Guide to Create an Effective Pay-Per-Click Campaign

Obviously, landing pages play a key role in any marketing campaign. But they won’t be useful if visitors don’t get to them. This is where you have to bring something innovative that would put your product or service in spotlight.

Have you heard of Pay-Per-Click (PPC) Marketing? What’s that? You must have seen little text ads do appear on top when you search something on any search engine. PPC marketing is one of the best ways to reach the best prospects or generating clicks to your site rather than earning those clicks organically.

Everything Starts with a Campaign

Running PPC ads are invariably a part of a larger marketing campaign that’s a series of marketing activities working towards a common goal.

An AdWords campaign contains all of your ad groups and those ad groups themselves contain your ads. The most interesting things occur when we get to ad groups that contain all of the ads that are targeted at a shared set of keywords, which are in fact user’s search queries. For example, one ad group may have 15 different ads all targeting the keywords like shoes, shirts, shawls, boots and gloves for feet etc.

The different types of keyword matching

The method of targeting the keywords is highly important for the success of a PPC campaign. AdWords gives you the opportunity to customize how your ads match up with users’ search queries.

Broad match modifier is a way to refine your standard broad match keywords for tighter targeting and control over your ad spend. Phrase match will be more exact in that and will only target queries that contain a specific phrase or a close variant as specified. For example, “wear shoes” (in quotations) would certainly target “how to wear shoes,” but not “why don’t you wear anything other than shoes,”.

Discovering the right keywords for Targeting

How can you decide which keywords to target foremost? That’s where keyword research needs to be done. This has to be done initially while going for every PPC campaign.

Finding the right but great keyword is not easy. There are tools which can help in reaching to them. AdWord’s keyword planner is great tool to watch out for which gives info about many things such as historical search data, forecast estimated traffic and suggested bid amounts. Generally competition for generic keywords is very high and can be difficult to create compelling ads for such generic queries. That’s why it’s important to pay attention to long-tail keywords.

All go for Ad Rank

Every ad has an Ad Rank and that rank determines the position of your ad on the page. The key contributing factors are the amount of your Cost-Per-Click bid and the keyword’s Quality Score.

To obtain a high Quality Score, PPC ads should be extremely relevant to the user searched queries, a high predicted clickthrough rate and a landing page that is clear-cut about what it offers and trustworthy.


Now you get a fair idea of PPC marketing, but you have to keep learning more. Guide to PPC Landing Pages will not only teach you PPC marketing strategies, but also show you how to design landing pages that work hand-in-hand with your ads.