Practical Approach to Pay-per-click Marketing

Drive Profit

Pay-per-click is known to offer a high return on investment (ROI) when compared with other marketing strategies. This is because, since you can limit the expenditure by ad click, you’re therefore in complete charge of your ad spend. However, before results can be driven with PPC, you must recognize which search factors will generate returns for your business.  According to WordStream, the price of a keyword or search term ranges from $1.16 per click to almost $7 per click, whereas for a google ad network, the price per click is $0.63 on the Google display network and $2.69 on the Google search network.

In summary, in calculating the total budget for PPC ad campaign, knowing the price-per-click of your search terms is important. Tools like SEMRush can be utilized to give you both the search volume per term and price of a search term. 

Search terms relevant to your business, for example, rent stalls for congress in Orlando can as well be identified using Google keyword planner. The moment you determine the cost of a search term; your total budget will then depend on how many clicks that particular term receives in a month. This allows you to keep track of search terms that are profitable and track your performance.

Refine and Optimize with Ease

Pay-per-click’s quick results and low cost allows you to take an iterative approach in line with PPC campaigns. we would advise you to run a digital campaign for some weeks, afterward refer to your tracking tools to refine and monitor your PPC campaigns. 

WordStream, Google Analytics, and Google Adwords are marketing tools that provide well-detailed reports in which paid ads are performing best. When you link your Google Analytics to Google Adwords, it allows you to see which ads are converting to page views, leads, sign-ups or sales. 

You can ultimately run tests on web page copy and landing pages to ascertain the most effective tool. Manipulate the calls-to-action (CTAS) and content of your landing pages to flow in line with search queries. You can improve your quality score and click-through rate (CTR) by disintegrating your ad into smaller groups, relevant ad groups that will help create landing pages and more targeted ad text. This will help boost your conversion rates and makes it easier to improve marketing strategy for your business.

In general, a pay-per-click marketing strategy can be grouped into three phases: 

·        Planning Phase

·        Execution Phase

·        Optimization Phase

The planning phase can be subdivided into the following:

·        Goals and budget definitions

·        Landscape competitive analysis

·        Research keywords

Execution phase can be subdivided into the following:

·        Account structure

·        Effective ad text

·        Pay-per-click landing pages optimized for conversion

Optimization phase can be subdivided into the following:

·        Identify negative keywords

·        Increase ROI

·        Measure and Report


With more and more businesses focusing on improving their online presence, the competition for visibility in the SERPs is highly increasing. While an SEO marketing technique is crucial in increasing online ranking, the world of pay-per-click must not be neglected as it is a valuable method of earning valuable short term traffic results. Adding PPC strategy with inbound marketing and SEO is a good way to boost your business ultimately shaping your overall marketing strategy. 

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.