pay per click advertising


In the 1960s-1990s, the top global brands made memorable TV advertisements. It was the era when no one had smartphones, and the only way to reach the audience was through mass marketing campaigns. The effectiveness of some campaigns led these brands to develop a strong brand name and grab a huge chunk of the market share.


Nike exemplifies how the right marketing leads a business to grow tenfold. Nike elevated its sales from just $800 million in 1988 to $9.2 billion in 1998. The brand amassed many customers in just ten years through its “Just Do It” campaign. The slogan was short, sweet, and memorable. But it was notable also because it was repeated on TV and applied to many situations. Today, pay-per-click (PPC) is an innovative marketing tool that, if used correctly, can help the business to make its brand memorable.


Why Choose a PPC Strategy for Your Business?

In the era before the internet was popularized, TV commercials were the way to go. But the internet, smartphone technology, and data have helped brands target customers according to their age, demographics, and interests.


PPC or pay-per-click is one of the ways brands can create a higher brand recall because of repeated advertisements. It is a better approach to online advertising than pay-per-view (PPV) advertising. It is because even if the brand’s ad is displayed, the business only pays when there’s a click. So, advertisers can easily use PPC retargeting to help create brand awareness and get a click when they have established trust with their customers.


An optimized PPC campaign on search results also helps establish a top-of-the-mind recall for the brand or website. In fact, according to a source, PPC Ads can help increase the brand’s awareness amongst potential customers by 80%. It also allows people to associate keywords with a certain brand.


For example, people might associate TalkSpace or BetterHelp with virtual mental health help because they have been conditioned to associate these words with the brands. So, whenever they consider seeking mental health help, the 2-3 top brands will come to mind. The right PPC strategy can help businesses position themselves as the solution to the problem that comes to mind.


Five PPC Tips for Business Growth

We have established that PPC is critical for brand awareness in the digital world. But how to effectively put PPC to use? Here are five tips that can help you use PPC effectively for business growth:


1. Choose the Right Platform


You must choose the right platform to get the best results from a PPC strategy. The right platform is one that your audience uses the most. If you are an e-commerce business and your target audience is 18-30, you should go for Instagram PPC. If your audience uses LinkedIn, it is better to choose that platform despite PPC rates being higher than others.


LinkedIn charges an average of $5.26 per PPC ad. On the other hand, Google display ads cost around $2.32 per click. Instagram ads are also higher than Google’s at $3.56 per click. These rates vary based on the expected conversion rates of the audience clicking through these platforms.


2. Use PPC in Conjunction with SEO


SEO is a strategy that allows your business to get organic reach. However, ranking your website through SEO is not easy. Compared to this, PPC can help you get to the first page of search results within a day. Also, over a quarter (27%) of website visits come from paid ads, and these clicks through PPC are 50% more likely to become customers than the organic audience. Still, 53% of website visits are organic, which shows that you cannot beat the importance of SEO.


Since PPC has become quite competitive recently, you need to target the right keywords and ad group structure. So, unless you focus on striking visuals, impactful copy, and effective retargeting strategies, PPC won’t work for you. So, optimized PPC – a blend of SEO and PPC is the way to grow your business.


3. Remarket to Your Visitors


92% of the visitors on your website are highly unlikely to buy anything on their first visit. It is true for brands selling luxury apparel and products at high prices. So, it is important to remarket to your visitors to get that top-of-the-mind position. You could even retarget them with a different ad or get their emails on their first visit to make them a part of your marketing funnel.


4. Focus on Website Design


Nowadays, people mostly use their smartphones to browse the internet. If the business’ website is not mobile-friendly, potential leads will take no time to close it. When your bounce rate is high, it shows a problem with your website or your PPC targeting.


Furthermore, if your website loads slowly, it will drastically increase your bounce rate, no matter how much you spend on your PPC campaign and landing page copy. The bounce rate difference between a website that takes 2 seconds to load and one that takes 5 seconds to load will surprise you. From 9%, the bounce rate goes up to 38%, only with a 3-second delay in the loading time.


It is important to focus on the website design, reduce the loading time, and use stellar copy to help further the potential customer make the purchase decision.


5. A/B Split Testing


If your business has multiple products, the same ad copy might perform well for one audience rather than for another slightly different one. Whether starting from scratch with PPC or having had multiple successful PPC campaigns, you cannot underestimate the power of A/B testing. This testing helps you determine how changes in ads like the description, headline, keywords, audience, and location impact PPC performance.


Testing helps you optimize your PPC strategy, so designing your campaign before you run it is essential.


Final Words

In this digital era, if your business is still not using PPC advertising, it is missing out on much potential. But because of the competition for customers, PPC is the new SEO. You must expect sales by paying a lot of money. The tips mentioned in this article will help you perfect your PPC strategy and ensure that you maximize lead generation through each dollar you invest in PPC marketing.

ppc expert tips


PPC advertising is effectively captivating the attention of an audience and driving traffic to a website. But since PPC campaigns aren’t free, you want to make sure that every dollar you invest offers a good return on advertising.

In this blog post we look at 10 essential tactics you can use to ensure a PPC campaign delivers a great return on advertising spend (ROAS).


10 strategies that will improve your PPC ROAS

1. Hyper-targeted keywords


Before launching a new PPC campaign, dive deep into keyword research to ensure the keywords you use to target those who are more likely to convert.

In other words, target keywords with high purchase intent. These are keywords potential customers type into search engines when they’re almost ready to take action.


2. Competitor research


Competitor research tools can yield valuable insights and reduce or eliminate guesswork.

We suggest using these tools to find out:


  • Which keywords your competitors are ranking for.
  • The type of copy, call-to-action, and offers that have lower bounce rates. 
  • How your competitors’ ads are performing in the long term.


To lower your ad cost, you can also use keyword research or discovery tools to explore keywords that your competitors have overlooked, as their cost-per-click will be lower.


3. Negative keywords


Both Google Ads and Bing Ads feature a negative keyword tool. With this tool, you can create a list of keywords that aren’t likely to generate conversion straight away. When someone does an online search using those keywords, your ad won’t be shown to them.

Negative keywords are the keywords you don’t want to pay for. Let’s use an example to illustrate this.

Imagine you sell laptops and you launch a campaign for gaming laptops. In your negative keyword list, you could add terms like “laptop 500GB HDD”. Gaming laptops have a higher HDD capacity and therefore cost more, so there’s no point in getting clicks to a product that the user isn’t willing to buy.


4. Seasonality adjustments


In 2019, Google introduced a seasonality adjustment feature that can maximize PPC ROAS at specific times of the year. To use it, you need to know how a seasonal campaign performed in the past, for example by looking at year-on-year data for Black Friday.

Let’s say you find out that during last year’s Black Friday campaign, you got the highest conversion rates on Friday, but they dropped significantly on Saturday. Using the seasonality adjustment, you can invest more ad spend on this year’s Friday campaign, and less on Saturday.


5. Personalized landing pages


If your campaign targets more than one buyer persona, you can use different landing pages and personalize them to each persona. You can then use the keyword of geo-location filters to ensure the landing page copy changes dynamically based on who is seeing them.

Some studies show that conversion rates can be 25% higher when using dynamic landing pages.


6. Optimize every aspect of conversion


Speaking of conversion rates, you must make sure every aspect of conversion is fully optimized. This includes ad copy, the user experience, call-to-action-buttons, forms and check out pages, and abandoned cart re-targeting. 


7. Focus on local traffic


This is a good strategy for small businesses or those with a physical store. This allows you to target a smaller audience (so the ad costs are lower) while ensuring the audience is highly likely to convert.

To dial in your local PPC campaign, use location targeting or geo-targeting. You can find this feature in most campaign tools. Geo-targeting allows you to define who sees your ad, limiting it to users within a specific distance from your location.


8. Improve Ad Quality Score


Google lets you check how well your ad performs when compared to competitors. The ad performance is given a score from 1 to 10, with 10 being the best score you can aim for.

To improve your score, make sure your ads are hyper-targeted, relevant and useful.


9. Product Listing Ads


Conversion rates for Product Listing or Google Shopping ads are 30% higher than for regular ads. To drive more traffic to product listing ads, use all the strategies listed above.

If you create small product groups in your PLAs, you’ll have a more granular view of how your campaign is performing in case you need to make adjustments.


10. Analyze, analyze, analyze


Boosting your ROAS involves tracking and analyzing campaign performance constantly. Having a well-designed analysis strategy allows you to be agile and fine-tune your ad campaign as needed to get even better results. If  you’re having a hard time here sometimes it’s good to outsource PPC to someone that can provide good insight and value.



Now that you know how to improve the ROAS of a PPC campaign, don’t forget to incorporate these tactics into your 2022 marketing plan.


Author Bio:

Diarmuid Hennessy is the Operations Manager of HomeCheck. Since 2016, they have been providing property survey services to homeowners throughout Ireland. To learn more click here –

GrubHub AdWords


GrubHub is no stranger when it comes to digital marketing. In this recent YouTube video Google breaks down how GrubHub is using AdWords for growth.




Coming from an SEO background it took some time for me to warm up to  Pay Per Click.


My first years working in Internet marketing was 100% focused on pure Search Engine Optimization. The fact that the vast majority of people, including myself, often prefer the organic results over the paid ads was only reinforcing my opinion. The other pretty common opinion between SEO professionals in the early days of digital marketing was that it’s either SEO or PPC.


Fast forward a couple of years and the situation could not be more different. The vast majority of the projects I’m working on are integrated campaigns covering SEO, PPC and social media.


How do I use PPC to compliment my SEO.


1. Using AdWords search ads to bid on my brand name.


Working with a couple of brand I’ve quickly realised that when I search for my own client’s brand, the competitors appear on top of the results with their paid listings. Even more so when I was doing search for a compound keywords my brand + keyword(s). The way paid ads are displayed, prominently on the very top of results, means that even if most people ignore the ads, a percentage of the traffic which would go to my site will end up clicking on the competitor’s ads. This can happen even when they search for my own brand name.


Using PPC and bidding on your own brand name can help you get more traffic which otherwise could potentially end up on the sites of your competitors.


Of course there will be a cost associated with running these ads but your quality score should be high on your own branded term so CPC (cost per click) shouldn’t be too expensive. AdWords is a very complex platform and I suggest you do proper research and get all the training you need. You can even consider getting AdWords certifications. You can check this guide which explains the process in detail.


2. Seasonal campaigns & new pages.


As we all know, SEO is a long term game. You build your website, invest in content assets, run link acquisition campaigns and slowly build up your site’s authority. With time your sites rank well on a number of keywords, usually around your key pages/services. However, there are times when you need to deploy new pages quickly – you may have a new service, product or seasonal promotion. Using very targeted PPC campaign, you can drive targeted customers to these pages. At the same time, you can work on the SEO so eventually these will start ranking organically.


3. Creating awareness of a new service/product.


Let’s say you have a new service or product, something that hasn’t been done before, and your potential clients simply aren’t aware of it. If they are not aware of it and if it’s something completely new then they will be very unlikely to search for it. This is where paid discovery, display advertising and video ads on YouTube can come in very handy. Using services like Facebook Ads you can target very specific audiences and get your message to the right crowd. Video ads on YouTube can also be very efficient in building awareness of your new product or service.


4. Amplifying content.


We all work hard to create good content and then we work even harder to promote it, earn links and earn shares. When it comes to links, in my opinion, nothing can beat good contacts and highly targeted manual outreach. However, when you have invested heavily in your content it’s often worth spending some money on paid discovery services like StumbleUpon Ads. The more people see your content, the better the chances are of attracting natural links and shares.


Keep in mind that some audiences are more likely to link then others, with bloggers being probably more likely to link to you than taxi drivers.


What next ?


Before you jump into PPC, make sure you get yourself familiar with all the main platforms.


The two main platforms are Facebook and Google AdWords and there are plenty of resources available online to get you going.


Considered as one of the tactful marketing methods on the web, several companies are utilizing Pay Per Click to get better visitors and conversions. It is cost effective orientation because you only disburse when someone clicks on your ads. Really, PPC campaigns will substantiate inexpensive for your gallantness as it promotes your online business by targeting millions of feasible clients without heavy burden on your pocket. Becoming a winner with PPC marketing and rising your ROI (Return On Investment) consists of first cognizance about the essential concepts. In the following post we shall be appearing into a few simple to apply PPC tips that you can use for maximize your Pay Per Click’s ROI.

Recognize Suitable Keywords to your product or service.

This doesn’t unavoidably mean that you require having undersized keyword lists for your campaigns; some of the most successful PPC campaigns applied gigantic amounts of keywords to amplify visibility. Yet, avoid the more common one-word keywords as much as feasible. Adhibit long tail keyword phrases inclusion of 2 or 3 targeted words whenever applicable, and stay away from utilizing keyword phrases terms such as compare, cost, reviews, etc, without those distinctly relate to your conversion goals.

Know your Value per Visitor.

Your Value per Visitor is the returns you make from each pay-per-click guest to your website. In simple words, it is determined of how impressive your website yield sales from the visitors it receives. The superior your value per visitor, the more impressive your website is at switching them into sales or goals.

Use management and analytic tools.

Most search engines provide tools that facilitate you to masterly manage your campaign and track operation. Click-through rates, GEO-targeting, comparison bid displays, conversion percentages, and position auto bidders are all valuable features that you should apply to raise your campaign performance and minimize extravagance. Currently, most of search engines provide an ROI tracker which is an extremely useful tool to assist you decide which keywords are useless. Analyze measure and check different campaigns, keywords and landing pages using these tools to understand what works best.

Protect Your PPC Investment

Don’t put all of your efforts to dissipate by sending shoppers to a non targeted homepage. Do not lose guests and a possible sale by making things knotty for them by using meaningless content. Rise with a page that will lift up where your ads gone off. You can use keyword creators, but not copiously. It is still good to go with your sense since you recognize how to search for things. You must to learn PPC and how to use it to your gain in order to be clever to use these notifications correctly. When you do it, you can able to see that Maximize Your Pay Per Click ROI.

You can hire Digital Marketing Agency or the right person who has the ability for the work because the cash you pay them will be simply regained when you start to get sales and leads out of your campaign. On the inside, this will assist you relax your resources by quite a bit and you will be up to consider boost your sales and growing your business. If you don’t want to have any whacking deficits, then you should be stalwart with your PPC management.

About Author:

 Sean Pritchard is founder of Madword-Media. Bringing over 7 years experience in Internet Marketing and he is Google Certified PPC Expert. Follow Madword-Media on twitter @MadwordMedia.

Long Tail Keywords & PPC


PPC marketing is one of the most effective ways to acquire new customers and boost your brand, but the cost of acquiring new customers can vary significantly depending on the keywords you choose and the way you structure your campaign. The price per click can vary from pennies to more than £30, depending on the keywords you choose, so it makes sense to do your homework and pick the lower-competition, but still high conversion, keywords.


Embracing the Long Tail


The most obvious way to improve your conversion rate, while still keeping costs low, is to use long tail keywords. Instead of targeting “Nike Trainers”, a fairly generic phrase that attracts a huge number of searchers, target “Nike Women’s Flex Trainer 3”. You can be pretty confident that someone who searches for that specific type of trainer is either a woman, or shopping for a woman they know. In addition, they’ve already done their homework because they know the style of trainer they’re shopping for. Not only will you pay less per click for such a narrow keyword, you’ll find it easier to convert a customer who already knows what they want.

Using long tail keywords is common sense, but it’s hardly creative. Many brands get great conversions from bidding on keywords that don’t include their product name at all.


Indirect Advertising


Ann Summers made headlines when it ran a campaign for the Chinese New Year during the Year of The Rabbit. The campaign displayed ads for the Rampant Rabbit. This slightly risqué and eye-catching campaign improved the visibility of the brand, and got people talking about the company. It’s unlikely that many searchers bothered to click on the ad, so it’s not something you’d do as a long term initiative because of its impact on your quality score, but it achieved what the creative team wanted – publicity.

Another off-topic (but successful) campaign came from Converse, the shoe brand. In an attempt to reach teenage boys, the brand ran ad campaigns on keywords such as “how to kiss a girl” and “how to chat up women”. The ad team knew that teens don’t go actively searching out things that are cool, so they decided to put themselves in the places where their audience already spends time.

Converse created microsites around things that teens are interested in, and used those microsites to advertise their products. They got inspiration for the keywords that they needed to target by using Google Zeitgeist. The campaign succeeded because their microsites were interesting, relevant and content rich.

Many other brands have achieved similar results with loosely related searches. Car insurance firms market themselves to people who are looking to buy cars. Advertisements for computer motherboards go hand-in-hand with searches for a new CPU, and if someone is searching for flights they probably need a hotel as well. Few products are bought in isolation, so consider what goes with your product. You may find that you can save a fortune by bidding on related searches.


Author bio:

This article has been written by Philippa. Philippa often writes about affiliate marketing and PPC and has decided to share her PPC knowledge in the form of PPC campaigns. Philippa gets ideas from the Twist site.

Small Business PPC

Image Source: Flickr/Gerald Rich

Pay Per Click advertising is an extremely powerful and highly effective marketing tool. Whereas billboards, television adverts, newspaper and magazine pieces and of course radio exposure are all great tools they do take time and significant effort to transform into a solid sale or lead. A PPC agency will help businesses to stand out from the crowd in a place where instant ordering and contacting people is not only possible but even probable, and that place is the internet.

The top 5 reasons that PPC is so right for your small business is:

Your Budget

When you start out in any type of business it is essential that you make sure that people know who you are, where you are and what you offer. It is also important that you don’t overstretch your advertising budget as start-up and smaller businesses rarely have huge amounts of cash to use for this therefore there needs to be a budget in place that yourselves and the PPC agency agree on in order to set realistic goals with the aim of getting you what you want and need. Unlike some advertising forms PPC advertising is still an effective marketing tool regardless of the fact that it doesn’t require a large amount of funding.

PPC and Geography

Having local support for your business is important for anyone however for bricks and mortar businesses located in a town for example, local support is vital for the success of the business. Fortunately your PPC agency is able to combine PPC with geo-targeting which increases local community visibility.

PPC is Quick

A quick fix isn’t always best in business however when it comes to small business start-ups PPC campaigns are fantastic at giving your business a quick boost and building immediate levels of traffic which in turn starts to bring profit in quicker. Over time your other slower to build yet very effective marketing strategies will start to show results however in the meantime you will have already started to build visibility.

PPC is Specific

As a small business you need to stand out above the bigger names and brands in order to get noticed. If you have a very defined niche then PPC agencies will be able to use this to further increase the success of your campaign as specific search terms, which also tend to cost less per click, are going to find you more targeted traffic which is most like to turn into a solid lead or sale.

PPC is Convenient

The beauty of having a Pay Per Click agency working on your behalf is that the advertising campaign will literally run itself in a sense, not requiring you to do anything to maintain it. Small business owners rarely have extra hours in the day so this cost and time effective method of targeted advertising is ideal.

Attribute to: Jag Ture

Jag has been writing for over 5 years. Her sales and marketing background at PPC agency, Cayenne Red has helped her write informative articles in areas including digital marketing; specifically, PPC, SEO, Affiliate Marketing and Social Media Marketing.

Google AdWords Organic Relationship

This has been a question for many years from small businesses to high profile advertisers. The answer is simply, no. Google does not give any special treatment for those who spend a lot of money on AdWords advertising because that would really be an unfair practice. Everyone is on the same level playing field and just because you have deep pockets does not mean you are going to get any special treatment on the organic side of the equation.

In this video Matt Cutts discusses the relationship between organic search and Google AdWords.

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Google Ad Enhancement

Say what you want about Google but they are consistently making some nice improvements to the user experience of their search tool. Since the day the search engine was born it has been evolving and has grown into something much stronger and more efficient than from when it first began. Google’s pay per click ads are getting a slight make over right now as well. Giving users much more to click on than just a simple text ad. Everything from Internet site links, Google +1 buttons and much more. Let’s just say their ads just got a bit more social. With Just Answers Google is aiming to change the way your audience interacts with your ads.

Google Search Ads Video

10 Little Ways

Many times SEO is not to blame when it comes to a website not running at 100% efficiency. You have to understand that search engine optimization is a process that requires many other areas to be finely tuned in order to work properly. If those areas I am referring to are not running at 100% than your SEO will never work how it is supposed to. Remember that SEO is about delivering inbound traffic to your site, once that traffic is there it is up to your brand, website layout and product to convert that visitor into some sort of action the aims at generating revenue for your company.

Here are 10 reasons why it could be everything but your SEO which is prohibiting your website to convert traffic how it should:

Poor Website Layout

If your website is built a bit sloppy with no little to no flow you will have a difficult time converting anything. Your web audience has to be able to flow properly through your website otherwise they are going to bounce and move on to your competitor.

Poor Page Content

Your content is your virtual sales man, if it is written poorly with no flow people are going to split. Your copy has to be able to communicate exactly what your sales person would if they were speaking with a potential client.

Out Dated Design

Design is very subjective but up to date web design is crucial for branding and trust building. In the digital space people do judge a book by its cover so make sure your design up to par with what it going on in the industry.

Website Errors

Broken links, pages not found and forms that don’t work will not help you grow. Make sure your site isn’t all botched up. When your web traffic clicks on links that lead to nowhere it certainly does not build up trust and confidence in your brand.

Lack of Updates

You have to keep things fresh on your site. Try changing and adding items once in a while so things are not stagnant. A blog is a nice way to keep new fresh content making its way in front of your audience consistently.

Lack of Proper SEO

What you think is SEO and what we think is SEO could be vastly different. Make sure what you are doing is actually what needs to be done in order to get the job done. SEO/SEM is not once it once was years ago so don’t think your efforts from 2001 are going to work today.

Complete Denial

Everything around you online is competition. That random web page sitting near you, the PPC ads above and to the right, everything you see is an obstacle and all obstacles should be viewed as competition. The reality is that the search engines are inundated with massive amounts of material every single day and you have to be willing to admit that to yourself.

No Social Media Efforts

Social media is not going anywhere. Social media has changed the way everyone does almost everything on a daily basis. If you can’t include this into your marketing strategy you will fail over time.

Poor Conversion Metrics

If you can’t properly lead your visitor down the right path you can’t expect to see the right conversions. Website conversion metrics are probably the most important part of building a new site for your company.

No Trust

Building trust is one of the most important things in today’s digital landscape. People do not just submit their information to any old web page they bump into any longer. If you want their info or the credit card information you have to instill confidence in your audience.