reward the highest-quality ads. In short Google rewards good performance. The better your ads, the greater you’re click-through rates & the lower your costs.

PPC Keyword Research: 

Keyword research for PPC is important and a time-consuming process as well, because your entire PPC campaign would revolve around keywords, & the most successful Google Ads advertisers continuously grow & refine their PPC keyword list.

If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost, and highly relevant keywords that could be driving traffic to your site.

An effective PPC keyword list should be:


Of course, you want to invest in relevant keywords, no one likes to be paying for web traffic that has nothing to do with business. You have to find targeted keywords that will lead you to a higher PPC click-through rate, effective cost per click, and an increase in profit. In short the keywords, you bid on should be closely related to the offerings you sell.


Now you should be smart enough while choosing the keywords because your keyword research should include not only the most popular & frequently searched terms in your niche but also to the tail of the search. 

Yes, we are talking about long-tail keywords here, they are more specific & less common, but they add up to account for the majority of search-driven traffic. Plus, they are less competitive and less expensive as well.


Yes, PPC is iterative. If you want to constantly refine & expand your campaigns then create an environment in which your keyword list is constantly growing & adapting. 

Always check for the popular keywords if you want to find high-volume, industry-specific keywords to use in your PPC campaigns.

Managing Your PPC Campaigns: 

After creating your new PPC campaign, you will need to manage it daily to make sure they continue to be effective. Because the regular account activity is one of the best predictors of account success.


Here, you should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:

Add PPC Keywords

As we have already discussed above expand the reach of your PPC campaign by adding keywords that are relevant to your business.

Add Negative Keywords

You can add non-converting terms as negative keywords to improve campaign relevancy & reduce wasted spend.

Split Ad Groups

You can improve CTR and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, it will help you to create more targeted ad text & landing pages.

Review Costly PPC Keywords

Review expensive, under-performing keywords and shut them off if necessary.

Refine Landing Pages

Here you can modify the content & CTAs of your landing pages to align with individual search queries to boost conversion rates. Don’t send all your traffic to the same page.

Google Ads for Pay-Per-Click Marketing

Google Ads, formerly known as Google AdWords – by far the most popular PPC platform – operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.

Every time a search is initiated, Google digs into the pool of bidding advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad text, as well as the size of their keyword bids. 

More specifically, who gets to appear on the page and where is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid and Quality Score, In turn, your Quality Score affects your actual cost per click or CPC.

This system allows winning advertisers to reach potential customers at a cost that fits their budget.

The good news for advertisers is that in giving the search engines what they want (relevant pay-per-click ads) you’re also delivering targeted advertisements to people who are seeking out your product. It’s a win-win.

Use the Google Ads Performance Grader to Grade Your PPC

Once you’ve established your AdWords campaign. The Performance Grader is a comprehensive free tool that helps you evaluate how your AdWords pay-per-click campaigns are performing in key areas such as:

  • Quality Score
  • Text Ad Optimization
  • Impression Share
  • Click-Through Rate
  • Use of Negative Keywords


Following PPC best practices has never been easier but it’s fast, secure, & free. As we have discussed above, the AdWords Performance Grader is an entire suite of pay per click services in a single tool. Its expert analysis shows you where & how to make improvements to your AdWords campaign that save your cost and improve your performance.