Whether you’re an experienced marketer or just getting started, you may have heard the term PPC flying around. This form of digital marketing is noted as being one of the most cost-effective and results-driven for businesses of all different sizes. But, if you’re not familiar with the method or have a strict budget where you need to avoid excessive loss, it may be a technique you’ve avoided so far. This guide will help to explain exactly what PPC is, how to implement it in your business and how to achieve the best results for your business.

PPC stands for pay-per-click. It is a marketing model where advertisers only pay for activity when a user clicks on one of their online ads. You’ll have noticed many digital advertisements if you’re someone that enjoys browsing the Internet. And PPC ads can come in a variety of different formats. However, the most popular for PPC advertising campaigns are those generated by search engines, such as Google and Bing.
What is PPC?
PPC allows you to essentially buy visits to your site. This is in contrast to the organic traffic you’ll receive from general search engine results. If a potential customer visits Google and searches for a keyword you have identified as relevant to your business, you then bid for an ad placement in the ‘sponsored links’ section of the webpage. As an example, say you sell bouquets of roses and lilies in Somerset. If a customer goes onto Google and searches for, ‘Roses in Somerset’, there is a chance that your advertisement could show up at the top spot of the results page (this is normally the section at the top of the 1st page, where each result features the term ‘Ad’ before the hyperlink). If the search engine user selects your hyperlink/advertisement, you will then be charged for this ‘click’. The idea is that this charge is minimal in comparison to the opportunities given to your business to convert.
How does PPC work
PPC is one of those models that takes time to perfect. If you have an expertise in SEO or work with an experienced SEO company, such as our team here at KAP SEO, you’re more likely to see successful results. Our key tip for generating good, cost-effective results here is to research and select the right keywords. You want to identify the terms searched by customers that are likely to purchase and are looking for your business. Equally, search engines will prioritise your advertisement if it deems it more relevant to the customer. If you’ve identified good keywords that are searchable and used organically/naturally on your website, you increase the possibility of your ad being shown.
Succeed in PPC advertising

As we mentioned above, there are a number of different PPC ad types. While we’ve discussed search engine ads above, the others you may consider are:

Display advertising

This form of targeted advertising allows you to display adverts across Google’s partner website throughout the Internet. Here, you can target specific types of customers rather than just those searching for your keyword. For example, you could choose customers that have visited your website before and shown an interest in specific products. This is a brilliant option for those businesses looking to increase brand awareness.


Have you ever felt like a product is stalking you online? Do you know those times when you’ve looked at a pair of shoes and then noticed them popping up on every page you visit? This is dynamic remarketing advertising and is highly effective. Here, you’re able to market your products to people who have already travelled quite far down the sales funnel and have shown an interest in your business. Just seeing this product one more time may be enough to encourage a sale.

Google Shopping

This form of PPC works well for eCommerce businesses. It will display products and prices in a carousel format in the main Google search page. This allows your potential customers to visually identify which products are available and the prices, giving them the ability to make an informed purchase decision.

This form has a high conversion rate as customers are given an abundance of information before visiting any website.

Tips for successful PPC campaigns

As we mentioned above, working with an SEO or digital marketing expert is one of the best ways to succeed with PPC campaigns. But our top tips for anyone looking to succeed are:

  • Research your customers thoroughly, including their wants and the keywords they’re using to find it.
  • Use keyword tools to see how saturated your main keywords are. Long-tail keywords are some of the most highly converting as they are more specific and less dominated.
  • Make sure to identify negative keywords to prevent your ads from attracting the wrong audience.
  • Fully understand your budget and ask yourself whether you can afford to advertise for a specific keyword.
  • Research your competition and the keywords they’re using.
  • Optimise your ad copy – sometimes it helps to work with a professional copywriter for this.
  • Use CTAs (calls-to-action) to drive the action you want from each ad.
  • Create a compelling and action-driven landing page.

Why should you work with a PPC expert?

PPC is a model that can be actioned by anyone with a keen eye for research and marketing. However, to get the best results, it pays to work with an expert. The right PPC marketer will help you to create a strategy focused on results, identify the most lucrative keywords, draft successful ad copy to encourage activity and help you to build credibility with your chosen platform.

Here at KAP SEO, we’ve worked with hundreds of clients to build successful PPC campaigns that convert. If you have any questions about long-tail keywords, need support identifying the right type of ad or require any additional digital marketing support, get in contact today and let’s get your business noticed online.